International Nonmarket Strategy (1001N1)
International Nonmarket Strategy
Module 1001N1
Module details for 2026/27.
15 credits
FHEQ Level 7 (Masters)
Module Outline
Nonmarket strategy refers to the strategic actions organisations take to engage with the social, political, and regulatory environments beyond traditional market-based activities. For large multinational enterprises (MNEs) as well as small and medium enterprises (SMEs), operating across and sourcing from countries with diverse, and often evolving institutional contexts such as emerging economies; the nonmarket environment presents both significant risks and opportunities. This module aims to equip students with a critical understanding of nonmarket strategies such as lobbying policymakers and regulators, building alliances with NGOs and industry associations, managing reputation through public affairs and media, and advancing environmental, social, and governance (ESG) initiatives. A key focus is on how firms from both developed and emerging markets can effectively navigate institutional voids, address governance and sustainability challenges, and align market and nonmarket strategies to enhance competitiveness, manage risk, and achieve long-term success in both advanced and emerging markets.
Module learning outcomes
Critically analyse by applying appropriate frameworks, the influence of nonmarket issues on the strategic decisions of multinational enterprises.
Evaluate and assess nonmarket strategic options, including lobbying, NGO collaboration and CSR initiatives, to real-world business contexts.
Assess the risks and opportunities arising from nonmarket environments in both advanced and emerging market institutional settings.
Synthesize market and nonmarket strategies to develop integrated approaches that enhance organisational performance and competitive advantage.
| Type | Timing | Weighting |
|---|---|---|
| Coursework | 30.00% | |
| Coursework components. Weighted as shown below. | ||
| Group Presentation | T2 Week 10 (20 minutes) | 100.00% |
| Essay (2000 words) | Semester 2 Assessment Week 2 Tue 16:00 | 70.00% |
Timing
Submission deadlines may vary for different types of assignment/groups of students.
Weighting
Coursework components (if listed) total 100% of the overall coursework weighting value.
| Term | Method | Duration | Week pattern |
|---|---|---|---|
| Spring Semester | Lecture | 2 hours | 11111111111 |
| Spring Semester | Seminar | 1 hour | 11111111111 |
How to read the week pattern
The numbers indicate the weeks of the term and how many events take place each week.
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