| CODE | MRK1205 | |||||||||
| TITLE | International Marketing and Export Management | |||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | This study-unit introduces the participants to both the theory and the application of international marketing. It covers the full spectrum of international marketing from start up operations to the formation of virtual alliances. Although it offers a discussion of the operations of multinational corporations, it presents a specific focus on the activities of small and medium-sized firms. Study-unit Aims: This study-unit aims to provide the student with a thorough knowledge of both the operational and strategic aspects of international marketing. It is envisioned that this study-unit will assist students in developing the skills necessary for them to tackle practical situations inherent to international marketing operations. Aspects of export management will be thoroughly discussed. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Analyze the international environment with regard to economic/financial, social/cultural, and political/legal forces, understand the changing nature of the international business environment, and integrate environmental scanning processes into organizational strategy development. 2. Evaluate long-term international marketing strategies in terms of foreign market selection, expansion, and penetration. To be more specific, how to establish relevant markets selection criteria; design proper process of selection; and decide on appropriate market entry strategies. 3. Design global marketing mix packages across international markets in terms of product portfolio and positioning, pricing, distribution channels and promotional strategies. 4. Recommend global marketing activities in terms of planning, implementation and control in order to get products into the hands of foreign customers. 5. Retrieve, interpret, and present current information concerning international organizations and their foreign business activities. 2. Skills: By the end of the study-unit the student will be able to: Oral & Written Presentations Skills These skills will be developed through individual and group coursework Problem Identification & Solution Case study analysis and individual coursework Critical analysis & evaluation Case study analysis and project work Information Gathering & Retrieval Projects will require both secondary and primary research and information gathering skills, with an emphasis on electronic sources of information Teamwork Students will further develop their ability to work in small groups, delegate responsibility and produce team presentations Group Discussion This is particularly important to develop confidence in small group discussion through interactive student centred seminars/workshops. Main Text/s and any supplementary readings Core Textbook: Ghauri, P. & Cateora, P. (2006) Monograph International Marketing Second Edition, Mg Graw Hill Education ISBN 0-07-7108302. Copies at the Gozo Campus Library Additional reading: Journal of International Marketing Journal of Marketing European Journal of Marketing International Journal of Research in Marketing Journal of the Academy of Marketing Science. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Saviour P. Gauci |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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