SOAS University of London

School of Finance and Management

International Marketing

Module Code:
Unit value:
Taught in:
Term 1

This course analyses international marketing theory and practice. It covers a wide range of issues that are relevant to the study of marketing in the international and cross cultural environments. Particular emphasis is dedicated to placing international marketing within the broader discipline of international management. As such the content of the course is consistent with the range of courses on international management in China, Japan and the Middle East and North African contexts.

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

Method of assessment

Assessment for this course is by one tutorial presentation at 10%; an essay of 4,000 words at 30%; an unseen written examination at 60% of the total grade; all elements except the presentation may be resubmitted


Important notice regarding changes to programmes and modules