The Unit Specification.

UE  1.4      International Marketing: principles, practices & performance.  [40 hours]

Well, this picture represents a rather poor attempt to use traditional Alsacian costume to attract international visitors into a little restaurant in Eguisheim ] the Most Beautiful Village in France from a couple of years ago.  It is only 15km away – so do go visit]

1. to consider the foundations and principles of Marketing Management as applied to an international and intercultural context.
2. to extend and deepen the understanding of Intercultural Marketing Management through the application of knowledge within a range of contexts such that productive and comprehensive strategic and tactical advice, guidance and direction may be offered to organisations.

Learning Outcomes : after the programme, active participants should be able to :

• apply general marketing management principles to seize opportunities and solve problems in specific international/intercultural marketing contexts and situations.
• select and utilise appropriate theories, concepts, models and tools to analyse and evaluate the organisational response to the cultural challenge
• understand the critical role of culture in international marketing and its vital, two-way relationship with other business functions and to operate in / manage the cultural dimension across the organisation.
• benefit from an understanding of determinants of success and failure in intercultural marketing drawn from case studies.
• advise organisations on an appropriate degree of adaptation / standardisation
• offer guidance to employers on an appropriate internationalisation strategy.

Indicative Programme:

I.     What is Marketing (and international – intercultural marketing)?

•        Definitions
•        Understanding the market place/space & consumer needs and wants
•        Marketing as a process & agent of customer value communication.
•        Testing the limits of ‘loyalty’ and CRM

II.    Marketing in an international, intercultural context.

•        Internationalisation drivers and philosophies
•        Obstacles to internationalisation
•        Culture and its impacts and implications for marketing

III.   International marketing challenges, strategies and structures

•        Between global and local : a continuum of possiblities
•        Group, regional or brand strategies
•        Influence of management style, structure, control & decision-making systems.
•        Standardisation (product, price & communications) v adaptation : cost/benefit.

IV. Managing the dynamic, cultural challenge within the enterprise

• Mapping the need for cultural expertise across business functions & processes
• Developing an approach to the design of a corporate, culture-input system

V.   Successes and failures in international and intercultural Management.

• definition of principles to avoid failure and enhance the chances of success
• intercultural ‘action programme’ for Cos with internationalisation aspirations

Resources:

• Philip Cateora, John Graham, Mary Gilly (2016): International Marketing, 17th. ed., McGraw-Hill. 15th Edition also available as a free online book from various sources incl :  https://www.pdfdrive.net/international-marketing-e19383135.html
• Sak Onkvisit, John Shaw (2004): International Marketing, Routledge. Free online.

       https://mebranding.files.wordpress.com/2012/06/international-marketing-strategy-and-theory-4th-edition.pdf

• Warren J. Keegan, Mark Green, (2017) Global Marketing, 9th. ed., Prentice Hall
• Philip Kotler, Kevin Keller & Delphine Manceau (2017) Marketing Management, 15th ed., Pearson.

• ‘Tonyversity’ at: www.tonyversity.com/students (Tutor website. No login and no password required)

Evaluation (indicative only):

Coursework.

Individual, team and group dimensions (team/group normally limited to 40% of marks):

• written consultancy-style report,
• role-play,
• professional presentations to clients,
• brainstorming

Lecturer:      Tony JOLLEY
Senior Lecturer in English and Intercultural Management (Contractual)

Proprietor Microentreprise Tonyversity