Postgraduate Course: International Marketing Strategy (CMSE11105)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
|Home subject area||Common Courses (Management School)
||Other subject area||None
||Taught in Gaelic?||No
|Course description||The aim of this course is to provide a detailed overview of international marketing issues and instil an appreciation of conducting business 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. The course will also consider the international marketing mix and the challenges this may pose.
This course build on students&© knowledge gained in the core courses, therefore complementing the other courses and minimising overlap of materials.
Entry Requirements (not applicable to Visiting Students)
|| Students MUST have passed:
Marketing Management (CMSE11132) OR
Principles of Marketing Management (CMSE11110)
||Other requirements|| Alternatively, students must have previously undertaken a marketing-related module at university/college level (documentary proof must be supplied), or worked in a marketing post for a minimum of one year.
|Additional Costs|| None
Information for Visiting Students
|Displayed in Visiting Students Prospectus?||No
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|No Classes have been defined for this Course|
||First class information not currently available|
|Main Exam Diet S2 (April/May)||International Marketing Strategy||2:00|
Summary of Intended Learning Outcomes
|A. Knowledge and understanding of
* the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
* the environmental tools used in assessing international markets;
* the various market entry strategies and relatives merits and costs of each;
* the challenges in managing an international marketing mix.
B. Intellectual skills
Students will develop analytical skills such as:
* the ability to evaluate the potential of international markets, identify market opportunities and assess challenges and threats in foreign markets;
* the ability to apply techniques for the analysis of environmental and competitive forces in an international setting;
* the ability to appraise the alternative foreign market entry modes available to companies;
* the ability to demonstrate a sound understanding of how to manage the firm&©s marketing mix in international markets.
C. Professional/subject specific/practical skills
Students will gain:
* the ability to produce business reports and plans for international marketing problems;
* the ability to develop analytical skills in reading case studies, scenarios & international business press.
D. Transferable skills
By the end of the course students will be expected to:
* be able to work individually and as part of a team in the construction of business plans for international entry into international markets;
* be able to solve problems and use theoretical concepts in practice in the development of international marketing strategies.
|Assessment of this course is through an exam (weighted 60%) and group coursework (40%). The degree exam will be in the April/May diet of examinations.|
|Course organiser||Dr Essam Ibrahim
Tel: (0131 6)50 8496
|Course secretary||Ms Genevieve Whitson
Tel: (0131 6)51 5671
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:49 am