International Marketing Strategy and Planning

The details
Essex Business School
Southend Campus
Postgraduate: Level 7
Monday 13 January 2025
Friday 21 March 2025
04 July 2023


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

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.

Module aims

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.

Module learning outcomes

By the end of this module, students will be expected to 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

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.

Learning and teaching methods

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.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Essay    75% 
Practical   Group Simulation Game    25% 

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.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Kholoud Mohsen, email:
Dr Kholoud Mohsen



External examiner

Dr Nadia Zahoor
Queen Mary University of London
Senior Lecturer in Strategy
Available via Moodle
Of 20 hours, 20 (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.


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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