International Marketing Management

Leeds University Business School
Leeds, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This programme has been designed to equip students for a successful career in International Marketing Management - whether in a large multi-national firm, a smaller company, or indeed their own business. It is aimed at young prospective managers who have recently completed a first degree.



The programme provides a comprehensive appreciation of modern and prospective new developments, both in the theory and practice of marketing management. The programme is designed to provide students with knowledge and skills in marketing, and particularly in international marketing.



As an important feature of this programme, students acquire practical skills during ’live’ modules, which are then applied to in-company assignments. The programme provides ample opportunity to gain practical skills in marketing and international marketing via case studies, module assignments, live projects and consulting projects.

The modules


Interpersonal Communications across Cultures

This module analyses personal management skills and styles in a marketing context and develops strategy for personal management improvement. It goes on to examine effective communications, including team working skill and presentations.



Market Research

This module examines all aspects of the marketing research process, from the setting of objectives and hypotheses, through research design and data collection methodologies, to data analysis and interpretation. It also provides an input into the marketing research aspects of the projects in the MSc programme.



Marketing Communications

Organised around the development of an integrated marketing communications plan, this module considers branding, communications research, media strategies, public relations and sponsorship, promotions, the role of agencies and ’new’ communications, such as the Web.



International Marketing

Reflecting the expansion of world trade, economic integration and multinational organisations, this module explores a range of international marketing issues, including market selection, culture, distribution and entry strategies, product planning, national competitiveness, globalisation and success factors in international marketing.



Marketing Strategy

Drawing on strategic marketing concepts and the mechanisms to translate these into effective strategic marketing plans, this module explores environmental and competitor analysis, innovation and competitive advantage, strategies for growth and mature markets, delivering customer satisfaction and distribution strategies.



International Services Marketing

This module builds on and develops the concepts and principles studied in earlier modules in marketing and international marketing, and aims to develop understanding of marketing principles and practices in international services contexts. Based on this, the module also aims to develop critical skills in the application of marketing within international services.



International Distrbibution Strategy

Recognising the variety of distribution structures, channels, market conditions and controls, this module examines appropriate distribution strategies, structures and channels for entry to, and operation in, different international markets.



Multi-Disciplinary Project

Based on a "live" company operating in various product and territorial markets, this module provides an opportunity for students to work in small teams to research and prepare a strategic marketing plan in the context of the company’s international environment, and its marketing, operations, finance and strategic management.



Relationship and Direct Marketing

Redefining marketing in terms of longer-term relationships, this module explores the concepts and strategies of relationship marketing, including its economics, plans for partnership marketing and the role of direct marketing techniques in building successful marketing relationships.



Internet Marketing

This module includes aspects of internet marketing communications, international distribution and relationship marketing. It explores alternative internet marketing strategies and considers some of the practicalities of website design.

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Phone:+44 (0)113 343 6321

School Address:

Leeds University Business School, Maurice Keyworth Building, The University of Leeds, Leeds, LS2 9JT, UK

Jobs & Resumes: Leeds
Houses & Roommates: Leeds

Accounting and Finance
Advertising and Marketing
Banking and Finance
Computing and Management
Diversity Management
Financial Mathematics
Human Resource Management
International Finance
MBA Full-time
Executive MBA
Strategic Management
International Business
Operations & Information Management
Knowledge Management
E-Business
Entrepreneurship and Innovation

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