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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 content will cover the key concepts, theories and issues involved in international marketing including the influence of the macro-environment, on international marketing. Students will assess 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 the theories and principles underlying international marketing.

  2. Apply judgement and analytical skill to international marketing practice.

  3. Analyse the factors influencing marketers in developing/implementing international marketing practice.

  4. Evaluate professional/commercial and academic literature.

Assessment Methods

Type Name Description Weight

For a brand of your choice, you are to analyse and evaluate the implementation of its international marketing plan.

EXAM Exam S2

1 hour written examination consisting of either: multiple choice questions, OR a choice of essay questions, 1 of which is to be answered. Each essay question maybe divided into sub-questions with each sub-question demanding a number of marsk.


Teaching and Learning Strategy


One 2-hour lecture per week for 10 weeks, and 2 additional 1-hour sessions in weeks 2 (23) and 10 (31).

Private study

78 hrs study required outside formal timetabled session.


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:

Optional in courses: