International Marketing

• Credit value: 15 credits at Level 5
• Convenor: Dr Peter Trim
• Assessment: a two-hour examination (100%)

In this module you will gain a thorough understanding of the international marketplace. The complex and challenging forces that shape the current international business environment will be considered and so too will future trends. You will also learn how to critically assess the implications of the forces and trends identified and apply them to marketing strategy implementation. In addition, you will appraise the decision-making process within organisations that operate across borders.

The module is designed to give you an insight into global and cross-cultural marketing activities, as well as an appreciation of the changing pace of internationalisation and increased global mobility that has led to a more competitive environment.

The cases used provide a challenging and supportive learning environment and through group work, you will enhance your skill level and develop new skills and subject knowledge that will help you appreciate marketing decision-making in an international business setting.

Indicative syllabus

• Global economic and trade environment
• Global market research
• Segmentation, targeting and positioning
• Market entry strategies
• International marketing mix
• International branding issues
• Global marketing communications
• Ethics and sustainability around the world
• Digital issues across borders

By the end of this module, you will be able to:

• demonstrate knowledge and understanding of the external and internal business environment for developing marketing from a domestic to an international strategy
• analyse international marketing theory and its application to real-world scenarios
• understand the process and rationale for developing international market entry strategies
• describe and analyse contemporary marketing theory and practice in a global arena
• explain the development of a global marketing mix
• analyse the characteristics of successful marketing management across borders
• appreciate the differing cultural and ethical implications for international marketing
• demonstrate insight into the role of digital marketing strategies in the international environment.