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International Nonmarket Strategy (1001N1)

15 credits, Level 7 (Masters)

Spring teaching

Nonmarket strategy refers to the strategic actions organisations take beyond traditional market-based activities. These actions engage with social, political and regulatory environments.

Large multinational enterprises (MNEs), and small and medium enterprises (SMEs) work across and source from countries with different, often changing, institutions. This includes emerging economies. As such, the nonmarket environment creates significant risks and opportunities.

On this module, you’ll gain 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
• advancing environmental, social and governance (ESG) initiatives.

You’ll explore how firms from developed and emerging markets respond to institutional voids. This includes addressing governance and sustainability challenges.

You’ll look at how firms use market and nonmarket strategies to:

• enhance competitiveness
• manage risk
• achieve long-term success in advanced and emerging markets.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2026/27. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.