School of Business and Management

BUSM094 Introduction to Marketing Theory and Concepts


1 (2017/18)

Module organiser

Alexander Leischnig



The module will initially provide an overview of general marketing theories. This will include a discussion of essential concepts of marketing strategy and operations as well as more fundamental aspects of marketing as an exchange theory. This will lead to the application of marketing in cross-boundary situations. In this part the module will focus on the opportunities to be gained from international marketing, and also its dangers and the challenges that marketers face when they operate in foreign markets. This will include outlining the  reasons and rationale behind firms deciding to market overseas, the decision making processes behind which markets firms should enter, different market entry strategies and the integrated marketing mix.

Learning outcomes

Students will be able to:

  • Understand and critique the theories, practices and strategies informing contemporary international marketing including international market segmentation, targeting and positioning, the 4 P’s and branding, go-to-market strategies, etc.
  • Develop an awareness of the current debates and developments within contemporary marketing and the complex debates surrounding the issue of culture and its influence on international marketing activities and concepts
  • Develop an awareness of how marketing in a global context differs from domestic marketing (if it differs at all) including an awareness of how environmental structures such as culture and society force companies to adapt offerings and interactions.
  • Understand the advantages and challenges of international marketing, both in B2C as well as in B2B environments
  • Develop presentation, argumentation, and seminar skills and an ability to conduct independent research at an academic level required for the Masters thesis.  A particular focus will be on being able to synthesize the arguments from seminal articles and critique the findings


60% exam and 40% coursework