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The University of Southampton

MANG2053 International Retailing (SIM)

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

Module Aims

to equip you with the knowledge you need to understand and contribute to the delivery of international (non-domestic) marketing, whether that means working with a large multi-national, a smaller company, or even your own business.

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 oral and 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

Typically you will study the module over 4 weeks with the first 2 weeks having intensive teaching in the form of lectures, and seminars which will include individual and group practical exercises, workshops, case studies. The following 2 weeks will be organised self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. You will be expected to play a highly interactive part in lectures and seminars. As with all programmes in the Faculty, student learning will also be supported by published course materials and Blackboard: the University's virtual learning environment.

Completion of assessment task30
Wider reading or practice30
Preparation for scheduled sessions20
Follow-up work20
Total study time150

Resources & Reading list

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

Doyle, P., (2008). Value Based Marketing. 

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

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

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

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

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

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



Individual Coursework


MethodPercentage contribution
Individual Coursework  ( words) 100%


MethodPercentage contribution
Individual Coursework  ( words) 100%


MethodPercentage contribution
Individual Coursework  ( 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:

Books and Stationery equipment

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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