Module Identifier MBM1510  
Academic Year 2006/2007  
Co-ordinator Dr Brigitte Biehl  
Semester Semester 2  
Course delivery Lecture   2 Hours. 2 hours per week  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  70%
Semester Assessment A prepared group report with a limit of 2000 words 30%
Supplementary Exam2 Hours  70%
Supplementary Assessment An individual report with a limit of 2000 words30%

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.


Reading Lists

** Essential Reading
Hollenson, S (2004) Global Marketing 3rd edition. Prentice Hall, Harlow
** Recommended Text
Dickens, P (1998) Global Shift 3rd edition. Paul Chapman Publishing
Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation 3rd edition. Thomson Learning
Terpstra, V and Sarathy, R (1999) International Marketing 8th edition. Dryden


This module is at CQFW Level 7