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MN30441: International marketing management

[Page last updated: 23 August 2022]

Academic Year: 2022/23
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Honours (FHEQ level 6)
Semester 2
Assessment Summary: EX 100%
Assessment Detail:
  • Examination (EX 100% - Qualifying Mark: 35)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN20016 OR take MN20081 OR take MN10573
Learning Outcomes: On completing this unit students will be able to:
* Understand the marketing issues relevant to the development of an organisation's international activities;
* Understand how and why marketing strategies may need to be standardised, adapted and coordinated in international markets;
* Demonstrate their ability to transfer theoretical and conceptual knowledge to practical international marketing contexts;
* Evaluate the complexities, nuances and challenges presented by overseas marketing operations and apply this understanding to the analysis and problem solving requirements of international marketing cases and scenarios.

Aims: The unit aims to:
* To provide students with the knowledge and understanding of the marketing issues relevant to the development of an organisation's international marketing activities;
* To enable students to confidently analyse and solve international marketing problems in order to facilitate the achievement of an organisation's international objectives;
* To deepen students awareness and understanding of the complexities associated with the international marketing of products and services.

Skills: Intellectual & professional skills
* Analyse, synthesise and critically evaluate marketing problems in an international context in order to develop solutions (F/A)
* Enhance problem solving skills through the integration and application of theoretical constructs to practical scenarios (F/A)
Practical & Key skills
* Communication and presentation skills (F/A)
* Time-management skills (F)
* Effectiveness at working independently and in groups (F).

Content: This unit seeks to provide a solid grounding in the disciplines of International and Global Marketing. It aims to build a flexible framework of theoretical reference points, practical insight and analytical tools to enable and equip the student with the knowledge and understanding that will allow them to work more effectively in an international marketing environment. This is achieved through a combination of lectures and workshops, practical scenarios and examples, class presentations of case studies and guest speakers. Indicative syllabus:
Part 1: International and global marketing theory
* Review of core marketing theory in an international context
* The internationalisation process, globalisation and the theories that underpin international marketing
Part 2: The International Marketing Environment
* Current global trends and PESTEL analysis in a global context
* Developing awareness of global competition
* Responding to cultural differences in overseas markets
Part 3: International Marketing Strategy
* Assessment and selection of country markets
* Market entry strategies, marketing control and tackling entry barriers
Part 4: Global/Local marketing management in overseas markets
* Local market development and marketing infrastructure
* Segmenting and targeting global/local consumers
* Positioning through the international marketing mix
* Control and evaluation of international marketing tactics

Programme availability:

MN30441 is Compulsory on the following programmes:

School of Management
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)

MN30441 is Optional on the following programmes:

School of Management
  • UMMN-AFB02 : BSc(Hons) Accounting and Finance (Year 3)
  • UMMN-AKB02 : BSc(Hons) Accounting and Finance with Year long work placement (Year 4)
  • UMMN-ANB01 : BSc(Hons) Business Administration with Thin sandwich placement(s) (Year 4)
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 4)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 4)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 4)


  • This unit catalogue is applicable for the 2022/23 academic year only. Students continuing their studies into 2023/24 and beyond should not assume that this unit will be available in future years in the format displayed here for 2022/23.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.