International Marketing Strategy and Planning
Essex Business School
Postgraduate: Level 7
Monday 15 January 2024
Friday 22 March 2024
04 July 2023
Requisites for this module
MSC N20912 Global Project Management,
MSC N209MO Global Project Management,
MSC N55012 International Marketing and Entrepreneurship,
MSC N550MO International Marketing and Entrepreneurship
This module aims to help students develop critical understanding of strategic and functional aspects of international marketing activities of firms of varying sizes and industries.
The aim of this module is:
- To 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.
By the end of this module, students will be expected to be able to:
- Acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes.
- Learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy.
- Acquire an in-depth understanding of the theory and practice of international marketing management for the entire marketing mix of various types of firms.
- Develop an understanding of the cross-cultural issues and international perspectives in marketing.
This module 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.
This module will be delivered via:
- One 2-hour lecture per week.
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 incorporate lecture and seminar activities wherever necessary.
Doole, Isobel, 1954-; Lowe, Robin, 1945-; Kenyon, Alexandra J., 1966- (2019) International marketing strategy?: analysis, development and implementation. Eighth edition / Isobel Doole, Robin Lowe and Alexandra Kenyon. Australia: Cengage.
Hollensen, Svend, (no date) Global marketing / Svend Hollensen.
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
|Group Simulation Game
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Module supervisor and teaching staff
Dr Kholoud Mohsen, email: firstname.lastname@example.org.
Dr Kholoud Mohsen
Dr Ping Zheng
Canterbury Christ Church University
Available via Moodle
Of 10 hours, 10 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.
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