This module is not currently running in 2024 to 2025.
This module will combine lectures and seminars to present, transfer, discuss and summarise international marketing concepts and frameworks. Specifically the module will cover the following topics:
- Analysis of socio-economic and cultural conditions in international markets
- Marketing research and intelligence
- Identification of International segments and niche markets
- Alternative international market entry methods
- Corporate and business ethics in international contexts
- International marketing mix strategies
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
MCQ Test (30%)
Group Presentation (20%)
Individual report (3000-3500 words) (50%).
Reassessment method:
100% coursework.
Doole, I., Lowe, R. and Kenyon, A. (2016) International Marketing Strategy. 7th edition Andover (UK), Cengage Learning
Ghauri, P. and Cateora (2010) International Marketing, 3rd European Edition, Maidenhead (UK). McGraw-Hill Higher Education
Hollensen, S. (2017). Essentials of Global Marketing, 7th Edition. Harlow: Pearson.
Keegan, W. J., and Green, M. C. (2011) Global Marketing 6th edition, Harlow: Pearson
Academic articles from the Journal of Marketing, Journal of International Marketing, International Marketing Review, Harvard Business Review
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- understand international markets' socio-economic, legal and technological conditions;
- identify international market trends and consumer preferences in different cultural and socio-economic environments;
- recognise and appraise appropriate frameworks and concepts suited to the formulation of marketing strategies for international contexts;
- develop and evaluate alternative marketing programmes to suit specific international marketing contexts;
- understand the cultural and ethical issues of marketing activities in different countries;
- develop the ability to conduct an international marketing audit to evaluate market potential.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- think critically and creatively about opportunities emerging in international markets;
- collect, organise and summarise relevant information from secondary data sources;
- organise, analyse information gathered individually and/or in collaboration with other colleagues and write a business report or an academic essay demonstrating an understanding of marketing strategies in international market contexts;
- communicate to an audience of peers a business report or academic essay of topics in international marketing;
- recognise and summarise the concepts, processes and institutions relevant to international marketing of goods and/or services;
- assist and cooperate and coordinate with other individuals in learning and discussion activities.
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