International Marketing - CB544

Location Term Level Credits (ECTS) Current Convenor 2019-20
Canterbury Spring
View Timetable
6 15 (7.5) DR R Duffy


BUSN3700 Introduction to Marketing


For BSc Marketing & associated programmes; BSc Management & associated programmes; BBA & associated programmes.

Available to short-term/exchange students.



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.

The main 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


This module appears in:

Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods
Group Presentation (20%)
Individual Report (4000 – 6000 words) (80%)

Reassessment methods
100% coursework

Indicative reading

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)

Learning outcomes

Intended Subject Specific Learning Outcomes:
On successfully completing the module students will be able to:
- Demonstrate an awareness of the key concepts, theories and issues in international marketing.
- Have developed an 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.-
- Understand how to adapt each marketing mix element 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
- Apply theory and concepts in international marketing to justify decisions and demonstrate critical thinking and analytical skills.

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.
- Plan work independently and in groups.
-Demonstrate enhanced communication skills.
- Write coherently and critically.

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