Module Identifier MM31010  
Academic Year 2003/2004  
Co-ordinator Professor Nicholas S Alexander  
Semester Semester 2  
Pre-Requisite MM30710  
Course delivery Lecture   15 Hours  
  Seminars / Tutorials   5 Hours  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  70%
Semester Assessment Individual report limited to 2,000 words30%


The course aims to provide an understanding of the context of international marketing, challenges plans and implementation. The ethos is to ensure that the student is aware of the international issues and the pressures facing organisations in developing international marketing plans.

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.


By the end of the course the student will:

Understand the nature and importance of international marketing
Examine the value of marketing research and risk assessment of markets
Appreciate the impact of the global context on organisations
Outline and prepare an international marketing plan
Examine the value of marketing tools in the international context


Key topics

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

Week 2
International marketing research, tools and techniques plus risk assessment of markets

Week 3
Globalisation, its impact and importance
Week 4
International marketing planning its structure, contents and application

Week 5
Using the marketing tools in an international context.   

Reading Lists

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


This module is at CQFW Level 6