Principles of International Marketing

The details
Essex Business School
Southend Campus
Undergraduate: Level 6
Thursday 08 October 2020
Friday 18 December 2020
06 July 2020


Requisites for this module



Key module for


Module description

This module focuses on building an appreciation of international marketing issues. It provides students with an understanding of the key concepts and core issues in international marketing and with the necessary decision-making skills for the successful formulation, implementation and control of international marketing programmes. Students will be introduced to the elements required for marketing strategy programmes and implementation. The module has two broad themes - firstly, it addresses cross cultural issues and perspectives in international marketing focussing on buyer behaviour in both B2B and B2C contexts and organisational issues; secondly, it explores aspects of international marketing covering the use of international market research, implications for product and service management, marketing communications, marketing channels, new product development, services marketing, and retailing.

Module aims

The module aims to help students understand the critical issues faced by an organisation in managing its international marketing activities and their implications for entrepreneurial activity.

Module learning outcomes

A. To describe the core issues associated with the development of international marketing strategies (A4, B1, B2, B6; C3, D2, D5);
B. To analyse the international marketing environment of an organisation (A4, B1, B2, B5);
C. To explain the key decisions and problems associated with developing a marketing mix in an international setting (A4, B1, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
D. To use web-based information on international marketing campaign (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6);
E. To evaluate the impact of contextual influences on international marketing decision making (A4, B2, B3, B4, B5, B8, B9, C2, D1, D2, D3, D4, D5);
F. To work individually to devise and implement an international marketing strategy (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6).
G. To work effectively in a small team (A4, B4, B5, B8, B9, B10, B12, C2, C3, D1, D2, D3, D4, D6).

Module information

Introduction to international marketing
* International marketing in the firm
* Initiation to internationalisation
* Internationalisation theories

Deciding which markets to enter
* International marketing research
* Foreign Cultural Environment

Market entry strategies
* Foreign Market Entry Strategies
* Foreign Market Entry Modes

Designing the international marketing programme
* Global Product Decisions
* International Pricing Policies
* International Marketing Communications
* International Distribution Strategies

Learning and teaching methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures; Case studies; Class exercises; Group Work; Signposting to other resources and support. Students will be encouraged and required to refer to a wide range of resources covering text books and academic peer reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing. The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 2 hours 1 hour lecture and 1 hour seminar per week for 10 weeks.



Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   Individual Essay    100% 

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Rebecca Li, email:
Dr Rebecca Yu li



External examiner

No external examiner information available for this module.
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

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