International Marketing
Key information
- Start date
- End date
- Duration
- Term 1
- Module code
- 15PFMC080
- FHEQ Level
- 7
- Credits
- 15
- Department
- School of Finance and Management
Module overview
The overall objective of this module is to provide an informed appreciation of international marketing as an academic subject and management practice.
This module focuses on the central strategic issue in international marketing – standardisation versus adaptation and examines the topics of marketing competitive advantage in relation to changing consumer behaviour and customer relationships.
Objectives and learning outcomes
At the end of the course, a student should be able to demonstrate an:
- understanding of the principles of international marketing and how they apply in different cultural, economic and organisational contexts
- ability to critically evaluate the scope of international marketing as a management discipline
- understanding of the functions of international marketing
- understanding of the various skills needed by the international marketing manager in different environments
- ability to explain and interpret international marketing practice
- understanding of global markets and the challenges they present to marketing practice
- understanding of the various skills needed by the brand manager working in global markets
Disclaimer
Important notice regarding changes to programmes and modules.
Key staff
Reader in Marketing and Cultural Studies