MANAGEMENT SCHOOL

 

Learning to Make a Difference
MODULE HANDBOOK
MKIB 356

INTERNATIONAL MARKETING

Semester 1
2015/16

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INTERNATIONAL MARKETING (Semester 1)
Module Code: MKIB 356

1. Module Information

Credits (CATS Value): 15
Pre-requisites: MKIB 153 or MKIB 154 and either MKIB225 or MKIB253.

Programmes module is required for: N500 (3) N12A (3) LN21 (3)

Programmes module is optional for: N100 (3) MN11 (3) GN11 (3) PN91 (3) NR11 (3) NR12 (3) NR13 (3) NR14 (3) L720 (3) TN71 (3) N400 (3) LN11 (3) L100 (3) BCG0 (3) Y001 (3) L000 (3)

2. Module Leader and Contact Details

Module Leader: Paul Cowell

Contact: P.Cowell@Liverpool.ac.uk

Office: Chatham Building, FE3.

Office Hours: Please call me on my mobile 07918 030 143

Lectures: As per timetables.

Tutorials: As per timetables.
3. Module Objectives

• To introduce students to the international environment for marketing;
• To build an appreciation of how they might go about building international activities;
• To introduce students to the concept of global marketing management;
• To develop an understanding of the key types of international transitions.

4. Learning Outcomes
LEARNING OUTCOME TAUGHT ASSESSMENT COMPONENT WHICH ASSESSES THIS LEARNING OUTCOME OTHER INFO
Identify the major changes in the international trading environment and their impact on the marketing activities of global businesses. Lecture/Seminar Assignment
Develop marketing strategies appropriate to industrialised, developing and lesser developed economies, and identify and explain the relevant sources of information and analysis necessary to support the appropriate strategy. Lecture Exam
Critically evaluate the mix decisions that need to be taken to support global marketing activity. Lecture/Seminar Assignment

5. Transferable Skills

The Management School had identified a set of key skills which it expects its students to develop throughout their studies. These are skills which are actively sought by employers and which together form the “ULMS graduate”. For further information about the ULMS graduate and an explanation of what we expect our students to develop in relation to each skill, please see Appendix 2 at the end of this handbook.

SKILL TAUGHT ASSESSMENT COMPONENT WHICH ASSESSES THIS SKILL HOW DEVELOPED
Adaptability X Assignment Independently
Problem solving skills X Exam Independently
Numeracy
Commercial awareness X Exam/Assignment Class discussion
Teamwork X Assignment Seminars
Organisational skills X Assignment Seminars
Communication skills X Assignment Independently
IT skills
International awareness X Assignment/Exam In class discussion
Lifelong learning skills
Ethical awareness X Assignment Classroom
Leadership (PG modules only) X

6. Teaching and Learning Strategies

• Teaching methods will include: lectures, assignment group-focused tutorial supervision, in-class interaction, debate and discussion – please note that questions during lectures are actively encouraged.
• Lectures are weekly and delivered within a 9am-11am session
• Individual, face-to-face contact with your module lecturer will be available according to the tutorial support sessions detailed in Lecture 1.
• 5 private study hours per week are expected and recommended.

7. Assessment

Assessment will be by coursework and end of semester examination. I will provide detailed and informative guidance with regard to both assessments during lectures.

Examination Assessment Clarification

• The end of semester examination will be 2 hours in duration.
• Students will be expected to answer 2 questions from a total of 5.
• The exam will be worth 70% of the total module mark.

Coursework Assessment Clarification

• Coursework will consist of a group assignment (maximum of 5 members per group).
• The assignment is worth 30% of the total module mark.
• The word limit for the assignment is 3000 words.
• The word limit will include footnotes, in-text referencing, and the Executive Summary should you choose to include one (you do not have to).
• The word limit will not include appendices – which should be used very sparingly and only if absolutely essential in supporting the argument
• The word limit will not include the references list at the end of the assignment.
• I will see groups during the tutorials to provide discursive feedback on assignments in progress as part of a class-based discussion – further details to be provided in Lecture 1.

The Assignment

The coursework counts for 30% of the total grade for the module. The coursework will consist of 1 group assignment. Students will form groups of 4-5 members. You will submit your assignment as a group. Groups will self-select by ‘speed dating’ during lecture 1 and I will require you to submit a working group list of names during the tutorials before the end of Week 4. In the event that you have not nominated your own group, I may have to assign you to a group during this lecture.

The Task
Select a product or service of your choice. Once your product/service is agreed as a group, research its current international performance. Critique constructively how and in which ways you would improve the presence and performance of your chosen product/service in one of the following economic regions: (1) Europe; (2) North America; (3) South America; (4) Russia and Northern Eurasia; (5) the Indian Subcontinent; or (6) China.

