Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2007-2008 (archived)


Department: Economics, Finance and Business (Business)


Type Tied Level 4 Credits 15 Availability Module Cap
Tied to N1KL17


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide students with a knowledge and critical understanding of international business activity from a marketing perspective. Initially, the Module will place emphasis on appropriate theory, ensuring that you have an awareness of key concepts and principles that you will be encouraged to apply to contemporary situations. Greater emphasis will be given to specific geographic markets. You will have the opportunity to consider the characteristics of these markets, the environmental forces affecting them and the marketing opportunities they provide.


  • The Importance of International Marketing.
  • The International Environment - 1.
  • The International Environment - 2.
  • International Market Selection.
  • Foreign Direct Investment.
  • The Strategy of International Business.
  • Entry Strategy and Strategic Alliances.
  • Global Marketing and Research and Development.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the Module students will:
  • be able to critically evaluate the effect of the global environment on international marketing activities;
  • have a knowledge and critical understanding of the process of market selection;
  • have a knowledge and critical understanding of the process of gradual internationalisation;
  • be able to critically appreciate the different forms of market entry;
  • have an advanced understanding of the international adjustment of the marketing mix;
  • have a critical awareness of the steps necessary for the implementation of an international marketing strategy.
Subject-specific Skills:
Key Skills:

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of lectures, groupwork, case studies and discussion) 24
Preparation and Reading 126
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written Assignment 4,000 words maximum 100%

Formative Assessment:

Students receive feedback on their contributions to the workshops.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University