This module will introduce students to the key concepts, theories and issues involved in international marketing. In doing so it will enable students to understand how to identify and evaluate opportunities in international markets and assess the different market entry modes available to companies. In addition students will consider the need to adapt marketing mix elements for different international markets. Indicative topics of study are as follows:
• Introduction to international marketing: Definitions, theories, approaches and motives.
• International Marketing Research
• Assessing international markets: The political and economic environment
• Assessing international markets: The Sociocultural environment
• Theories and frameworks for International market evaluation and selection
• Market entry modes: export, intermediate and hierarchical
• International marketing plans and strategy: Segmentation, targeting and positioning
• Designing the global marketing mix: Product, pricing, communication and distribution decisions
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods
Online MCQ Test(s) (20%)
Group Presentation (20%)
Individual Report (3000-4000words) (60%)
Reassessment methods
100% coursework
Ghauri, P.N and Cateora, P. (2010) International Marketing, Third Edition, New York: McGraw Hill.
Hollensen, S., (2010) Global Marketing: A decision-orientated approach, Fifth Edition, London: Financial Times, Prentice Hall
Keegan, W.J. and Greem, M.C. (2013), Global Marketing, Seventh (Global) Edition, London: Pearson
See the library reading list for this module (Canterbury)
Intended Subject Specific Learning Outcomes:
On successfully completing the module students will be able to:
- demonstrate a systematic awareness and critical application of the key concepts, theories and issues in international marketing;
- demonstrate a conceptual understanding of the role of international marketing in the firm and the global business environment;
- understand how to research and analyse the environment in a foreign market at both the micro and macro levels;
- identify and consider appropriate market entry strategies for different international markets;
- critically evaluate and interpret information and data sources to select a country for market entry, based on a "real company" brief;
- evaluate market entry modes and marketing strategies;
Generic Learning Outcomes:
On successfully completing the module students will be able to:
- critically assess and evaluate the relevance of international marketing theory within a range of contexts;
- demonstrate analytical skills by linking theoretical perspectives to contemporary organisational situations;
- articulate complex arguments;
- communicate effectively to a variety of audiences and/or using a variety of methods.
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