Prepare a report on your assessment and why you selected the region that details the following:

1. The key economic indicators for your chosen area (clearly justify the geographic/regional boundary parameters). This part of the assignment will culminate in a detailed overview of the key economic considerations for a company intending to market to that area.
2. The key elements of culture that a company intending to export to that country would need to consider. Additionally, provide a set of recommendations to the company on how it might culture-sensitize its staff in preparation for dealing with the selected market.
3. Describe the key stages of a product launch/re-launch for the company’s product/service range. Outline the key factors to be taken into consideration prior to the launch.
The word limit is 3000 words maximum.

Tutorial Assistance
Each group will have the opportunity to clarify any worrying concerns that they may have with their report during the designated Tutorial Workshops. You are advised to consider your chosen strategy, suitability of product/service to identified region, pricing issues, possible entry modes, or how to demonstrate that the chosen strategy should lead to improved international performance as possible areas of concern. The purpose of these one-to-one sessions is to allow you to consider any corrections or improvements to be made prior to submission of your final report.

The deadline for submission of the group assignment is:

2pm Thursday November 26th 2015.

Coursework Extensions

Other than in very specific circumstances (such as where a student’s Disability Support Statement indicates that it is appropriate to grant extensions), Undergraduate students are no longer able to apply for extensions for the submission of coursework. Students should instead apply to have lateness penalties removed via the Removal of Late Penalty Form.

Groupwork Assessment Peer Review Option

In the rare case of a severely malfunctioning group, students will award members of their group marks to reflect the contribution made by individuals to groupwork. Peer review by students is not widely used across the school at present, and staff who do employ it comment that it requires some maturity within the group to work effectively, so that marks which are truly representative of the work in question can be awarded.

In this instance, students will be asked to mark each of the group members on the following areas:

• Regular attendance at group meetings
• Meeting deadlines agreed by the group
• Contribution of ideas at the developmental stage of the work
• Practical contribution to the work undertaken by the group
• Support and encouragement offered to other group members

Students will be asked to include an agreed split of marks, shared amongst members of the group, as part of the groupwork submission. For example, if four students are awarded group mark of 60% by the module leader, then there are 4 x 60 = 240 marks available. If the group agrees an unequal split such as 30:30:20:20 then two would get 72 and two would get 48. Fractional marks will be rounded up. All members must approve the marks awarded, and the module leader will act as arbitrator in the event of any disagreement. Modules leaders will also review cases where students are not awarded any points by members of the group. Please refer to ULMS Policy on Assessed Groupwork (Appendix 1).

Please note penalties which may be imposed with regards to assessment:

DEVIATION FROM GUIDELINES/REQUIREMENTS PENALTY
The following penalties will be imposed on coursework where students are found not to have followed the guidelines set down. No piece of Undergraduate coursework which achieves a mark of 40% or more before the application of penalties will be reduced below the pass mark once penalties are taken into account. No piece of Postgraduate coursework which achieves a mark of 50% or more before the application of penalties will be reduced below the pass mark once penalties are taken into account.
Coursework presented in a form that is difficult to read, e.g., if not word-processed, in a font of less than 12pts, in single spacing or with inadequate margins 5% of the overall mark available for the piece of work will be deducted
Coursework exceeds the maximum word length specified by the module leader 3 marks or pro rata per part thereof will be deducted for every 100 words by which the work exceeds the maximum length. E.g., 6 marks will be lost for work that exceeds the limit by 200 words, 1 mark will be lost for work that exceeds the limit by 30 words etc.
Inadequate referencing Up to 5% of the overall mark available for the piece of work
Failure to include a list of references or a bibliography Up to 5% of the overall mark available for the piece of work
Failure to submit identical pieces of work in hard copy and electronically 10 marks will be deducted
Use of Wikipedia or other Wiki sites as a primary source of research Penalty to be determined by the module leader.
Work submitted up to five days after the deadline set 5% of the total marks available for the assessment shall be deducted from the maximum mark for each working day after the submission deadline, up to a maximum of five working days. E.g., for work marked out of 100, five marks per day will be deducted. The mark will not be reduced below the pass mark for the assessment. Work assessed below the pass mark will not be penalised for late submission.
Work submitted more than five days after the deadline set A mark of zero will be awarded. Where a student is required to re-sit the assessment, a different assessment will be set and the student will not be permitted to submit coursework relating to the original subject.
Dual Submission Procedure

This coursework requires dual submission. You must hand in a hard copy to the Student Support Office (post into the black submission boxes outside the office). You must also submit a soft copy via Turnitin, which is a plagiarism and collusion detection system. If you do not submit to Turnitin your work will not be marked. Failure to submit an identical version via Turnitin compared to your hard copy will attract a penalty of 10 marks.

