Undergraduate Course: International Marketing (BUST10067)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | 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
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| Course description |
Not entered
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Information for Visiting Students
| Pre-requisites | Visiting students should have at least 3 Business Studies courses at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
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Course Delivery Information
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| Academic year 2014/15, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
200
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
174 )
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| Assessment (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Continuous Assessment (40%) group-based report (2500 words maximum)
Unseen Written Exam (60%)
Visiting Student Variant: as above |
| Feedback |
Not entered |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | | 2:00 | |
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.
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Reading List
Core Text:
Doole Isobel and Robin Lowe (2012), International Marketing Strategy: Analysis, Development & Implementation, 6th edition, Thomson Learning, London.
Recommended Reading:
Muhlbacher, H., Dahringer, L, and Leihs, H. (2006), International Marketing, 3rd edition, International Thomson Business Press, London.
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | IM |
Contacts
| Course organiser | Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: Essam.Ibrahim@ed.ac.uk |
Course secretary | Miss Anastasia Fliatoura
Tel: (0131 6)50 3826
Email: Anastasia.Fliatoura@ed.ac.uk |
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