MSc Marketing / Course details

Year of entry: 2024

Course unit details:
International Marketing

Course unit fact file
Unit code BMAN70402
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Available as a free choice unit? No


1.   Marketing in a global perspective.

2.   Assessing global marketing opportunities and problems.

3.   Entering global markets.

4.   Segmenting, targeting and positioning in global markets.

5.   Creating global product and service offerings and value-added solutions.

6.   Extracting value from global operations.

7.   Global supply chains and distribution networks.

8.   Global branding and marketing communication.

9.  Global marketing ethics and corporate social responsibility


BMAN70402 Programme Req: BMAN70402 is only available as an elective to students on MSc Marketing

All compulsory units from MSc CCRM, MSc Marketing and MSc International Business & Management.


To provide a comprehensive introduction to International (Global) Marketing as an important body of knowledge and transferable skills, emphasising both academic substance and real-life practicality.

Learning outcomes

On completion of the course, students are expected to be able to:

  • use critical analysis skills to identify sources of problems encountered by international marketers;
  • design marketing research process and evaluate information sources (e.g. research literature, secondary data, business reports, etc.) for assisting in international business decision making;
  • apply principles of cross-cultural communication and negotiation for effective marketing communication and negotiation in a multi-cultural market environment.
  • Identify and apply plausible principles and state-of-the-art knowledge from international marketing to develop well-informed alternative solutions to problems that challenge international marketers.

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

One critical analysis assignment (group work: presentation and report) (40%),

Closed-book exam (60%)


Feedback methods

Written, verbally in class and via Blackboard.

Recommended reading

Schlegelmilch, Bodo B. (2016), Global Marketing Strategy: An Executive Digest, Springer, Switzerland, ISBN 978-3-319-26279-6 (eBook). Online access available from the library.

Hollensen, Svend (2017), Global Marketing, 7th edition, Paperback. Pearson Prentice Education Ltd.. ISBN1292100141; ISBN9781292100142. Online access available from the library.

Keegan, Warren J. (2016), Global Marketing: Global Edition, 7th edition. Paperback. Pearson Education. ISBN1292150777(ebk); ISBN9781292150772. Online access available from the library.

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Independent study hours
Independent study 118

Teaching staff

Staff member Role
Magda Hassan Unit coordinator

Additional notes

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)

Peer Assisted Study Sessions

Drop in Surgeries (extra help sessions for students on material they may be struggling with)

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