MA31 International Marketing for SME's

Module Name
International Marketing for SME's
Module Code
Emiel Schiphorst
Phase 1 related modules ( MA) or equivalent
Managers are faced with international marketing problems, the solutions to which are facilitated by a deeper understanding of the central environmental, competitive, and company specific factors that underline the practice of international marketing. The course introduces participants to the various aspects of international marketing with the principal objective of developing skills in the identification, analysis and solution of problems encountered in international marketing operations Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.
  • Explain and use central concepts and theories in the area of international marketing 
  • Develop a strategic marketing plan focusing on international marketing objectives
  • Be able to identify problems faced by the international marketing firm, analyse these problems within an appropriate framework, and provide solutions of value to company management.
  • Present, analyze and defend considerations concerning inter-cultural issues
  • Present, discuss and defend strategic decisions concerning international marketing

Chapter 1 The Rationale for International Marketing
Chapter 2 Appreciating the International Economic and Financial Environment
Chapter 3 Catering for the Cultural Environment of International Business
Chapter 4 Avoiding the Pitfalls of the International Political and Legal Environment
Chapter 9 Marketing Services Internationally
Chapter 13 Planning and Strategy for International Marketing
Chapter 14 Gaining International Competitive Advantage
Chapter 15 International Competitive Marketing Strategies and Competitive Position
Chapter 16 Globalisation
Chapter 17 Relationships, Networks and Strategic Alliances
Chapter 19 Electronic Commerce in International Marketing

Instruction / Study Load

24 Lesson hours
8 Preparation Lesson hours
8 Assignments / Homework hours
20 Exam and exam preparation hours
49 Literature (Depending on the length and difficulty of the book) hours

The course uses 343 pages from the book(s) and journal articles where:

  • 343  pages easy reading and understanding material –52 hours


  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding  material – 7 pages per hour

Total 112 Hours

IBA Final Qualification Mapping
Mapped with numbers 1,4,6 and 18 See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status
Testing and assessment
Written Examination See the EEG for further reference
European Credits
Required literature
  • International Marketing: An SME Perspective, Sean De Burca, Linden Brown, Richard Fletcher, Financial Times Press, ISBN-10: 0273673238, ISBN-13: 9780273673231