Strategy and Marketing

International Business Environment

Module code: N1082E
Level 5
15 credits in autumn semester
Teaching method: Lecture, Seminar
Assessment modes: Take away paper, Coursework

The module explains the nature of the operating environment for international business today. It reviews the scale, scope and trends in international business activity and evaluates the various methods that firms can use to assess, enter and develop non-domestic markets. Then the relevance is considered of factors such as culture, psychic distance, host and home country perspectives and 'green' issues on the organisation and management of international business.

Throughout the module emphasis is placed on the business environment in key regions of the world, notably the European Union, North America, East and SE Asia and the transition economies of East and Central Europe. Finally, the impact of the evolving world economy, regional integration and globalisation on today’s international firm is examined.

Module learning outcomes

• Evaluate the key features of the international business environment and the scale, scope and dynamic nature of international business activity.
• Critically understand the main characteristics of the various foreign market servicing strategies available to firms and to appreciate, in both theoretical and practical terms, the principles which govern the selection of the appropriate service method.
• Recognise the impact of the host country market and its culture on inward business activity and to better understand the significance of this activity for host nations.
• Evaluate critically the nature of international firms, their organisation, structure and strategic concerns.