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Updated: 28-Sep-2009

International Marketing (Undergraduate)

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Course Leader: Nigel Adams (nigel.adams@buckingham.ac.uk)
One term (15 units)

This is an optional course which is designed to:

  • provide an informed view of the theory and practice of international marketing and focus on current significant issues.
  • develop an understanding of the concepts, principles and techniques of marketing in the international business context.
  • explore methods of identifying, analysing and selecting international marketing opportunities and methods of market entry.
  • explore the implications of international operations on developing an effective marketing strategy.
  • develop a range of diagnostic / analytical skills relevant to best practice in international marketing, especially by the use of case studies.

This course covers the following topic areas:

  • International market environment
  • The influence of culture
  • The process of internationalisation
  • International marketing research
  • Selecting the market
  • International product, distribution and promotion decisions
  • International pricing and getting paid
  • Going international electronically

The course will be assessed by a three-hour examination (75% weighting). and a formal written, one-and-a-half-hour test during the lecture period in week 7 (25% weighting).

Recommended text:

  • Hollensen, S. Global marketing (4th ed., Harlow: Financial Times Prentice Hall, 2007). ISBN: 978-0-273-70678-6. + online Chapter 20 (external link)
Useful texts:
  • Hollensen, S. Essentials of global marketing (Harlow: Financial Times Prentice Hall, 2008). ISBN: 978-0-273-71784-3.
  • Usunier, J-C.& J.A. Lee, Marketing across cultures (5th ed., Harlow: Financial Times Prentice Hall, 2009). ISBN: 0-273-71391-4.
  • De Búrca, S., R. Fletcher & L. Brown, International marketing: an SME perspective (Harlow: Financial Times Prentice Hall, 2004). ISBN: 0-273-67323-8.

Other reading:

  • Financial Times
  • The Economist
  • The Marketer
  • Journal of International Marketing
  • BBC News website (external link)

Before purchasing any key texts, we recommend that you check for the latest edition with the Business School.