Strategy and Marketing

International Marketing (Marketing and Management)

Module code: N1586
Level 5
15 credits in spring semester
Teaching method: Lecture, Workshop
Assessment modes: Coursework, Computer based exam

This module introduces you to international marketing, focusing on the complexities of operating in diverse and unfamiliar environments. You’ll build knowledge of the international environment and the unique challenges facing international marketers, including increased scope, risk and uncertainty.

You'll learn to identify and manage differences, opportunities, and threats across varied economic, demographic, political/legal, cultural, technical, and competitive environments. You’ll connect international issues to marketing decision-making at three levels:

• macro level, where country selection decisions are made
• national level, where market entry decisions are considered
• market level, where marketing mix decisions are implemented.

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 techniques in foreign environments.