NBS8507 : International Marketing

Semester 2 Credit Value: 10
ECTS Credits: 5.0


• To develop an understanding of the theory and practice of international marketing i.e. marketing to customers beyond a company’s domestic market
• To apply this understanding of theory to practical challenges in International Marketing, developing strategies and tactics for successful international marketing.

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 decisions each company takes when considering whether or not to market abroad, including the following:
• The international marketing environment
• Deciding whether or not to undertake international marketing
• Developing the company offering for international markets
• Selecting country markets
• International consumer behaviour
• The formulation of international marketing strategy
• Corporate social responsibility in international marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion126:0026:00N/A
Scheduled Learning And Teaching ActivitiesLecture82:0016:00N/A
Guided Independent StudyDirected research and reading130:0030:00N/A
Scheduled Learning And Teaching ActivitiesWorkshops21:002:00N/A
Guided Independent StudyIndependent study126:0026:00N/A
Teaching Rationale And Relationship

This module will be delivered through introducing relevant literature, learning experiences, and industry-linked case studies. There will be a series of 8 weeks of lectures throughout the semester.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay2M1002500 word written assignment
Assessment Rationale And Relationship

Student progress is measured by a 2,500 word written assignment. In particular, students will have to prepare and justify an international marketing strategy. Formative feedback will be provided through case study discussions in scheduled workshop sessions and through the presentation of a one page assignment draft in the pre-assessment clinic listed in the module handbook.

Reading Lists