Module Identifier MM30420  
Academic Year 2007/2008  
Co-ordinator Miss Patricia A Cairns  
Semester Intended for use in future years  
Next year offered N/A  
Next semester offered N/A  
Pre-Requisite MM30710 , MM31420 , MM35210  
Course delivery Lecture   12 x 2 hour lectures  
  Seminars / Tutorials   4 x 1 hour  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam3 Hours  100%
Supplementary Exam3 Hours  100%

Learning outcomes

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


To facilitate students understanding of the manner in which the commercial focus of an organisation is informed and directed by international marketing operations and strategy.

Brief description

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


The module content is focused on the following areas of study:
Motives for Internationalisation - The reasons behind international activity and the barriers that inhibit international activity.
Market Selection Methods - The methods by which markets are selected and the patterns of international development.
Market Entry Methods - The methods by which markets are entered and the relative value of these methods.
International Brand Management - How marketeers manage brands in the global environment.
Market Divestment - The reasons for, impact and consequences of divestment in international markets.

Module Skills

Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.  
Research skills Evaluate research methods, design and procedures.  
Communication Read in different contexts and for different purposes.  
Subject Specific Skills Through the: Assessment of market risk.  

Reading Lists

** Recommended Text
Alexander, N (1997) International Retailing Blackwell, Oxford
Czinkota, M and I Ronkainen (2003) International Marketing South Western College Publishing
Ghauri, P and G Cateora (2005) International Marketing Blackwell, Oxford
Morgan, N, Pritchard, A and R Pride (2004) Destination Branding: Creating the Ynique Destination Proposition Butterworth Heinemann, London
Westerbeek, H and A Smith (2003) Sport Business in the Global Marketplace Palgrave Macmillan, London

European Journal of Marketing
Europeqan Journal of Marketing
International Journal of Bank Marketing
International Journal of Retail and Distribution Management
International Marketing Review
Journal of Marketing Management


This module is at CQFW Level 6