International Perspective on Marketing Theory and Practice

Knowledge skills

The main aim of this part of the module is to provide students with an International perspective on marketing theory that integrates strategic thinking and relates academic concepts to the everyday world of managerial practice. The module will develop a contemporary understanding of marketing theory and practice with a strategic focus that will have as much relevance for SMEs (Small-to-medium enterprises) as for MNEs (Multinational enterprises), and the practical implementation of conceptual academic knowledge will be a guiding philosophy for the delivery of the module.

1. Critically discuss the relevance of international value chains and the dilemmas implicit in implanting them in organisations (COI)

2. Debate the importance of sustainability to an organisation and the managerial dilemmas to which it gives rise. (SID) Thinking skills:

3. Appraise the upstream and downstream value chain related activities of a global firm. (COI)

Subject-based practical skills

4. Strategically evaluate the global supply-chain and marketing activities of a firm. (COI) Skills for life and work (general skills)

5. Develop rigorous analytical and communication skills demonstrated through a writeup of formal business reports (DP) (SID)

The aim of the exercise is to write a paper, which provides a critical review of the literature on a topic in Strategic Global Marketing. You can choose a title from the list of indicative global marketing related topics presented below. You will then have to conduct an in-depth literature review around the chosen topic area. It is recommended that you discuss the topic with your tutor in the first instance.

1. International Marketing Strategy – Adaptation or Standardisation?

2. International Trading Environment – Equality or Inequity?

3. Cultural and Social Factors in International Marketing – Think Global, Act Local?

4. Market Segmentation and International Marketing – How do firms Segment across National Boundaries?

5. SME Marketing and Internationalisation – A Bridge too Far?

6. Globalisation and Marketing – A Positive Impact upon Society?

7. Services and International Marketing – How do Firms Manage Services across Borders?

8. International Marketing Communications – How do Firms Develop Trans-National Marketing Communications?

9. International Distribution and Logistics Management – How are Channels Managed in an International Context?

10. Electronic Commerce and International Marketing: How has the Internet Impacted upon International Business?

The Literature Review must not exceed 2500 words in length, exclusive of the title, abstract, figures, and tables and the reference list, but INCLUDING the citations embedded in the body of the text. All literature reviews should provide a stated word count for the abstract and the review on the title page.

It is critical that your literature review draws from broad range of academic sources, more specifically from relevant Business related academic journals