[Solution]INTERNATIONAL MARKETING Contemporary Issues in International Marketing 2018

Please read this course outline carefully at the beginning of the course and let me know as soon as possible if you do not understand…

read this course outline carefully at the beginning of the course and let me know
as soon as possible if you do not understand any of the information or requirements
outlined below.


Aims and
Key Learning Outcomes

This module develops an understanding of the contemporary issues in
the area of international marketing theory and practice. 

On successful completion of the module, you
will be able to demonstrate knowledge and understanding of:

The scope of the contemporary development and complexity
of international marketing.

and changing nature of the concepts, theories and processes involved in
international marketing. The
new challenges to marketing strategies in diverse economies and within
varied institutional frameworks. Organisational
responses to international marketing challenges.

completion of this module you will have developed (or enhanced) skills to:

Analyse complex international marketing issues
critically and creatively to identify problems and assess a range of
alternative approaches to solve practical international marketing problems. Critique international marketing literature, information
sources and data and challenge viewpoints, ideas and concepts. Synthesise information from a variety of sources and
perspectives to make reasoned judgements and develop a coherent understanding
of theory/practice. Present effectively information orally and in
writing. Work effectively in cross-cultural groups.

Description of Course

The module is designed to advance
the knowledge of the students, who will be studying the compulsory module
International Marketing Strategy in semester 2. It will not focus on
international marketing fundamental concepts. Rather, it will introduce
reflection and debate about contemporary challenges to international marketers
by bringing together culturally diverse and interdisciplinary perspectives on
international marketing. The topics will be associated with current
publications in the subject area and the evolving nature of international
marketing frameworks and concepts. Thus students will have to engage in
independent reading and discuss their own interpretation of the assigned
reading materials. The content of the module will explore among other issues
the evolving nature of the global consumer and socio-cultural challenges in
international marketing, the role of ethics, CSR and fair trade in
international marketing, the impact of the Internet and technology on international
marketing strategy and recent developments in the standardisation/ adaptation
debate. This module is designed to assist students in their quest for
dissertation topics by critically analysing concepts and approaches. It will
create an environment for further development of skills in critical thinking,
analysis and scientific reasoning.

Course Material and Structure:

Useful texts in International/Global
Marketing include:

Keegan, W. and Green, M. (2017) Global
Marketing, 9th Edition, Pearson

P., Gilly, M., Graham, J. and Money, R. (2016) International Marketing, 4th
(International Edition, McGraw Hill

Kotabe, M. and
Helsen, K. (2016) Global Marketing Management, 7th Edition, Wiley

Hollensen S (2016) Global Marketing, 7th
Edition, Pearson

Lee, K. and Carter, S. (2012) Global
Marketing Management, 3rd Edition, Oxford

Crane, A. and
Matten, D. (2015), 3rd Edition, Business Ethics, Oxford University

Recommended Academic Journals (this list
is indicative)

International Marketing

European Journal of

Harvard Business Review

McKinsey Quarterly

Journal of International

Journal of International
Business Studies

Journal of Global

Journal of Euro-Marketing

Individual Assignment – Essay (70%)

Each individual is to complete an essay analysing current
opportunities and challenges in regard to standardizing or adapting strategies
across international marketing.  The
title of the essay is:

“Standardising and/or
Adapting International Marketing Strategy – A Critical Review”

The essay
should be divided into three parts:

Part 1: Each
student should complete a review of the international marketing academic and industry
literature on the topic of international standardisation/adaptation and provide
a critical review of the key aspects and current debates and developments.  This critical review should be based on a
broad reading of the relevant literature and not be specific to any one

Part 2: Each
student should focus on a particular sector and critically review the level of standardisation/adaptation
practiced by international companies within that sector. Students may choose
from sectors such as food, drink, technology, automobile, pharmaceutical, airlines,
hotels etc. etc.  Students should provide
examples by either focusing on one international company as a single mini-case
or provide a number of international companies as examples within that
sector.  The opportunities and challenges
facing chosen company/companies within that sector in relation to standardising/adapting
should be outlined. Part 2 may be longer than parts 1 and 3.

Part 3: Each
student should provide a comprehensive set of conclusions and recommendations
regarding the optimum balance that international companies within the chosen
sector should try to achieve in regard to standardising or adapting
international marketing strategies. 

The assignment is
to be standard format (Time New Roman 12 Pt, 1.5 spacing) and no longer than 2,100 words (excluding references/appendices
etc.). A complete set of references used must be supplied. Please put
word count on the front of your report. 
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