International Marketing

International marketing covers issues associated with marketing mix decisions faced by firms in foreign markets, including today’s global market environment, cultural influence, market entry issues, segmentation and positioning, country of origin and global branding, among others. The module is primarily based on academic articles and case studies to enable you to obtain sufficient capabilities to critically analyse the process and challenges of operating in different markets using international marketing theories.

​This module aims to offer a broad overview to international marketing. You will able to assess a series of factors affecting international marketing and critically evaluate the various stages and processes of international marketing strategies and tactics. Specifically, the module aims to cover: 

• Emerging importance of international marketing
• Cultural dynamics
• Choice of international marketing entry mode
• Country of origin and ethnocentrism
• Global segmentation and positioning
• Global marketing communications
• Global retailing and logistics. 

By the end of the module, you will have achieved the following: 

• An in-depth understanding of marketing issues and challenges, and an ability to translate theory and evidence into marketing practice.
• A broad understanding of the various functions of international marketing mix, and the confidence to engage with and challenge information provided by these.
• An ability to navigate issues of corporate social responsibility and sustainability, including a mindfulness as to how marketing decisions impact multiple stakeholders.
• A marketing global mindset and an ability to collaborate with diverse teams, using inter-cultural, and inter-disciplinary skills in real time.
• A rigorous analytical approach in identifying multiple dimensions of decisions while simultaneously considering both strategic and tactical elements.
• Adaptability and confidence to comfortably navigate when ambiguous marketing situations arise in global markets.

​The standard entry requirements comprise: 

• A 2:2 honours degree or international equivalent,
• A CV and personal statement outlining your reasons for study,
• English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill).

​​You will be assessed via coursework and examination, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10%  
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.​