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Global Business Strategy - MAN00160M

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2024-25
    • See module specification for other years: 2023-24

Module will run

Occurrence Teaching period
A Semester 1 2024-25

Module aims

This module is designed to develop a comprehensive understanding of the major issues and problems associated with the formulation and implementation of international business and global marketing strategies. This includes the key theories in international business and frameworks on foreign market entry strategies, global business and marketing strategies, market segmentation, targeting and positioning, organisational structures, global sourcing and responsibility in business strategies. This theoretical understanding will then be illustrated and examined by reference to the way particular firms in contrasting industries have developed and implemented their international business and marketing strategies. Particular attention will be devoted to understanding and discussing strategies for operating in extraordinarily risky environments.

Module learning outcomes

Academic and graduate skills

By the end of this module, students should be able to

  1. Demonstrate a critical understanding of various theories of MNE

  2. Identify and understand the strategic approaches to international expansion and management

  3. Develop a sound understanding of the constituents of the international business environment and the way these affect strategy and expectations

  4. take marketing decisions in the context of general management and in a global, volatile, uncertain, complex and ambiguous environment

  5. 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 in an ethical and sustained way

  6. use this knowledge in preparation and discussion of case studies and decision taking in real life situations

  7. present and discuss their ideas in public and to work in groups

  8. couple backward-looking analysis with forward-looking decision making; and learn to mix qualitative and quantitative types of work (using numbers to inform qualitative judgement) in essay writing and in presentations

Module content

Subject content

  • Why are MNEs important in international business

  • Learning and preparing case studies

  • The evolution of international business

  • International market entry strategies

  • Global Marketing strategy Development

  • Market Research, Segmentation, Targeting and Positioning

  • Multinational Strategies and the Global value chain

  • Organising international business activities

  • International Diversification Strategies

  • Corporate Strategy and National Competitiveness

  • Strategic risk management strategies in foreign markets

  • Responsibility in Global Business

Teaching Material

  • All teaching materials - Lecture slides, case studies, videos clips, links to recommended readings etc – will be available on VLE

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

  • During classes – oral feedback; weekly, based on presentations and class discussions, semester 1

  • Formative assessment – written feedback; by the end of semester 1

  • Summative Assessment – written feedback, after the exam, according to School deadlines, semester 2

Indicative reading

Collinson, S., R. Narula, and A. Rugman (2020) International Business. London: Pearson


The information on this page is indicative of the module that is currently on offer. The University constantly explores 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. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.