International Marketing

• Credit value: 15 credits at Level 7
• Convenor and tutor: Professor Kevin Ibeh
• Assessment: a two-hour examination (100%)

The objective of the course is to provide you with an appreciation of the theoretical, methodological and practical issues associated with international marketing.

A number of articles and case studies/examples will be used to reinforce the subject matter, and you will learn how a marketing officer/manager working for an international organisation can implement an international marketing strategy.

indicative module content

• The international marketing concept
• The business environment
• The importance of culture
• Emerging markets, regions and market groups
• International planning and organisation
• International marketing research
• Products and services for the international market
• International distribution strategy
• International promotion strategy
• International pricing strategy

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

• understand the principles and practices of international marketing and develop international marketing plans
• appreciate the theoretical, methodological and practical issues associated with international marketing
• understand the bases of the international trading environment
• describe the relationship between international market analysis, international marketing strategy and international marketing management
• analyse the international marketing environment
• appreciate the importance of culture on international buyer behaviour
• understand the scope and limitations of market research in an international context
• develop international marketing strategies
• determine appropriate market entry strategies
• understand the principles of an international marketing mix
• evaluate alternative logistics and distribution methods.