International Marketing

The module aims to develop an advanced understanding of the managerial marketing vocabulary of concepts, maxims and normative models within an international context, drawing on issues in differing domains of practice, including the public sector. The baseline for the module is the influential US normative tradition of applied marketing principles. Alongside this, the module aims to encourage critical engagement from students supported by references to traditions of marketing scholarship that seek not to advance organizational effectiveness but to study the evolution, production, and communication of marketing thought itself.

The present module is created in full accordance with national educational standards in the field of higher and postgraduate education, requirements of QAA UK (Quality Assurance Agency). Professors famous in the academic world of Great Britain, the USA and Europe took part in the development of the program. The original version of the module is developed in English.

Developers of the module assume that the student already has the basic higher finished or incomplete education, can work independently with printing and online materials, has access to libraries, including online libraries, and has a high level of self-discipline and motivation. Experience in the chosen subject matter is not obligatory. Knowledge of English at the level of ability to read literature is not obligatory, but it is desirable.

Module is developed for completely independent studying.

It is supposed that for successful assimilation of a training material of the module, the student has to spend about 30 hours.

For successful completion of the module, the student has to execute and protect ONE written work or ONE task (usually, it is work of 1,500-2,000 words +/-10%. Work shall be performed in English.

Upon successful completion of this modules the student will receive the following type of certificate:

- Certificate on Completion of the Module.

Topics you are going to learn

1. Marketing Concepts

This first session defines marketing and explores the principle concepts of marketing, the role of the Marketing Manager and the marketing process.

2. Marketing Strategy and Planning

Market segmentation is defined, and ways of segmenting markets are explored – geographic, demographic, psychographic and behavioural. Market targeting, differentiation and positioning are explored, along with different brand value propositions.

3. Creating Customer Value, Satisfaction and Loyalty

In this class, we examine the creation of customer value, satisfaction and loyalty, looking at how these factors affect perceptions of brands and brand success. We look at a typical customer cost-benefit analysis and examine the drivers behind customer loyalty and satisfaction. We look at ways to measure these concepts and cultivate consumer-customer relationships.

4. Segmentation and Target Positioning

We look at target audience definition by demographic, psychographic and other measurements and evaluate the relative importance of each for different types of advertising and different points within the advertising development cycle. We look at consumer behaviour and factors that might influence the buying decision. Brand loyalty is examined as a viable concept, and the degree to which consumers do or do not understand advertising is discussed.

5. Branding and Brand Equity

This class defines the term “brand” and explores the role of branding before asking students to examine a Brand Equity evaluation model and an associated brand equity power grid. David Aaker’s brand identity model is examined alongside the brand resonance pyramid. Major brand strategy decisions are discussed alongside brand development strategies and brand roles in a managed brand portfolio.

6. Managing Marketing Channels

This class examines sales management and promotion as part of the promotional mix, alongside marketing channels, distribution and retailing. Personal selling is an important part of sales, and we examine and look at sales promotion methods. We also look at the nature of marketing channels, wholesalers and distributors, physical distribution and retail marketing.

7. Communicating customer value: Integrated marketing communications strategy

This class helps students understand the concept of an integrated marketing communications strategy. The promotional mix and the marketing communications mix are examined. Buyer Readiness Stages and the AIDA model examine consumer behaviour and how communication strategies can impact that behaviour. Media choices and feedback measurements are discussed. Promotion mix strategies are examined.

8. The Global Marketplace

This class examines the potential and the pitfalls that exist and need to be considered when deciding if a brand can be expanded from a national to an international or global marketing environment. Some of the strategic imperatives and practical considerations are identified and discussed.

9. The Basics of Brands

This class continues to explore the meaning and nature of a brand through the personal views and opinions of the tutor based on professional experience. It uses McDonald’s formula S=PxDxAV to revisit the concept of added value. Also explored is the concept of super profit, and the lenses used are Porter’s Competitive Strategies, the BCG Matrix and Ansoff’s Box.

10. Revision

Students are advised to review the revision slides and revise all the previous activities on the course.

Learning outcomes

By the end of the course students should be able to:

• - understand managerial marketing thought’s historical development from its roots in classical economics in the USA to the normative tradition promoted by academics/consultants such as Drucker, Levitt and Kotler in journals such as the Harvard Business Review.
• - generate understanding of popular normative marketing concepts such as the Mix and STP through application in practical case scenarios.
• - appreciate the rhetorical force, practical influence and limitations of Drucker’s maxim that marketing is not merely a function but an organizational philosophy based on an ethos of customer orientation.
• - appreciate the scope of marketing activity in diverse sectors, including non-profit and public sector, deriving from Kotler and Levy’s ‘broadening the marketing concept’ argument.
• - develop an awareness of some of the work that critiques the practical and theoretical assumptions of the managerial marketing tradition and explores the idea of marketing as an intellectual domain.

Progression

Upon completion or in the first instance, you can take more MBA-level modules. 

Check courses in "other products in the same category" block just below this article.

If within the year you complete 1-2, 3, 5 or 8 of them, UK Online Academy can award you:

- 1-2 modules - Certificate on Completion of the Module.

- 3 modules - Advanced Certificate in Business Studies.

- 5 modules - Diploma in Mini MBA programme.

- 8 modules - Advanced Diploma in Executive MBA programme.

Read more about our Mini MBA and Executive MBA programme.

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