SOAS University of London

School of Finance and Management

International marketing 1: the environment

Module Code:
Module Not Running 2022/2023
FHEQ Level:
Year of study:
Year 2
Taught in:
Term 2

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 module

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

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