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Educational Programme International Marketing Management, 2016-2017

CODE77 IBLIMM01R3 ECTS 2 Year of Study 2016-2017 Block 3 & 4

Outline module The module provides a foundation and the essentials for understanding the dynamics and variables that are categorised under the title International Marketing Management and which students planning to pursue a career in global business will encounter at various stages of their working life. Using a mix of theory, conceptual models, current events/issues as well as practice in the form of company case studies and assignments, the student will apply their learning each week as the course progresses. The specific marketing content (textbook, videos, articles) is set within the framework of real-world contemporary political, economic, and socio-cultural developments in the global business world (videos, news reports) and is applied to companies, countries, regional and/or world markets. .

Qualifications

Contribution to BBA Standards 1.1-1.8; 2; 3.2; 3.6; 4 Contribution to ROM “Knowledge-driven” (kg), “Practice driven” (pg), “Student driven” (sg)

50% knowledge driven; 50% practice driven. Contribution to IBL Profile/Competencies 1.1; 3.1; 5.1; 11.2 Students will gain a broad knowledge and understanding of global marketing concepts, tools, processes, issues and trends. In the Y3 Project, students will be able to apply this knowledge and understanding by researching, writing and presenting a case study report and recommendations using the theoretical and conceptual module content for a company currently marketing its products/services in various regions of the world. The data and information gathered for the case study report will require the student to make informed judgements and decisions regarding strategy direction and marketing implementation. Students will need to demonstrate written and verbal communication skills during tutorial discussions, presentations and in a final submission (presentation) to the lecturer. Furthermore students will need to acquire and/or build on self-directed and self-critical learning skills.

Professional product 1.1 Exam 1: correct answers to 30 MC questions 1.2 Exam 2: relevant answers to 4 open questions

Contribution to Dublin Descriptor(s)

Students will gain a broad knowledge and understanding of global marketing concepts, tools, processes, issues and trends. They will be able to apply them, using judgements, decisions, analysis, and evaluation, in the Y3 Project.

Learning Tracks Marketing, focused on international marketing management

Relation with other modules/subjects Parallel - International Business Communication IBLIBC02R3 ; International Marketing Plan IBLIMP01R3 ; International Marketing Communication Plan IBLIBC02R3; E-Commerce IBLECM01R3; Logistics IBLLOG03R3. Pre- and after - Year 1: Marketing for Beginners IBLCEC03R1 - Year 2: Marketing Advanced IBLMAR02R2 ; Marketing Proficiency IBLCEC10R2; International Management IBLIMA01R2

Conditions

Starting Level - Students must be proficient in the English language, and must be at Level 3 (IBL Competence II.7). - This module is under the propaedeutic phase, main phase year 3.

Conditions What modules must have been completed in order of starting this module? - Year 1: Marketing for Beginners IBLCEC03R1 - Year 2: Marketing Advanced IBLMAR02R2 ; Marketing Proficiency IBLCEC10R2; International Management IBLIMA01R2

Objectives / outcomes

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Learning outcomes: - Students will have acquired a broad-based knowledge and understanding of the principles and practice of international marketing management within the framework of the existing political, economic, social, technological and commercial macro-environment - Students will acquire the foundational knowledge to apply their learning through the research and development of the Y3 Project related to a specific company, product, and target market; and apply the knowledge to two single-issue assignments, enabling students to analyze and evaluate specific global marketing issues at the micro-, meso- and macro-levels, using data, information and own judgment.

Assessment

Test criteria

Assessment Methods

Exam(s)

Description Exams

Details on Format Exam 1: Multiple choice exam (x30 Qs) end of T3 (re-sit end T4) Exam 2: Open questions (x4 Qs) end of T4.

Individual/Group Individual

Weighting Exams: 100% (=30%+70%)

Aids Text book; handouts; video; online sources

Computer room (MC); paper (open questions)

Grading Exam 1: 1% per correct answer Exam 2: 20%+/- per correct answer

Scale of Result Scale of 1-10 Scale of 1-10

Resit Details Re-sits in designated Exam Week Note: Re-sit of T3 MC exam will occur in T4 Open Question exam (i.e. one MC re-sit opportunity)

Review / feedback In Exam Review Session

Special Conditions One MC re-sit opportunity

Minimum Requirements Total minimum: 55 points

Compensation

Period of validity As Per OER As Per OER

Attendance Students must attend 80% of classes.

