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The University of Southampton

MANG6271 International Marketing

Module Overview

The module covers the role and function of marketing; it also provides opportunities to gain practical skills in marketing and international marketing. The module has been designed specifically 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.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the necessity of focusing on the customer as a key ingredient of organisational success and creating value through marketing;
  • techniques/frameworks for the analysis of environmental and competitive forces in an international setting;
  • the issues and complexities facing businesses when moving into international markets;
  • the importance of understanding different international culture traits, noting the implication for organisations.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse and apply the various components of the international marketing mix;
  • evaluate the impact of recent environmental changes and identify market opportunities and relevant mode of entry.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • apply theory to practice;
  • demonstrate effective oral and written communication.


• Internationalisation theories and practices • The global marketing environment e.g. political, legal, economic, socio-cultural • Market entry methods • Impact of technology in international marketing • Designing an international marketing programme - pricing, product, place communications decisions • Ethical marketing practices and social responsibility and sustainability within international contexts

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 recommended 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. It is recommended that you prepare beforehand. This involves reading and making notes from the core texts.

Independent Study63
Total study time75

Resources & Reading list

Doole, I., Lowe, R. & Kenyon, A. (2016). International Marketing Strategy: Analysis, Development and Implementation. 

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

Hollensen, S. (2017). Global Marketing. 

Keegan, W. J. & Green, M. C. (2017). Global Marketing. 



In-class activities


MethodPercentage contribution
Individual Coursework 100%


MethodPercentage contribution
Individual Coursework 100%


MethodPercentage contribution
Individual Coursework 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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