Postgraduate Course: International Marketing (MSc 10) (BUST11188)
Course Outline
| School |
Business School |
College |
College of Humanities and Social Science |
| Course type |
Standard |
Availability |
Available to all students |
| Credit level (Normal year taken) |
SCQF Level 11 (Postgraduate) |
Credits |
10 |
| Home subject area |
Business Studies |
Other subject area |
None |
| Course website |
None
|
Taught in Gaelic? |
No |
| Course description |
Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be so restricted and may be served by firms headquartered in or operating from a number of other foreign countries or regions. Knowledge of international issues is therefore of vital importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. The increased scope, risk and complexity faced by the international marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. The discussion of international marketing issues in this course is related to the international marketing decision-making process at three levels; (a) the macro level at which country selection decisions are made; (b) national level at which market entry decisions are made; and (c) market level where marketing mix decisions are made. |
Entry Requirements
| Pre-requisites |
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Co-requisites |
|
| Prohibited Combinations |
|
Other requirements |
None
|
| Additional Costs |
None |
Information for Visiting Students
| Pre-requisites |
None |
| Displayed in Visiting Students Prospectus? |
Yes |
Course Delivery Information
| Not being delivered |
Summary of Intended Learning Outcomes
Knowledge and Understanding:
- Understand the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
- evaluate the potential of foreign country market, identify opportunities and assess challenges in overseas markets;
- appraise alternative foreign market entry modes available to companies;
- demonstrate a sound understanding of the management of the firm's marketing mix in international markets.
Cognitive Skills:
- Evaluate key international marketing concepts and theories;
- demonstrate an understanding of the advantages and disadvantages of each entry mode and the major strategic and operational issues associated with them;
- critically evaluate a firm's international marketing strategy and marketing mix decisions.
Transferable Skills:
- Develop analytical skills in reading case studies, scenarios and international business press;
- apply theoretical frameworks to real-world marketing situations;
- provide appropriate solutions to the challenges of operating in foreign markets, by drawing upon relevant reading and examples;
- recommend appropriate entry mode options and suitable international marketing mix strategies;
- communicate your analysis of international marketing situations to others in small groups or to the whole class.
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Assessment Information
40% Group Work
60% End-of-term Exam
|
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords |
Not entered |
Contacts
| Course organiser |
Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: Essam.Ibrahim@ed.ac.uk |
Course secretary |
Miss Rachel Allan
Tel: (0131 6)51 3757
Email: Rachel.Allan@ed.ac.uk |
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