Postgraduate Course: International Marketing Strategy (CMSE11105)
||College||College of Humanities and Social Science
|Credit level (Normal year taken)||SCQF Level 11 (Postgraduate)
||Availability||Available to all students
|Summary||The aim of this course is to provide a detailed overview of international marketing issues and instill 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 builds on students' knowledge gained in the core courses, therefore complementing the other courses and minimising overlap of materials.
In recent years, it has become difficult for organisations to restrict their services to domestic markets only. While the firm may confine its activities to the local 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. Therefore, knowledge of international issues is of vital importance to all organisations whether they are actively involved in foreign markets or have foreign competitors at home. The increased risk and complexity the international marketers face are because of the increased uncertainty from operating in diverse and less understood environments. The intensive discussion of international marketing strategy issues in this course will be guided by the international marketing decision-making process at three levels; (a) the macro level - what foreign country/market(s) to select to enter; (b) the national level at - what foreign investment (market entry) modes to choose and why; and (c) the market level - what international marketing mix strategies to design and implement for positioning in the foreign market(s).
Entry Requirements (not applicable to Visiting Students)
||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.
Information for Visiting Students
|High Demand Course?
Course Delivery Information
|Academic year 2018/19, Available to all students (SV1)
|Learning and Teaching activities (Further Info)
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
|Assessment (Further Info)
|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%).
||All students will be given at least one formative feedback or feedforward event for every course they undertake, provided during the semester in which the course is taken and in time to be useful in the completion of summative work on the course. In this course, collective feedback will be given to all participants in the last session, and written feedback will be provided on every individual group assignment.
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year. Students will gain feedback on their understanding of any material given to them in the class. Students may also ask questions in Lectures to assess their knowledge.
Feedback will comprise verbal feedback on students' questions / group discussion in the class, verbal feedback on case study analysis and solution, overall feedback on various aspects of the course and students performance, written feedback on final submission of assignment and generic examination feedback
||Hours & Minutes
|Main Exam Diet S2 (April/May)||International Marketing Strategy||2:00|
On completion of this course, the student will be able to:
- Understand and discuss critically the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets.
- Critically evaluate the potential of foreign country market, identify market opportunities and assess challenges and threats in foreign markets and critically appraise the alternative foreign market entry modes available to companies.
- Understand and critically discuss the management of the firm's marketing mix elements in international markets;
- Critically discuss topical issues in international marketing as country of origin effects, standardisation versus adaptation, fair trade, counterfeiting.
- Identify and critically review recent research material related to international marketing
|Doole Isobel, Robin Lowe and Alexandra Kenyon (2016), International Marketing Strategy: Analysis, Development & Implementation, 7th edition, CENGAGE Learning, London.|
|Graduate Attributes and Skills
By the end of the course students will be expected to:
* Be able to work individually and as part of a team to construct marketing strategy for international entry into foreign markets;
* Be able to solve problems and use theoretical concepts in practice to develop international marketing strategies
After completing this course, participants should be able to:
* Critically evaluate key international marketing concepts, theory and practice;
* Demonstrate an ability to assess the pros and cons of the entry modes drawing upon relevant examples;
* Critically evaluate a firm's international marketing strategy and marketing mix decisions;
* Analyse international marketing cases and provide appropriate solutions to the challenges of operating in international markets;
* Apply theoretical frameworks to real-world marketing situations and recommend appropriate entry mode options and suitable international marketing mix strategies;
* Effectively communicate their analysis of international marketing situations to others in small groups and to the whole class
Subject Specific Skills
After completing this course, students should be able to:
* The ability to produce professional reports and plans for international marketing problems;
* The ability to develop analytical skills in reading case studies, scenarios and international business press.
|Course organiser||Mr Julian Rawel
Tel: (0131 6)50 8067
|Course secretary||Ms Emily Davis
Tel: (0131 6)51 7112