Aaff
BMM645 INTERNATIONAL MARKETING MANAGEMENT
Number of Aston Credits: Number of ECTS Credits:
15 7.5
Staff Member Responsible for the Module:
Dr Riliang Qu Marketing Group Aston Business School, Room ABS227 Email: r.qu@aston.ac.uk Tel: 0121-2043135 Dr. Fan Email: ying.fan@brunel.ac.uk Tel: 01895-267239 Or Contact the Marketing Group Administrator: Mrs Samantha Doidge, Room ABS236. Ext: 3147
Pre-requisites for the Module:
To study this module you must have completed BMM600 or BMM601
Module Objectives and Learning Outcomes:
This module is designed to help you develop an appreciation of the special requirements for successfully conducting international marketing activities. Specially, the model intends to help you:
Develop an understanding of key international marketing principles and practice. Recognize the diversity of international marketing practice.
Develop necessary skills and ability to analyze international marketing issues
Module Content: Week 1
Course Introduction/ International Marketing Environment Readings: Preface; Chapters 6, 7
Week 2
International Marketing Research Readings: Chapters 5 Seminar cases: Case 1.1 Vermont Teddy Bear; Case V.1 Familet
Week 3
International Market Selection Chapters 8 Seminar cases: Case 5.1 Teepack; Case 5.2 Tchibo
Week 4
Market Entry Mode Decisions Chapters 9-12 Case 8.1 Philips Lighting; Case 8.2 Mac Baren Tobacco Company
Week 5
International Product Decisions Chapter 14 Case 11.1 Ka-Boo-Ki; Case III.4 Heineken
Week 6
International Promotion Strategies Chapter 17 Case 14.1 Danish Klassic; Case 14.2 Zippo
Week 7
International Distribution Channels Chapters 16 Case 17.2 Chevrolet; Case IV.3 Dyson
Week 8
International Pricing Strategies Chapter 15 Case 16.1 De Beers; Case 15.1 Harley-Davidson
Week 9 Week 10
Revision Examination
Corporate Connections:
Case studies of real world firms are used as well as videos of experts and of real life examples.
Number of Aston Credits: Number of ECTS Credits:
15 7.5
Staff Member Responsible for the Module:
Dr Riliang Qu Marketing Group Aston Business School, Room ABS227 Email: r.qu@aston.ac.uk Tel: 0121-2043135 Dr. Fan Email: ying.fan@brunel.ac.uk Tel: 01895-267239 Or Contact the Marketing Group Administrator: Mrs Samantha Doidge, Room ABS236. Ext: 3147
Pre-requisites for the Module:
To study this module you must have completed BMM600 or BMM601
Module Objectives and Learning Outcomes:
This module is designed to help you develop an appreciation of the special requirements for successfully conducting international marketing activities. Specially, the model intends to help you:
Develop an understanding of key international marketing principles and practice. Recognize the diversity of international marketing practice.
Develop necessary skills and ability to analyze international marketing issues
Module Content: Week 1
Course Introduction/ International Marketing Environment Readings: Preface; Chapters 6, 7
Week 2
International Marketing Research Readings: Chapters 5 Seminar cases: Case 1.1 Vermont Teddy Bear; Case V.1 Familet
Week 3
International Market Selection Chapters 8 Seminar cases: Case 5.1 Teepack; Case 5.2 Tchibo
Week 4
Market Entry Mode Decisions Chapters 9-12 Case 8.1 Philips Lighting; Case 8.2 Mac Baren Tobacco Company
Week 5
International Product Decisions Chapter 14 Case 11.1 Ka-Boo-Ki; Case III.4 Heineken
Week 6
International Promotion Strategies Chapter 17 Case 14.1 Danish Klassic; Case 14.2 Zippo
Week 7
International Distribution Channels Chapters 16 Case 17.2 Chevrolet; Case IV.3 Dyson
Week 8
International Pricing Strategies Chapter 15 Case 16.1 De Beers; Case 15.1 Harley-Davidson
Week 9 Week 10
Revision Examination
Corporate Connections:
Case studies of real world firms are used as well as videos of experts and of real life examples.