To submit via Turnitin, you go to the assessment area for the module on VITAL and you will find a link for the coursework. Click on View/Complete and then on the “submit” icon for the paper. You are then prompted to submit a title for the paper. Use the “browse” button to locate the file you want to submit, then click “submit”. You will then be asked to confirm that you want to submit by clicking the “Yes, submit” button.
Referencing Guidance

You must reference all of the sources used within your work according to the guidelines presented by the University of Liverpool. Prescriptive details can be located online at the following address:

http://www.liv.ac.uk/library/learning/referencing.html

Further Information

Students are reminded that the following important information is published in the ULMS Undergraduate Student Handbook, available on-line at:

http://www.liv.ac.uk/managementschool/undergraduate/current_students.htm

The information includes advice on:

• How to reference your work
• Group working
• Lateness penalties
• What to do if you require an extension
• The marking criteria that will be used for this module
• Re-sits
8. Feedback

Verbal feedback relating to ongoing assignment queries will be provided during tutorial support sessions.

Verbal feedback will be provided during lecture discussions.

Written feedback will be posted on Vital following the end of module assessment period. This will include an overview of student performance on the module and will incorporate a response to the end of module evaluation exercise.

One-to-one examination feedback will be provided during a session in my office (Chatham FE3), the date and time of which will be announced on Vital following the end of module assessment period.
9. Module Content/Lecture Programme

The weekly lecture programme and tutorial details for 2015 will be confirmed during Lecture 1. Module content can be expected to cover the following topics:

Week/
Lecture Date Lecture/Tutorial Topic Note: I will direct you towards key journal articles within lectures. Only recommended prior reading is listed below. Chapters relate to Hollensen (2012)
1 Sept 29th Introduction to the module, including: what to expect, learning rationale, aims, assessment strategies and core reading. Attendance is Mandatory for this lecture
2 Oct 6th Using the Library Effectively and Efficiently
Getting Started: The Coursework Assignment
International Marketing: Setting the Scene for International Marketing Activity Chapter 1
3 Oct 13th The International Marketing Environment and Global Consumer Movements Chapter 5
Amin (2014)
4 Oct 20th Examining the Significance of Culture Chapter 6
5 Oct 27th Market Segmentation and Critique Chapter 7
Quinn et al. (2007)
Quinn (2009)
6 Nov 3rd Market-Making Practices: Alternative Currencies Guest Speaker
Dr Javier Lloveras
7 Nov 10th Contemporary Debates in [Global] Marketing Chapter 12
8 Nov 17th Key Considerations in Pricing Chapter 11
9 Nov 24th Key Considerations in Promotion and Distribution Chapter 12
10 Dec 1st International Marketing Review Session
Exam Topic Revision Areas Coursework Submission this week: 26th November, 2pm
11 Dec 8th Reading Week
Past Exam Questions Posted on Vital Past Exam Questions Posted on Vital

10. Recommended Text
The text I recommend [above] for this module, which I feel introduces most of the key module topics very well, is:

Essentials of Global Marketing
Author: Svend Hollensen
Year: 2012 (2nd Edition)
ISBN-10: 0273756540; ISBN-13: 978-0273756545

However, I must stress the importance of you engaging with peer-reviewed academic debates, rather than textbook-based material. Not only are the peer-reviewed articles freely available through the library but they are dealing with contemporary developments in a more detailed and scholarly manner that textbooks do not. I will introduce further reading during the lecture each week. Please Note Therefore: In addition to the recommended text, you will be expected to read widely around subject areas associated with International Marketing and, in particular, you are encouraged to read peer-reviewed scholarly articles (I will highlight key journals during Lecture 1). You must enhance your learning by reading appropriate academic journal articles. These will support your understanding and strengthen the arguments you present within the coursework assignment and examination.
The library aims to provide a minimum ratio of one book per ten students for essential texts. But if more copies are needed and funds permit, it can purchase extra copies. The Library needs to find out which books are in greatest demand and you can help by taking these steps:
1. Place a reservation on the book. Once you have the book details on the library catalogue screen, click Request. This means as soon as a copy is returned, you will be notified and can borrow it. It also means that library staff are notified of the demand on the book.
2. Fill in a book suggestion form, talk to staff at the library’s information support desks or contact your Liaison Librarian to let us know more copies are needed. The Liaison Librarian for the Management School is Sarah Roughley, sarah13@liv.ac.uk.
11. Electronic Resources

Supporting lecture slides and any other materials will be posted on Vital each week.

