SOAS University of London

School of Finance and Management

International Marketing 1: the Environment

Course Code:
Unit value:
Year of study:
Year 2
Taught in:
Term 1

This module deals with the opportunities and problems that face a marketer when operating abroad. It sees how far the general points made in Principles and Management of Marketing may need to be rethought when applied outside the home environment. It introduces the notion of national culture as an important factor in deciding why different products may be more or less successful in different countries, and why a marketing campaign that succeeds in one country may fail elsewhere.

On completion of this course students will have learned that international marketing is not an exact science, and that a range of local factors can affect the outcomes of a marketing plan.

Objectives and learning outcomes of the course

At the end of this course students should be able to:

  • Appreciate the principles of international marketing;
  • Appreciate the scope of international marketing as a management discipline;
  • Understand how consumption is influenced by factors in the environment, in particular by culture;
  • Understand the functions of international marketing;
  • Demonstrate an understanding of the various skills needed by the international marketing manager in different environments;
  • Explain and interpret international marketing practice;

Method of assessment

This course is assessed by 30% written coursework and 70% by one two hour examination

Suggested reading

Indicative Reading List:

1) Keegan, W. J. and Green, M. C. (2013) Global Marketing, 7th ed. (Global Edition), New Jersey: Pearson Education
2) Kotler, P..Keller, K. L., Brady, M, Goodman, M. Hansen, T. (2012) Euro Marketing Management, 2nd ed., Pearson Ed.
3) Mead, R. and Andrews, T. G. (2009) International Marketing, 4th ed. Chichester: John Willey
4) Usunier, J-C. and Lee, J. A. (2009) Marketing Across Cultures, 5th ed., Harlow: Pearson Education
5) Gillespie, K. and Hennessey, D. (2011) Global Marketing, 3rd ed., Canada: South-Western, Cengage Learning
6) Ghauri, P. N. and Cateora, P. (2010) International Markerting, 3rd ed., Maidenhead: McGraw-Hill
7) Cateora, P. R., Gilly, M. C. and Graham, J. L. (2009) International Marketing, 14th ed. (International Student Edition), New York: McGraw Hill
8) Lee, K. and Carter, S. (2009) Global Marketing Management, 2nd ed., New York: Oxford University Press
9) Ritzer, G. (2011) The McDonaldisation of Society, 6th ed. London: Sage.
10) Hackley, C. (2009), Marketing: A Critical Introduction, SAGE

11) Douglas S.P. and Y. Wind (1987), ‘The Myth of Globalization’, Columbia Journal of World Business, Winter, 19-29.
12) Levitt, T. (1983), ‘The Globalization of Markets’, Harvard Business Review, May/June, 3-11.
13) Porter, M.E. (1986), ‘Changing Patterns of International Competition’, California Management Review, Winter, 9-40.
14) Simmonds, K. (1999), ‘International Marketing – Avoiding the Seven Deadly Traps’, Journal of International Marketing, 7 (2), 51-62.
15) Hall, Stuart (1992), ‘The Question of Cultural Identity’, in Modernity and its Futures, edited by Stuart Hall, David Held, and Anthony McGrew, Cambridge, Open University Press, 273-326.
16) Ger, Guliz (1999), ‘Localizing in the Global Village’, California Management Review, 41 (4), 64-83.
17) McGrew, Anthony (1992), ‘A Global Society’, in Modernity and its Futures, edited by Stuart Hall, David Held, and Anthony McGrew, Cambridge, Open University Press, 61-116.
18) Clegg, Stewart and Chris Carter (2007), ‘The Sociology of Global Organizations’, in Globalization, edited by George Ritzer, Oxford: Blackwell, 272-290.
19) Stiglitz, Joseph (2004), ‘Broken Promises’, in Globalization and State Power: A Reader, edited by Joel Krieger, New York: Pearson, 36-48.
20) Friedman, Thomas (2006), ‘The New System’, in Globalization and State Power: A Reader, edited by Joel Krieger, New York: Pearson, 8-19
21) Belk, Russell (1996), ‘Hyperreality and Globalization: Culture in the Age of Ronald McDonald’, Journal of International Consumer Marketing 8 (2/4), 23-37.
22) Dana Alden L. et al. (1999), ‘Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture’, Journal of Marketing, 63(January), 75-87
23) Quelch, J.Q. and E.J. Hoff (1986), ‘Customizing Global Marketing’, Harvard Business Review, 64(3), 59-68.
24) Kashani, K. (1989), ‘Beware the Pitfalls of Global Marketing’, Harvard Business Review, 67(5), 91-98.


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