| CODE | MRK4071 | |||||||||
| TITLE | Global Marketing and Export Management | |||||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 8 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | - The Context of International Marketing; - Strategic Analysis for International Marketing – challenge of globalizations, potential market assessment, operating environment assessment, international marketing intelligence. - Strategic Decisions in International Marketing – Intended strategic position, rules of business behaviour, resource allocation. - Building and Sustaining the Intended Global Position – International product management, international distribution management, international sales management, international marketing logistics, international market communication, international pricing decisions, international marketing plan. - Entry and Operation Methods in International Marketing – Export and non-export entry modes. - Financing and methods of payment for exports. - Areas of Change in the International Marketing Field. Study-unit Aims This module reflects 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. The module puts an emphasis on exporting that is appropriate given its position as the major international activity of most small and medium-sized businesses. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) Discuss the underlying theories of international marketing; (2) Analyse international marketing opportunities; (3) Discuss the process and the complexities associated with the implementation of international marketing programs; (4) Analyse the international marketing implications of the activities of organizations such as the European Union, other regional trading blocks (i.e NAFTA, ASEAN) and WTO; (5) Discuss the advantages and disadvantages of different modes of entry in foreign markets; (6) Describe the financing and methods of payment for exports. 2. Skills: By the end of the study-unit the student will be able to: (1) Design an international marketing strategy that matches functional capabilities of an organization and its environmental factors; (2) Prepare a cultural, economic, political and legal analysis of a foreign market; (3) Prepare targeting and positioning studies for the company’s products in overseas markets; (4) Assess appropriate criteria for selecting market-entry modes; (5) Compile strategies on products, pricing, promotion and distribution of products and services in a foreign market; (6) Advice management on best ways to finance exports and the best methods of getting paid for exports. Main Text/s and any supplementary readings Core Textbooks - Hollensen, S (2008) Essentials of Global Marketing, F.T. Prentice Hall, Harlow, England. - Keegan, W.J. & Green, M.C (2005) Global Marketing 4th Edt., Pearson, Prentice Hall, USA. Additional Textbooks: - Albaum, G., Duerr, E. & Strandskov, J. (2005) International Marketing and Export Management, 5th Edt. FT Prentice Hall, Harlow, England. - Czinkota M.R. & Ronkainen I. A. (2007) International Marketing 7th ed. Thonson – South-Western. Additional Reading For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing - Journal of Vacation Marketing |
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| STUDY-UNIT TYPE | Lecture and Tutorial | |||||||||
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| LECTURER/S | Mark Casha 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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