International MarketingModule Details

Course/Module Description:

Marketing is a critical business function for most for-profit and non-profit businesses. Marketing is a broad process that includes research, product design and development, promotion and customer service. Much of marketing functions around core principles, strategies and tactics. This course clarifies the meaning of the broad function of marketing and look at some of the key principles that underlie marketing (concepts, frameworks, terminology etc.) and will consider how these principles influence the decisions that marketers take in practice.

Course/Module Objectives:

The main objectives of the course are:

1. To provide the students with a comprehensive understanding of the Marketing Concept, Philosophy, Practice and Processes
2. To emphasize the elements of the Marketing mix as well as assist students to use the framework of the extended ‘marketing mix’ to consider key decisions that marketers must make
3. To review how marketing differs between consumer and business buying situations
4. To discuss other key concepts which marketers need to understand e.g. segmentation, relationship management and branding
5. To consider the role of marketing in situations where ‘profit’ is not necessarily the dominant driver of activity e.g. in not-for-profit organizations and in the context of corporate social responsibility

Course/Module Learning Outcomes:

After completion of the course students are expected to be able:

1. To explain the importance of understanding customers and the marketplace and identify the core marketplace concepts. In addition to explaining marketing’s role in strategic planning and how marketing works to create and deliver customer value
2. To analyze the environmental forces that affect a company’s ability to serve its customers and how companies can react to the marketing environment based on marketing tools i.e. SWOT, PESTEL
3. To describe how consumers’ personal, cultural, social and psychological characteristics can influence consumer buying behavior
4. To analyze how the Marketing Information System and Marketing Research support marketing decision making
5. To implement the four elements of the Marketing Mix Strategy for business operations and the role of ethics in customer relationship marketing