This module is not currently running in 2021 to 2022.
The aims of this module are:
• To enhance the student’s awareness of some of the key concepts relating to international marketing.
• To prepare students for the challenges of international marketing and operating in such environments.
The module will include an:
• Introduction of international marketing and globalisation.
• Analysis of the international economic environment.
• Obtaining awareness of the different political-legal issues facing firms.
• Examining different socio-cultural attributes.
• An understanding of international marketing intelligence.
• Consideration of different market entry techniques.
100% coursework comprising 2 components: a group presentation (30%) and an individual written report on a group project (70%).
Hollensen, S. V. (2007), Global Marketing, 4th Edition, FT Prentice Hall, Essex, UK.
Keegan, W. J. and Green, M. C. (2005), Global Marketing, 4th Edition, Prentice-Hall, USA.
Usunier, J. C. and Lee, J. A. (2005), Marketing Across Cultures, 4th Edition, FT Prentice Hall, Essex, UK.
See the library reading list for this module (Canterbury)
By the end of the course students will be able to:
• Understand international marketing.
• Apply relevant knowledge based on an understanding of the subject.
• Identify and evaluate opportunities in international markets.
• Develop research, analysis and presentational skills.
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