Professional Documents
Culture Documents
Management Studies
2015/2016 Curriculum
BSP 6004
International and Global Marketing
Offered by
Program Office
e-mail dimuthu@icbtcampus.edu.lk
Contact Number +94 773 403 168
INTRODUCTION
This module focuses on the complex characteristics of international global marketing, and plays
special attention to the role of culture and language. The course also provides a realistic insight
into what can be achieved with international market places both for B2B and B2C. Finally the
module looks at how different businesses can formulate effective marketing programs for
international market places. The lectures utilize case studies to illustrate how key strategies and
tools can be used with a global environment. This module takes into consideration the essential
international and global marketing concepts, which are demonstrated in your record of
achievement in the examination and the assignment.
The aim of this module is to apply and expand on students knowledge of marketing in an
international and global context
Thus, it explores how organizations utilize the conceptual models, tools and techniques of
marketing to plan and implement international and global marketing strategies
It also examines the corporate social, ethical and environmental issues that must be taken into
account in the international and global marketing of goods and services
INDICATIVE CONTENT
The content will enable you to apply the fundamental aspects of international and global
marketing concepts whilst incorporating your development of skills and knowledge. You will
explore international business context prevailing in different regions through the integration of
theoretical experiences and the application of knowledge, skills and attitudes developed in the
curriculum. The systems will be studied in the following contexts.
Lead Lectures
A lecture enables information and principles to be presented in a logical manner to groups of
students. This is a useful method for presenting an overview of new material to students and
stimulating them to read further around this subject.
Personal Tutorials
Tutorials and reflection on learning with the personal tutor enable individual progress to be
discussed as well as issues of concern about the programme raised. Tutorialsalso offer the student
academic and pastoral support.
Text Book,
Week 02 SESSION 2 teaching
International/global marketing research material
SESSION 3 Text Book,
Week 03 Internationalization theories and developing of the firms teaching
international competitiveness material
Text Book,
Week 04 SESSION 4 teaching
The international/global business environment material
SESSION 5 Text Book,
Week 05 International/global marketselection process and Export, teaching
intermediate and hierarchical entry methods material
SESSION 6 Text Book,
Week 06 International/global marketing mix teaching
material
Text Book,
Week 07 SESSION 7 teaching
International/global marketing mix (continued) material
Text Book,
Week 08 SESSION 8 teaching
Organization and control of the global marketing programme material
Week 09 SESSION 9 CASE STUDY Case
Guidance to Examination
Note the meaning of the following terms appearing frequently in questions
Compare:Examine qualities, or characteristics, to discover resemblances. "Compare" is
usually stated as "compare with": you are to emphasize similarities, although differences
may be mentioned.
Define:Definitions call for concise, clear, authoritative meanings. Details are not required
but limitations of the definition should be briefly cited. You must keep in mind the class
to which a thing belongs and whatever differentiates the particular object from all others
in the class.
Discuss:The term discuss, which appears often in essay questions, directs you to
examine, analyze carefully, and present considerations pro and con regarding the
problems or items involved. This type of question calls for a complete and entailed
answer.
Evaluate:In an evaluation question you are expected to present a careful appraisal of the
problem stressing both advantages and limitations. Evaluation implies authoritative and,
to a lesser degree, personal appraisal of both contributions and limitations.
Illustrate:A question which asks you to illustrate usually requires you to explain or
clarify your answer to the problem by presenting a figure, picture, diagram, or concrete
example.
Justify:When you are instructed to justify your answer you must prove or show grounds
for decisions. In such an answer, evidence should be presented in convincing form.
Outline:An outline answer is organized description. You should give main points and
essential supplementary materials, omitting minor details, and present the information in
a systematic arrangement or classification.
Required Reading
Doole I. and Lowe R. (2008) International Marketing Strategy 5/e. Pearsons, London (e-
Book)
Hollensen, S. (2009) Essentials of Global Marketing, Financial Times Press, London
Hollensen, S. (2005) Marketing Planning. A Global Perspective. Pearsons, London
Recommended Reading
Bennett, R. (2002) International Marketing : strategy planning, market entry and
implementation, London : Kogan Page
Burton, D (2009) Cross-Cultural Marketing. Taylor & Francis, Abingdon (e-book)
Craig, C (2000), International Marketing Research, Chichester : Wiley
Czinkota, M (2007) International Marketing, Mason, Ohio : Thompson South Keegan
Green, M (2007) Global Marketing, London, Pearson Prentice Hall
Wild, J (2007) International Business : the challenges of globalization New Jersey, N.J.
Prentice Hall
Wilson, R. and Gilligan, C. (2003) Strategic Marketing Management: Planning,
Implementation and Control. Butterworth Heinemann. Oxford (e-Book)
Journals
Journal of International Marketing
Marketing Management Journal