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International Marketing

Module code: MARK 5054

Module description

The International Marketing module examines key elements of the international marketing process. Whilst this has much in common with marketing goods and services in a domestic market, there are many additional factors and considerations that need to be taken into account internationally. For example, evaluating the true worth of a market opportunity relative to any additonal costs becomes more complicated. Furthermore, what is culturally acceptable in one country may or may not be acceptable in another, and the product offering may need to be adapted. In addition, there may various financial and other barriers to entry, not all of which might be immediately obvious. All this would have important implications for the mode of market entry that would be appropriate in any given circumstance. Making use of a well-known phrase, we all live in a 'global village' these days, and the rapid and continued expansion of electronic media and communications ensures that it will stays that way. All these issues and more will be evaluated during the module, employing a wide range of models and theoretical frameworks, and with the ever-changing 'real world' global business context as a back-drop.

Contact hours per student per year

  • PG sessions: 36 hours

PG sessions are a mix of lecture time with a variety of class-based activities


  • Individual report (2800 words)
  • Coursework (700 words)

Additional costs: No extra costs other than purchase of books