Postgraduate Course: International Marketing Strategy (CMSE11545)
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 | 10 |
ECTS Credits | 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 purely domestic markets due to the globalised nature of trade and communications. Whether firms are seeking new markets to internationalise their operations or looking to defend market share against international competitors; knowledge of international marketing is key.
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 .
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Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2025/26, Available to all students (SV1)
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Quota: None |
| Course Start |
Block 3 (Sem 2) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 10,
Seminar/Tutorial Hours 1,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
87 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes |
| Feedback |
Formative: feedback will be delivered through the use of online quizzes.
Summative: feedback will be provided on the assessment.
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| No Exam Information |
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 and marketing mix decisions 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.
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Reading List
De Mooij, M. (2019) Global Marketing & Advertising: Understanding Global Paradoxes, 5th edn. Sage: London
Doole, I., Lowe, R., and Kenyon, A. (2019) International Marketing Strategy: Analysis, Development & Implementation. 8th edn. CENGAGE Learning: London
Hollensen, S. (2020) Global Marketing. 8th edn. Pearson: Harlow. |
Additional Information
| Graduate Attributes and Skills |
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
Cognitive Skills
After completing this course, students should be able to:
Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly. |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Jennifer Yule
Tel: (0131 6)50 3822
Email: |
Course secretary | Miss Tamara Turford
Tel: (0131 6)50 8074
Email: |
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