Essentials of International Marketing

Code

BUSI4596

School

Nottingham University Business School China

Level

4

Credits

10

Semesters

Spring China

Summary

The module introduces students to marketing theory and practice. Particular attention will be given to the changing international business environment and its challenges for international firms. It critically reviews contemporary issues in international marketing and provides insights into the development of competitive strategies and international marketing management within the context of consumer goods, industrial goods and services.

Target Students

Business School MSc International business students onl

Classes

• One 2-hour lecture each week for 11 weeks

22 hours Contact hours 38 hours Background reading 40 hours Coursework preparation Total: 100 hours

Assessment

• 100% Coursework 1: 4000 words Individual Assignment

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding: This module develops a knowledge and understanding of:

 The dynamics of the global economy and international business &/or an awareness 
of cultural, legal/regulatory, political, and economic differences across countries &/or 
an appreciation of management issues from a global perspective.

 Markets - the development and operation of markets for resources, goods and services 

 Marketing and sales – different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design

 Customers and stakeholders - customer expectations, service and orientation

 The importance of sustainability issues, including an understanding of the challenges 
and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.

Intellectual Skills: This module develops:

 Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately

 Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions

 Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills

Professional Practical Skills: This module develops:
 The ability to recognise the need for and initiate change and to be able to manage change

Transferable (key) Skills: This module develops:

 Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports

Conveners

• Dr Ruolan Chen