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International Marketing Strategy - MAN00031H

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  • Department: The York Management School
  • Module co-ordinator: Dr. Nadine Waehning
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2022-23

Module will run

Occurrence Teaching period
A Autumn Term 2022-23

Module aims

This module aims to provide the students with an understanding of the role of marketing in institutions with a global context. By critically assessing and applying multiple models derived from the international marketing strategy literature to enable students to develop adaptable approaches to future marketing opportunities.

This module aims for students to develop:

  • An understanding of the role of marketing in institutions with global activity
  • The ability to understand how effective global marketing builds on a thorough understanding of buyer behaviour across countries as a way to create value for customers
  • Analyse how participation in several industries and markets will enhance, or undermine the competitive advantage of a corporation in each of its businesses

Module learning outcomes

Subject content

  • Critical awareness of the changing context of global marketing strategy
  • An understanding and knowledge of the theories and frameworks in international business and on the multinational enterprise with relevance in international marketing strategy
  • Awareness of the impact of changes in the macro and micro business environment

Academic and graduate skills

Students will develop the skills to:

  • Take marketing decisions in the context of general management and in a global environment
  • Control the elements of the global marketing mix—product policy, channels of distribution, communication, and pricing - to satisfy customer needs across different markets and be able to achieve profitably and sustained growth
  • Use this knowledge in preparation and discussion of case studies and decision taking in real life situations
  • Present and discuss their ideas in public and to work in groups
  • Couple backward-looking analysis with forward-looking decision making

Other learning outcomes (if applicable)

  • Link to practice

Module content

Indicative lecture topics:

  • Global Marketing and Strategy – An Introduction
  • Global Marketing Strategy Development
  • International Market Entry Strategies
  • The influence of Culture in Global Marketing
  • Global Market Research, Segmentation and Positioning
  • Planning, Organisation and Control of Global Marketing Operations
  • Global Marketing and the Internet
  • Globalisation: New Challenges for Global Marketing


Task Length % of module mark
Individual Essay
N/A 100

Special assessment rules



Task Length % of module mark
Individual Essay
N/A 100

Module feedback

Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 6 weeks. At the end of term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.

Indicative reading

Key Textbook:

  • Hollensen, Svend (2020), Global Marketing. Harlow: Pearson

Indicative Journals:

California Management Review
Harvard Business Review
International Journal of Advertising
International Journal of Research in Marketing
International Marketing Review
Journal of International Business Studies
Journal of International Marketing
Journal of Management Studies
Journal of Retailing
Management International Review
Sloan Management Review

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.