Strategic Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Monday 13 January 2020
Friday 20 March 2020
08 November 2019


Requisites for this module



Key module for

MBA N20012 The Essex MBA,
MBA N20E24 The Essex Executive MBA,
MBA N20E36 The Essex Executive MBA

Module description

This module focuses on theoretical concepts and issues of marketing and of international marketing strategy and their application for practice by businesses.

The module is structured along three key themes: marketing concept and market orientation which provides students with an overview, discussion and analysis of the marketing function and marketing approaches with an aim to strengthen the student's context familiarity; international marketing strategy which delineates the purpose of a strategic approach, its key features, types of market entry strategies and their relevance for new ventures and small businesses; marketing planning and control processes which enables students to build an appreciation of decision making processes, specific issues in varied firm contexts and the organisational challenges encountered in developing an international marketing strategy.

Module aims

The module aims to help students develop a critical awareness of general marketing principles and practices and of the facets of international marketing strategy and planning, its role and importance as an element of strategic management, and the implications of international marketing strategy and planning for entrepreneurial activity.

Module learning outcomes

On successful completion of the module, students will be able to:

• Develop an understanding of international marketing strategy and planning;
• Acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes;
• Learn to differentiate between the international marketing approaches of large and medium sized firms (SMEs);
• Learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy;
• Apply techniques, models and frameworks to marketing strategy plans for different types of businesses.

Module information

Skills for Your Professional Life (Transferable Skills)

* Interpersonal skills including self-management and team-work
* Written communications skills
* IT skills
* Experience of the work environment
* Commercial/business awareness
* Numeracy skills
* Presentation skills

"Underpinning all these attributes, the key foundation, must be a positive attitude: a 'can-do' approach, a readiness to take part and contribute, openness to new ideas and a drive to make these happen" (CBI, 2011).

Learning and teaching methods

The theories, models and concepts of the subject area will be introduced, and participants will be required to apply these in order to consolidate learning. A combination of lectures, individual or small group work and plenary discussions will be used. Participants will be encouraged to undertake comparative analyses in order to broaden perspectives. Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. It is the participants' responsibility to be prepared for each session as detailed in the course outline. A participant will benefit from belonging to a "study group" that meets and prepares for each session before class. Participants are expected to contribute to class discussions. To do well, they should actively participate in presentations and class discussions, which means making well supported, cogent comments and criticisms about the concepts and analyses that are being presented. Participants are required: * To read the appropriate reading materials for each session. * To prepare any exercises given. * To join a group for the course work. * To participate in the preparation of the reports. * To attend the lectures.


This module does not appear to have a published bibliography.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework Individual Essay 23/03/2020 75%
Practical Individual Presentation 28/02/2020 25%
Exam 120 minutes during Summer (Main Period) (Main)

Overall assessment

Coursework Exam
25% 75%


Coursework Exam
25% 75%
Module supervisor and teaching staff
Neeru Malhotra



External examiner

Dr Bidit Dey
Brunel University London
Senior Lecturer
Available via Moodle
Of 30 hours, 30 (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).


Further information
Essex Business School

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