Nottingham Trent University
Module Specification
Basic module information
1
Module Title:
INTERNATIONAL MARKETING
2
Module Code:
3
3
Credit Points:
8
4
Duration:
October to December
5
School:
Brno University of Technology
University of Economics in Katowice
6
Date:
7
Pre, Post and Co-requisites:
These are modules that you must have studied previously in order to take this module, or
modules that you must study simultaneously or in a subsequent academic session
Pre, Co, Post
8
9
Module Code
Module Title
Programmes containing the module
Level
Core/Option
Master
Core
Mode
Code
Programme Title
Joint Master Degree in European Business &
Finance
Overview and Aims
a) To enable participants to develop an awareness of the importance of global
marketing issues, both from macro- and micro – economic perspective
b) To critically evaluate and apply appropriate methods for analysis of the
international marketing environment
c) To enable participants to develop awareness of the specific features of
marketing tools, deployed in global market conditions
d) To develop skills of using the theory of international marketing in
international context
10
Module Content
a) Marketing environment in national, international and global perspective
b) The history and current trends in the process of internationalization (incl. EU)
c) Major approaches to the analysis of marketing environment in international
scope
d) Marketing mix / extended marketing mix and its use in international
1
marketing
e) Planning, execution and control of marketing strategy in international
economic conditions
11
Indicative Reading
Johnson, G. and Scholes, K., 2002. Exploring corporate strategy: text and cases. 6th
ed.
Hooley, G. - Saunders, J. Piercy, Nigel F. 2003. Marketing Strategy and
Competitive Positioning, 3rd Edition, London: FT Prentice Hall
De Burca, S. - Brown, L. - Fletcher, R. 2004. International Marketing - An SME
Perspective London: FT Prentice Hall.
Keegan, W. – Green, W. 2003.
3rd Edition, London: FT Prentice Hall.
12
Global
Marketing
(International
Edition)
Learning outcomes
Learning outcomes describe what you should know and be able to do by the end of the module
Knowledge and understanding. After studying this module you should be able to:
a) Demonstrate deep understanding of the role of marketing in companies, in
the era of growing internationalization and globalization
b) Demonstrate knowledge of and skills in utilization of appropriate analytical
methods for the analysis of international marketing environment
c) Demonstrate deep understanding of the process of internationalization of a
given industry, major trends and
expected outcomes from this process
d) Demonstrate deep understanding of financial consequences of marketing
decisions in the context of integrated European economy
Skills, qualities and attributes. After studying this module you should be able to:
e) Critically evaluate the position of a firm in the context of the achieved and
expected level of internationalization within its industry
f) Demonstrate the ability to suggest marketing strategy, adequate to the
position of a firm in the European and global market conditions
13
Teaching and Learning
Range of modes of direct contact
This indicates the range of direct contact teaching and learning methods used on this module,
e.g. lectures, seminars
Lectures, group discussions, group/individual seminar activities, case studies and
videos
2
Total contact hours:
36
Range of other learning methods
This indicates the range of other teaching and learning methods used on this module, e.g.
directed reading, research
Independent learning, individual and group homework
Total non-contact hours:
14
44
Assessment methods
This indicates the type and weighting of assessment elements in the module
Weighting
Type
Description
50%
coursework
50%
Case Studies
Programme members will be required to submit for assessment
a written assignment of between 2,000 and 2,500 words,
critically evaluating the current position of their firm aimed at
the analysis of its position in the international market and to
suggest necessary steps focused on the utilization of marketing
tools in order to respond to changes in international conditions,
that will increase the firm’s involvement on international
business
Invovlement in discussions and individually written case
analyses
Diagnostic/ formative assessment
This indicates if there are any assessments that do not contribute directly to the final module
mark
Formative and
assignments.
summative.
Written
comments
with
individual
coursework
Further information on assessment
This section provides further information on the module’s assessment where appropriate
Coursework - MLO´s tested: a to e
3
Document management
16
Module Title:
International Marketing
17
Module Code:
18
Subject (JACS) Code
19
Cost Centre
20
School:
University of Economics in Katowice
21
Academic Team
Department of International Management
22
Campus
Katowice
23
Other
institutions
teaching
providing
Please complete in box 23 a-d - if applicable
Institution
23a
Other UK Higher Education or
Further Education InstitutionPlease
name
Percentage not taught by NTU
23b
Other public organisation in the
UK- Percentage not taught by
NTU
23c
Other private organisation in the
UK - Percentage not taught by
NTU
23d
Any other Non-UK organisation Percentage not taught by NTU
24
Date this version was formally
approved by SASQC/DAG:
%
4