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International Marketing


  • Credit value: 15 credits at Level 5
  • Convenor: Peter Trim
  • Tutor: Riccardo Benzo
  • Assessment: a two-hour examination (100%)

Module description

This module provides you with a thorough understanding of the nature of the international marketplace and the complex and challenging forces that shape the current international business environment. It also highlights future trends. You will learn how to critically assess the implications of such forces and trends for marketing strategy and decision-making when organisations operate across borders.

The module is designed to give you an insight into global, and cross-cultural marketing activities, as well as an appreciation of the changing pace of internationalisation and increased global mobility which has led to a more competitive environment. It endeavours to provide a challenging and supportive learning environment by enhancing the key skills and subject knowledge appropriate for a career in marketing.

Indicative module content

  • Global economic and trade environment
  • Global market research
  • Segmentation, targeting and positioning
  • Market entry strategies
  • International marketing mix
  • International branding issues
  • Global marketing communications
  • Ethics and sustainability around the world
  • Digital issues across borders

Learning objectives

By the end of this module, you will be able to:

  • demonstrate knowledge and understanding of the external and internal business environment for developing marketing from a domestic to international strategy
  • analyse theory on international marketing and its application to real-world scenarios
  • understand the process and rationale for developing international market entry strategies
  • describe and analyse contemporary marketing theory and practice in a global arena
  • explain the development of a global marketing mix
  • analyse the characteristics of successful marketing management across borders
  • appreciate the differing cultural and ethical implications for international marketing
  • demonstrate insight into the role of digital marketing strategies in the international environment.