Module Details

BE552-7-SP-CO: International Marketing Strategy And Planning

Year: 2017/18
Department: Essex Business School
Essex credit: 15
ECTS credit: 7.5
Available to Study Abroad / Exchange Students: No
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: No

Supervisor: Dr Kholoud Mohsen
Teaching Staff: Dr Kholoud Mohsen
Contact details:

Module is taught during the following terms
Autumn Spring Summer

Module Description

The module aims to help students develop critical understanding of strategic and functional aspects of international marketing activities of firms of varying sizes and industries. It focuses on the roles of external and internal environments against key international marketing decisions of both a strategic nature such as modes of foreign market entry and market selection and a functional nature such as the design and implementation of marketing mix approaches at the international level. Therefore, students will have the chance to familiarise themselves with a holistic understanding of the main challenges international marketers face and systematically assess opportunities that stem from such an understanding.

Learning and Teaching Methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures; Case studies; Class exercises; Group Work; Signposting to other resources and support

Students will be encouraged and required to refer to a wide range of resources covering text books and academic per reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing strategy and planning in business.

The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 2 hours per week for 10 weeks incorporating lecture and seminar activities, wherever necessary.


25 per cent Coursework Mark, 75 per cent Exam Mark

Exam Duration and Period

2:00 during Summer Examination period.


  • Core Reading
  • Ghauri, Pervez and Cateora, Philip (2014), International Marketing, 4th Edition, McGraw-Hill
  • Johnson, Gerry, Scholes, Kevin and Whittington, Richard (2011), Exploring Corporate
  • Strategy, Ninth Edition, Prentice Hall
  • Recommended Reading
  • Czinkota Michael R. and Ronkainen Ilkka A. (2007), International Marketing, 8th Edition,
  • Mason, Ohio: Thomson/South-Western
  • Hollensen Svend (2007), Global Marketing: A decision oriented approach, Fourth Edition,
  • Harlow: Pearson Education
  • Wilson R. and Gilligan C. (2004), Strategic Marketing Management: Planning,
  • Implementation and Control, 3rd edition, Oxford: Butterworth-Heinemann
  • Burca Sean De, Fletcher Richard and Brown Linden (2004), International Marketing: An
  • SME Perspective, Harlow: Financial Times Prentice Hall
  • Doole Isobel and Lowe Robin (2004), International Marketing Strategy: Analysis,
  • Development and Implementation, New York: Thomson
  • Mühlbacher H., Leihs H. and Dahringer L. (2006), International Marketing: A Global
  • Perspective, 3rd Edition, London: Thomson
  • Recommended Reading - Select articles from:
  • Journal of International Business Studies
  • International Business Review
  • International Marketing Review
  • Journal of International Marketing
  • Strategic Management Journal
  • Harvard Business Review
  • McKinsey Quarterly
  • Financial Times
  • The Economist

Further information