International Marketing Strategy and Planning

The details
Essex Business School
Southend Campus
Postgraduate: Level 7
Monday 13 January 2020
Friday 20 March 2020
07 January 2020


Requisites for this module



Key module for

MSC N20912 Global Project Management,
MSC N209MO Global Project Management,
MSC N55012 International Marketing and Entrepreneurship,
MSC N550MO International Marketing and Entrepreneurship

Module description

The module aims to help students develop critical understanding of strategic and functional aspects of international marketing activities of firms of varying sizes and industries.

It focuses on the roles of external and internal environments against key international marketing decisions of both a strategic nature such as modes of foreign market entry and market selection and a functional nature such as the design and implementation of marketing mix approaches at the international level.

Therefore, students will have the chance to familiarise themselves with a holistic understanding of the main challenges international marketers face and systematically assess opportunities that stem from such an understanding.

Module aims

The module aims to help students develop a critical awareness of the facets of international marketing both from the strategic and functional point of view incorporating integrated insights from the strategy and international marketing literatures.

Module learning outcomes

On successful completion of this module, students should be able to:

1. Acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes

2. Learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy

3. Acquire an in-depth understanding of the theory and practice of international marketing management for the entire marketing mix of various types of firms

4. Develop an understanding of the cross-cultural issues and international perspectives in marketing

Module information

No additional information available.

Learning and teaching methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures Case studies Class exercises Group Work Signposting to other resources and support Students will be encouraged and required to refer to a wide range of resources covering text books and academic per reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing strategy and planning in business. The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 2 hours per week for 10 weeks incorporating lecture and seminar activities, wherever necessary.


  • Johnson, Gerry,; Whittington, Richard, 1958-; Scholes, Kevan; Angwin, Duncan; Regne┬┤r, Patrick. (2017) Exploring strategy : text and cases., Harlow: Pearson.
  • Ghauri, Pervez N.,. (2014) International marketing., London: McGraw-Hill Education.

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Practical   Group Simulation Game    100% 
Exam  1440 minutes during Summer (Main Period) (Main) 

Overall assessment

Coursework Exam
25% 75%


Coursework Exam
25% 75%
Module supervisor and teaching staff
Dr Kholoud Mohsen, email:
Dr Kholoud Mohsen



External examiner

Dr Ping Zheng
Canterbury Christ Church University
Available via Moodle
Of 21 hours, 20 (95.2%) hours available to students:
1 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

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