Undergraduate Course: International Marketing (BUST10067)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Credits | 20 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | The aim of this course is to provide a comprehensive overview of international marketing issues and instil an appreciation of conducting businesses in foreign markets. The course will introduce students to the international market environment and the principles underlying the development and implementation of marketing strategies across and within foreign countries.
Key areas that will be covered in the course are:
- Strategic analysis of macro factors and competitive forces in international market environment.
- Strategic decisions in international marketing including the country screening process and market entry choices.
- Managing the implementation of the marketing mix in international markets:
- international product management;
- pricing for international markets;
- international marketing communications;
- international distribution and logistics
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Information for Visiting Students
| Pre-requisites | A pass in Marketing (BUST08004) equivalent. Recommended pass in International Business: Globalisation and Trade 2A (BUST08008) equivalent.
Visiting students should have at least 3 Business Studies courses at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
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| Displayed in Visiting Students Prospectus? | Yes |
Course Delivery Information
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| Delivery period: 2014/15 Semester 2, Available to all students (SV1)
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Learn enabled: Yes |
Quota: None |
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Web Timetable |
Web Timetable |
| Course Start Date |
12/01/2015 |
| Breakdown of Learning and Teaching activities (Further Info) |
Total Hours:
200
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
174 )
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| Additional Notes |
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| Breakdown of Assessment Methods (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
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| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | | 2:00 | |
Summary of Intended Learning Outcomes
On completion of the course participants should be able to:
- understand the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
- evaluate the potential of international markets, 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 how to manage the firm's marketing mix in international markets;
- develop analytical skills in reading case studies, scenarios & international business press.
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Assessment Information
Continuous Assessment (40%) group-based report (2500 words maximum)
Unseen Written Exam (60%)
Visiting Student Variant: as above |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Core Text:
Doole Isobel and Robin Lowe (2012), International Marketing Strategy: Analysis, Development & Implementation, 6th edition, Thomson Learning, London.
Recommended Reading:
Muhlbacher, H., Dahringer, L, and Leihs, H. (2006), International Marketing, 3rd edition, International Thomson Business Press, London.
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| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | IM |
Contacts
| Course organiser | Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: |
Course secretary | Miss Carolyn Alexander
Tel: (0131 6)50 3826
Email: |
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