Module Information

Module Identifier
Module Title
Academic Year
Semester 2

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours


Assessment Type Assessment length / details Proportion
Semester Assessment A prepared group report with a limit of 2000 words   30%
Semester Exam 2 Hours   70%
Supplementary Assessment An individual report with a limit of 2000 words  30%
Supplementary Exam 2 Hours   70%

Learning Outcomes

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

have an understanding of:
The rationale for undertaking international marketing activities
Market selection
Market entry methods
The internationalisation process
The role of culture in the internationalisation process
International marketing strategy


The course aims to increase the awareness of students of the international context in which organisations operate. The issues facing organisations in terms of marketing strategy and the external pressures and opportunities. This will be based on the fundamental principles of marketing and the international context.

The emphasis throughout is on the application to current business issues and practice. Students will be encouraged to read around the subject with a focus on current articles to show the reality of the issues and the challenges organisations face.

Brief description

The delivery mechanism is a series of lectures but also case studies and student led debates on selected topics. The session will run on specific weeks during the semester as outlined in the course plan.


  • Market Selection
  • Market Entry Strategy
  • The Internationalisation Process
  • Designing the Global Marketing Programme
  • The Role of Culture

Reading List

Essential Reading
Hollensen, Svend. (2007.) Global marketing :a decision-oriented approach /Svend Hollensen. 4th ed. Financial Times Prentice Hall Primo search
Recommended Text
Dickens, P (1998) Global Shift 3rd edition Paul Chapman Publishing Primo search Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation 3rd edition Thomson Learning Primo search Terpstra, V and Sarathy, R (1999) International Marketing 8th edition Dryden Primo search


This module is at CQFW Level 7