International Marketing (U02618)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-3-IM

Once a company has made a decision to expand internationally, and identified the key product(s) and target country market(s), it is next confronted with the strategic issue of selecting the most appropriate mode(s) of entering and developing operations in the focal market(s). This course aims to provide an understanding of the generally applicable options, including exporting; licensing and franchising; contractual agreements; joint ventures; wholly owned subsidiaries; and strategic alliances. The choice amongst these alternative foreign market entry and development (FMED) strategies is a key issue in international business, since the market servicing mode adopted will have a major impact on the costs, risks and return associated with firms' international expansion; and overall performance. Equally important is the firm's ability to develop, offer and effectively manage marketing mix programmes in typically complex international environments. This course also addresses the issues raised by the latter challenge.

? Keywords : Marketing
International

Entry Requirements

? Pre-requisites : BS0028 Marketing

Variants

? This course has variants for part year visiting students, as follows

International Marketing (VS1) (Semester 1 (Blocks 1-2))

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : 3rd year

? Delivery Period : Semester 1 (Blocks 1-2)

? Contact Teaching Time : 4 hour(s) per week for 5 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
25/09/2006	09:00	10:50	Room S.1, 7 George Square	Central	1110-1300pm Meadows Lecture Theatre, Medical School, Teviot Place

All of the following classes

Type	Day	Start	End	Area
Lecture	Monday	09:00	13:00	Central

? Additional Class Information : Weeks 2,3,5,6,8 only

Summary of Intended Learning Outcomes

After completing this course students should be able to:

Knowledge and Understanding
- Discuss and evaluate the range of internal and external factors that influence a firm´s choice of FMED mode(s)
- Assess the complexity of the international environment and the challenges of managing the international marketing mix
- Appreciate the need for inter-cultural understanding, relationship management, and country-of-origin and show how these factors impact on managing international marketing operations
- Recommend appropriate FMED strategies, taking into account the relevant product specific, company specific, and marketing environmental factors

Cognitive Skills
- Offer a critical evaluation of key international marketing concepts, theory and practice
- Demonstrate an understanding of the advantages and disadvantages of each FMED mode, and the major strategic and operational issues associated with them
- Critically evaluate a firm´s international marketing strategy and marketing mix decisions.

Transferable Skills
On completing the class students should:
- Be able to analyses international marketing cases and provide appropriate solutions to the challenges of operating in international markets
- Apply theoretical frameworks to real-world marketing situations and recommend appropriate FMED options and suitable international marketing mixs
- Effectively communicate your analysis of international marketing situations to others (in small groups or to the whole class)
- Demonstrate your understanding of specific FMED concepts under examination conditions, by drawing upon relevant reading and examples
- Develop appropriate orientation toward other cultures