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International marketing

  • Class 30
  • Practice 30
  • Independent work 90
Total 150

Course title

International marketing

Lecture type


Course code






Lecturers and associates

Course overview

This module builds upon the theory and primary concepts, frameworks and tools studied in the previous marketing modules and encourages students to apply them in an international environment.

The objectives of this module are to enable students to:

• evaluate opportunities in an international marketing environment,
• assess economic, political, legislative, cultural and social environment of different countries and recommend entry strategy, and
• develop and implement international marketing plans.

It is important for students to take this module in order to develop the empathy, knowledge, sensitivity, and skills required to successfully operate in a connected and interdependent market place.

Teaching is based on a combination of lectures, discussions and mentoring of individual student projects in which chosen products are launched in a new market. The knowledge students acquire in this module will contribute to the overall skillset for their future employment as marketing professionals.


Introduction to International Marketing, International Marketing Concepts
The International Marketing Environment (political, economic, social, cultural…)
Market Research and Global Information Systems
Market-entry strategies
International Marketing mix – product, brand and pricing decisions
International Marketing mix – distribution and marketing communication decisions
Strategy and Leadership, competitive advantage


Essential reading:
1. Keegan, W. J. and Green, M. C. (2016) Global marketing. 9th edn, Harlow, Pearson Education Limited.

Recommended reading:
1. Hollensen, S. (2020) Global marketing. 8th edn, Harlow, Pearson Education Limited.
2. Meyer, E. (2014) The culture map: breaking through the invisible boundaries of global business. 1st edn, PublicAffairs.

Further reading:
1. Journal of International Marketing, American Marketing Association, SAGE Publishing, ISSN: 1069-031X

Download student guide

Minimal learning outcomes

  • Present the process and characteristics of international marketing and explain challenges of internationalization in a dynamic global environment.
  • Carry out a company's environment and competitive ability analysis and evaluate opportunities in an international marketing environment.
  • Formulate research and evaluation of foreign markets and recommend a simple entry strategy.
  • Create a simple international marketing plan with customization of marketing mix elements.
  • Assess the strategic elements of competitive advantage and present basic principles in managing global brands.

Preferred learning outcomes

  • Valorise the strategic approach and process of planning and control of international marketing.
  • Conclude how differences in economic, political, legislative, cultural and social environment affect marketing decisions.
  • Formulate research and evaluation of foreign markets and recommend a complex entry strategy.
  • Create a comprehensive International Marketing plan with the elaboration of all elements of marketing mix and taking into account the environment, competition and consumer demands.
  • Recommend an appropriate global brand management strategy achieving a balance between global and local elements.
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