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Module ASB-3439:
International Marketing

Module Facts

Run by Bangor Business School

10 Credits or 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 as well as the international marketing planning process.

Course content

The module will introduce students to the key concepts, theories and issues involved in international marketing; enabling them to understand and evaluate the opportunities and challenges, including the influences of the macro-environment, on international marketing. In doing so, 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


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.

C- to C+

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.


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.


Satisfactory Standard (D- to D+ / 40 - 49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning outcomes

  1. Demonstrate an understanding of and evaluate the theories and principles underlying international marketing practice.

  2. Apply judgement and analytical and critical skills to international marketing issues and problems.

  3. To be able to analyse and evaluate the decisions used by international marketers in developing a successful international marketing plan.

Assessment Methods

Type Name Description Weight
EXAM Exam S2 2hrs

2 hour exam consisting of 4/5 questions, the students will be required to answer 2 questions.


For an existing brand, to analyze and discuss the implementation of its international marketing in a host/national market with reference to specific international marketing concepts (as outlined in the assignment detail).


Teaching and Learning Strategy


One 2-hour lecture per week, One 2-hour or two 1-hour tutorials per semester.

Private study 78

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • 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

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.


Resource implications for students

Global Marketing by Svend Hollensen (2017), Pearson Education.

Courses including this module

Compulsory in courses: