International Marketing (N1507)

15 credits, Level 5

Autumn teaching

Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be so restricted and may be served by firms headquartered in or operating from a number of other countries or regions. Knowledge of international issues is therefore of importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. This module represents an introduction to international marketing and aims to develop knowledge of the international environment and international marketing. The increased scope, risk and complexity faced by the international marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. Emphasis is placed on the identification of challenges presented by international marketing to equip students to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments. The impact of international issues is related during the module to the marketing decision-making task at three levels; the macro level at which country selection decisions are made; national level at which market entry decisions are made; and market level where marketing mix decisions are made.


67%: Lecture
33%: Seminar


30%: Coursework (Group presentation)
70%: Examination (Unseen examination)

Contact hours and workload

This module is 150 hours of work. This breaks down into 20 hours of contact time and 130 hours of independent study.

This module is running in the academic year 2017/18. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.


This module is offered on the following courses: