The University of Southampton

MANG6271 International Marketing

Module Overview

The aim of this module is to give you a practical grounding in the skills necessary to present a clear and concise business report.

Aims and Objectives

Module Aims

to cover the role and function of marketing; it also provides opportunities to gain practical skills in marketing and international marketing through the use of case studies and engagement in your module assignment. 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.

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;
  • the role marketing plays within the organisational context;
  • ethical marketing practices and appreciation of the concepts of social responsibility and sustainability;
  • delivering value through marketing;
  • techniques for the analysis of environmental and competitive forces in an international setting;
  • the issues and complexities facing business when moving into international markets;
  • the importance of understanding different international culture traits, noting the implication for business.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • formulate ideas from a variety of international perspectives;
  • examine and analyse information from a variety of secondary sources;
  • evaluate and apply marketing principles;
  • identify market opportunities;
  • investigate international markets and consider an entry strategy.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • critically analyse and evaluate secondary data sources;
  • demonstrate effective oral and written communication.


• Internationalisation theories and practices - globalise vs. glocalise • The global marketing environment – culture, socio-economics, and politics • Market entry methods and modes • Impact of technology and digital channels on international marketing • Designing an international marketing programme - pricing, product and communications decisions • Ethical marketing practices and social responsibility and sustainability within international contexts

Special Features

The module will provide you with the knowledge necessary to investigate and develop a marketing action in a non-domestic market. You will also examine inherent risks and entry strategies with particular attention to online activities.

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.

Independent Study63
Total study time75

Resources & Reading list

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

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

McKinley, M. M. (2011). Ethics in Marketing and Communications towards a Global Perspective. 

Kumar, N. Steenkamp, J. (2013). Brand Breakout: how emerging market brands will go global. 



In-class activities


MethodPercentage contribution
Examination  (2.25 hours) 100%


MethodPercentage contribution
Examination  (2.25 hours) 100%


MethodPercentage contribution
Examination  (2.25 hours) 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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