Assignment 2 brief:
Critically examine the reasons why marketing strategies fail in international markets using relevant business examples to support your arguments. It is expected that you will submit a well-structured essay with accurate Harvard referencing. Work may be penalised if the standards of English, numeracy or presentation adversely affect the quality of the work, or whether work submitted exceeds the word count.
Module Evaluation
You will be requested to complete a Module Evaluation Form at the end of this module, however if you have any queries, issues or problems regarding this module please contact your tutor your student representative or raise the matter at a Programme Committee meeting.
Resources
Core Text: Compulsory for all students taking this module:
Hollensen, S. (2011) Global Marketing- A Decision-Oriented Approach (5th Ed), Harlow: Pearson Education
Other texts
Keegan W.J., &Green, M.C. (2011) Global Marketing Management (6th Ed), Harlow: Prentice Hall, Pearson Education
Doole, I., & Lowe, R. (2008) International Marketing Strategy: Analysis, Development and Implementation (5th Ed) London: South-Western Cengage.
Johansson, J.K. (2002) Global Marketing. Burr Ridge, IL: McGraw Hill, International Edition.
Jeannet, Jean-Pierre (2000) Global Marketing.Harlow: FT Prentice Hall.
Muhlbacher, H., Leihs, H., &Dahringer, L. (2006) International Marketing – A global Perspective. Bedford: Thomson Learning
Birchall, D.,&Tovstiga, G. (2005) Capabilities for Strategic Advantage. Basingstoke: Palgrave Macmillan
Journals
Harvard Business Review
International Small Business Journal
International Marketing Review
International Journal of Research in Marketing
Journal of International Marketing
Journal of Global Marketing
International Journal of Advertising
International Journal of Market Research
Journal of International Consumer Marketing
Marketing Week
Marketing Business
Sloan Management Review
Venture Capital: an International Journal
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