Postgraduate Course: International Marketing Strategy (CMSE11105)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The course offers students an overview of contemporary international marketing issues, instilling an appreciation of how to conduct business on a global scale. By developing their cultural fluency and criticality, the course better prepares students to be both competent and sensitive international marketers, ready for the challenges of an increasingly globalised world. During the course students will learn how to make more informed decisions about foreign market opportunities, which market entry strategy to adopt, and how to adapt their marketing mix to best suit local cultural values or tap into global consumer culture trends.
Building on students' knowledge gained during core courses taken in semester 1, International Marketing Strategy minimises any potential overlap of materials, case studies, and theories, and encourages students to apply marketing frameworks and strategies to exciting new international market settings. |
| Course description |
It is becoming increasingly difficult for firms to restrict their activities to their local market and in equal measure to safeguard their home market share from competing foreign brands. In such a highly competitive globalised marketplace, an understanding of international issues is of vital importance to all firms whether they are actively involved in foreign markets or have foreign competitors at home.
During the course, students will learn how to assess the international market environment, taking into consideration political, economic, social and cultural factors when expanding their business operations into foreign markets. The course explores a variety of marketing issues and market entry strategies, and examines, through case study analysis, the challenges and opportunities of international marketing communications. Students will also examine the role of the consumer and the nuances of market segmentation when marketing products and services internationally.
Student Learning Experience:
Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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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.
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Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
| Not being delivered |
Learning Outcomes
On completion of this course, the student will be able to:
- Assess the international marketing environment through a cultural lens
- Critically evaluate a firm's internationalisation potential and suggest suitable marketing strategies, marketing mix decisions, and marketing communications when entering a foreign market
- Identify macro-level challenges and opportunities of home and foreign markets and how these will impact the firm's internationalisation strategy
- Collate, analyse, and interpret a range of research and industry materials related to international marketing
- Develop a creative and viable internationalisation plan for a firm entering a foreign market
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Reading List
Doole, I., Lowe, R., and Kenyon, A. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th edn. CENGAGE Learning: London.
De Mooij, M. (2019) Global Marketing & Advertising: Understanding Global Paradoxes, 5th edn. Sage: London.
Hollensen, S. (2020) Global Marketing. 8th edn. Pearson: Harlow.
Resource List:
https://eu01.alma.exlibrisgroup.com/leganto/public/44UOE_INST/lists/26181438740002466?auth=SAML |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
After completing this course, participants should be able to:
* Assess key international marketing concepts, theory and practice;
* Critically evaluate a firm's internationalisation potential, including their marketing strategy and marketing mix decisions;
* Apply theoretical frameworks to real-world marketing situations
* Effectively communicate their analysis and proposal of an International Marketing Plan in a report format.
Subject Specific Skills
After completing this course, students should:
* The ability to develop analytical skills in reading case studies, scenarios, scholarly sources and international business press |
| Keywords | Mark-IMS |
Contacts
| Course organiser | Dr Jennifer Yule
Tel: (0131 6)50 3822
Email: |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: |
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