Indicative Content |
Fundamentals of Marketing
What is Marketing? What is Marketing (7 Ps and 7Cs of Marketing)? Marketing as a business function Market-orientation Marketing planning, strategies and decision making Delivering customer value
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Scope, Challenges and the Marketing Environment
Theories of internationalisation
Scope and challenges of international marketing
Creating a value-driven strategy for the international consumer
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International Environments
Analysing international environments including Political environments Legal environments Cultural environments and dynamics Consumer Behaviours and Trends
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Global Visions and Global Markets
Developing a global vision Understanding/Engaging the international consumer Economic environments in the Americas Economic environments in Europe, Africa and the Middle East Economic environments in Asia-Pacific
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Channels, Marketing Communications and Pricing
International channels (traditional channels and online/e-commerce) The promotional mix and integrated marketing communications (traditional media and social/digital channels) International pricing (understanding and capturing customer value in different markets)
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Recommended Book Resources |
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Hollensen, S. (2020), Global Marketing, 8th Ed. Pearson Education.
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Supplementary Book Resources |
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Opresnik, M.O. and Hollensen, S. (2021), International Marketing: Principles and Practice: A management oriented approach, Independently Published.
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Cateora, P.R., Money, R.B., Gilly, M.C. and Graham, J.L. (2019), International Marketing, 18th ed. McGrawHill.
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Green, M. and Keegan, W. (2020), Global Marketing, 10th Ed. Global Edition, Pearson.
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This module does not have any article/paper resources |
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Other Resources |
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[Journal], Journal of International Marketing.
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[Journal], European Journal of Marketing.
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[Journal], Journal of World Business.
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[Website], Financial times.
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[Website], Irish Times.
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[Website], Forbes.
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[Website], Fortune Magazines.
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[Website], MarketingWeek.com.
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[Website], Business Source Complete.
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[Website], Academic Search Complete.
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[Website], Emerald Insight.
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[Website], Dawsonera e-books.
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[Website], Mintel.
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