NON-MARKET STRATEGIES - 2026/7

Module Overview

Business operates in both a market and a nonmarket environment, the latter being the space where the formal and informal rules governing market competition are set and enforced. A successful corporate strategy aligns the firm's capabilities with the demands of both its market and nonmarket environment. This module systematically examines the political, regulatory, societal, cultural, and natural factors that shape a business' nonmarket environment. Students learn how to analyse and proactively manage the nonmarket environment through integrated market and nonmarket strategies.

Module provider

Surrey Business School

Module Leader

BACKTASH-RAD Artin (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): 300

Module Availability

Semester 2

Prerequisites / Co-requisites

None.

Module content

¿ Market & Non-Market Environments
¿ Political Markets
¿ Socio-Political Risks in International Business
¿ Non-Market Strategy Formulation
¿ Non-market Social and Political Strategies
¿ MNE Nonmarket Strategy
¿ Managing Socio-Political Issues and Environments
¿ Non-Market Actors
¿ Implementing Non-Market Strategies

Assessment pattern

Alternative Assessment

N/A: If a student fails the assignment and subsequently the module, she or he will reattempt the same individual assignment.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate an understanding of fundamental non-market strategy concepts in the context of a global business environment.

Thus, the summative assessment (the one that you would receive a mark) for this module consists of:
¿ An individual assignment, which addresses learning outcomes: 1, 2, 3, 4 and 5.

Formative feedback
Some of the seminars would be dedicated to feedback provision on the student¿s individual assignment. The students can make an appointment with the members of the teaching team to receive feedback on their assignments during the office hours of the teaching team. The feedback would be provided either via email or in-person either during the seminars or the Student Feedback and Consultation hours.

Summative feedback
You will receive written detailed feedback on your final submitted assignment approximately three weeks after the submission deadline.

Module aims

• To convey necessity knowledge to the students for formulating non-market strategies effectively.
• To develop analytical and other related transferable skills to handle predictable and unpredictable circumstances
• To enhance effective decision-making and problem-solving

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide a range of learning opportunities in an integrative way to facilitate the development of key knowledge areas described above.

The learning and teaching methods include four sections as follows:

¿ Lectures: The new and necessary concepts will be taught via interactive lecturing
¿ Seminars: You will be prepared and guided to write your assignment in the seminars.
¿ Captured contents: All the lectures and seminars are recorded and made available even before the official commencement date of the semester.
¿ Guided learning: You will be guided on what to study and how.

At key points in the module, online discussions will be used to further support student inquiry and learning. Lecture notes and additional material will be made available on SurreyLearn and regular exercises will be set up to test students¿ understanding on an ongoing basis.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM592

Other information

Global and cultural capabilities: As the name of this module indicates, we prepare our students to work in a multicultural global working environment. Students and staff on this module come from diverse and culturally rich backgrounds. Most assessment elements, as well as the activities embedded in the delivery of the module, require students to work together, solve problems, and creatively tackle people management challenges. As such students broaden their own world view, perspectives, and interpretations by interacting in a culturally varied environment. Our student body, guest speakers, and members of staff are global and diverse, currently representing more than 30 nationalities, which provides students with an internationally excellent educational experience. Digital capabilities: Fortunately, our students are the generation of information and communication technology enthusiasts. During the module, students acquire and develop a range of digital capabilities. The teaching and learning strategy are a hybrid between in-person and online teaching and learning activities. Resourcefulness and resilience: In this module, students are required to put themselves in the position of a manager to do the analysis, identify the problems, and suggest realistic solutions for them. This type of practice flourishes their resourcefulness and resilience. Our module is an intensive learning journey designed to enhance students¿ continual professional development. Their performance and progress are facilitated and assessed by both formative and summative assessments. By the end of the module, students have developed the necessary attributes for a career in people management such as confidence, adaptability, and self-regulation. Sustainability: The notion of sustainability is taught directly and indirectly in almost all modules. One of the intentions of the module is to advance students¿ understanding and awareness of aspects of sustainability and ethical people management. Sustainable and ethical people management principles inform this module. The module is informed by the three pillars of sustainability ¿ economic, social, and environmental.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.