Module code: MANM011

Module Overview

This module provides students practical and theoretical knowledge of International Marketing in contexts, operations and strategies. It aims to develop students’ critical thinking and ability to apply and adapt theories to cases in international marketing.

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 106

Lecture Hours: 11

Seminar Hours: 11

Guided Learning: 11

Captured Content: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

  • Global marketing research

  • Global marketing environment

  • Choice of which market to enter

  • Market entry strategies

  • Global marketing activities/ strategies

  • Implementing and coordinating the global marketing program

  • Emerging global marketing issues

Assessment pattern

Assessment type Unit of assessment Weighting

Alternative Assessment

In the event of a student failing the exam, a re-sit exam will be available in the Summer re-sit period. In the event of a student failing the Coursework element (Group Project) an individual case write up will be used as a summative assessment. The student will be provided with a case with 3 case questions to analyse 3 weeks in advance of the submission date, and a word limit of 1500 words.

Assessment Strategy

The assessment strategy for this module consists of submitting one summative assessment, in the form of an individual marketing report (100%) describing and analyzing the various international entry mode strategies and suggesting the most appropriate entry strategy for a marketing firm.

In completing this assessment, the students should demonstrate:

  • The understanding of the theoretical issues and practical implications of International Marketing.

  • The relation between application and adaptation of the practical and theoretical knowledge gained from this module.

  • Skills pertaining to critical application of the practical and theoretical issues of International Marketing.

  • The ability to write concise reports and discuss concepts of International Marketing.

Formative Feedback

Students are provided guidance regarding their assessment and feedback throughout the semester which helps them understand the theoretical concepts and their application. Feedback is provided in the following ways:

  • Seminars formed to support with the assessment and feedback.

  • Individual feedback.

  • Activities designed to enhance key understanding related to the assessment.

  • Collective feedback on the class performance.

Module aims

  • To develop an understanding of the key theoretical concepts of international marketing concepts
  • To study the application of international marketing concepts to real business cases
  • To examine the various international marketing strategies employed by businesses in global markets

Learning outcomes

Attributes Developed
005 To demonstrate the ability to write concise reports and discuss concepts of international marketing KPT
001 To be able to describe the theoretical concepts related to international marketing, studied in this module K
002 To critically evaluate the application of international marketing theory in order to develop effective international marketing strategies. KCPT
003 To apply an analytical approach to international marketing topics by comparing the various international marketing mix strategies KCPT
004 To critically evaluate the choice of various entry mode strategies employed by firms in global markets KC

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy is designed to develop an understanding of the nature and scope of International Marketing and also develop ability of critically and correctly making decisions in each step during the process of implementing International Marketing. The seminars will be based on International Marketing cases and so will give students practical understanding of actual issues. A two-hour lecture will take place every week and a one-hour seminar biweekly.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM011

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Marketing MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Intercultural Business Communication and Marketing MA 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2022/3 academic year.