The International Marketing Context

Lecturer: Hedley Bryers

Modular value: 10 credits

Assessment: Individual assignment (100%)

This module combines basic theory around the international marketing context and trade, with historical and institutional background, cases and applications; in a teaching programme designed to help students understand and analyse the international context in which marketing decisions are made. This background will hence provide students with the critical contextual material needed to undertake further studies in the area of international marketing strategy.

Learning Outcomes

On successful completion of this module you will typically be able to demonstrate:

  • a critical appreciation of the evolution of the global market and of current topical debates surrounding ‘globalisation’
  • critical, solid understanding of basic theory underlying the importance of international business, of international trade, and of competitiveness;
  • a background knowledge of the institutional, legal, political, cultural and technological environments that constitute today’s international marketing environment