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International Marketing Strategy - MAN00031H

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  • Department: The York Management School
  • Module co-ordinator: Dr. Simon Kelly
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2020-21

Related modules

Co-requisite modules

  • None

Prohibited combinations

  • None

Module will run

Occurrence Teaching cycle
A Autumn Term 2020-21

Module aims

This module aims for students to develop:
¿ An understanding of the role of marketing in institutions with global activity
¿ Ability to identify and classify different entry modes in foreign markets
¿ The capacity to explore the relationship of marketing to other functions of the organisation
¿ 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
¿ Develop students’ capacity to particularise by doing something very specific that the competition cannot match within the constraints of a particular situation, an apply these skills to single as well as multi-business and multi-country operations
¿ Analyse how participation in several industries and markets will enhance, or undermine the competitive advantage of a corporation in each of its businesses
¿ Particular emphasis will be placed on the study of institutions and industries which are marketing based – where brands, distribution channels and other marketing tools are central in explaining growth, survival and global competitiveness.

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 technologies in international marketing strategy
  • Understand alternative research methods used in International Marketing Strategy
  • 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
  • Learn to mix qualitative and quantitative types of work (using numbers to inform qualitative judgement)

Other learning outcomes (if applicable)

  • Link to practice

Module content

  • 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

Assessment

Task Length % of module mark
Essay/coursework
Open Assessment (3000 words)
N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
Open Assessment (3000 words)
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 a 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 (2014), 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.