The module aims to develop the knowledge and skills of marketing needed to manage successfully in any organisation which has intercultural contacts. This is not limited to global organisations, but includes organisations that deal with staff or other stakeholders with different national cultures.

Module content:

Course outline


Scope and challenges of international marketing

Cultural environment

PESTL environment

Emerging markets

Market selection and entry

Product management

Communication strategy

Pricing and logistics strategy

Country project

Evaluation form