|Students must select four elective modules from the following list:|
1International Channels and Logistics Management
2International Services Marketing
3International Sales Management
5International Product and Brand Management
6International B2B and Relationship MarketingThis module is designed to raise student awareness of the significance of international B2B marketing in what is often termed the ‘global’ economy. It aims to re-dress the common imbalance of many international marketing programs, which tend to emphasise the importance of business-to-consumer (B2C) marketing. Moreover it involves detailed discussions concerning the role of individuals and organisations in international marketing channels, supply chains and networks which, according to basic marketing theory, ought to function so as to ensure that consumer demands are met. As well as outlining possible managerial solutions to common B2B marketing dilemmas other international issues will be examined such as relationship marketing, the growth of e-commerce in B2B markets, logistics, customer relationship management and global supply chain management. Finally it moves beyond consumer marketing issues and focuses on the complexities of international marketing to organisational (or business) customers.
7Corporate Responsibility and SustainabilityThe module aims to provide students with an understanding of corporate responsibility and sustainability issues in marketing. Both are important in developing and maintaining relationships with various stakeholder groups. Students will gain the knowledge to enable the development of socially responsible and environmentally sustainable marketing strategies and plans. It further aims to deliver the skills to enable students to critically appraise the history and current discourse of corporate responsibility and sustainability, and comprehend the multifaceted nature of these concepts. The forces driving CSR and sustainability initiatives will be explored, their impact on the firm’s practices will be identified, and their relationship with organisational stakeholders and profitability will be examined.
8International RetailingThe retail industry was, is and will continue to be one of the key sectors of a country’s national economy. Either because it accounts for as much as 40% of direct or indirect employability or simply because people spend two thirds of their disposable income in shopping, understanding how the retail industry works is key for any person wanting to succeed in the business arena. In moments of economic turbulence, many retailers face the challenge to go international, as they need to seek new opportunities. As a result, internationalization has become a core element for retailers’ strategic growth. But what exactly is meant by international retailing? What do retailers actually internationalise? Is it management expertise and management systems? Is it innovation, forms of trading or unique retail brands? What actually makes them successful when going international? Before we can answer this, one must first clarify what is retailing! These comments reflect the direction for this course, with an aim to try to shed light on what makes retailers successful when going abroad. The course is divided into five sessions. The first session examines the “who” and specifically who is the retail company trying to internationalise. The second session aims at providing an understanding of “what” do retailers internationalise and “why” do they go abroad. The third session explores “where” do retailers go when deciding to internationalise and “when” (i.e. the timing of this decision). The fourth session focuses on “how” retailers internationalise, that is, what entry mode options retailers have to enter a country. The fifth session highlights determinants of retail internationalisation’s success or failure. The course relies heavily on real-life case study material, used at top business schools like Harvard, MIT, Darton Wharton etc. and analyses retail companies such as Zara, Wal-Mart, IKEA, Starbucks, H&M, Tesco etc. Student preparation, presence, and participation are essential.
9Cross-Cultural NegotiationsThis course is designed to provide students with the skills needed to negotiate effectively in the international business environment. The course provides an overview of the factors that influence the process and outcome of negotiation and discusses the effectiveness of different strategies and tactics under different negotiation conditions. Particular emphasis is given to the special challenges of international negotiation, including cross-cultural differences in communication and negotiation styles. Course delivery includes lectures, analysis of case studies, interactive role-play and negotiation simulations.