Business and management studies

International Marketing

Module code: N1507
Level 5
15 credits in autumn semester
Teaching method: Workshop, Lecture
Assessment modes: Unseen examination, Coursework

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.

Module learning outcomes

  • The ability to identify sources of data on International Markets and the ability to carry out a research exercise based on secondary data sources.
  • The ability to select relevant market information and the ability to interpret data and relate its implications to the marketing task of a particular company or product. In other words, to deduce market insight from analysis of market research data.
  • The ability to base strategic marketing decisions on market information and the ability to interpret and evaluate factual material and provide the opportunity for students to develop report/essay writing skills.
  • The development of such practical skills will in turn instil in students an appreciation of the nature of international marketing and an comprehensive understanding of the differences of marketing techninques in foreign environments.