BM7403: International Strategic Marketing


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7403: International Strategic Marketing

Module Title International Strategic Marketing
Module Code BM7403
Module Tutor Xian (Lily) Wang
School Business School
CAT Points 15
Level of Study 7
Brief Description

This module aims to develop an in-depth understanding of the factors that underpin the development and implementation of successful marketing strategies in both domestic and global markets. An understanding of the theory and application of marketing strategies in diverse environments is central to successful business decision making in this era of economic change and internationalisation. The challenges faced by businesses in today's global, interconnected markets and how these can be addressed through the design and implementation of market-driven strategies will be examined. Students will be encouraged to rationalise and defend strategic marketing choices and evaluate the bridge between theory and practice with a particular emphasis on the complexity of this decision making in an international context.

Indicative Syllabus

Strategic market management and themes of internationalisation, regionalisation and fragmentation.

Analysis of the international marketing environment and researching market opportunities.

Investigation of the impact of cross-cultural issues on international transactions and international marketing decisions and building the knowledge base necessary for marketing decisions.

Strategy formulation: levels of strategy, creating advantage (generic strategies), strategic options (incl. global, relational, brand based), strategic positioning

Modes of international market entry, export strategies, contractual agreements and foreign direct investment.

Strategic management of the international marketing mix

Implementation of marketing decisions in an international contexts, including: leadership, organisation, planning and measuring market performance

Learning Outcomes

On successful completion of the module the student should be able to:

1) Discuss the role of strategic market management within the wider context of global business strategies.

2) Understand the complexity, variability and interactions of the marketing environment and its impact upon international marketing decisions and strategies.

3) Demonstrate a critical appreciation of key concepts, theoretical international marketing frameworks and decision-making techniques for designing, planning and implementing marketing strategies

4) Evaluate alternative methods of market selection, market entry and marketing mix decisions in international markets.

5) Evaluate the organisational and financial implications of international strategic marketing decisions.

Learning and Teaching Activities
Assessment (For further details see the Module Guide) 001: 30% Coursework: Group work, standard, written: Standard: 2250 words
002: 70% Coursework: Individual, standard written: Standard: 2625 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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