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International Marketing (BS0093)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : MSE-P-BS0093

The course challenges you to think critically about global competition. You are prepared to take the executive's seat in managing business in global markets. Specifically, the course is designed to provide you with (a) familiarity with the problems and perspectives of marketing across national boundaries and with those within foreign countries; (b) insights into environmental perspectives of doing business outside the home country; (c) analytical ability to make marketing decisions facing all firms (exporters, licensor/licensee, joint venture firms, firms with overseas subsidiaries) engaged in business outside the United Kingdom; and (d) knowledge of tools and practices for structuring and controlling marketing programs on a global basis.

Concepts and theory are learned through an integrated blend of lectures and a market entry simulation. The International Market Entry Simulation will give you an opportunity to launch and manage a brand in a dynamic, growing, international market and expand your presence regionally throughout Latin America. The adjunct lectures will provide with you the necessary skills and knowledge.

Entry Requirements

? Pre-requisites : PGs Only

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 11 hour(s) per week for 2 weeks

Summary of Intended Learning Outcomes

Understand the global environment within which manufacturing and service businesses operate.

Demonstrate alternative international market entry strategies.

Formulate an international marketing strategy.

Develop marketing plans for international markets.

Assessment Information

Assessment is based on 100% continuous assessment only.

25% Class Participation
30% Simulation
45% Individual Report (Informed debriefing on simulation - building on experience and covered theory)