12. Sign-off

Document last revised;

Name: Paul Cowell
Date: 26th June 2015

Updates will be provided on Vital, e.g., changes to the lecture programme or references to useful literature which has appeared since the handbook.
Appendix 1

ULMS POLICY ON ASSESSED GROUPWORK
Size of groups

Practice across the School generally indicates that groups of 3 – 5 students are most appropriate. Module leaders are advised not to permit students to operate groups larger than this, and not to permit students to work in pairs (unless this is a specific requirement of the module).

Selection of groups

Practice across the School is variable, with students on some modules being allowed to select the groups they work in and with students being assigned to particular groups in others.

Assignment of groups by the module leader reflects work situations in that students are required to work with people of differing abilities and levels of commitment who they may not know well. The approach therefore promotes the development of some of the transferrable skills that are key to programmes in the School. However, this approach is particularly unpopular with final year students, many of whom are concerned that less-committed students will either prevent them from gaining higher grades, or will benefit from their own hard work whilst doing little themselves.

It is therefore recommended that Undergraduate module leaders:

• Use the approach that is felt to be most appropriate to the module in the first and second year;
• Allow students to select their own groups in the final year.

Module leaders should provide assistance and advice to students where self-selected groups are used. For example, students on joint or combined honours programmes or students visiting Liverpool as part of an overseas exchange programme may find it difficult to join groups as they may know fewer students (if any) on the module.

Postgraduate Module Leaders have the option of either putting students into groups, or allowing them to self-select groups, depending on which approach is most appropriate for the module. Assistance and advice to students where self-selected groups are used should be provided by Module Leaders where appropriate. For example, part-time students may find it difficult to join groups as they may know fewer students on the module from their previous study.

It is recommended that each group appoints a leader to monitor the progress of work within the group.

Mark awarded

A concern amongst many students is that the mark that they are awarded for groupwork may not be reflective of the usual standard of their marks, and that students within their group may being getting higher than merited marks due to the contribution of their peers.

Module leaders are therefore advised to:

• Award an overall mark for the group assignment or group presentation (this mark will be given to all members of the group);
• Consider providing an individual mark to students in addition to the mark for the groupwork;
• Consider the use of peer review to provide an additional mark (see below)

The additional mark awarded to students by the module leader may be obtained in a number of ways. For example, it may be based upon a supporting portfolio of learning/learning log prepared by the individual student which demonstrates the input that a student has had to a piece of groupwork, or it might be based upon student responsiveness to questions raised by the audience following a group presentation. Module leaders might also consider the inclusion of a compulsory question in the final examination which relates to the groupwork. Students must be made aware of whether an individual mark which supports their groupwork mark will be available, and the basis upon which it will be awarded.

In line with the Code of Practice on Assessment, in the case of group work where all students gain the same group mark, this mark may be disclosed to the group as a whole. However, individual marks for individual students should not be disclosed to other members of the group.

The module handbook should clearly indicate how the mark for groupwork will be allocated.

Peer review

Module leaders may wish to ask students to award members of their group marks to reflect the contribution made by individuals to groupwork. Peer review by students is not widely used across the school at present, and staff who do employ it comment that it requires some maturity within the group to work effectively, so that marks which are truly representative of the work in question can be awarded.

It is recommended that peer review accounts for no more than 10% of the overall mark available for the module.

Students should be asked to mark each of the group members on the following areas:

• Regular attendance at group meetings
• Meeting deadlines agreed by the group
• Contribution of ideas at the developmental stage of the work
• Practical contribution to the work undertaken by the group
• Support and encouragement offered to other group members

Students can be asked to include an agreed split of marks, shared amongst members of the group, as part of the groupwork submission. For example, if four students are awarded group mark of 60% by the module leader, then there are 4 x 60 = 240 marks available. If they agree an equal split they get 60 each for the peer review component. If they agree an unequal split such as 30:30:20:20 then two would get 72 and two would get 48. Fractional marks should be rounded up. All members must approve the marks awarded, and the module leader should act as arbitrator in the event of any disagreement. Modules leaders should also review cases where students are not awarded any points by members of the group.

The module handbook should carry clear information about how peer review will operate if this form of marking is used for groupwork, including the proportion of the peer review mark that will be allocated to each of the above areas.

