MM335-International Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Pre-requisites: MM255 Marketing Management or RE2PREP Projects in Real Estate and Planning (2)
Non-modular pre-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Dr Gaye Bebek

Type of module:

Summary module description:

This module will introduce students to marketing in an international context.


This module is delivered at University of Reading and University of Reading Malaysia.


This module aims to enable students to understand the complexity and variety of factors playing a role in designing and implementing international marketing programmes. The module also aims to stimulate students' critical and independent thinking in addressing topics from a theoretical as well as an empirical perspective. Most organisations out-grow their domestic markets and are faced with challenges in opening up export opportunities and spreading their operations internationally. In an increasingly digital era, trading across geographic and political borders is ever more commonplace. While these options provide growth for organisations, they also present significant hurdles. This module discusses the reasons for operating outside the domestic market, explores the analyses necessary before selecting entry strategies and deciding on an international marketing strategy, and considers the implications for marketing operations of organisations trading across cultures.

Assessable learning outcomes:

By the end of the module it is expected that students will be able to:


1. Understand market considerations in an international environment.

2. Analyse the impact of cultural, economic and other environmental factors on international marketing efforts.

3. Understand the value and the challenges of international market information analysis.

4. Design a competitive marketing strategy in aninternational context.

5. Discuss strategic options in the implementation of international marketing programmes.

6. Discuss methods of evaluation and control of international marketing performance.

Additional outcomes:

Outline content:

Understand market considerations in an international environment; Understand international market information analysis; Design a competitive marketing strategy in an international context; Discuss strategic options in the implementation of international marketing programmes; Understand adaptation and standardisation; Appreciate the implications of trading across cultures; Discuss methods of evaluation and control of international marketing performance.

Brief description of teaching and learning methods:

The module consists of lectures (10x2) and tutorials (3x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars involve group work on a particular case followed by presentations. Students are expected to read key references and to do a significant amount of independent research using the Internet, journals, and academic references.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 5
Guided independent study:      
    Wider reading (independent) 35
    Wider reading (directed) 25
    Advance preparation for classes 30
    Preparation for tutorials 10
    Preparation for presentations 20
    Essay preparation 55
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Oral assessment and presentation 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

A written assignment equivalent to 3000 words to be submitted during week 11 of Autumn Term.

A presentation during week 10 of Autumn Term.

Formative assessment methods:

Verbal feedback will be given during the tutorials to help students progress with the presentations and written assignments.

Penalties for late submission:

Documents supporting the presentations need to be submitted via Blackboard. Penalties for late submission are in line with the University policy.


Assessment requirements for a pass:
An overall mark of 40% needs to be achieved to pass the module.

Reassessment arrangements:

A 3000 words written assignment to be submitted.

Additional Costs (specified where applicable):

Required textbook: Hollensen, S. (2020), Global Marketing. A Decision-Oriented Approach, (8th Edition), London: Pearson Higher Ed. 

Last updated: 22 September 2022


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