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Undergraduate Module Descriptors 2012/13
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MS6302: International Marketing Strategies

Module Title International Marketing Strategies
Module Code MS6302
Module Tutor Marin Marinov
School Business and Management
CAT Points 15
Level of Study 6
Pre-requisites Before taking this module you must pass MM104 or pass MS4301
Co-requisites None
Restrictions Cannot be counted with MM311
Brief Description

This module aims to develop your understanding and knowledge of international marketing strategy. More specifically, it will empower you to analyse and evaluate strategic international marketing decisions and assess the international activities of firms serving overseas markets. You will be able to recognise the complexity of international marketing strategy processes and be able to make decisions for developing, implementing and adapting international marketing strategy in challenging conditions and contexts.

To make a proper use of the module you should have good understanding of marketing and marketing strategy in domestic contexts.
Indicative Syllabus

The module is delivered with a set of lectures on an interactive basis and case study analysis that illustrated each key international marketing strategy aspect. Starting with a module introduction the issues concerning opportunities and challenges of international marketing and the role of international marking strategy are addressed and analysed.  This is followed by detailed environmental analysis of international marketing and its strategic implications.  The module addresses the purpose and conduct of international marketing research – organisation, conduct and use of findings.
Learning Outcomes

A student passing this module should be able to:

  1. Understand the nature of and the factors impacting upon international marketing strategy.
  2. Plan for international marketing activities considering the international and global issues in developing and implementing international marketing strategy.
  3. Make international marketing decisions on the development and adaptation of the marketing mix.
  4. Identify alternative strategic approaches for developing and implementing international marketing strategy.
  5. Appreciate and understand the major international marketing strategy topics and be able to make appropriate decisions for international marketing strategy implementation.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 50% Coursework: Individual, standard written: 2000 words or equivalent
002: 50% Coursework: Group work, presentation: Duration 45 minutes (30 minutes presentation, 15 minutes Q&A session
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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