This module develops your knowledge and understanding of how the marketing concept can be applied within the framework of competitive and changing world markets. Although the module focuses on internationalising firms of all sizes, there is a specific concentration on the smaller internationalising firm. At the end of this module students will be able to differentiate between international marketing and exporting, understand the dimensions of the international environment which influence marketing activities (especially culture), be aware of how companies adapt to the international environment and be able to apply this knowledge to current issues e.g. globalisation, ethics.
Division: Marketing and Retail
Coordinator: Dr Ian Fillis
This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.