Principles of International Marketing

The details
Essex Business School
Southend Campus
Postgraduate: Level 7
Thursday 08 October 2020
Friday 18 December 2020
05 June 2020


Requisites for this module



Key module for

MSC N55012 International Marketing and Entrepreneurship,
MSC N550MO International Marketing and Entrepreneurship,
MBM N21012 MBM,

Module description

This module focuses on building an appreciation of international marketing issues. The module complements the module on international marketing strategy and planning and introduces students to the elements required for marketing strategy 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, 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

On successful completion of this module, students should be able to:

1. Understand the critical issues faced by an organisation in managing its international marketing activities

2. Acquire an in-depth understanding of the theory and practice of international marketing

3. Develop an understanding of the cross-cultural issues and perspectives in international marketing

4. Build an awareness of the aspects of international marketing such as product and service management, marketing communications, marketing channels, international marketing research, new product development, services marketing, marketing for the small retail business and new ventures

Module information

No additional information available.

Learning and teaching methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures Seminars Case studies Class exercises Group Work Students will be encouraged and required to refer to a wide range of resources covering text books and academic per 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 in business. This course will use a mix of lectures and seminars to deliver the course content and build its understanding. The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 3 hours per week for 10 weeks, comprising of 2 hour lecture and 1 hour seminar time. The seminars will focus on video case studies and business case studies sourced primarily from the European Case Clearing House (ECCH), Harvard Business Cases, FT Reports and other international case banks, to encourage students during class exercises to analyse international marketing environment in different business contexts and develop strategic approaches in response to the case requirements. Additionally, some of the seminars will comprise of discussion of assigned readings from journal articles.


  • Hollensen, Svend,. (no date) Global marketing / Svend Hollensen..

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

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

Dr Ping Zheng
Canterbury Christ Church University
Available via Moodle
Of 22 hours, 20 (90.9%) hours available to students:
2 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

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