MK9517 - International Marketing

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What will I learn on this module?

This module examines different concepts of international marketing within current dynamic world trading environment, and analyses the differences within aspects of domestic and international marketing planning. It provides you with an understanding of key academic debates in international marketing as well as enables you to apply marketing tools to internationalization decisions.
Lectures and seminars provided both will include:
• Introduction to International Markets
• International trading environment: Global/Local/Glocal
• Social and cultural environment
• Segmentation in global markets
• International marketing research
• International product decisions
• International marketing communication
• Pricing in international markets
• International advertising strategy
• Traditional and digital media
• International branding
• Market entry strategies
• Global E-Marketing
• Ethical implications in international marketing

How will I learn on this module?

You will learn through a wide range of learning ways, which includes lectures, seminars, independent learning and work-based learning. Lectures will be used as the starting point for providing students with a foundation for further directed study and independent learning. Lectures will cover main content of the topics, use case studies and examples and where possible invite outside speakers to give a practitioner viewpoint.

Directed learning may include a range of activities including pre-reading, preparation for seminar activity, preparing for presentations etc.

Independent learning is learning which the student identifies by pursuing areas of interest or by providing deeper or broader knowledge of the subject, through a range of learning activities that might include reading, reflection, research etc.

The module is supported by a Teaching and Learning Plan which outlines the formal sessions and by a Blackboard site. The site will provide students with the main module material, which consists of lecture and seminar material, Teaching and Learning Plan, assessment strategy, information on further reading, etc. There will be links to useful websites. It will be updated with topical news items. There will be opportunity for students to use communication tools on Blackboard to offer feedback and discussion on their assessment and seminar work.

Through the use of University supported technology (Padlet, Panopto) , it is intended that you are given the opportunity to taking advantage of the fact that the UK student cohort is usually made up of students from many countries and the module generally runs in several partner institutions. You will be encouraged to share opinion and experience across the globe.

The seminars will be used to:
• Apply international marketing principles to a variety of international companies and scenarios
• Assess students’ participation, understanding, and presentation of case study analysis. This will offer formative feedback and provide part of the final summative assessment.

How will I be supported academically on this module?

Support will be provided to you by a module tutor and team of academic staff leading the module and providing the lecture input. A team of academic staff are allocated seminar groups of about 20 students, which provides a closer, more personal academic support. These seminar groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.
Support will include feedback from tutors during small-group seminars. In addition tutors will respond to questions via the module’s discussion board at the University’s eLearning Portal so that the whole group can benefit.
Your module is supported by Blackboard site which includes essential and key information.

You will be provided with a wide-ranging electronic reading list that comprises of various academic reports and journal articles that showcase the application of various elements presented in the module.

The module assessment consists of several components which will be communicated at the beginning of the semester and an element of it is to be presented throughout the semester. This will encourage your active participation in the learning process throughout the semester.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Demonstrate understanding and application of the role of international marketing in the global business context. (MLO1)

• Identify and apply marketing theories and concepts within the context of international environment, thereby evaluating key issues when making international marketing decisions. (MLO2)

Intellectual / Professional skills & abilities:
• Develop team working skills in analysing different theoretical frameworks within international marketing and presenting the findings of this analysis. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop an awareness of the cultural and ethical contexts relating to International Marketing. (MLO4)

How will I be assessed?

Formative Assessment:
The seminars will be used to apply international marketing principles to a variety of international companies and scenarios; to assess students’ participation, understanding, and presentation of case study analysis. This will offer instant feedback and provide part of the final summative assessment.
Summative Assessment:
Assessment will consist of two stages. First stage includes group presentations (30%) and will be assessed during the seminar sessions. We will give feedback on presentations that you make at seminars.

This component will address MLO1 and MLO3

The second part consists of an individual report (2,000 words) submitted during the assessment period.

This component will address MLO2 and MLO4.





Module abstract

The growing importance of international marketing is one of the aspects of transformation that affected consumers and industries around the world for the past century. Today, international marketing is used by companies to realise their full potential. No matter where you live, you may be familiar with global brands. It is expected that you will enter employment with an appropriate level of knowledge and understanding in key elements of business and management, including marketing and its application to the global context. This module provides key elements of international marketing theory, which are accompanied with practical cases across different cultural backgrounds. Technological tools (e.g. Padlet, Panopto) are used to enhance your learning experience within the module. You will be able to apply knowledge of contemporary practice in international marketing informed by the theory and research and will develop an awareness of the cultural and ethical contexts in which international business operates.

Course info

UCAS Code N1T9

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2019 or September 2020

Fee Information

Module Information

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