International Marketing

This module addresses critical understanding of and ability in assessing the effectiveness of international marketing theories and practices. It targets principles and issues that drive markets world-wide. Students are expected to develop insight and investigative ability concerning issues facing a business that needs to research markets and develop and implement market strategies, techniques and methods across a range of international sectors. The main aim of this task is to assess students’ understanding of the nature and scope of marketing in international contexts and ability to identify and critically discuss the key issues related to cultural factors that influence international marketing decisions.


Assume that you are the international marketing manager of a UK based fast moving consumer goods (FMCG) company. Your company wants to enter into Sweden. In light of Hofstede’s cultural dimension and Hall’s High and Low context culture, analyse Swedish culture and draw relevant marketing implications for your organisation.

Working individually, you are required to produce a report of 1000 words in which you address the issue. This report must be written in a professional stylewhile adhering to the principles of good report writing. Appropriately structure the report to enhance readability and understanding, focus ideas and use suitable references following the Harvard referencing style method. Clear and informative analysis must be included in the report. References are not included in the word count and students can use appropriate appendices.

Important Notes

  • Please do not include standard coursework cover page.
  • Formal report components including table of contents and references are required and will not be part of the word count. You may choose to structure
    your report by including introduction, Hofstede’s cultural dimensions for Sweden, Hall’s high and low context culture and recommendations. This is
    just an indicative list of components. Students are encouraged to be creative in designing their report structure.
  • You are expected to go beyond the lecture notes and undertake self-study to enrich your discussion.
  • Be conscious of avoiding any possibility of suspicion of plagiarism. It is very easy to detect similarities at the structural level of documents, even if
    superficial features differ. The assessor may deem unexplained similarities in reports are unreasonably included and designate an “irregularity”, whichwill lead to further inquiries and potentially a penalty, such as failure on the module.