Module Identifier MBM1510  
Academic Year 2003/2004  
Co-ordinator Professor Nicholas S Alexander  
Semester Semester 2  
Course delivery Lecture   2 hours per week  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  70%
Semester Assessment An individually prepared report with a limit of 2000 words 30%

Learning outcomes

On successful completion of this module students should be able to:
By the end of the course the student will:-
Understand the rationale for undertaking international marketing activities.
Examine the importance of competitive advantage.
Appreciate the cultural implication of the international context.
Understand and prepare a marketing strategy.
Appreciate the different methods of market entry.


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.


Key Topics

Week 1
Background and context of marketing and international marketing.
Building competitive advantage.

Week 2
Cultural issues facing the organisation and their impact on organisations.

Week 3
Globalisation, its impact and importance.

Week 4
International marketing strategy its structure, contents and application.

Week 5
Market entry decisions the balance between cost and control.   

Reading Lists

Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation 3rd edition. Thomson Learning
Dicken, P (1998) Global Shift [Transforming the world economy] 3rd edition. Paul Chapman Publishing Limited
Terpstra, V and Sarathy, R (1999) International Marketing 8th edition. Dryden
Paliwoda, S J and Ryans, J K (1995) International Marketing Reader Routlege


This module is at CQFW Level 7