Professional Products Exam completion (MC and Open questions)

Programming

Instruction Method(s) 1. Lecture

Facilities/ classroom PC, beamer, screen, pen and paper flip chart (!), conventional white board

Contact Hours per Week 2 hours

Content and planning of lectures and exams/assessments

Block Week Sst (hrs) Cont. Hours Instruction

Methods / Exams Group Size

Theory/Practical Content/ Subjects

Term 3 1 2 2 Lecture 40 Intro & Ch.1: Global marketing the firm 2 2 2 Lecture 40 Ch.2-3: Internat initiation / Theories

3 2 2 Lecture 40 Ch.4: Firm competitiveness

4 2 2 Lecture 40 Ch.6-7: Pol,+ Economic environmments

5 2 2 Lecture 40 Ch.7: Sociocultural environment

6 2 2 Lecture 40 Ch.8: IMS & MACS

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7 2 2 Lecture 40 Ch. 9: Mkt Selection/Entry Modes

8 2 2 Lecture 40 Ch.10: Export mode

9 0 0 Exam 1 40++ MC x 30 questions

Term 4 1 2 2 Lecture 40 Ch.11: Intermediate mode

2 2 2 Lecture 40 Ch.12: Hierarchical mode

3 2 2 Lecture 40 Ch.14: Product decisions

4 2 2 Lecture 40 Ch.14 Product decisions

5 2 2 Lecture 40 Ch.15: Pricing decisions

6 2 2 Lecture 40 Ch.16: Distribution decisions

7 2 2 Lecture 40 Reserve

8 0 0 Exam 2 (+ MC Re-sit Exam 1)

40++ Open x 4 questions (+Re-sit of Exam 1: MC x 40 questions)

(#) sst = self study (*) gs = Group size

Remarks

The timing and order of lectures may vary

Literature and Aids

Main Source:

Title Global Marketing

Type Textbook

Compulsory literature :

ISBN 978-0273773160

Author(s) Svend, Hollensen

Publisher Pearson, 6th

edition

Year Published 2013

Other source: Website: http://wps.pearsoned.co.uk/ema_uk_he_hollensen_globmkt_6/

Educational resources, including software tools.

Text book. Handouts. Various internet sources for secondary research. Videos (current marketing issues, selected by the lecturer on a weekly basis).

Lecturers P.C. Mead

Document Details

Contactperson P.C. Mead

Author P.C. Mead

Version 1.0

Version Date 17th

May 2016 (v.1.0)

Previous Module Code

Date of change to new Module Code

Appendices - Study load form - Test matrix - Test example - Answering model / score form

- rubric

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Appendix One: Study Load Form

Standard for study load (European Credits)

Fill in the grey shaded cells only

Subject: IBLIMM00R3

International Marketing Management

Number of weeks Number of classes/lessons (50 minutes)

Number of hours (60 minutes)

Classes/lessons 15 2 25

Self-tuition (includes to mean 'research and experiments' in Art Education)

Reading time Number of pages

300 10 per hour 30

Presentations

Time for consultation

Time for research

Non scheduled lessons

Tests preparation

test

evaluation

Report, thesis, paper (includes to mean 'production/realization' in Art Education)

research

consultation

writing

Practical training, practical assignment preparation

attendance

consultation

Sub-total in hours (60 minutes) 55

Unprovided 5% 2.6

Total number of hours (60 minutes) 54.6

Total number of European Credits (multiples of 28 hours only)

2

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Appendix Two: Assessment Matrix

Assessment Matrix

Module code IBLIMM003 – International Marketing Management

ECTS 2

Competency

Which learning objective will be tested (per

competency)

Bloom taxonomy (Knowledge, Understanding, Applying, Analyzing, Evaluating, Creating)

Test Criteria Professional product or

BoKS- element

Test type Weighting in %

Question number or part of the answering

model

Assessment part if applicable (e.g. individual presentation, peer assessment, group assignment) Exam 1, T3

Students will be able to: 1. Recognize and select the appropriate marketing solution to a question

Knowledge Understand

30 multiple choice questions

Exam paper (computer) 100 mins

MC exam

30%

Exam 2, T4 Students will be able to: 1. Describe an IMM marketing concept or issue using case study examples 2. Apply a concept, model, or tool to a given marketing issue or situation

Knowledge Understand Apply

4 open questions

Exam questions (hard copy) 80 mins

Open exam

70%

Assessment part if applicable

Ceasura/decision pass or fail: Score of 55% to pass

Constructed by P.C. Mead

Module owner P.C. Mead

Date of construction

17th May 2016 (v1.0)

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Appendix Three: Test Example

Exam 1 (T3) – 60 minutes: Sample MC question

When considering the value chain, the meaning of a firm’s ‘core competencies’ can be described as one of the following: 1. The firm does business as well as any of its competitors; 2. The firm enjoys a comparable market share among its top three competitors; 3. The firm is considered to be a better performer on the competencies than any of its competitors; 4. The firm delivers a product or service according to the market norm for a substitute product/service.

Exam 2 (T4) – 80 minutes**: Sample open question

A recently-established medium-sized western European company has produced an innovative internet-enabled voice mapping system for the automobile industry. The company has quickly established a strong brand image for its product and penetrated its European home market within two years of launching the product to take a 30% market share. Now it wants to internationalize beyond Europe. As its management consultant, it has asked you for advice and posed four key questions:

(1) In which region of the world should it start to internationalize, and why? (2) What market entry mode would you recommend? (3) What are the benefits and risks of the recommended entry mode? (4) And what process steps toward market entry should the firm take, using which tools?

**(Note on Exam 2: The open question exam will also allow additional time for a re-sit of the T3 MC exam, i.e. Open questions: 80 minutes + MC questions : 40 minutes = total 120 minutes)

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Appendix Four: Answering model/Score Form

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Appendix Five: Rubric