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Module ASB-4439:
International Marketing

Module Facts

Run by Bangor Business School

15 Credits or 7.5 ECTS Credits

Semester 2

Organiser: Dr Sonya Hanna

Overall aims and purpose

The globalization of companies is the involvement of customers, producers, suppliers, retailers and other stakeholders in the global marketing process. International marketing reflects the trend of companies selling products and services across national boundaries. This module provides an overview of contemporary international marketing issues and trends as well as the international marketing planning process.

Course content

The content will cover the key concepts, theories and issues involved in international marketing, including the influences of the macro-environment, on international marketing. The students will assess the different market entry modes available to companies and consider the challenges surrounding the design of the international marketing mix for different international markets.

Assessment Criteria


High Standard (B- to B+ / 60-69%) Very good performance. Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.


Average Standard (C- to C+ / 50 - 59 %) Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.


Excellent (A- to A* / 70+ %) An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

Learning outcomes

  1. Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying international marketing practice, to include commercial and professional literature.

  2. Apply the techniques used by international marketers in developing and evaluating market entry strategies.

  3. Apply the techniques used by international marketers to analyse, evaluate and create an international marketing programme for a successful brand.

  4. Apply managerial judgement and critical skills to analyse and evaluate international marketing issues and decisions.

Assessment Methods

Type Name Description Weight
WRITTEN PLAN Group case-study Assignment

The students are to imagine that they represent the market implementation group of an ‘existing’ multinational corporation/brand. They must develop an international marketing plan for their chosen multinational corporation/brand that will aid the corporations entry into a new foreign market, with reference to specific international marketing concepts (as outlined in the assignment detail). WebPA will be implemented to self and peer assess contribution.

Written assignment, including essay Individual Reflective Essay

The students are to critically reflect upon the learning gained and the contribution made to their knowledge of international marketing, with reference to specific international marketing concepts.


Teaching and Learning Strategy


30 hours: one 2hr lecture per week for 10 weeks, followed by 1hr seminar/tutorial per week for 10 weeks.

Private study 120

Transferable skills

  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team

Subject specific skills

  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Building and maintaining relationships.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.


Reading list

This module is based on a core text and supplementary commercial/professional sources.

Pre- and Co-requisite Modules

Courses including this module