Module Information

Module Identifier
Module Title
International Marketing
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 2 hours
Seminars / Tutorials 4 x 2 hour


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  Unseen written examination  70%
Semester Assessment 2,000 word report  30%
Supplementary Exam 2 Hours   Unseen written examination  Repeat failed elements  70%
Supplementary Assessment 2,000 word report  Repeat failed elements  30%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate understanding of the nature and importance of international marketing;

* Assess market risk;

* Demonstrate understanding of the impact of the global environment on strategic marketing;

* Identify business problems;

* Draw reasoned conclusions from data and complex problems;

* Critically evaluate arguments and evidence;

* Apply the concepts of international marketing.


To facilitate understanding of the manner in which the commercial focus of an organisation is informed and directed by international marketing operations and strategy.

Brief description

International Marketing provides an opportunity to develop an understanding of Marketing that will have been acquired in earlier modules. By studying Marketing at international level students will have the opportunity to explore the internationalisation process and the means by which marketeers build global brands and respond to local conditions.


  • Motives for Internationalisation - The reasons behind international activity and the barriers that inhibit international activity.
  • Market Selection Methods - The methods by which markets are selected and the patterns of international development.
  • Market Entry Methods - The methods by which markets are entered and the relative value of these methods.
  • International Marketing Management - How marketeers manage brands in the global environment.
  • Market Divestment - The reasons for, impact and consequences of divestment in international markets.

Module Skills

Skills Type Skills details
Application of Number Insignificant in this module.
Communication Students will develop written communication skills when submitting written work for seminars and in the exam. Listening and speaking skills will be developed in lectures and seminars.
Improving own Learning and Performance Students will need to devise and apply realistic learning and self-management strategies.
Information Technology Students will be expected to use a word-processor to prepare their written work for seminars. Students will be expected to use e-mail and Blackboard.
Personal Development and Career planning Marketing is a subject that is strongly related to practice, and so it is inevitable that students will develop knowledge and communication skills relevant to career planning.
Problem solving In lectures and in seminars students will be presented with simple cases of situations that marketing managers or regulators might face, and be asked to suggest alternative solutions and decide which is best.
Research skills Students develop library search skills, for use in writing coursework.
Subject Specific Skills The assessment of international marketing programs and associated risks.
Team work No team work is required in this module.

Reading List

Should Be Purchased
Clarke, G., and Wilson, I. (2009) International Marketing McGraw-Hill, London, UK Primo search Czinkota, M., I Ronkainen and Zvobgo, G. (2011) International Marketing South-Western Cengage Learning, Hampshire, UK Primo search

Hollensen, Svend. (2011.) Global marketinga decision-oriented approach /Svend Hollensen. 5th ed. Financial Times Prentice Hall


This module is at CQFW Level 6