Unit Title: International Marketing

Guided Learning Hours: 210

Level: Level 6
Number of Credits: 25

Learning Outcome 1
The learner will: Understand the complexities and challenges in international and global
marketing, and be able to evaluate their potential and risks.

Assessment Criteria Indicative Content

The learner can:

1.1 Evaluate the
challenges and problems
of international marketing
in a dynamic and
developing business
environment.
1.1.1 Evaluate the challenges facing an organisation’s entry
into international markets.
1.1.2 Examine the PESTLE factors which can affect the
international business environment.

1.2 Evaluate the
opportunities and risks of
international marketing in
relation to company
objectives and resources.
1.2.1 Assess the various opportunities and risks in the conduct
of international business.
1.2.2 Explain the structure and value of an international
marketing information system.

1.2.3 Analyse the requirement for effective market research in

international markets.

1.3 Assess the reasons
why organisations wish to
enter international markets
and their consequent
expectations.
1.3.1 Discuss the important factors in the decision to enter
international markets.
1.3.2 Assess a company’s expectations of success in
international business.

Learning Outcome 2
The learner will: Know how to prepare and implement international marketing strategies and
plans.

Assessment Criteria Indicative Content

The learner can:

2.1 Explain how to
produce a marketing plan
to cover the alternative
strategies available for
international marketing.
2.1.1 Determine the need for a strategic international marketing
plan.
2.1.2 Evaluate the factors which influence the selection of
marketing strategy.

2.2 Evaluate the
requirements of different
market entry strategies.
2.3 Assess the importance
in international markets of
such operational factors as
segmentation, targeting,
positioning and
standardisation.
Learning Outcome 3
The learner will: Understand the organisation and management of international marketing
operations.
Assessment Criteria
The learner can:
3.1 Examine the
organisational structures
appropriate to international
marketing.
3.2 Discuss the issues
relating to the
management and control
of international activities.
3.3 Analyse the
management styles
required by different
international economies
and cultures.
2.1.3 Examine the various generic approaches to strategic
planning in international markets.
2.2.1 Analyse the alternative entry strategies for international
markets.
2.2.2 Discuss the methods by which market entry strategies and
plans can be effected.
2.3.1 Assess the importance of such marketing techniques as
segmentation, targeting and positioning in relation to
international markets.
2.3.2 Compare the commercial benefits of standardisation
versus adaptation in the international marketing mix.
Indicative Content
3.1.1 Assess the types of organisational structures prevalent
in international marketing.
3.1.2 Compare the systems of centralisation and
decentralisation in international business.
3.2.1 Explain the requirements for the effective management
and control of international marketing activities.
3.2.2 Assess the problems which may result from variations in
company objectives, business size and differing international
markets.
3.2.3 Evaluate the potential ethical issues in international
markets.
3.3.1 Examine the management styles appropriate to different
international economies and cultures.
3.3.2 Discuss the issues of management selection and
training in international marketing.
Learning Outcome 4
The learner will: Understand the marketing opportunities presented by emerging markets, and
the potential problems of cultural and related factors.

Assessment Criteria Indicative Content

The learner can:

4.1 Assess the importance
of international marketing
in developing and
emerging economies.
4.1.1 Examine the importance of emerging and less-developed
economies in international business.
4.1.2 Analyse the function of multinational trading groups and
international agencies and organisations.

4.1.3 Outline the different market strategies required in

emerging markets.

4.2 Explain the
significance of cultural and
related factors in
international marketing.
4.2.1 Explain the importance of cultural and other local factors
in the performance of international marketing.
4.2.2 Evaluate changes in the cultural environment which affect
the demand for products and services.

4.2.3 Examine business customs and practices in international

marketing policies.

Learning Outcome 5
The learner will: Understand the requirements for international physical distribution
management and channel strategy.

Assessment Criteria Indicative Content

The learner can:

5.1 Examine the operation 5.1.1 Discuss the concept of international business logistics.
of an international
business logistics system. 5.1.2 Analyse the constituent parts of an international logistics
(or physical distribution management) system.

5.2 Assess international
channels of distribution
and the issue of channel
selection and use.
5.2.1 Evaluate the selection and implementation of international
channels of distribution.
5.2.2 Examine the environmental conditions which affect
alternative distribution channels in international markets.

5.3 Discuss the technical
aspects of international
business and the role of
service providers.
5.3.1 Analyse the issues of freight documentation, including
legal, financial and insurance considerations.
5.3.2 Appraise the methods for the physical movement of goods
worldwide.

Learning Outcome 6
The learner will: Understand the financial aspects of international marketing.
Assessment Criteria
The learner can:
6.1 Analyse the issues of
the financing of
international operations
and pricing policies in
international markets.
6.2 Assess the financial
risks of international
business.
6.3 Examine the sources
of financial assistance and
associated insurance
arrangements for
international operations.
Learning Outcome 7
The learner will: Understand how to develop international sales and marketing
communications strategies.
Assessment Criteria
The learner can:
7.1 Evaluate the
management and operation
of selling in international
markets.
5.3.3 Assess the role of export service providers in international
marketing.
Indicative Content
6.1.1 Examine the methods of financing international business.
6.1.2 Evaluate the factors which influence the determination of
an international pricing policy.
6.2.1 Discuss the potential financial risks involved in
international business operations.
6.2.2 Assess the methods of managing financial risks.
6.2.3 Identify the various conditions in different markets which
may increase financial risk.
6.3.1 Assess the sources of financial assistance available to
exporting companies, including government and international
development agency initiatives.
6.3.2 Examine the options inherent in foreign exchange
dealings.
6.3.3 Appraise international insurance arrangements.
Indicative Content
7.1.1 Assess the role of personal selling and the management
of sales operations in international marketing.
7.1.2 Examine the issues of recruitment, selection and
training of international sales staff.
7.1.3 Appraise the nature of cross-cultural negotiations with
 customers, agents and suppliers.

7.2 Explain the nature and
complexities of conducting
marketing communications in
international markets.
7.2.1 Assess the problems of operating a marketing
communications policy in international markets.
7.2.2 Discuss the importance of different types of promotional
media communications in international markets.

7.3 Assess the role of the
internet and related
technologies in international
sales and communications.
7.3.1 Evaluate the role of the internet and new technologies in
modern international sales and communications programmes.
7.3.2 Analyse the different environments created for sales
and communications policies in international markets by the
development of the internet and related technologies.

Assessment:
• Assessment method: written examination (unless otherwise stated).
• Written examinations are of three hours’ duration.
• All learning outcomes will be assessed.

Recommended Reading:
Please refer to the Tuition Resources section of the Members Area of the ABE website
(www.abeuk.com) for the recommended reading for this subject.