International Marketing in the Contemporary Environment (736N1)

15 credits, Level 7 (Masters)

Spring 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 global 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 global marketing and aims to develop knowledge of the global environment. The increased scope, risk and complexity faced by the global 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 global marketing to equip you to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments.

The impact of global 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.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2020/21. 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.

Courses

This module is offered on the following courses: