SOAS University of London

School of Finance and Management

International Marketing

Module Code:
FHEQ Level:
Taught in:
Term 1

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 of the module

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
  • The ability to critically evaluate the scope of international marketing as a management discipline
  • An understanding of the functions of international marketing
  • An understanding of the various skills needed by the international marketing manager in different environments
  • An ability to explain and interpret international marketing practice
  • An understanding of global markets and the challenges they present to marketing practice
  • An understanding of the various skills needed by the brand manager working in global markets



This module consists of a 1-hour weekly lecture over 10 weeks of term plus a revision lecture in term 3 as preparation for the final examination. Students will be supplied with a syllabus with a breakdown week by week of required and additional reading. Reading materials are usually accessed electronically from the BLE and students should come to class prepared.


This module also has a weekly 1-hour tutorial where the questions posed by the tutor relevant to the lecture are explored and discussed by the students. Students also prepare and deliver a short presentation.

Total Work load:

Students on this module will have 2 taught hours each week. Additionally, adequate personal study time should be allocated for reading and class preparation.

Method of assessment

Assessment for this module is in three elements:

  1. One tutorial presentation at 10%
  2. One essay of 2,500 words at 30%
  3. One unseen 2-hour written examination at 60%

All elements except the presentation may be resubmitted.


Important notice regarding changes to programmes and modules