MKT9124M: MCs Management and International Business

Section 2. Module Synopsis
The aim of this module is to provide an understanding of marketing concepts applied in an
international context. The International Marketing and Customers Module is designed to
provide students with a clear comprehension of marketing tools available and their use within
an international environment, understanding the cultural diversity of their customers.
The students will explore cultural difference and similarities, which will enable them to identify
the most effective methods of marketing applications to build and develop an international
marketing portfolio. Social and cultural issues play a major role in the decision making process
in international marketing. A range of theories will be explored to provide a depth of
understanding to culture, the benefits of acculturation to optimise marketing on an
international level. This will encourage versatility of thought in consideration to the customer
from both a business to business and business to customer perspective. Understanding the
customer is vital to ensure success.
Section 3. Outline Syllabus
The module typically covers the following areas:
– International market environment
– Application of the marketing mix from an international perspective
– Segmentation, target and positioning in the international market
– International market research
– Impact of culture on customer behaviour
Section 4. Module Learning Outcomes
LO1 Demonstrate critical awareness of the importance of marketing and its origins
LO2 Identify, explore and exploit the differences between international and domestic marketing
LO3 Understand and appraise the impact of the social and cultural environment on
international marketing decision-making and the messages perceived by target customers
LO4 Analyse and evaluate marketing requirements according to geographic location and
cultural/social issues, identifying developmental scope for effective communication with
customers
Section 5. Learning and Teaching Strategy/Methods
The module consists of lectures and seminars. The lecture programme will encompass the key
theories of international marketing and the customers it encompasses. A range of virtual
learning environment tools will be included in the learning experience. Case studies will be
explored in the seminar environment to contextualise and examine the theory. The Inclusion of
field trips to international organisations will be incorporated when possible.
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Group Work
The seminar group will be divided into 4 research groups, each group will exchange contact
details and establish effective lines of communication. Methods will be established and agreed
in the group. Independent research and group collaboration will take place to prepare for
seminars, according to instructions given each week. Group presentations within the seminars
will help to build confidence in preparation for the group assessment whilst engaging and
practically applying the theoretical concepts researched during the semester. Acculturation
within the group dynamics and the impact on international marketing and customers will be
considered.
Teaching and Learning: Our Expectations
The module includes a series of 2 hour lectures and 1 hour seminar each week.
The range of lectures and guest lectures aims to provide a fresh, contemporary and interesting
learning experience, providing varying perspectives for a more stimulating learning platform.
Lectures are designed to stimulate further study; to promote self-study and research. Essential
weekly reading in preparation to each lecture is shown on the module lecture/seminar
schedule and additional material and tasks will be given during the semester.
Seminars are interactive and student centred, therefore preparation is essential for success and
optimal learning. Seminars run a week after lectures and are designed to complement the
lecture and the student’s own reading. They help students to apply concepts and theories to a
particular topic through a range of activities.
Attendance at seminars is not optional and you must let your tutor know in advance of any
possible absence from seminars and make sure you catch up on any work you have missed.
The seminar is not a repeat of the lecture and your attendance will help you to understand the
subject in more depth.
Your seminar tutor is there to help you – seek help and advise when you need to. Contact your
tutor by email, advanced appointments are available when needed. Aspire to be interactive
during seminars, an ideal opportunity to ask questions or air concerns.
Blackboard
Please ensure you access the Blackboard site for this module on a regular basis. This will be
where your seminar tutor and/or module coordinator will leave messages and other important
information (e.g. lecture notes, further reading etc.).
Library Learning Advisors
If you require help with information searching, you may need to make an appointment with a
Learning Advisor in the library. Contact the library for further information –
http://library.lincoln.ac.uk Tel: 01255 886222. Your specialist business librarians are:
Daren Mansfield and Martin Osborne (dmansfield@lincoln.ac.uk & mosborne@lincoln.ac.uk).
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Assessment Method Weighting (%) 2000 Words
Group Presentation 50%
Individual Assignment 50%
Group Presentation 50%
Each research group is to prepare a 15 minute presentation to take place on weeks 9 and 10
during the seminar slot– 2 groups each week – with a 5 minute Q and A session at the end of
each. This will play a crucial part of the research process for your individual assessment.
Presentation Brief:-
The culture of Pipers Crisps is very important to maintaining their brand and working within the
boundaries of their ethical beliefs and values. Considering these factors, how could Pipers
expand their business on an international level?
a) Identify a new target market
b) Analyse the attractiveness of the market for Pipers
c) Propose a market entry plan for Pipers
Ensure the work is academically underpinned and the correct Harvard Reference format
applied.
Direct link to Harvard Referencing:-
http://guides.library.lincoln.ac.uk/ld.php?content_id=23470161
Group A and Group B w/c 21.11.16
Group C and Group D w/c 28.11.16
Guidance
 In the first seminar (w/c 29.9.16), students will be split up into 4 equal-sized groups, each
group will be identified as Group A, Group B, Group C and Group D.
 Effective communication and between group members is essential to create a quality
presentation. Thorough proof reading is imperative to ensure, uniformity of slide content
and style. Rehearsal is important to ensure a professional delivery, staying on time and to
avoid repetition of information with group members.
Refer to Appendix 1 Group assessment grid on page 13.
