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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
- Paradoxes in Global Marketing
- Global Branding
- Understanding Culture
- Culture and Brand Cool
- Understanding Global Consumer Behaviour
- Global Communication Strategy
- Global Media and Advertising Tools
- Segmentation, Targeting and Positioning
- Global Marketing Strategy
- Strategy Contd & 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 2023/24, Available to all students (SV1) Quota:  None
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 176 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Coursework 100%: -
Individual presentation: 60%
Individual essay: 40%

Feedback Formative Feedback: - Feedback will be provided through class discussion and lecture sessions on assessments

Summative Feedback: - Feedback for the individual assessments and grade will be provided after the course has ended

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Synthesize academic literature on international branding and culture
  2. Critically evaluate an international brand through analysis and application of theories and frameworks
  3. Critically evaluate the potential of international markets, identify market opportunities and assess challenges in foreign markets
  4. Critically analyse the alternative foreign market entry (investment) modes available to companies
  5. Understand and discuss critically through the lens of culture 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 Knowledge and Understanding

After completing this course, students should be able to:
- Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.

Practice: Applied Knowledge, Skills and Understanding

After completing this course, students should be able to:
- Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges.

Cognitive Skills

After completing this course, students should be able to:
- Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.
- Understand how to manage and sustain successful individual and group relationships in order to achieve positive and responsible outcomes, in a range of virtual and face-to-face environments.

Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:
- Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
Course organiserDr Jennifer Yule
Tel: (0131 6)50 3822
Course secretaryMiss Jen Wood
Tel: (0131 6)50 8335
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