MKTG07045 2016 International Marketing

International Marketing

Int Mark

MKTG07045

N/A %

MKTG - 0414 Marketing & Advertising

MKTS - Marketing, Tourism & Sport

07 - Level 7

05 - 05 Credits

Semester

€

2016 - Full Academic Year 2016-17

9999 - The End of Time

Bill Crowe, Catherine McGuinn

SG_BSALE_B07 201600 Bachelor of Business in Marketing and Sales SG_BMKTG_J07 201600 Bachelor of Business in Marketing L7 (Add On) SG_BINTR_J07 201600 Bachelor of Business in International Marketing Erasm SG_BTOUR_B07 201600 Bachelor of Business in Tourism with Event Management SG_BTOUR_H08 201600 Bachelor of Business (Honours) in Tourism with Event Management SG_BSALE_B07 201700 Bachelor of Business in Marketing and Sales SG_BTOUR_H08 201900 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 201900 Bachelor of Business in Business in Tourism with Event Management SG_BINTR_J07 201900 Bachelor of Business in International Marketing Erasmus SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On) SG_BSALE_B07 201900 Bachelor of Business in Business in Marketing and Sales SG_BTOUR_H08 202000 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BSALE_B07 202100 Bachelor of Business in Business in Marketing and Sales SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BTOUR_B07 202200 Bachelor of Business in Tourism with Event Management SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BTORE_B07 202300 Bachelor of Business in Tourism with Event Management

This module introduces the learner to the complexity that arises when a firm starts to operate in several countries. The main sections of the module deal with issues such as the components of the international marketing environment. The student engages with core aspects of international marketing.

40 %

60 %

Recommended Reading
2014-01-01 International Marketing McGraw Hill Higher Education
ISBN 0077148150 ISBN-13 9780077148157

Now in its fourth edition this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging, and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: the importance of international marketing to creating growth and value; the management practices of companies, large and small, seeking market opportunities outside their home country; why international marketing management strategies should be viewed from a global perspective; the role of emerging economies in today's business environment; and the impact of increased competition, changing market structures, and differing cultures upon business. Key Features: an extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate; 'Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples; further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study. Features: key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

Recommended Reading
2014 International Marketing John Wiley & Sons Inc
ISBN 1118830288 ISBN-13 9781118830284

Recommended Reading
2012-05-23 Global Marketing Management Oxford University Press
ISBN 0199609705 ISBN-13 9780199609703

Featuring a perfect balance of theoretical and practical examples, Global Marketing Management, Third Edition, shows students how organizations navigate through today's rapidly changing and challenging global trading environment. Adopting a strategic management framework, the text enables students to identify, evaluate, and integrate a wide range of management concepts in order to create and execute highly effective global marketing programs. It also discusses how to analyze and solve management problems in global operations.

The third edition addresses such key contemporary issues as climate change and sustainable development, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. Authors Kiefer Lee and Steve Carter examine the implications of these issues and consider how they may be applied to the management of global marketing programs. The Companion Website offers numerous resources for students and instructors.

Recommended Reading
2012 International Marketing 10/e n/a
ISBN 8131520722 ISBN-13 9788131520727

Key features focus on the physical environment and geography: updated maps provide context in terms of social and economic data, including electronic maps. An appendix directly addresses the relationship between geography and international marketing. New cases: each part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum. Video cases: video cases are located within the case section and are available on dvd for instructors. These cases further illustrate chapter topics and have been expanded from previous editions. Recommended readings: found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource. Internet exercises: included at the end of each chapter, internet exercises give readers online experience at the international and global issues that arise in marketing. E-commerce and technology: the impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text. Culture and government: the text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments role in international marketing. Figures and tables: the chapter content, tables, figures, maps, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us. New parsimony of structure: the book now covers the marketing issues of both small- and medium-sized firms, as well as multi-national corporations.

Recommended Reading
Title	Authors	Publisher	Year
Global Marketing: A decision-oriented approach 5th edition	Hollensen, Svend	Prentice Hall	2010
Global Marketing: Global Edition 6th edition	Keegan and Green	Prentice Hall	2010

Supplementary Reading
Title	Authors	Publisher	Year
Marketing Across Cultures, 5/E	Jean-Claude Usunier and Julie Lee,	Prentice Hall	2009
International Marketing	Cateora, P. Gilly, M., Graham, J.	McGraw Hill	2010
International Marketing	Clarke, G. & I. Wilson	McGraw Hill	2009
International Marketing: An SME Perspective	De Burca, S., Brown, L., & R, Fletcher	Financial Times Press	2004

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