International Marketing Strategy and Planning
Essex Business School
Postgraduate: Level 7
Monday 13 January 2020
Friday 20 March 2020
25 April 2019
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
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.
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.
On successful completion of this module, students should 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
No additional information available.
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; Regner, Patrick; Scholes, Kevan; Angwin, Duncan; Whittington, Richard; dawsonera. (2017) Exploring strategy: text and cases, Harlow: Pearson Education Limited.
- 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
||Group Simulation Game
||120 minutes during Summer (Main Period) (Main)
Module supervisor and teaching staff
Dr Kholoud Mohsen
No external examiner information available for this module.
Available via Moodle
Of 21 hours, 21 (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).
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