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

Postgraduate Course: International Marketing Strategy (CMSE11545)

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 Credits10 ECTS Credits5
SummaryThe course offers students an overview of contemporary international marketing issues, instilling an appreciation of how to conduct business on a global scale. By developing their cultural fluency and criticality, the course better prepares students to be both competent and sensitive international marketers, ready for the challenges of an increasingly globalised world. During the course students will learn how to make more informed decisions about foreign market opportunities, which market entry strategy to adopt, and how to adapt their marketing mix to best suit local cultural values or tap into global consumer culture trends.

Building on students' knowledge gained during core courses taken in semester 1, International Marketing Strategy minimises any potential overlap of materials, case studies, and theories, and encourages students to apply marketing frameworks and strategies to exciting new international market settings.
Course description It is becoming increasingly difficult for firms to restrict their activities to purely domestic markets due to the globalised nature of trade and communications. Whether firms are seeking new markets to internationalise their operations or looking to defend market share against international competitors; knowledge of international marketing is key.

During the course, students will learn how to assess the international market environment, taking into consideration political, economic, social and cultural factors when expanding their business operations into foreign markets. The course explores a variety of marketing issues and market entry strategies, and examines, through case study analysis, the challenges and opportunities of international marketing communications. Students will also examine the role of the consumer and the nuances of market segmentation when marketing products and services internationally .

Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11630) OR Marketing Management (CMSE11553)
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2024/25, Available to all students (SV1) Quota:  None
Course Start Block 3 (Sem 2)
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 10, Seminar/Tutorial Hours 1, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 87 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% coursework (individual) - assesses all course Learning Outcomes
Feedback Formative: feedback will be delivered through the use of online quizzes.
Summative: feedback will be provided on the assessment.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Assess the international marketing environment through a cultural lens.
  2. Critically evaluate a firm's internationalisation potential and suggest suitable marketing strategies and marketing mix decisions when entering a foreign market.
  3. Identify macro-level challenges and opportunities of home and foreign markets and how these will impact the firm's internationalisation strategy.
  4. Collate, analyse, and interpret a range of research and industry materials related to international marketing.
Reading List
De Mooij, M. (2019) Global Marketing & Advertising: Understanding Global Paradoxes, 5th edn. Sage: London

Doole, I., Lowe, R., and Kenyon, A. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th edn. CENGAGE Learning: London

Hollensen, S. (2020) Global Marketing. 8th edn. Pearson: Harlow.
Additional Information
Graduate Attributes and Skills 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.

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.

Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

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.
KeywordsNot entered
Course organiserDr Jennifer Yule
Tel: (0131 6)50 3822
Course secretaryMiss Emma Allison
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