Introductory description

This module explores and analyses the relevant decisions in the process of firm
internationalisation. Particular focus lies on strategic challenges for international marketing
together with the specific issues of internationalising the marketing mix. Throughout the
module, students will discuss examples of successful international marketing practices as
well as explore why some international marketing strategies have worked less well.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

The Decision Whether to Internationalize
Theories of Internationalization and International Competitiveness
Deciding, Which Markets to Enter
Market Entry Strategies
International Product Decisions
International Pricing and Distribution
International Promotion
Implementing and Coordinating the Global Marketing Programme
Exam Preparation and Revision

Learning outcomes

By the end of the module, students should be able to:

• Understand and communicate effectively critical concepts in international marketing
• evaluate critically firm internationalisation from a marketing perspective, and describe the differences between international and domestic marketing
• discuss competently the implications of international marketing for marketing practice
• Analytical skills in the examination of cases and relevant examples
• Ability to conduct relevant research and summarise important insights related to a business decision

Indicative reading list

Hollensen, S. (2007). Global marketing: A decision-oriented approach. Pearson education
Steenkamp, J. B. (2017). Global brand strategy: World-wise marketing in the age of branding. Springer
Steenkamp, J. B. E., & De Jong, M. G. (2010). A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6), 18-40
Datta, H., van Heerde, H. J., Dekimpe, M. G., & Steenkamp, J. B. E. (2022). Cross-national differences in market response: Linelength, price, and distribution elasticities in 14 Indo-Pacific rim economies. Journal of Marketing Research, 59(2), 251-270

Subject specific skills

Demonstrate knowledge and understanding of international marketing considerations

Critically apply the contents covered in the module to the analysis of firm internationalisation

Transferable skills

Develop written communication skills

Develop analytical and problem solving skills