International Marketing offers companies the opportunity to expand their business and reach new customers on a global scale. You will learn how to identify and evaluate new market opportunities, assess different ways to enter potential markets and appreciate the range of influences that exist in the international marketing environment that might require adaptations to marketing strategy and programmes. By taking a problem solving approach to the opportunities and challenges international marketers face, you will learn how to apply key international marketing theories and frameworks to help you demonstrate and develop the essential critical thinking and analytical skills needed in today’s workplace to justify your decision-making.
Lecture 16, Seminar 16, Independent Study 113 , Assessment Preparation 55
Group Presentation (15 minutes) worth 40%.
Individual Report (2,500 words) worth 60%.
Reassessment Method: 100% Written Assessment – Individual Report (2,500 words)
On successfully completing the module, students will be able to:
1. Understanding of the role of international marketing in the firm and the global business environment.
2. Apply and evaluate key concepts, theories, and frameworks of international marketing, including market selection, entry mode strategies and marketing programmes, in order to inform analysis and decision-making.
3. Critically analyze the appropriateness of a variety of international marketing decisions in international markets using examples and case studies.
4. Evaluate and interpret market information and data sources to inform analysis and decision making.
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