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: 84

Lecture Hours: 22

Seminar Hours: 11

Guided Learning: 11

Captured Content: 22

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • International marketing management and globalisation

  • Political, economic and sociocultural environment

  • Development of the firm’s international competitiveness

  • International market selection process

  • Market entry modes

  • Distribution (Channel), pricing, product and communication decisions

  • Ethics in international marketing

Assessment pattern

Assessment type Unit of assessment Weighting

Alternative Assessment


Assessment Strategy

The assessment strategy for this module consists of submitting one summative assessment:

  • an individual marketing report 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 Assessment and 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 international marketing theories
  • To critically assess the application of international marketing theories in a fast-changing global business environment
  • To enable students to develop international marketing strategies

Learning outcomes

Attributes Developed
001 Understand the theoretical issues and practical implications of International Marketing KCT
002 Relate application and adaptation of the practical and theoretical from the core modules to cases in International Marketing KCT
003 Critically and correctly apply the practical and theoretical issues of International Marketing KCPT
004 Critically and correctly adopt an analytical approach to topics and decisions of International Marketing KCT
005 Be able to write concise reports and discuss concepts of International Marketing KCPT

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 regarding implementing International Marketing strategies.

A lecture and seminar will take place every week. The lectures will provide an opportunity to discuss in class the various concepts related to international marketing.  The seminars will be based on the application of real International Marketing cases.

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

Other information


This module helps students to understand the application of theoretical concepts, particularly, in international marketing which provided them with a better understanding of the real business world issues and how to develop strategies accordingly. Further, the transferable skills gained through this module such as critical thinking, problem solving, report writing will enhance their employability potential.

Global and Cultural Capabilities

This module enables students to develop an understanding of marketing concepts in a global context and their application to real global business environment. Students will gain knowledge about how marketing concepts may vary in various cultural contexts and how to develop strategies accordingly. In this module students also can engage with their peers from various cultural backgrounds to understand the similarities and differences, thus developing and enhancing their cultural capabilities.


It is of paramount importance, now more than ever, to encourage students to be more aware of the impacts which our actions have on society. This module discusses concepts related to ethical consumption, ethical marketing practices by companies, climate change to provide students with the ability to critically evaluate the current marketing concepts.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Intercultural Business Communication and Marketing MA 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
International Marketing MSc 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 2024/5 academic year.