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A Good Presentation should:-
Content
Include all group members
Address Task
Demonstrate creativity
Include relevant theory
Justify findings
Compare/contrast
Style/Clarity Expression
Clearly spoken/good pace-notes not
script
Eye contact/smile
Professionalism
Enthusiastic
Well rehearsed
PowerPoint Presentation
Clear & Interesting
Well Designed
Simple
Bullet points only
Supports content
Avoids repetition
Ability to Answer Questions
Confident-at ease
Answer Honestly/accurately
Take turns to answer questions
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Individual Assessment 50% – 2000 Words +/- 10%
Essay 50%
Further developing on your research for Pipers Crisps write an essay to include the
following:-
a) Identify current global/international marketing activity currently taking place
with Pipers Crisps, identify both traditional and digital methods currently
implemented.
b) To assist identifying potential opportunities for Pipers, explore how the
competing luxury snacks market operate on an International Level.
c) What measures should be taken to ensure effective customer relationships
are established and maintained in both the context of Business to Business
and Business to Customers?
d) What recommendations would you suggest to expand International
Marketing activity for Pipers Crisps with consideration to traditional and
digital methods?
Ensure you apply the correct academic skills; including literature searching, academic
writing styles, argumentation, secondary research and correct referencing.
Direct Harvard Refernce Link:-
http://guides.library.lincoln.ac.uk/ld.php?content_id=23470161
Instructions
 Include a front cover stating:
– Name & student number
– Award (e.g. PG International Business)
– Seminar group and seminar tutor’s name
– Title
– Word count
You need to correctly cite in the body of the assignment and provide a Reference
List and Bibliography at the end. Use the University of Lincolns Harvard Referencing
Handbook to ensure accuracy (exclude from final word count).
 The work must be professionally presented.
 Refer to Appendix 2 Individual assessment marking grid on page 14
 Hand-in Date: Monday 12 th December 2016, hard copies handed in at faculty
office and electronically via Turnitin by 12 noon
Late submissions, whether measured against the original or formally extended
deadline, shall be penalised. The penalty shall consist of a reduction in the mark of
10 percentage points for each whole or partial working day late. This means 10
percentage points of the marks available for the assignment, for example, where an
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assignment warranting a merit mark of 58% is submitted one day late, then a mark
of 48% shall be recorded.
Please refer to the Postgraduate Regulations for guidance on academic offences
including plagiarism. This document is available on the portal and via blackboard.
http://secretariat.blogs.lincoln.ac.uk/files/2013/03/Taught-Postgraduate-Regulations-
2016-171.pdf
Guidance
 Ensure you have read the assessment question and instructions/guidance
carefully and that you have answered all the questions/points required.
 Use a good range of high quality sources (for example, journal articles, text
books).
 Avoid being too colloquial and use an academic writing style.
 Be careful when using ‘difficult’ words or jargon. Ensure you are using them
correctly.
 Revise your writing style if needed. In some cases the written words do not
convey people’s thoughts successfully. Get a friend to read your work and
crosscheck with him/her that you have actually written what you thought.
How to Submit Your Assignment via Blackboard
1) Go to the module's Blackboard (International Marketing and Customers
16/17) site.
2) Click: "Assessments" Tab
3) Click: "View/Complete" under the "Assessment 1 – Individual Assignment".
4) Fill in your personal details.
5) Choose file from your computer
6) Upload
It is your responsibility to keep your email receipt of your Turnitin submission.
You will be able to submit a draft version/s onto the Turnitin site for three weeks
prior to the submission date so that you can see the originality report that is
generated and make any amendments you feel are necessary.  Once the deadline
for submissions has passed (12 noon on 5 th December you will not be permitted to
submit any further versions.
NOTE: Your seminar tutors will NOT read a draft of your work prior to submission.
It is important that you engage in recommended preparatory reading before
lectures and seminars as directed. Additional reading and seminar tasks will be
assigned on a weekly basis
7. INDICATIVE READING
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Core Text
Doole, I., Lowe, R. and Kenyon, A. (2016) International Marketing Strategy 7th
Edition. London: Cenage Learning
Usnier, J and Lee, J Marketing Across Culture 6 th Edition, Harlow: Pearson (ebook)
Recommended Reading
Cateora, P., Graham, J. and Gilly, M. International Marketing 17 th Edition McGraw
De Mooj, M. (2011) Consumer Behaviour and Culture 2 nd Edition. London: Sage
Hollensen, S. (2017) Global Marketing 7 th Edition Essex: Pearson
Keegan, W. J. and Green, M.(2015) Global Marketing 8 th Edition. Essex, Pearson
Education Limited
Kotler, P. and Keller, K. (2016) Marketing Management 15 th Edition Essex: Pearson
Schneider, Susan C., Barsoux, Jean-Louis (2002) Managing Across Culture 3 rd Edition
Harlow: Pearson
Academic Journals:-
Science Direct
Journal of Retailing
Journal of Business Research
Journal of Retailing and Consumer Services
Emerald
European Journal of Marketing
Journal of Consumer Marketing
International Journal of Retail and Distribution Management
ABI Inform / Pro Quest
Academy of Marketing Science Review
Journal of Consumer Behaviour
Journal of Consumer Marketing
Journal of Consumer Research
Ebsco Host EJS
International Journal of Research in Marketing
International Review of Retail, Distribution and Consumer Research
Journal of Consumer Marketing
You can access all library information directly via the library
website: http://library.lincoln.ac.
 

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