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BBA - International Business

International Marketing

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
  6. use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  7. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content


The primary aim of this module is to familiarise students with important theoretical concepts and pratical issues in global marketing management.

Learning is facilitated via a series of lectures and supplemented with discussions of topics taking place in regular tutorials/ discussion forums. Tutorials/Discussions will involve supplementing the lectures using appropriate articles/case studies or discussions about international marketing issues and practices. Students’ learning is underpinned by core textbooks and recommended readings.

Learning Outcomes

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

  • Analyse Global competitive, economic, social, cultural, legal, regulatory, and financial environments that impact on international marketing management.
  • Evaluate issues in the global marketing mix decisions of product, price, place and promotion.
  • Appraise Strategic alternatives for global sourcing, and global market entry and expansion, and the factors influencing the choice of these alternatives.
  • Analyse how multinational firms manage and organise their global marketing activities?


  • Introduction to global marketing.
  • Global marketing planning
  • Market environmental scan
  • Global marketing information systems & research.
  • Global segmentation, targeting & positioning.
  • Alternative strategies for global market entry & expansion
  • Competitive analysis & strategy.
  • Co-operative strategies & global.
  • Product and Pricing decisions
  • Channel decisions.
  • Global marketing communication decisions : advertising.
  • Leading, organising & controlling the global marketing effort


  • Course Materials provided by IPE.
  • Warren J. Keegan, Mark Green, 6th edition (2009), Global Marketing, Prentice Hall.
  • Philip R. Caterora,14th edition (2009), International Marketing, McGraw Hill.
  • Online resources on OCTAL Portal
  • Online databases from IPE’s E Library