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2020/21 Taught Postgraduate Module Catalogue

LUBS5214M Foreign Market Entry Strategy

15 creditsClass Size: 100

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

Taught: 1 May to 31 July View Timetable

Year running 2020/21

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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Lecture112.0022.00
Seminar101.0010.00
Private study hours118.00
Total Contact hours32.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Coursework
Assessment typeNotes% of formal assessment
Group Project/Project/Dissertation4,000 words30.00
Total percentage (Assessment Coursework)30.00

The resit for this module will be 100% by examination


Exams
Exam typeExam duration% of formal assessment
Online Time-Limited assessment48 hr 70.00
Total percentage (Assessment Exams)70.00

Students will have to complete an online assessment at the end of the module. This will take place during the examinations period and will be time bound. The assessment will not take 48 hours to complete, but students will have a 48 hour time period in which to complete it. The resit for this module will be 100% by examination.

Reading list

The reading list is available from the Library website

Last updated: 09/09/2020 12:23:02

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