SOAS University of London

School of Finance and Management

International Marketing (UG)

Module Code:
FHEQ Level:
Year of study:
Year 2 or Year 3
Taught in:
Term 2

International marketing plays a key role in constructing and communicating the value of an idea, experience, brand or product to the markets and wider audience in wider global contexts. The aim of this module is to provide a theoretically driven set of themes and cases which will provide a foundation for understanding the role international marketing plays in business and society.

The module uses case studies to strengthen the subject matter and instil knowledge, intellectual, practical and transferable skills. Case studies will be drawn from the perspective of the specific contexts (China, Korea, Japan, Middle East, Africa). The module also attempts to decentre the perspective from mainly Euro-centric into a more inclusive approach.

Objectives and learning outcomes of the module

LO1) To develop students’ critical thinking in the rapidly changing, but critically conditioned marketing environment
LO2) To develop students’ intellectual skills of arguing and justification
LO3) To develop intellectual skills of the students to understand and analyse research reports in a critical and discursive manner.
LO4) To equip students’ transferable knowledge and skills required to develop either a career in marketing or to appreciate marketing activities in a global context.
LO5) To understand the importance of decolonialisation through a marketing lens
LO6) Being able to recognise and use reliable sources and publications in order to back up arguments and discourses.

Method of assessment

This module is assessed by:

  • 50% exam
  • 40% coursework
  • 10% tutorial participation

Suggested reading

  • Earley, A.J. (2019) A Very Short, Fairly Interesting, Reasonably Cheap Book About. International Marketing, London, Sage
  • Arnould, E.J. (editor) and Thompson, C.J. (editor) (2018) Consumer Culture Theory, London SAGE


Important notice regarding changes to programmes and modules