International Marketing (Marketing and Management) (N1586)

15 credits, Level 5

Spring teaching

This module acts as an introduction to, and develops your knowledge of, international marketing and the international environment.

You learn about the increased scope, risk and complexity faced by the international marketer, 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 you 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 course 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
  • market level where marketing mix decisions are made.

You are provided with a comprehensive overview of international marketing issues and an appreciation of the international business and marketing environment.


33%: Lecture
67%: Practical (Workshop)


30%: Coursework (Group presentation)
70%: Examination (Take away paper)

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.


This module is offered on the following courses: