Module Information

Module Identifier
Module Title
Academic Year
Semester 1
MM30120 (together with MM30320 and MM31420)
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 4 x 1 hour


Assessment Type Assessment length / details Proportion
Semester Exam 3 Hours   Unseen written examination  100%
Supplementary Exam 3 Hours   Unseen written examination  100%

Learning Outcomes

On 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 students 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.


The module content is focused on the following areas of study:

  • 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 Brand 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
Communication Read in different contexts and for different purposes.
Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills Evaluate research methods, design and procedures.
Subject Specific Skills Through the: Assessment of market risk.

Reading List

Recommended Text
Alexander, N (1997) International Retailing Blackwell, Oxford Primo search Czinkota, M and I Ronkainen (2003) International Marketing South Western College Publishing Primo search Ghauri, P and G Cateora (2005) International Marketing Blackwell, Oxford Primo search Morgan, N, Pritchard, A and R Pride (2004) Destination Branding: Creating the Ynique Destination Proposition Butterworth Heinemann, London Primo search Westerbeek, H and A Smith (2003) Sport Business in the Global Marketplace Palgrave Macmillan, London Primo search European Journal of Marketing Primo search Europeqan Journal of Marketing Primo search International Journal of Bank Marketing Journal articles will be recomjmended for further study. These articls will be available on the University library electronic access systems. Primo search International Journal of Retail and Distribution Management Primo search International Marketing Review Primo search Journal of Marketing Management Primo search


This module is at CQFW Level 6