International Marketing (U02618)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-3-IM

The aim of this course is to provide a comprehensive overview of international marketing issues and instil an appreciation of conducting businesses in foreign markets. The course will introduce students to the international market environment and the principles underlying the development and implementation of marketing strategies across and within foreign countries.

Key areas that will be covered in the course are:
- Strategic analysis of macro factors and competitive forces in international market environment.
- Strategic decisions in international marketing including the country screening process and market entry choices.
- Managing the implementation of the marketing mix in international markets:
- international product management;
- pricing for international markets;
- international marketing communications;
- international distribution and logistics

? Keywords : Marketing
International

Entry Requirements

? Pre-requisites : Pass in Marketing 2 (BS0028); Pass in International Business: Globalization and Trade 2Ah (BS0037) (strongly recommended)

Variants

? This course has variants for part year visiting students, as follows

International Marketing (VS1) (Not being delivered)

Subject Areas

Home subject area

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

Delivery Information

? Normal year taken : 3rd year

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

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
08/01/2008	11:00	13:00	Faculty Room North, David Hume Tower	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Tuesday	11:10	13:00	Central

Summary of Intended Learning Outcomes

On completion of the course participants should be able to:
- understand the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
- evaluate the potential of international markets, identify market opportunities and assess challenges and threats in foreign markets;
- appraise the alternative foreign market entry modes available to companies;
- demonstrate a sound understanding of how to manage the firm's marketing mix in international markets;
- develop analytical skills in reading case studies, scenarios & international business press.