MM335: International Marketing

Module code: MM335

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Level 3 (Honours)

When you'll be taught: Semester 2

Module convenor: Dr Gaye Bebek, email: g.bebek@henley.ac.uk

Module co-convenor: Dr Sook Fun Fong, email: s.fong@henley.edu.my

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE RE2PREP OR TAKE MM255 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 28 May 2024

Overview

Module aims and purpose

This module aims to enable students to understand the complexity and variety of factors playing a role in designing and implementing international marketing programmes. The module also aims to stimulate students' critical and independent thinking in addressing topics from a theoretical as well as an empirical perspective. Most organisations out-grow their domestic markets and are faced with challenges in opening export opportunities and spreading their operations internationally. In an increasingly digital era, trading across geographic and political borders is ever more commonplace. While these options provide growth for organisations, they also present significant hurdles. This module discusses the reasons for operating outside the domestic market, explores the analyses necessary before selecting entry strategies and deciding on an international marketing strategy, and considers the implications for marketing operations of organisations trading across cultures.

The module lead at the University of Reading Malaysia is Dr Elsie Fong.

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Understand market considerations in an international environment. 
2. Analyse the impact of cultural, economic and other environmental factors on international marketing efforts. 
3. Understand the value and the challenges of international market information analysis. 
4. Design a competitive marketing strategy in an international context. 
5. Discuss strategic options in the implementation of international marketing programmes. 
6. Discuss methods of evaluation and control of international marketing performance.

Module content

Understand market considerations in an international environment. 

Understand international market information analysis.  

Design a competitive marketing strategy in an international context.  

Discuss strategic options in the implementation of international marketing programmes.  

Understand adaptation and standardisation.  

Appreciate the implications of trading across cultures. 

Discuss methods of evaluation and control of international marketing performance.

Structure

Teaching and learning methods

The module consists of (10x 2 hour) lectures and (2x 1 hour and 1x 3 hour) seminars . During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars involve group work on a particular case followed by presentations. Students are expected to read key references and to do a significant amount of independent research using the Internet, journals, and academic references. 

This module may be taught in a different Semester if you are studying at our campus in Malaysia.

For students studying at our campus in Malaysia: This module may be taught in a different semester and the breakdown of study hours may differ to those set out in the Study Hours table (please refer to the Module Handbook for the correct breakdown). In addition, you will be required to complete an additional 40 hours of independent study, taking the total number of study hours to 240 for this module. This is to comply with the Malaysian Quality Agency (MQA).

Study hours

At least 25 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall mark of 40% to pass this module. 

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Reassessment

Additional costs