INTERNATIONAL MARKET ENTRY AND DEVELOPMENT

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N108712
Module Leader John Crosbie
School Glasgow School for Business and Society
Subject Economics
Trimesters
  • A (September start)
  • B (January start)

Summary of Content

The International Market Entry and Development module builds on the core international business modules at Level 1 and 2 and complements the Level 3 module entitled "Strategic Management". The module focuses on the internationalisation of business where the latter is defined to include a range of methods for undertaking business across national frontiers (exporting, contractual methods and equity investment methods). The module aims to provide a comprehensive evaluation of these alternative (and complementary) means of undertaking international business activities, from both strategic and managerial perspectives.

Syllabus

1. Factors influencing the internationalisation of business. (A discussion of "push" factors and "pull" factors) 2. Key decisions in the internationalisation process. (Choice of product/service; choice of market; choice of entry method) 3. Frameworks for researching and selecting international markets. (Screening frameworks; market research approaches; sources of information) 4. The range of international market entry and development methods. (Coverage of three main categories; Exporting - Contractual Equity methods) 5. Theories explaining the choice of international market entry and development methods. (International Product Life Cycle; Behavioural theories; Economic Theories; Strategic Approach) 6. Frameworks for choosing appropriate market entry and development methods. (Frameworks to support market entry and development decision-making)

Learning Outcomes

On completion of the module students should be able to:-Discuss the main decisions that managers face when contemplating entry into overseas markets.Evaluate a range of methods for servicing overseas markets, both for new entrants and established international firms.Review a range of theories and frameworks related to internationalisation of the firm.Select and apply appropriate analytical frameworks to inform business development in overseas markets.Plan, implement, and present findings of a small-scale, group-based international market entry and development project.

Teaching / Learning Strategy

As this is a Level III module, the LTAS is designed to build a bridge between theory and practice, to develop students ability to take responsibility for their own learning, and to work on a small-scale, market research-based project in a self-managed team. The learning and teaching strategy employs a blended approach of lectures, seminars, directed and independent learning, supported by interactive use of Blackboard to enhance flexibility during the learning process. The learning strategy is based on acquisition of a deep understanding of the full range of methods for developing and servicing business in overseas markets. The syllabus is informed by the requirements of professional bodies such as the Institute of Export, and Chartered Institute of Marketing that require knowledge and skills in international market development. Students are introduced to a selection of theories and frameworks pertaining to international market entry and development through a series of lectures, and a programme of directed reading both from the academic literature and current affairs publications and media. Where possible, outside speakers will contribute to lectures and associated discussions. Lectures are used to communicate key concepts, theories, tools and techniques that underpin students ability to answer examination questions and to carry out a small-scale, group-based international market entry project. Directed and independent reading and research, seminar and team-based discussions, combined with individual and group-based e-learning activities, are designed both to deepen understanding of lecture materials and to provide students with necessary support to develop skills in applying a range of analytical and decision-making tools to a practical, international market-entry related problem. The assessment strategy incorporates both formative and summative assessments, and is informed by research on work-related learning (wrl). The formative element requires students, both individually and in groups, to complete a set of tasks, and to reflect on tutor and peer feedback received at key stages during the semester. The tasks require students to summarise and synthesise module content in order to inform the planning and execution of the group-based international market entry project. The formative work done on the module contributes to a formative group-based presentation that in turn informs a summary report, and reflective discussion inside Blackboard.

Indicative Reading

There are very few recently published books that focus specifically on the topic of international market entry and development. Seminal books on the topic published by Franklin Root (1994) and Stephen Young et al. (1989) may be old but are still unrivalled in their coverage of this aspect of international business. The core text for this module is Franklin R. Root (1994), Entry Strategies for International Markets (Revised & Expanded) Jossy Bass/Wiley, ISBN 0-7879-4571-4 Albaum, G.S., Duerr, E., (2008), International marketing and export management , 6 th Edition, Financial Times, Prentice Hall, ISBN 9-780-273-713876 Tayeb, M (2000), (Editor) "International Business: Theories, Policies and Practices" Prentice Hall, ISBN 0-273-63712 6 Tayeb, M (2001), (Editor) "International Management: Theories and Practices" Prentice Hall, ISBN 0-273-65127 7 Buckley, P.J., Ghauri, P.N. (Eds) (1999), "The Internationalisation of the Firm - A Reader" Second Edition, International Thomson Business Press, ISBN 1-86152-401-3 Academic Journals: European Journal of Marketing European Management Journal Management International Review European Management Review International Entrepreneurship and Management Journal International Marketing Review Journal of International Entrepreneurship Journal of International Marketing Scanned Book Chapters There are very few recently published books that focus on the topic of international market entry and development and for this reason a number of book chapters from a number of international business texts with relevant sections will be made available through the external links section of Blackboard, as will relevant articles from the international business literature.

Transferrable Skills

When working towards attainment of the learning outcomes students are challenged to develop personal and interpersonal skills in self-management, international market research, application of theory to practice, team-working, report writing, delivering a Powerpoint presentation, giving and receiving feedback.

Module Structure

Activity Total Hours
Assessment (FT) 18.00
Independent Learning (PT) 90.00
Lectures (FT) 24.00
Blackboard 33.00
Seminars (PT) 11.00
Directed Learning 24.00
Blackboard 33.00
Lectures (PT) 24.00
Seminars (FT) 11.00
Directed Learning 24.00
Assessment (PT) 18.00
Independent Learning (FT) 90.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 0.00 30.00 35% Group presentation using overhead slides
Coursework 0.00 20.00 35% Individual contributions to seminar and Blackboard "e-tivities"
Exam (Exams Office) 3.00 50.00 35% Written examination, 3 answers required from 6 questions