Malfunctioning groups

Module leaders have in the past dealt with malfunctioning groups on an ad hoc basis, dealing with each case as it arises. Methods have included:

• Awarding students who fail to contribute to groupwork a mark of zero requiring a re-sit involving a 1000 word essay for a capped mark;
• The use of a dismissal scheme, in which the module leader dismisses the student from the group after an appropriate warning, which results in the dismissed student having to work alone for a mark that is reduced by 5 – 10 %;
• Penalising students who fail to attend group meetings without good cause by a percentage per meeting missed.

The module handbook should carry clear information about the penalties that will operate for malfunctioning groups.

Students asking to work alone

As the use of groupwork is intended to develop and test a number of skills that solo assignments do not involve, students who ask to work alone rather than in a group should not be permitted to unless there are exceptional circumstances. Such circumstances might include child care commitments or family commitments that make meeting with fellow students to develop groupwork difficult.

Students who fail to assign themselves to a group should be assigned to a group by the module leader. Where possible, the module leader should not assign such students to existing groups that students have created themselves but should assign all such ‘solo’ students to a group together. Where this is not possible (such as, for example, where only one or two students have failed to join a group), the module leader should assign the students to existing groups providing that the maximum number of five students per group is not breached, and provided that the students in the pre-existing group are willing to take the student in to their group.

Guidance for students

Groupwork is a necessary tool which helps students develop and assesses important skills for the workplace, which are sought by prospective employers. While groupwork can be daunting for some students, there are several steps that students can take to help groupwork run more smoothly and mitigate any issues.

Groups should set out ground rules for working together from the outset. These should include tactics to ensure that:

• All members of the group are given the opportunity and responsibility to participate in discussion
• Discussion takes place in such a manner that all members can understand and contribute
• That work load is fairly distributed according to the strengths of the group members, and also fairly apportioned in relation to the amount of effort the work will take
• That the group is clear on the objectives of the groupwork
• That all members of the group clearly understand what actions may be taken if group members do not adhere to the agreed working practices

If a group does start to malfunction due to the lack of engagement by one or more students, then advice should be sought from the module leader in an appropriate, proportionate and timely manner. It should also be sought in line with any advice or requirements given by the module leader in the module handbook. If a malfunctioning group is only reported to a module leader near to the deadline for assessment, this may not give them enough time to take any steps to help in rectifying the situation.

APPENDIX 2

THE ULMS GRADUATE – LEARNING TO MAKE A DIFFERENCE

The ULMS graduate is….

….flexible and adaptable. Our graduates understand that the business world develops and changes quickly, and ULMS will provide them with opportunities to develop the skills needed to be open to the challenges this brings.

….a problem solver. Our graduates are provided with opportunities to develop their critical and analytical skills from the day they join the School. By learning to think creatively, to persevere with an issue and to draw on the resources available to them, our graduates approach difficult situations confident that they can reach a successful outcome and make a difference.

….numerate. Maths is an essential element of all of our programmes and our graduates are confident and competent when using numbers to analyse situations, solve problems and make decisions.

….commercially aware. The teaching at ULMS is drawn from the latest business and management research, ensuring that our graduates understand the environment in which they begin their careers.

….a team player. Our graduates understand the importance of contributing to a team. By contributing to group work our students understand the dynamics of a team and the importance of individual roles and how each can make a difference to achieving a result.

…. organised and able to work under pressure. ULMS graduates learn to manage their time carefully during their studies. Our graduates are motivated to learn outside the classroom and are adept at managing deadlines and dealing with conflicting demands upon their time.

…an excellent communicator. The ULMS syllabus requires students to demonstrate their aptitude for communicating throughout their studies. Their skills include writing essays, business reports and case studies, giving presentations, listening to and questioning guest speakers and using negotiating and persuasion skills to argue a point during a class debate. Our graduates understand the difference that effective communication can make to a situation.

….IT literate. Our graduates understand the importance of IT in the modern business environment and ensure that their digital literacy skills are up-to-date in order to use it successfully. They understand how to prepare and analyse spreadsheets, can write reports and use IT to enhance presentations. They are confident users of electronic databases and are skilled at finding and evaluating appropriate and relevant information from electronic sources.

….internationally aware. The ULMS teaching and research community is drawn from around the world and our students are exposed to business ideas and cultures from beyond the UK. Many graduates make the most of international opportunities available to them, from participating in overseas exchanges to participating in international inter-university business games.

….a lifelong learner. ULMS graduates understand that the end of their degree programme does not mean the end of their learning journey. Our students understand the importance of continually building skills and knowledge in order to maintain commercial awareness, to be able to follow a flexible career path and to continue to make a difference throughout their working lives.

….ethically aware. The ULMS teaching, learning and assessment strategy ensures that all graduates are exposed to ideas of business ethics whilst studying and that they have an understanding of the difference business can make in the wider community and across the world.
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