International Marketing Strategy Report

. Learning outcomes

1) Be able to understand the principles of strategic marketing

-Role of marketing strategy

Definitions of international marketing strategy, its role in the organisation and how it underpins marketing planning and activities, the concept of product and customer in different organisations, resources and implementation, monitoring and control

-Corporate strategy and marketing strategy

Corporate strategy, linking marketing strategy to the corporate mission and vision, meeting corporate objectives with marketing strategy, corporate social responsibility and marketing

-Developing a marketing strategy

Analysis of the environment, setting objectives, dynamic strategy – flexibility for change

Assessment:

1.1 Critically assess the role of strategic marketing in an organisation

1.2 Analyse and evaluate the relationship between corporate strategy and marketing strategy

1.3 Critically analyse how marketing strategy is developed

2) Be able to understand how to carry out strategic marketing analysis

–Internal analysis – approaches

Resource-based, performance, value chain

-External analysis

Macro environment, micro environment, competitor analysis, wider external factors including Government

-Integration

Fit between internal and external environment

Assessment :

2.1 Evaluate approaches to internal environmental analysis

2.2 Evaluate approaches to external environmental analysis

2.3 Investigate how internal and external analyses are integrated

33) Be able to analyse strategic marketing

decisions and choices

–Corporate decisions

Vision and mission of organisation, directional strategy for marketing,

Porter’s generic strategies /Ansoff’s Matrix, identifying generic strategies for organisation and business units; how the strategy informs corporate activities.

-Business unit and functional level

How corporate strategies translate to unit and function level, decisions to be made at unit and function level, setting objectives for unit and functional level, marketing and other functions: finance, human resources, research.

-Competitive positioning

Marketing objectives, risk, market leader, market challenger, market follower, market niche

Assessment:

3.1 Critically analyse decisions and choices to be made at a corporate level.

3.2 Investigate and systematically assess how these decisions influence marketing at business unit and functional level.

3.3 Critically analyse and evaluate approaches to competitive positioning of organisations.

4) Be able to understand how a range of marketing strategies can be implemented to contribute to competitive advantage

-Marketing strategies

Segmentation, targeting and positioning, relationship strategies, product innovation and development, branding, service marketing, pricing and distribution, E-marketing.

-Communications

MARCOMS strategic process, setting objectives, media choices, the role of public relations, cost decisions, frequency, operations and measurement, international communications, implementation, organisation and control, managing competitive advantage, monitoring and evaluation.

-Application

Applicability for organisation and environment, resources, implementation, management, implications.

Assessment:

4.1 Investigate and assess a range of strategies that can contribute to competitive advantage

4.2 Critically analyse marketing communications strategies.

4.3 Evaluate marketing strategies, their application and implementation for an organisation

Knowledge

On successful completion of this module, students will have:

The ability to discuss the role of marketing and marketing strategy within the wider context of strategic management.
The ability and knowledge to assess the key drivers and pressures on organisations to change in today’s dynamic and global marketing environments.
The ability to assess the impact of the global business environment on strategic marketing decisions and identify ways in which resources can be leveraged across geographically diverse markets.
The ability to apply marketing management and strategic concepts to practical business situations.
An understanding of how to evaluate the role of brands, innovation, integrated marketing communications, alliances, relationships and service in creating value for customers.
An understanding of developing and applying Marketing mix in a global context.

Skills

On successful completion of this module, students will be able to:

Use relevant market, competitive, and operational data to conduct a comprehensive marketing audit, formulate and evaluate alternative marketing strategies, and design marketing programmes to achieve marketing and organisational objectives.
Refine their analytical, problem solving, evaluative, and creative skills.
Enhance their written and oral presentation skills through group presentations, class discussions, and report writing.

Learning materials and suggested text

Essential text book

Lee, K. and Carter, S. (2012) Global Marketing Management, 3^rd Ed, Oxford, Oxford University Press.

Recommended text

Keegan, W. J. and M. C. Green (2010), Global Marketing, London: Pearson Prentice Hall
Hollensen, S. (2008), Essentials of global marketing. London: Financial Times/Prentice Hall.
Hollensen, S. (2010), Global marketing. London: Financial Times/Prentice Hall.
Ghauri, P. N. and P. R. Cateora (2010), International marketing.UK: McGraw Hill.

Other recommended learning materials

The college library facility is currently under development but the British Library is open and free for all public and has a rich collection of literatures in all fields of learning and research. You can also access to a large collection of business books and journals at City Business Library.

Newspapers and magazines

Marketing Week, marketingweek.co.uk
The Guardian Media Section-Monday guardian.co.uk
The FT, http://news.ft.com/home/uk
The Independent, http://www.independent.co.uk
Journals and databases
Journal of International Marketing
Journal of Strategic Marketing
Journal of International Consumer Studies
Journal of International Management
EBSCO Research Host – Business Source Premier, http://search.epnet.com/athens.asp
EBSCO Electronic Journal Service, http://ejournals.ebsco.com/
Emerald Insight, http://www.emeraldinsight.com/
American marketing association http://www.marketingpower.com/Pages/default.aspx
Journal of international business studies, http://www.palgrave-com/jibs/index.html
Journal of World Business
Asia-Pacific Journal of Management
Journal of International Management
Global Strategy Journal, http://gsj.strategicmanagement.net/
Wall Street Journal
EBSCO Research Host – Business Source Premier, http://search.epnet.com/athens.asp
EBSCO Electronic Journal Service, http://ejournals.ebsco.com/
Emerald Insight, http://www.emeraldinsight.com/
Database and International Organizations Resources
- Harvard University Centre for International Development
- International Centre for Trade & Sustainable Development
- IMF
- WTO
- Journal of Economic Growth
- The Economist Intelligence Unit
- Review of International Economics
- World Bank Economic Review
- Thunderbird International Business Review
- International Business, Albany University Press, NY
- An International Business & Trade Glossary
- http://management.about.com/cs/begintomanage/l/blglossary.htm
- International Business Centre
- http://international-business-center.com/
- Everything International
- Transparency International

Assessment and submission guideline

The coursework represents 100% of the total marks available for this module.

For this module, you are required to submit: A 2,500 word report.

International Marketing Strategy Report

Choose an international company and analyse their international marketing strategy in the ESTERN EUROPE. You are free to focus on one or more market(s) in the following countries (Russia, Czech Republic, Poland, Hungary, Romania, Lithuania, Latvia, Estonia, Slovenia, Slovakia, and Bulgaria).

Task 1: Identify and evaluate the macro and micro and eternal environment influences. Use some analytical tools such as SWOT, PESTEL, etc. Furthermore examine of target strategies

Task 2: Evaluate their product, price, promotion and distribution strategies .Explain the organisation’s approach to positioning in the marketplace. Analyse their segmentation and brand, etc

Task 3: Discuss some of the company’s decisions at the corporate level and identify the crucial factors for the company in the international market expansion .Evaluate the entry strategies and market selection. You can use some models such as international expansion strategy, Ansoff Growth strategy matrix, BCG , STP etc.

Task 4: Make recommendations for marketing strategies that will contribute to the competitive advantage of your chosen organisation. These should be based on your research and findings. You need to evaluate international competitors within the market and their particular strategies/ strength .You can use some models such as Porter’s generic strategy, PLC, etc. Then based on data founded you need to prepare practical suggestions to your company.

Allocate each heading to each question and concentrate on answering the questions and write only the relevant answers. Remember you must develop and maintain a clear structure and coherence throughout the report. It means that you need to establish link between models and company. Support your data and fact with references.

Marking Criteria