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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: International Marketing Strategy (CMSE11105)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThe 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.
Course description 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.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites 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.
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2020/21, Available to all students (SV1) 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 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Course Work
100% Individual Assessment 100% assesses Learning Outcomes 1, 2, 3
Feedback 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, written feedback will be provided on individual 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 overall feedback on various aspects of the course and students performance written feedback on assignment.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and discuss critically the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets.
  2. Understand and critically discuss the management of the firm's marketing mix elements in international markets
  3. Identify and critically assess research material related to international marketing
Reading List
Doole Isobel, Robin Lowe and Alexandra Kenyon (2016), International Marketing Strategy: Analysis, Development & Implementation, 7th edition, CENGAGE Learning, London.
Additional Information
Graduate Attributes and Skills Cognitive Skills

After completing this course, participants should be able to:

* Critically evaluate key international marketing concepts, theory and practice;
* Critically evaluate a firm's international marketing strategy and marketing mix decisions;
* Apply theoretical frameworks to real-world marketing situations
* Effectively communicate their analysis of international marketing situations to others in small groups

Subject Specific Skills

After completing this course, students should:

* The ability to develop analytical skills in reading case studies, scenarios and international business press.
Course organiserDr Victoria Rodner
Tel: (0131 6)50 8074
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
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