International Marketing Strategy module (BU52050)

Learn to develop an international marketing strategy to support sustainable and ethical business development.

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Module code


Examine the macro and micro factors that affect and condition the development of an international marketing strategy. This module is designed to equip you with the necessary skills to make ethically and socially responsible marketing decisions in a global context. 

Topics in this module include:

  • introduction to international marketing
  • strategic marketing process
  • international market entry strategies
  • social and cultural environment, ethics, and social responsibility
  • international market research and opportunity analysis
  • international product marketing, service marketing, and marketing mix
  • international channels of communication
  • international strategies for both Small and Medium Size (SME) organisations and larger corporates
  • implementation through enabling technologies
  • cultural construction of brand meaning
  • role of technology in homogenisation

What you will learn

In this module you will:

  • examine key theories against the backdrop of international marketing strategy, its development, and the role it fulfils in an organisation
  • consider cross-cultural discussions of internationalisation

By the end of this module, you will be able to

  • identify emerging themes in international marketing strategy
  • relate these themes to your home country

Assignments / assessment

  • individual business report (70%)
  • poster (30%)

This module does not have a final exam.

Teaching methods / timetable

This module will be delivered through a combination of lectures, seminars, tutorials, and group discussion.

The tutorials will focus on a series of case studies to help embed the theoretical knowledge outlined in lectures.

You are encouraged to read in advance for effective participation in discussions.


This module is available on following courses: