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BBA - International Business

International Marketing Communication

Programme Objectives

The programme has the following aims:

  1. To enable the study of organisations, their management and the changing external and international contexts in which they operate.

  2. Equip individuals for and/or development of a career in international business and associated specialized areas in business development, marketing, finance and tourism management at a professional or equivalent level to assume managerial positions in the arena of international business.

  3. Development of the ability to apply knowledge and understanding of international business and management to complex issues, both systematically and creatively, to improve business and management practice.

  4. Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.


On successful completion of the programme, participants will be able to:

  1. Demonstrate understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment.
  2. Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers in an increasingly complex and dynamic environment.
  3. Exhibit a coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the strategy, behaviour and management of organisations.
  4. Demonstrate command of a range of competencies relevant to cross-border management, including inter-cultural awareness and understanding.
  5. Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  6. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content


This module has the following aims:

  • To provide an advance level of study of the concepts of marketing at the various levels of export, international and global marketing.
  • To provide a detailed understanding of the sources of international marketing information and the factors governing marketing research decisions at international level.
  • To develop a pragmatic approach towards the development of international marketing and communication strategies across a wide range of industries and organization.

Learning is facilitated via a series of lectures and supplemented with discussions of topics taking place in regular tutorials/ discussion forums. The majority of classroom content is lectures that outline the theory and practice of international marketing communication issues supplemented with relevant case studies.

Learning Outcomes

On completion of this module, students will be able to:

  • Exhibit critical knowledge of the concept of marketing at the various levels of export, international and global marketing.
  • Show a deep understanding of how culture is an important concept to international marketers
  • Demonstrate a critical understanding of the sources of international marketing information (secondary and primary) their uses and limitations
  • Apply knowledge of international marketing principles in order to formulate and develop appropriate marketing and communication strategies at international and global levels.


  • Developments in world trade and the background to international marketing, along with external SLEPT factors affecting organizations in international and global marketing.
  • Ethical and environmental issues which affect international marketing and sourcing (including fair trade).
  • Buyer bahaviour and segmentation.
  • Market entry and associated information needs and ways of locating that information-secondary and primary.
  • Development of international marketing strategy, including planning and tactics (covering products services, pricing, distribution etc).
  • Issues surrounding international marketing communications (branding, promotions and advertising – B2B and consumer)
  • Organization issues and relationship marketing.


  • Course Materials provided by IPE.
  • Gerald Albaum & Edwin Duerr, International Marketing and Export Management, 7th Edition, 2011, Pearson Education
  • Johny K. Johanson, Global Marketing, 5th Edition, 2009, McGraw Hill
  • Online resources on OCTAL Portal
  • Online databases from IPE’s E Library