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The University of Southampton

MANG2046 International Retailing

Module Overview

With the increasing globalization of brands, a knowledge and understanding of international market structures including entry and development strategies, is an essential requirement for those wanting to pursue a marketing or management career. The module will enhance your analytical and planning abilities in developing appropriate strategies.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the issues and complexities facing international retailers in changing market structures of online and global retailing activities;
  • financial implications of different market entry strategies.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • execute ideas from a variety of international perspectives;
  • analyse and apply retail marketing principles;
  • investigate international markets and consider market selection processes.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate effective written communication.


An analysis of the international markets and global brands through case studies and academic sources including: • the impact of local market factors such as climate, culture and infrastructure • the role of local market and consumer research • Point and Method of Entry decisions and market development strategies • Global multichannel retailing • Strategic and tactical marketing issues in international contexts • Analysis of the causes of failure in international brand development

Learning and Teaching

Teaching and learning methods

The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. Lectures will be used to set the agenda and further develop the material specified in the reading list. Teaching materials may include case studies, videos, topical broadcast materials and research papers. It is impossible to cover all the module material in the lectures and classes, and you should recognise that you will need to prepare thoroughly beforehand. This involves reading and making notes from the core texts before each lecture.

Wider reading or practice30
Preparation for scheduled sessions20
Completion of assessment task32
Follow-up work20
Total study time150

Resources & Reading list

Ghauri P., N.,Cateora, P., R (2010). International Marketing. 

Baack, D.W., Harris, E.G., and Baack, D. (2013). International Marketing. 

Root, F., R (1998). Entry Strategies for International Markets. 

Capon, N (2008). Managing Marketing in the 21st Century. 

Alexander, N.; Doherty, A (2009). International Retailing. 

Needle, D (2010). Business in Context: An Introduction to Business and its Environment. 

Doyle, P (2008). Value Based Marketing. 

Access to the latest marketing journals, databases to supplement reading. 

Keegan, W. J. & Green, M. C (2013). Global Marketing. 



Class discussions


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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