This course introduces students to the concepts of traditional and digital marketing and its importance for business success through understanding target markets. This module aims to teach the basics of digital creation applied to a professional and business environment.

The first phase of the course is more exploratory in nature, examining various digital, social and traditional channels, analysing their advantages and functions in consideration of an organisation’s overall marketing objectives.

The second phase of the course focuses on specific tools and processes in digital marketing, highlighting the integration of different digital media in creating marketing content. Students will learn how to optimise a website, how to create Google AdWords campaigns, search engine optimisation, social media optimisation and acquire basic knowledge of Google Analytics for measuring the effects of digital marketing and getting some insights of future trends that will affect an organisation’s marketing direction. These tools will also be examined from a communications point of view, and we aim for students to apply the knowledge and skills acquired to support their personal and professional growth as an effective communicator by understanding and adapting to their target audience.

Learning, Teaching and Assessment Strategies


The general teaching strategy is lecture and discussion based, and students are expected to participate wholeheartedly in class discussions.

In-class activities include lectures on the subject material drawn from textbooks, the lecturer’s professional experiences, student/instructor  discussion of key marketing topics and current business events, the analysis of relevant marketing case studies.

Slides of the lectures will be provided. Occasionally video clips will be shown to enrich the students’ learning experience.

Out-of-class activities will include reading of the assigned material before class and the preparation of a number of mini marketing cases given as homework assignments.  A key task of this module is the preparation of a course paper on an international marketing topic chosen by the students. This includes presentation of an interim report, followed by positive guidance on how to improve the final paper. This paper must be correctly structured and referenced and will be subjected to “Turnitin” analysis for plagiarism.

Students’ performance will be evaluated through both individual and group activities in light of assessing on one hand their individual thinking ability and, on the other, their ability to embrace collaboration, enjoy the benefit of brainstorming, leverage skill-compensation, improve communication, experience and overcome any potential decisional friction.


Assessment Scheme


Formative feedback will be provided continuously throughout the course, during in-class discussions, at the presentation of the interim report, following homework assignments and during correction of quizzes. In-class discussions will give students a chance to hone their mastery of their marketing knowledge and skills that make up the learning outcomes of the course. 


Summative assessment consists of five parts to enable students to demonstrate an overall understanding of international marketing management and of specific key areas within the discipline.

Assessment weighting


The four assessed components are:

  • 20% mid-term exam in week 7, to assess the understanding and knowledge of the following: marketing micro and macro-environment, the importance of market research, the different stages that consumers go through when adopting a product. This assessment addresses learning outcomes 1 & 2.

  • 15% Individual Assignment (1500 words minimum) due in week 12 + 5% a 20-30 min in-class presentation (due in week 11) to assess the understanding of a choice of topics (target market trends, pricing strategy, product development, competitive advantage, sustainable digital marketing, etc). The choice of project is left to the choie of the student and will be submitted for approval on week 3. Feedback on the assignment will be provided on week 13. This assessment addresses learning outcomes 1, 2, 3, 4, 5 & 6.

  • 20% Group Assignment – Students will receive a marketing project to be completed in random groups which will be divided into 3 parts to be built upon each other throughout the semester (due on week 3, 6, 9). The project consists of an analysis of a company of the group’s choice which will cover the topics of Market Research, Micro/Macro marketing environment, Segmentation/Targeting, digital marketing.   the choice of company will be submitted for approval on week 2. This assessment addresses learning outcomes 2, 3, 4, 5 & 6.

  • 40% Final exam in week 14 to assess the understanding and knowledge of the entire syllabus. This assessment addresses learning outcomes 1, 2, 3, 4, & 6.

United Business Institutes


Tel: +32 (0)2 548 04 80

Fax: +32 (0)2 548 04 89

Rue de Namur 48

B-1000 Brussels



Tel: +352 27 99 01 82

Château de Wiltz

L-9516 Wiltz, Luxembourg

RCS No.: F9357
VAT: LU26254584


10F Tower B

Tongji United Square 

1398 Siping Road, Yangpu District

Shanghai P.R.China


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