International Marketing

Module code: MK2003

This module explores the issues of marketing products and services across culturally and economically diverse international markets.  You will examine how consumer behaviour varies globally.  The complexities of cross-border brand management are central themes.  Market responsiveness and cultural sensitivity are emphasised.

The module guides you through the theories and concepts associated with global branding, international market entry, pricing strategies, and cross-cultural communication.  You will analyse the debate between standardisation and adaptation.  The impact of digital global platforms is also explored.  International segmentation and targeting approaches are critically assessed.

It will help you to design marketing strategies tailored to different global contexts.  You will develop skills in analysing foreign market opportunities and risks.  Applied case studies strengthen your ability to make culturally informed marketing decisions.  Strategic coherence and ethical awareness are embedded throughout.

In the module you will consider how global supply chains, regulation, and local competition affect marketing implementation.  You will examine the influence of culture on consumer perceptions and brand meaning.  Sustainability and responsible global marketing practices are addressed, and by the end of the module you will understand how to compete effectively in international markets.