NBS8101 : International Marketing (MBA)

Semester 2 Credit Value: 10
ECTS Credits: 5.0


1. To learn the theory and practice of International Marketing, that is selling to customers beyond a company's domestic market.
2. To apply this understanding of theory to practical challenges in International Marketing, developing strategies and tactics.

The emphasis of the course is on strategic and tactical aspects of International Marketing rather than the technical issues of international trade.

Outline Of Syllabus

The sequence of decisions each company takes when considering whether or not to market abroad, these break down as:
- Whether or not to sell abroad
- What the company offers
- The choice of countries
- The choice of business model for market entry
- The choice of marketing strategy
- The options for organising the company
- Corporate responsibility and corporate security

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion123:0023:00N/A
Scheduled Learning And Teaching ActivitiesLecture93:0027:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Lectures provide a framework for student centred learning. Group work is designed to encourage students to diagnose and solve problems.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay2M1003000 words
Assessment Rationale And Relationship

Marketing plan - 3000 words: a marketing plan and a written assessment of contemporary international marketing issues. The assignment will be a case study.

Reading Lists