International Marketing (BS0093)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : SBE-P-BS0093

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 so 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 scope, risk and complexity faced by the international marketer is due to the increased level of uncertainty from operating in diverse and less understood environments. Emphasis in this course will be placed on the identification of challenges presented by international marketing to equip participants to deal with differences, opportunities and threats emerging from diverse economic, demographic, political/legal, cultural, technical and competitive environments. The impact of international issues is related during the course to the marketing decision-making task at three levels; the macro level at which country selection decisions are made; national level at which market entry decisions are made; and market level where marketing mix decisions are made.

Entry Requirements

? Pre-requisites : PGs Only

Subject Areas

Home subject area

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

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 11 hour(s) per week for 2 weeks

Summary of Intended Learning Outcomes

This course aims to provide a comprehensive overview of international marketing issues, and instil an appreciation of the international business and marketing environment. The objective of this course is to introduce participants to the international marketing environment and basic principles underlying the design and implementation of marketing strategies across and within foreign countries. Topics will cover the global marketing environment, and the decision issues and problems faced by international marketers in planning and conducting their activities on product, distribution, promotion and pricing. Emphasis will be placed upon the global perspective and the strategic issues for which there is no domestic equivalent.