MS5301: International Marketing

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Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS5301: International Marketing

Module Title International Marketing
Module Code MS5301
Module Tutor Xian (Lily) Wang
School Business School
CAT Points 15
Level of Study 5
Brief Description

The module explores the subject of international marketing and introduces students to the differences between domestic, international, multi-domestic and global approaches to marketing. It builds upon students’ knowledge of the international marketing environment and develops their ability to apply marketing skills to international consumers and markets.

Indicative Syllabus

Indicative topics include:

  • The international trading environment
  • Researching international markets
  • Comparing approaches to international markets, niche strategies versus global strategies
  • How to enter international markets
  • Making international marketing mix decisions.
Learning Outcomes

A student passing this module should be able to:

  1. Analyse international market groups and characteristics.
  2. Use marketing research techniques to assess potential overseas opportunities.
  3. Assess the limitations and benefits of different strategic approaches to international markets
  4. Identify appropriate methods of market entry
  5. Evaluate marketing mix decisions in an international context.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 40% Coursework: Individual, standard written: 1250 words or equivalent
002: 60% Coursework: Group work, standard, written: 2000 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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