Course Resources Archive

The module will investigate the key motivators and drivers for international marketing activities and introduce students to a wide understanding of the issues of globalization and developments in world markets.  The module will examine the macro elements of the international marketing environment and explore their impact upon the activities of the international organization.  The dynamic nature of international markets will be examined and specific topics such as emerging markets, the ethics of international business, green/environmental constraints on global development investigated.

The module is divided into four sections structured around the core text. There are 4 parts in the module. Part One: Introduction to the module which discuss why it matters to understand international business and marketing environment. Part Two 2. An overview of the global corporation and the economic environment analyzing the separate functions which characterize any business and  linking them to organizational and strategic considerations ; Part Three: the detailed PEST analyze of International economic systems and processes, International cultural environment, international social environment,  international political environment and international legal environment and technology progress and innovation. Finally, Part Three discuss the uneven balanced development of world economy within the context of globalization and their implications for marketers.

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

1. Understand the complexity of international markets and the diversity of factors that shape them.
2. Discuss the different models and approaches used to analyze the international marketing environment.
3. Understand the interaction between external market trends and forces and the possible responses of the international organization
4. Work with others: group work exercises in tutorials and assessed presentation
5.  Have developed skills in communication and literacy: preparation of assessments, development of examination technique
6. Use  the Harvard referencing system appropriately

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.