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Session: 2022/23

Last modified: 14/04/2021 14:43:32

Title of Module: International Marketing Management

Code: MARK11035 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Dr Pravin  Balaraman

Summary of Module

This module is designed to get a deeper insight of the reasons for organisations in choosing to expand operations outside their borders; to evaluate the problems associated with operating in different countries; to become familiar with some of the main sources of relevant information and to use insights from a variety of academic disciplines to develop an understanding of how these companies can address their problems. With the increasing emphasis on environmental issues that contributes directly to both costs and opportunity, this module will also seek to enhance the understanding of the growth of multinational sourcing in manufacturing, and the changes to product, services and marketing methods that must be reflected by both larger and smaller corporations, to be successful in countries with different cultural, social economic and legal conditions and opportunities.

The topics that would be covered in this module will consist of theoretical models and theories explaining the present international & global markets, International & Global environment, Segmentation in international & Global markets, International & Global marketing research, Market entry modes: export & non export modes, E-marketing for global markets, International & Global marketing operations: product, pricing, communication & distribution.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
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Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Distinguish between trade and marketing at the international level

L2. Carry out an analysis of the international environment in relation to marketing activities

L3. Identify and interpret international marketing opportunities

L4. Evaluate the process of market entry strategy for all types of firms

L5. Undertake and apply marketing activities including product, pricing, promotion and distribution

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 11.

Developing a critical understanding of the theoretical evolution exploring international & global markets.

Practice: Applied Knowledge and Understanding SCQF Level 11.

Using practical skills to develop and undertake a range of marketing operations

Generic Cognitive skills SCQF Level 11.

Ability to analyse the international and global environment
Undertake market segmentation in international contexts
Undertake product development for international markets
Undertake pricing activities in international markets
Promote & distribute products in international markets

Communication, ICT and Numeracy Skills SCQF Level 11.

Using a variety of skills such as researching, writing and presenting reports.
Undertake International marketing research and analyse data with a range of skills including statistics.

Autonomy, Accountability and Working with others SCQF Level 11.

Developing an ability to make research and provide original work

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery18
Tutorial/Synchronous Support Activity18
Asynchronous Class Activity64
Independent Study100
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Hill and Hult (2019), International Business - Competing in the Global Marketplace, McGraw Hill Education, 12th Edition.

Cateora, P(2017), “International Marketing”, McGraw Hill Education, 17th Edition

Dole, Lowe and Kenyon(2015), International Marketing Strategy – Analysis, Development and implementation, 7th Edition, Cengage Learning.

Hollensen, Svend (2014) Global Marketing, 6th Ed, Pearson

Ghauri and Cateora (2014), International Marketing, 4th Edition, MCGraw-Hill Education.

Doole, Isobel, and Lowe, Robin, (2012) International Marketing Strategy, analysis, development and implementation, 6th ed. Cengage

Kotabe & Helsen, (2011) Global Marketing Management, 5th ed, Wiley

Philip R. Cateora, Mary C. Gilly, John L. Graham, (2010) International Marketing, McGraw-Hill

Albaum and Duerr (2009), International Marketing and export management, Prentice Hall, Sixth Edition

Jobber and Chadwick (2020), Principles and Practice of Marketing, McGraw Hill, Ninth Edition

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorMs Eileen Conlan
External ExaminerDiane Morrad
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Group presentation 40% of total mark
Written coursework, 60% of total mark
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Learning Outcome (5) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentationcheck markcheck mark   00

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Learning Outcome (5) Weighting (%) of Assessment ElementTimetabled Contact Hours
Essay  check markcheck markcheck mark00
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School. The module has been designed to reflect increases in the diversity of the student body and in this respect, the approach is ‘learner centred’. Staff are expected to work alongside students and learning support staff to personalise the delivery of the module, which offers students the opportunity to celebrate difference in personal, academic and employability skills and, through problem based activities, students are encouraged to explore and share diverse experience of learning and skills development.

Additionally, students of different nationalities are encouraged to work together, both during tutorials and for written submissions, to introduce benefits from diverse cultural backgrounds, in order to achieve and deliver continuous assessment work.
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.