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International Marketing


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

Module description

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

Learning objectives

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.