Module Identifier MM31010  
Academic Year 2004/2005  
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%
Supplementary Exam2 Hours  70%
Supplementary Assessment Individual report limited to 2000 words30%

Learning outcomes

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


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.

Brief description

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


Conceptual considations
Environmental Market Scanning
Reasons for Internationalisation
Market Entry Methods
Product Policy
Pricing Policy
Distribution Policy
Promotion Policy
Interntional Marketing Planning
Culture and Internationalisation
International Services Market
Market Divestment

Reading Lists

** Recommended Text
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
** Essential Reading
Bradley, F (2005) International Marketing Strategy 5th edition. Prentice Hall, Harlow


This module is at CQFW Level 6