UNIVERSITY OF KENT
MODULE SPECIFICATION TEMPLATE
SECTION 1: MODULE SPECIFICATIONS
1.
Title of the module
International Marketing Strategy (CB953)
2.
School or partner institution which will be responsible for management of the module
Kent Business School
3.
Start date of the module
2006, updated for January 2015
4.
The number of students expected to take the module
30
5.
Modules to be withdrawn on the introduction of this proposed module and consultation with
other relevant Schools and Faculties regarding the withdrawal
None
6.
The level of the module (e.g. Certificate [C], Intermediate [I], Honours [H] or Postgraduate [M])
Level M
7.
The number of credits and the ECTS value which the module represents
15 credits (7.5 ECTs)
8.
Which term(s) the module is to be taught in (or other teaching pattern)
Spring
9.
Prerequisite and co-requisite modules
CB933 - Marketing
10. The programmes of study to which the module contributes
MSc Marketing – compulsory; MSc Management Suite - optional
11. The intended subject specific learning outcomes
11.1
Understand international markets’ socio-economic, legal and technological conditions.
11.2
Identify international market trends and consumer preferences in different cultural and
socio-economic environments.
11.3
Recognise and appraise appropriate frameworks and concepts suited to the formulation
of marketing strategies for international contexts.
11.4
Develop and evaluate alternative marketing programmes to suit specific international
marketing contexts.
11.5
Understand the cultural and ethical issues of marketing activities in different countries.
11.6
Develop the ability to conduct an international marketing audit to evaluate market
potential.
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UNIVERSITY OF KENT
12. The intended generic learning outcomes
12.1
Ability to think critically and creatively about opportunities emerging in international
markets.
12.2
Collect, organise and summarise relevant information from secondary data sources.
12.3
Organise, analyse information gathered individually and/or in collaboration with other
colleagues and write a business report or an academic essay demonstrating an
understanding of marketing strategies in international market contexts
12.4
Communicate to an audience of peers a business report or academic essay of topics in
international marketing
12.5
Recognise and summarise the concepts, processes and institutions relevant to
international marketing of goods and/or services
12.6
Assist and cooperate and coordinate with other individuals in learning and discussion
activities.
13. A synopsis of the curriculum
This module will combine lectures and seminars to present, transfer, discuss and summarise
international marketing concepts and frameworks. Specifically the module will cover the following
topics:
1) Analysis of socio-economic and cultural conditions in international markets
2) Marketing research and intelligence
3) Identification of International segments and niche markets
4) Alternative international market entry methods
5) Corporate and business ethics in international contexts
6) International marketing mix strategies
14. Indicative Reading List





Hollensen, S. (2012). Essentials of Global Marketing, 2nd Edition. Harlow: Pearson.
Doole, I. and Lowe, R. (2012) International Marketing Strategy. Andover (UK), Cengage
Learning 6th edition
Keegan, W. J., and Green, M. C. (2011) Global Marketing 6th edition, published by Pearson’s
Education.
Ghauri, P. and Cateora (2010) International Marketing, 3rd European Edition, Maidenhead (UK).
McGraw-Hill Higher Education
Academic articles from the Journal of Marketing, Journal of International Marketing, International
Marketing Review, Harvard Business Review
15. Learning and Teaching Methods, including the nature and number of contact hours and the
total study hours which will be expected of students, and how these relate to achievement of
the intended module learning outcomes:
Hours
Subject LOs
Generic LOs
Lectures
12
11.1-11.3, 11.5-11.6
12.1, 12.5
Seminars
12
11.3-11.6
12.1, 12.3, 12.4, 12.6
Preparation
56
11.1, 11.4
12.1-12.3, 12.6
Independent study
70
11.1-11.6
12.1-12.3, 12.5
Total hours
150
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UNIVERSITY OF KENT
16. Assessment methods and how these relate to testing achievement of the intended module
learning outcomes
Weighting Subject LOs
Generic LOs
Posting in virtual form
10%
11.2
12.1, 12.4
Midterm test
30%
11.1-11.3, 11.6
12.1, 12.5
Group Presentation/Report
20%
11.1, 11.2, 11.5
12.4-12.6
2500 Word Individual Report
40%
11.1, 11.3- 11.4, 11.6
12.1-12.3
Note: For the group work elements, students will submit an individual reflective account of their
individual contribution to the group assessment, together with comments on the contribution of each
member in the group as well as how well the group performed as a whole.
17. Implications for learning resources, including staff, library, IT and space
None
18. The School recognises and has embedded the expectations of current disability equality
legislation, and supports students with a declared disability or special educational need in its
teaching. Within this module we will make reasonable adjustments wherever necessary,
including additional or substitute materials, teaching modes or assessment methods for
students who have declared and discussed their learning support needs. Arrangements for
students with declared disabilities will be made on an individual basis, in consultation with
the University’s disability/dyslexia support service, and specialist support will be provided
where needed.
19. Campus(es) where module will be delivered:
Canterbury
SECTION 2: MODULE IS PART OF A PROGRAMME OF STUDY IN A UNIVERSITY SCHOOL
Statement by the School Director of Graduate Studies: "I confirm I have been consulted on the above
module proposal and have given advice on the correct procedures and required content of module
proposals"
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Director of Graduate Studies
Date
…………………………………………………
Print Name
Statement by the Head of School: "I confirm that the School has approved the introduction of the
module and, where the module is proposed by School staff, will be responsible for its resourcing"
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Head of School
Date
…………………………………………………….
Print Name
Module Specification Template
Last updated February 2013
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Revised December 2013