Studying at York
International Marketing Strategy - MAN00031H
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
Indicative assessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 100 |
Special assessment rules
None
Indicative reassessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 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