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International Marketing Strategy

Full module specification

Module title:International Marketing Strategy
Module code:EXE3103
Module level:3
Academic year:2021/2
Module lecturers:
Module credit:20
ECTS value:
Duration of module:

Module aims

This module will enable students to develop a thorough understanding of international marketing theory and key concepts. It will enable them to appreciate the complexities of international marketing in a mix of economies.

ILO: Module-specific skills

  • 1. Explain the economic basis of international trade
  • 2. Examine the changing nature of the international trading environment
  • 3. Determine marketing strategies appropriate to industrialisation and developing economies, and identify relevant sources of information
  • 4. Analyse the effectiveness of differing international marketing strategies
  • 5. Determine appropriate control measures in international operations

ILO: Discipline-specific skills

  • 6. Evaluate and apply knowledge of a range of different concepts and perspectives
  • 7. Critically analyse different approaches to practical situations
  • 8. Create an awareness of processes and influences relevant to the international trading environment

ILO: Personal and key skills

  • 9. Communicate ideas in a variety of different formats
  • 10. Select and organise material and present it to a strict deadline
  • 11. Effectively manage work time both independently and as a member of a group

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual report & group presentation403000 words
Written examination602 hours

Syllabus plan

  • Economic bases for international trade

  • Protectionism and free trade including globalisation

  • International institutions/agreements

  • International marketing environment

  • Evaluating customer buying behaviour in different countries at different stages of development

  • Using market research to identify opportunities, similarities and differences

  • Determining pricing strategies for international markets

  • Selecting a product management strategy for international markets

  • Selecting a distribution strategy

  • International marketing communication issues

Indicative learning resources - Basic reading

Bennett R & Blythe J (ed) (2002) International Marketing: Strategy, Planning, Market Entry and Implementation, Kogan Page

Doole I & Lowe R, (2003) International Marketing Strategy: Analysis, Development and Implementation, 3rd edition, Thompson Learning

Douglas S & Craig S, (2000) International Marketing Research, 2nd edition, Wiley

Jeannet J & Hennesey H, (2004) Global Marketing Strategies, Houghton Mifflin

Keegan W & Schlegelmilch B, (2001) Global Marketing Management: A European Perspective,FT/Prentice Hall

Kotabe M & Helsen K, (2003), Global Marketing Management, 3rd edition, Wiley

Paliwoda S & Thomas M, (2003) International Marketing, 4th edition, CIM/Butterworth – Heinemann

Terpstra V & Sarathay R, (2000) International Marketing (8th Edition) Dryden

Usunier J, (2005) Marketing Across Cultures,4th Edition, FT/Prentice Hall

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Indicative learning resources - Web based and electronic resources

Journals/Articles/other source material:

Journal of International Marketing

The Guardian Online

The Sunday Times


Marketing Week

Marketing Business


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