The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so. This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level.
In today’s globalised economy it is essential that marketing efforts are able to transcend international borders. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.
By the end of this unit a student will be able to:
1 Demonstrate an understanding of how marketing contributes to business
strategies in an international context.
2 Evaluate entry to a selection of international markets and define the key
success factors.
3 Investigate how elements of the marketing plan can be adapted or
standardised across international markets.
4 Demonstrate an understanding of how to organise and evaluate international
marketing efforts (multinational, global, transnational, meta-national, etc.).
Scope and definition of international marketing.
Rationale for why organisations are seeking to internationalise.
Key global macro and customer trends.
Contribution to meeting strategic objectives:Marketing’s role in contributing to the business strategy in an international context.
Factors that influence internationalisation. Setting an international marketing strategy to meet objectives.
The importance of choosing the right international market.
The international market selection process.
Opportunities and challenges when entering international markets, including ethical and legal considerations.
Risk management and contingency planning in relation to volatile international markets.
Generic international market entry strategies.
Determining key success factors of international marketing.
LO3 Investigate how elements of the marketing plan can be adapted or standardised across international marketsProduct adaption: global vs local.
Pricing in international markets.
The use of new technologies that support international distribution and promotional strategies considering hardware (computerised systems, telecommunications, networks) and software (mobile computing, cloud computing, social media).
People and servicing in an international context.
Tapping into untapped markets.
LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)Organisation structures in an international context.
Home or international orientation and reporting lines.
Negotiation and new business assessment in international markets.
Assessing international market competition.
Assessing international market performance.
| LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context | ||
|---|---|---|
| Pass | Merit | Distinction |
| P1 Analyse the scope and
key concepts of
international marketing. P2 Explain the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt. |
M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation. | D1 (LO1 & 2) Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets. |
| LO2 Evaluate entry to a selection of international markets and define the key success factors | ||
|---|---|---|
| Pass | Merit | Distinction |
| P3 Evaluate the key
criteria and selection
process to use when
considering which
international market to
enter. P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each. |
M2 Apply the market evaluation criteria, entry strategies and make recommendations for a selected organisation. | D1 (LO1 & 2) Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets. |
| LO3 Investigate how elements of the marketing plan can be adapted or standardised across international markets | ||
|---|---|---|
| Pass | Merit | Distinction |
| P5 Present an overview of
the key arguments in the
global vs local debate. P6 Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts. |
M3 Evaluate the context
and circumstances in
which an organisation
should adopt a global or
local approach,
highlighting the
implications of doing so. M4 Determine and articulate in detail how to adapt the marketing mix of a selected organisation in different international markets. |
D2 Produce a critical evaluation of how the marketing mix is applied to a range of international contexts. |
| LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.) | ||
|---|---|---|
| Pass | Merit | Distinction |
| P7 Explain and analyse
the various international
marketing approaches
organisations can adopt. P8 Compare home and international orientation and ways to assess competitors outlining the implications of each approach. |
M5 Evaluate various marketing approaches and competitor analysis in relation to an organisation and make recommendations on how they should operate in an international context. | D3 Make recommendations on how organisations should be structured to maximise the opportunity in an international context. ( |
ALBAUM, G and DUERR, E (2011) International Marketing and Export Management. 7th Ed. Harlow: Pearson.
BRADLEY, F (2005) International Marketing Strategy. 5th Ed. Harlow: Pearson.
KEEGAN, W (2013) Global Marketing Management: International Edition. 8th Ed. Harlow: Pearson.
Emerald Insight
International Marketing Review
This unit links to the following related units:
Unit 1: Business and the Business Environment
Unit 2: Marketing Essentials
Unit 18: Global Business Environment
Unit 43 Tapping into New and International Markets