International Marketing | Abertay University

International Marketing


This module examines the nature and complexity of managing marketing in an international context.


The aim of this Module is to provide the student with : The aim of this module is to provide the student with: a detailed and critical understanding of the relevant concepts, models, theories, issues, influences and decisions relating to marketing within the context of a complex and dynamic global environment, and the ability to apply relevant knowledge to the analysis and solution of problems in international marketing.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically analyse concepts, models, theories and issues relevant to international marketing:

2.  Analyse the influences on, and the decisions involved in, the development and implementation of international marketing strategy:

3.  Apply relevant knowledge and understanding to the analysis and creative solution of problems in international marketing and be able to communicate this through the medium of a management report:

Indicative Content

1 Nature, Scope and Concept of International Marketing

Marketing in an international context. The globalisation debate: driving forces and constraints, and implications for international marketing management. Alternative management orientations towards international markets. The internationalisation process of the firm: explanatory models, motives and problems

2 The international marketing environment

An analysis of the major dimensions of the environment of international markets: economic, cultural, political, legal. Implications of the environment for international marketing decisions.

3 International Market Research and the Market Entry Decision

Role, scope, process and problems of international marketing research. Screening and selecting international markets. Nature of, and influences on, the market entry decision.

4 4. Managing the International Marketing Mix

The major influences, issues and decisions involved in developing and implementing marketing plans for international markets with specific reference to product, price and advertising. The standardisation v adaptation debate. The locus of decision making: centralised v decentralised

5 Organisation for International Marketing

An evaluation of the organisational alternatives facing the international company, including agents, licencing, joint ventures and the wholly owned subsidiary.

Statement on Teaching, Learning and Assessment

Apart from an opening lecture, the module is delivered through a programme of international marketing case studies. These are issued in advance for analysis and consideration by the student. Case study work in class involves small group work, student presentations and open interactive discussion. This is supported by detailed, guided reading and a set of slides covering all topic areas which are available for the student on Blackboard. The purpose of the case study programme is for the student to explore and develop understanding of the module content and to apply the knowledge gained from independent reading and work to the analysis and solution of international marketing problems. This approach ensures that the student will be engaged in enquiry and project-based work, individually and in groups, for at least 60% of their contact time, and that the enquiry process will increasingly drive their independent access to the information with which they work.

Teaching and Learning Work Loads

Total 200
Lecture 14
Tutorial/Seminar 14
Supervised Practical Activity 14
Unsupervised Practical Activity 0
Assessment 85
Independent 73

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2018/19 , and may be subject to change for future years.