Postgraduate Course: International Marketing Strategy (CMSE11105)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The aim of this course is to provide a detailed overview of international marketing issues and instil an appreciation of conducting business 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. The course will also consider the international marketing mix and the challenges this may pose.
This course build on students' knowledge gained in the core courses, therefore complementing the other courses and minimising overlap of materials.
|
| Course description |
In recent years, it has become difficult for organisations to restrict their services to domestic markets only. While the firm may confine its activities to the local 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. Therefore, knowledge of international issues is of vital importance to all organisations whether they are actively involved in foreign markets or have foreign competitors at home. The increased risk and complexity the international marketers face are because of the increased uncertainty from operating in diverse and less understood environments. The intensive discussion of international marketing strategy issues in this course will be guided by the international marketing decision-making process at three levels; (a) the macro level at which country selection decisions are made; (b) the national level at which market entry decisions are made; and (c) the market level where marketing mix decisions are made.
Syllabus
The International Marketing Challenges
International Marketing Environment
Understanding culture/economic/political/ legal & competitive environments in foreign
Identifying major trends and key success factors in international markets
Market Decisions in International Marketing
Strategy Implementation in Foreign Markets
Strategy Implementation in Foreign Markets
Guest Speaker
Topical issues in International Marketing
Student Learning Experience
Students will have to read the core text for the course plus some of the additional readings that¿s included in this booklet. During lectures, class participants will be asked to interact with other class mates and the lecturer, and be active in discussing issues and exercises raised in class. Case studies will be posted on to the School relevant Forum in first week, and will be discussed later in the class. You will be expected to do your own research and thinking prior to the class and to come prepared to discuss relevant issues with your fellow students. The case study discussion will normally take place in groups of 3 or 4 students. The group discussion is a learning process, so printed solutions will not be required. The nature of the material used in the class means that in most cases there is not a single acceptable answer. The important thing is being able to argue a case and present evidence to back your argument. Groups will be asked to present their findings to the class participants.
The course assignment provides a different type of learning experience; it is a project which requires team-working. While the assignment will stimulate critical thinking between group members, it will also utilise individual knowledge, skills and expertise.
|
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | |
| Prohibited Combinations | |
Other requirements | Alternatively, students must have previously undertaken a marketing-related module at university/college level (documentary proof must be supplied), or worked in a marketing post for a minimum of one year.
For Business School PG students only, or by special permission of the School. Please contact the course secretary.
|
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
|
| Academic year 2015/16, Available to all students (SV1)
|
Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
|
| Assessment (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
|
| Additional Information (Assessment) |
The course is assessed by a means of end-of-term exam (60%), and continuous assessment in the form of International Marketing Project (40%). |
| Feedback |
All students will be given at least one formative feedback or feedforward event for every course they undertake, provided during the semester in which the course is taken and in time to be useful in the completion of summative work on the course. In this course, collective feedback will be given to all participants in the last session, and written feedback will be provided on every individual group assignment.
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year. Students will gain feedback on their understanding of any material given to them in the class. Students may also ask questions in Lectures to assess their knowledge.
Feedback will comprise verbal feedback on students¿ questions / group discussion in the class, verbal feedback on case study analysis and solution, overall feedback on various aspects of the course and students performance, written feedback on final submission of assignment and generic examination feedback |
| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
|
| Main Exam Diet S2 (April/May) | International Marketing Strategy | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and discuss critically the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets.
- Critically evaluate the potential of foreign country market, identify market opportunities and assess challenges and threats in foreign markets and critically appraise the alternative foreign market entry modes available to companies.
- Understand and critically discuss the management of the firm¿s marketing mix elements in international markets;
- Critically discuss topical issues in international marketing as country of origin effects, standardisation versus adaptation, fair trade, counterfeiting.
- Identify and critically review recent research material related to international marketing
|
Reading List
| Doole Isobel and Robin Lowe (2012), International Marketing Strategy: Analysis, Development & Implementation, 6th edition, CENGAGE Learning, London. |
Additional Information
| Graduate Attributes and Skills |
Transferable skills
By the end of the course students will be expected to:
* Be able to work individually and as part of a team to construct marketing strategy for international entry into foreign markets;
* Be able to solve problems and use theoretical concepts in practice to develop international marketing strategies
Cognitive Skills
After completing this course, participants should be able to:
* Critically evaluate key international marketing concepts, theory and practice;
* Demonstrate an ability to assess the pros and cons of the entry modes drawing upon relevant examples;
* Critically evaluate a firm¿s international marketing strategy and marketing mix decisions;
* 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 their analysis of international marketing situations to others in small groups and to the whole class
Subject Specific Skills
After completing this course, students should be able to:
* The ability to produce professional reports and plans for international marketing problems;
* The ability to develop analytical skills in reading case studies, scenarios and international business press
|
| Keywords | Mark-IMS |
Contacts
| Course organiser | Dr Essam Ibrahim
Tel: (0131 6)50 8496
Email: |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: |
|
© Copyright 2015 The University of Edinburgh - 21 October 2015 11:21 am
|
University Homepage