SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N509270
Module Leader John Crosbie
School Glasgow School for Business and Society
Subject Economics
  • B (January start)

Pre-Requisite Knowledge

Students should have a broad knowledge of the principles and practices of marketing gained from European marketing 1 or equivalent standard.

Summary of Content

European Marketing examines marketing theory and practice within a European and global context. As well as examination of marketing implications of the single European Act for British companies the course content will include the wider aspects of international marketing.


DEVELOPMENT OF THE EUROPEAN COMMUNITYDifferent types of market integration. The concept of European integration. Foundations of the EC. Treaties of Rome (EEC). Governing the EC.MARKET PROTECTIONISMProtectionism versus free trade. Typology of market barriers. Principal types of barrier; industrialists perceptions of the main barriers.THE SINGLE EUROPEAN ACT 1992 - THE INTERNAL MARKETThe Commissions White Paper, June 1985. Lord Cockfields Speech, 1986. The Cecchini Report, 1988. Integration and effects of market size. Arguments for completion of the internal market. UK business reactions to the Single European Market. The Single European Act and International Trade Theory. The future of the Single European Act. 1992 - vision of reality.MARKETING IMPLICATIONS OF THE SINGLE EUROPEAN ACT 1992Export orientation of UK companies. The Self Reference Criterion. UK business perceptions and strategies: pre 1992. The impact of 1992. Changes in the marketing environment - political, legal, health and safety, competition, targeting, segmentation and positioning marketing research. Marketing planning. THE MARKETING MIX:PRODUCT: Technical harmonisation and standards, patents, intellectual and industrial property; impact of SEA on production facilities.PACKAGING, LABELLING.PRICE: Commercial traffic and VAT, excises, non-price factors, abolition of frontier controls; effect of the exchange rate mechanism.PROMOTION: Range and variety of media within the EC. Effect of legislation. Media planning in a Single European Market.DISTRIBUTION: EC rules on competition; distribution channels within the EC. Logistical changes in EC distribution.The implications of the 1992 Act for Consumer, industrial, public sector and service sector markets. The language factor in European Marketing.EUROPEAN MARKETING VERSUS GLOBAL MARKETINGDefining the domestic market; parameters governing marketing planning for the Single EUROPEAN MARKET. Marketing planning for the global market. External environments. International marketing mix. Marketing organisation and control. A comparative evaluation of European and global marketing planning.FUTURE TRENDS IN THE SINGLE EUROPEAN MARKETPost 1992 - Further enlargement of the EC. The Europeanising of the UK Marketing opportunity or threat for UK companies.

Learning Outcomes

1. Analyse the theory of international trade2. Distinguish the European Marketing environment from the domestic and international markets3. Evaluate the implications of the single European Act4. Devise a strategy for marketing in Europe5. Create a marketing plan for international market(s)

Teaching / Learning Strategy

Teaching and learning will encompass formal lecturing inputs but much emphasis will be placed on a student centred approach through student participation, tutor led discussions, group activities, case studies and videos.

Indicative Reading

CATEORA P R - International Marketing (8th edition) Irwin 1993CECCHINI P - The European Challenge: 1992 Wildwood House, 1988CUNDIFF & HILGER - Marketing in the International Environment, Prentice Hall, 1988DUDLEY J W - 1993 and beyond, Strategies for the Single Market Kogan Page, 1989PALIWODA S J - International Marketing Heinemann 1986TERPSTRA V and SARATHY R - International Marketing, 6th edition, Dryden Press 1994

Module Structure

Activity Total Hours
Independent Learning (FT) 114.00
Assessment (FT) 18.00
Lectures (FT) 36.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (Exams Office) 3.00 80.00 40% foreign students allowed dictionaries
Coursework 0.00 20.00 40% essay