International Marketing

Module lead: Barbara Armstrong

Credits: 10

This module is delivered in Semester 1.


This module will be concerned with the assessment of and research into international markets and with the analysis of the methods that firms use to gain access to foreign markets. The globalisation of products and markets will also be analysed especially in connection with the practical problems of international communications and global promotions.

The topics of Pricing, credit terms of doing business logistics and market channel decisions will be analysed alongside the practicalities of logistics and market channel decisions. Special attention will be given to the important issues of grey markets parallel imports and exports within the context of international marketing planning and control.

Learning outcomes

By the end of the module students should be able to:

  • Demonstrate a critical understanding and appreciation of the significance of key variables with a view to developing the ability to undertake environmental scanning of the foreign potential for the product or service in question;
  • Demonstrate a cultural awareness of the need to modify a product or service and the way it is brought to market, including promotion;
  • Show an understanding of the variables at play behind logistical and distribution decisions including grey markets and parallel trade;
  • Demonstrate a critical appreciation of the variables that affect pricing in the foreign market
  • Understand how marketing is often key to the economic rationale for a joint venture or strategic alliance;
  • Demonstrate an understanding of the market significance of branding and of a respected corporate name and logo;
  • Demonstrate an understanding of the industrial property rights and intellectual property dimensions that threaten corporate success.


2 hour closed book written exam (75%) and a group presentation (25%).

Reading list

  • Svend Hollensen - 'Global Marketing: A Responsive Approach'. (London: Financial Times/Prentice Hall, 2nd Ed, 2002) 
  • Albaum Gerald, Strandskov Jesper and Edwin Duerr - 'International Marketing and Export Management'. (London: Financial Times/Prentic Hall, 4th Edition)