Postgraduate Course: International Marketing Strategy (CMSE11105)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | 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.
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| Course description |
Not entered
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing Management (CMSE11132) OR
Principles of Marketing Management (CMSE11110)
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Co-requisites | |
| Prohibited Combinations | |
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.
For Business School PG students only, or by special permission of the School. Please contact the course secretary.
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Information for Visiting Students
| Pre-requisites | None |
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:
150
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
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| Assessment (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
The course is assessed by a means of end-of-term exam (60%), and continuous assessment in the form of International Marketing Project (40%). |
| Feedback |
Not entered |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | International Marketing Strategy | 2:00 | |
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.
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Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | IMS |
Contacts
| Course organiser | Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: Essam.Ibrahim@ed.ac.uk |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: Ashley.Harper@ed.ac.uk |
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