2019/20 Taught Postgraduate Module Catalogue

LUBS5214M Foreign Market Entry Strategy

15 creditsClass Size: 200

Module manager: Elizabeth Rose
Email: E.Rose@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2019/20

This module is not approved as an Elective

Objectives

This module aims to provide students with an introduction to the integrated study of marketing and international business through an understanding of internationalisation processes and contexts from the perspective of foreign market entry and development strategizing. The module provides the opportunity for students to analyse, select and assess the appropriate decision-tools and data for tackling key aspects of the international marketing process.

Learning outcomes
Upon completion of this module students will be able to:
- Critically assess how the external environment may impact on a firm’s international marketing strategy
- Assess and compare alternative foreign market servicing strategies and their drivers, and apply appropriate selection choices in context
- Appraise the factors that impact a firms internationalisation strategy and selection criteria for foreign markets

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Deploy critical thinking
- Work as an effective team player
- Apply communication and information technology to business applications

Subject Specific
- Make and justify recommendations for the resolution of marketing mix issues and to design a marketing mix strategy

Syllabus

Indicative content
- The scope and context of international marketing
- Internationalization initiation and theories
- The firm and industry dimension
- Foreign market entry modes1: exporting and intermediate modes
- Foreign market entry modes2: hierarchical modes and sourcing
- International marketing research and market selection methods
- Product decisions
- Pricing and distribution decisions
- Communication decisions
- Organizing and controlling the international marketing function

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	11	2.00	22.00
Seminar	10	1.00	10.00
Private study hours			118.00
Total Contact hours			32.00
Total hours (100hr per 10 credits)			150.00

Private study

- Reading of learning material and directed reading in advance of individual lectures;
- Case study and presentation preparation in advance of seminars;
- Research, analysis and writing for the group-based international marketing project

Opportunities for Formative Feedback

- Students' progress will be monitored through class discussion of the case studies considered in the seminars, and through contribution to a group-based assignment.
- During seminars students will be expected to apply the theoretical knowledge gained during lectures and their private study to answering case study questions.
- Students will be given feedback on their responses by the lecturer during the class and they will also be provided with suggested responses to the case studies in written-form (or on the VLE) after the class has finished.

Class discussions during the module will enable student to gauge progress during the course of the module prior to the assessment at the conclusion of the module.

The summative assessment of the module takes the form of a group assignment (30%) and exam taken at the conclusion of the module (70%).

Students can also obtain feedback on a one-to-one basis from the module manager and lecturers outside the class setting.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Group Project/Project/Dissertation	4,000 words	30.00
Total percentage (Assessment Coursework)		30.00

The resit for this module will be 100% by examination

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr	70.00
Total percentage (Assessment Exams)		70.00

The resit for this module will be 100% by 1.5 hours examination.

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53

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