International Marketing (IBEM) (P03030)

? Credit Points : 20 ? SCQF Level : 11 ? Acronym : SBE-P-IMIBEM

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. The discussion of international marketing issues in this course is related to the international marketing decision-making process at three levels; (a) the macro level at which country selection decisions are made; (b) national level at which market entry decisions are made; and (c) market level where marketing mix decisions are made.

Entry Requirements

? Pre-requisites : A sound knowledge of marketing either by completing a course of study in marketing, or working/worked in marketing post for a minimum of 2 years.

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 : 4 hour(s) per week for 5 weeks

All of the following classes

Type	Day	Start	End	Area
Lecture	Friday	11:10	13:00	Central
Lecture	Friday	13:10	14:50	Central

? Additional Class Information : Lectures will continue from 1100 to 1500 on the dates stated in Course booklet.

Summary of Intended Learning Outcomes

Knowledge and Understanding:
? Understand the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
? evaluate the potential of country market, identify market opportunities and assess challenges and threats in foreign markets;
? appraise the alternative foreign market entry modes available to companies;
? demonstrate a sound understanding of the management of the firm?s marketing mix elements in international markets;
? develop analytical skills in reading case studies, scenarios and international business press.

Cognitive Skills:
? Critically evaluate key international marketing concepts, theory and practice;
? demonstrate an understanding of the advantages and disadvantages of each entry 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:
? Be able to analyse 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 entry mode options and suitable international marketing mix strategies;
? effectively communicate your analysis of international marketing situations to others in small groups or to the whole class;
? demonstrate your understanding of specific entry mode concepts under examination conditions, by drawing upon relevant reading and examples.