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Module Title
International Marketing

Internationalisation, Marketing Environment, Foreign Entry Strategies, International Marketing Mix, Organising And Controlling International Operations.

SCQF Points15
ECTS Points7.5
CreatedMay 2002
ApprovedJuly 2013
AmendedAugust 2013
Version No.6

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF Level 10 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

The aim of this module is to provide students with a deep understanding and critical awareness of the principles and practice of international marketing.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Critically analyse the models of marketing in an international context.
2. Critically assess the steps in the international marketing process.
3. Analyse in detail the environments of international marketing, the impact of culture, the assessment of international market opportunities, the difficulties in international market research and the international marketing mix.
4. Critically analyse the range of skills necessary to develop a marketing strategy for international markets.
5. Critically evaluate international marketing problems by applying insights into strategic and operational decision-making.

Indicative Module Content

International Marketing Environment - The demographic; the political and legal environment; the technological environment; the financial environment. Analysing International Marketing Opportunities - Screening international marketing opportunities; International buyers. International and Marketing Research - International information system; the research process and research techniques. International Market Entry Strategies - Exporting; Foreign production; ownership strategies; preparing an entry strategy analysis; Exit strategies and Re-entry strategies. International Marketing Mix - International product decisions; International promotion decisions and International distribution strategies. International Marketing Organisation and Control - Organising international marketing; Planning and controlling international marketing.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Directed Study
Coursework Preparation

Private Study

Private Study

Mode of Delivery

This module is a lecture based course supplemented with tutorials, delivered by mixed Lecture/Tutorial sessions - and student centred learning which takes the form of directed reading and independent research to support the tutorial work.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4,5

The module is assessed by a closed-book examination.

Indicative Bibliography

1.DOOLE, I. and LOWE, R., 2012. International marketing strategy: analysis, development and implementation. 6th ed. Andover: Cengage Learning.
2.HOLLENSEN, S., 2011. Global marketing: a decision-oriented approach. 5th ed. Harlow: Financial Times Prentice Hall. ebook

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781