| CODE | MRK4091 | |||||||||
| TITLE | Issues in International Marketing | |||||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 8 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | (To be covered on each country to be discussed); - Key changes in the political and cultural environments in the last 50 years; - Major trends in the demographic, economic and legal environments affecting marketing decisions; - The influence of the traditional value systems on marketing practice; - The economic models followed and attitudes towards investment, market power, business culture and social challenges; - Strategic Marketing and the state of government regulation of any of the 4 P’s; - The marketing practices (including competitive practices) in both the consumer and B2B markets; - Services marketing; - Selecting a market entry mode; - Marketing Intelligence and Planning – market research practices and difficulties. Study-unit Aims The leading emerging economies are an increasing dominant force in global economic, social and environmental affairs. Emerging economies represents the world’s largest potential markets, the source of both much of the world’s natural and human resources and of major sustainable challenges, and increasingly the home of leading global brands and innovation. The study-unit aims to introduce the participants to the political economy and marketing practices in a number of the emerging world economies. The course also covers a broad spectrum of practical issues that an undertaking doing business in one of these emerging economy would be expected to face in its day to day activities. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Discuss the key changes in the political and economic environment of specific emerging country; 2. Analyze the impact of major trends in the demographic and economic environment of a specific emerging economy that affect marketing decisions; 3. Discuss the impact of traditional value systems on marketing practices; 4. Describe the marketing practices in a particular emerging economy; 5. Argue how marketing intelligence and marketing research is practiced in emerging countries 2. Skills: By the end of the study-unit the student will be able to: 1. Prepare a cultural, economic, political and legal analysis of the emerging economies discussed; 2. Assess appropriate criteria for selecting market-entry modes in a particular emerging economy; 3. Compile strategies on products, pricing, promotion and distribution of products and services in a particular emerging economy. Main Text/s and any supplementary readings - Engardo, P. ‘Chindia – How China and India are Revolutionizing Global Business’ McGraw Hill, 2007 – ISBN 0-07-147657-1. - Scerri, M. ‘The Evolution of the south African System of Innovation Since 1916’, Cambridge Scholars Publishing, 2009 - ISBN 1-4438-0160-7. - Cavusgli, S.T. ‘Measuring the Potential of Emerging Markets: An Indexing Approach’ Business Horizon, January-February 1997, Volume 40 Number 1, 87-91. |
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| ADDITIONAL NOTES | Re-assessment is 100% Examination. | |||||||||
| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Arsalan Alshinawi Jan Chan Saviour P. Gauci Andre Spiteri |
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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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