Contemporary Prospects in International Marketing

Module description

What is the module about?

 

Nowadays, consumers or organisations, are more informed and more demanding as the landscape of international marketing knowledge changes. Combined with technological advancements, environmental degradation and sociocultural changes, these factors provide strong support for the proposition that marketing practices, perspectives, and assumptions are becoming outdated. This course introduces reflection and debate regarding current challenges in international marketing, bringing together culturally diverse and interdisciplinary perspectives.

This final year course provides students with the current challenges and opportunities of international marketing. In this vein, students will focus on current trends in international marketing, issues relevant to the global environment. In-class interactive activities and case studies will be used in order for students to identify how theory is linked to practice.

 

Who should do this module?

It aims to give you a deeper understanding of the key aspects of international marketing. It will also assist you in reflecting on how the international environment influences decisions relevant to foreign markets. At the end of this module, you can advise a company on the prevailing challenges in the global marketing world.

 

Provisional Lecture Outline

Introduction to International Marketing.

Cultural Dynamics in International Context.

External Environment Dynamics – Political and Economic.

Developing International Marketing Strategy. Emerging and regional markets.

Market Entry Strategies.

Marketing Mix: Brand and Product Positioning.

Marketing Mix: Pricing and Promotion (Communications).

International Distribution and Retailing.

International Marketing Impacts and Ethics.

Revision

Assessment details

50% Individual Coursework

50% Group Assessment

Teaching pattern

Weekly Lecture

Fortnightly Tutorial

Suggested reading list

Keegan, W. and Green, M.C. (2017). Global Marketing, 10th edition, Pearson. 

Gbadamosi, A. (ed.) 2019. Contemporary Issues in Marketing: Principles and Practice. SAGE Publications

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.