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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: International Marketing (BUST10067)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryFew 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.

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
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
It is RECOMMENDED that students have passed International Business: Globalisation and Trade 2A (BUST08008)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours entry.
Information for Visiting Students
Pre-requisitesVisiting 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.

High Demand Course? Yes
Course Delivery Information
Academic year 2022/23, Available to all students (SV1) 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 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) The assessment for this course includes:
a) Individual presentation: 60% (10-12 min video presentation)
b) Individual essay: 40% (1200 words)

Feedback Generic feedback on your coursework, together with individual marks, will be available on Learn.

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. Critically evaluate the potential of international markets, identify market opportunities and assess challenges in foreign markets
  3. Critically appraise the alternative foreign market entry (investment) modes available to companies
  4. Understand and discuss critically how to manage the firm's International marketing mix in foreign markets
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
Business Week
The Wall Street Journal
United Nations http://www,
World Bank Publications
WTO World Trade Organisation
Country Reports
Culture and Languages http://gamma.sil/ethnologue/
Fortune Global 500
Global Market Information Database
Journal of International Business Studies
Journal of International Marketing
Harvard Business Review

Advertising Age International

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
Course organiserDr Jennifer Yule
Tel: (0131 6)50 3822
Course secretaryMiss Isla Dalley
Tel: (0131 6)50 3900
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