BUSI3501: International Marketing

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• To provide an analytic decision-oriented framework for the development and implementation of international marketing programmes.
• To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective.
• To develop students' skills in critical evaluation and in design and implementation of strategy, by linking the teaching to a range of case examples to assist them to link theory with practice.

• Initiation of Internationalisation
• Internationalisation Theories
• The Political/Legal and Economic Environment
• Cultural Environment of International Marketing
• The International Market Selection Process
• Market Entry Strategies
• Product Decisions
• Pricing for International Markets
• Distribution Decisions
• International Promotion Strategies
• Cross-cultural sales negotiations.

Subject-specific Knowledge:

• An advanced knowledge and critical understanding of the process of market selection;
• An advanced knowledge and critical understanding of the process of internationalisation;
• A critical appreciation of the different forms of market entry;
• An advanced understanding of the international adjustment of the marketing mix;
• A critical awareness of the steps necessary for the implementation of an international marketing strategy.

Subject-specific Skills:

• By the end of the module students should be able to:
• Be able to critically evaluate the effect of the global environment on international marketing activities
• Be able to design and implement international marketing strategies.

Key Skills:

• Effective written communication skills
• Planning, organising and time management skills
• Problem-solving and analytical skills
• The ability to use initiative
• Advanced skills in the interpretation of data
• Advanced computer literacy skills.

• The module is delivered via a series of lectures and seminars. Weekly full-cohort lectures provide the conceptual input to the module, focusing on key theories and frameworks in marketing and international business. The fortnightly seminars then provide an opportunity for analyse case examples and critically evaluate the strategies adopted by a range of different commercial and non-commercial organisations.
• Formative assessment on this module takes the form of a series of in-class group exercises during which students gain hands-on experience in evaluating existing international marketing strategies and developing ways of enhancing them. The subsequent individual summative assignment then takes the form of a written international marketing case study, based on a brand selected by the individual student.

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