Undergraduate Course: International Marketing (BUST10067)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | Few companies these days could claim to be purely domestic. While the firm may confine its activities to the domestic market, the market itself is unlikely to be somewhat restricted and may be served by firms headquartered in or operating from a number of other foreign countries or regions. Knowledge of international issues is therefore of vital importance to all firms whether they are actively involved in marketing in foreign markets or have foreign competitors at home. The increased risk and complexity marketers face in international markets is due to the increased level of uncertainty from operating in diverse and less understood environments. The discussion of international marketing topics in this course is guided by a depth understanding of culture and how this informs the international marketing decision- making process. Building a strong foundation knowledge of culture informs at a macro level which countries a firm selects to enter; which market entry strategy they adopt and how the marketing mix must adapt depending on the cultural values on the country the firm chooses to enter.
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| Course description |
Syllabus
1 Paradoxes in Global Marketing
2 Global Branding
3 Cultural Appropriation
4 Understanding Cultural Dynamics
5 The Consumer and Global Paradigms
6 Global Communication Strategy
7 Global Media and Advertising Tools
8 Segmentation, Targeting and Positioning
9 Global Marketing Strategy
10 Strategy Cont¿d & Wrap up of Course
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Information for Visiting Students
| Pre-requisites | Visiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
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| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2021/22, 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
(
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
196 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
The assessment for this course includes:
a) Group Project including Peer assessment: 60% (of which 20% moderated by peer assessment)
b) Individual essay: 40%
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| Feedback |
Generic feedback on your coursework, together with individual marks, will be available on Learn.
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| No Exam Information |
Learning Outcomes
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 international markets, identify market opportunities and assess challenges in foreign markets
- Critically appraise the alternative foreign market entry (investment) modes available to companies
- Understand and discuss critically how to manage the firm's International marketing mix in foreign markets
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Reading List
1. de Mooij , M. (2018) Global Marketing and Advertising, Understanding Global Paradoxes, 5th edition, Sage, London
2. Hollensen S, (2020) Global Marketing, 8th edition, Pearson, Harlow
Useful Journals:
More useful material on international marketing is available in Journal of International Marketing, International Marketing review, Journal of International Business Studies, Journal of World Business, and the main marketing journals. Country reports are provided by the Economist Intelligence Unit, OECD, and the World Bank. A variety of market reports might be available in The University Library and The National Library Commercial Section.
Useful websites:
Financial Times http://www.ft.com
Economist http://www.economist.com
Business Week http://www.businessweek.com/
Newsweek http://www.newsweek.com/
The Wall Street Journal http://www.wsj.com/
United Nations http://www,un.org/
World Bank Publications http://publications.worldbank.org/ecommerce/
WTO World Trade Organisation http://www.wto.org/
Country Reports http://www.countryreports.org/
Culture and Languages http://gamma.sil/ethnologue/
Fortune Global 500 http://www.pathfinder.com/fortune/global500/
Global Market Information Database http://euromonitor.com/gmid.asp
Journal of International Business Studies http://www.jibs.net/
Journal of International Marketing http://www.marketingpower.com/content1055C364.php
Harvard Business Review http://www.hbsp.harvard.edu/
Advertising Age International http://adage.com/international/daily/index.html
¿ age.com/international/daily/index.html
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Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
1. Critically evaluate key international marketing concepts, theory and practice.
2. Demonstrate an understanding of the advantages and disadvantages of each entry mode and the major strategic and operational issues associated with them.
3. Critically evaluate a firm's international marketing strategy and marketing mix decisions.
Transferable Skills
1. Be able to analyse international marketing cases and provide appropriate solutions to the challenges of operating in international markets.
2. Apply theoretical frameworks to real-world marketing situations and recommend appropriate entry mode options and suitable international marketing mix strategies.
3. Effectively communicate your analysis of international marketing situations to others in small groups or to the whole class.
4. Demonstrate your understanding of specific entry mode concepts under examination conditions, by drawing upon relevant reading and examples.
5. Develop analytical skills in reading case studies, scenarios & international business press |
| Additional Class Delivery Information |
1 lecture (2 hours) every week |
| Keywords | IM |
Contacts
| Course organiser | Dr Jennifer Yule
Tel: (0131 6)50 3822
Email: Jennifer.Yule@ed.ac.uk |
Course secretary | Ms Chrysanthi Manidou
Tel: (0131 6) 50 3826
Email: Chrysanthi.Manidou@ed.ac.uk |
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