Module Identifier MM31010  
Academic Year 2006/2007  
Co-ordinator Miss Patricia A Cairns  
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.


Reading Lists

** Recommended Text
Bradley, F (2005) International Marketing Strategy: Analysis, Development and Implementation 5th edition. Prentice Hall, Harlow
Dickens, P (1998) Global Shift (Transforming the World Economy) 3rd edition. Paul Chapman Publishing
Phillips, C, Doole, I and Lowe, R (2001) International Marketing Strategy: Analysis, Development and Implementation 3rd edition. Thomas Learning
Terpstra, V and Sarathy, R (1999) International Marketing 8th edition. Dryden
These are all available through JoEy and Emerald Full Text

** General Text
European journal of marketing. MCB Publications Ltd. 0003090566
** Recommended Text
International Journal of Market Research
International Marketing Review
Journal of International Marketing


This module is at CQFW Level 6