|Prerequisites for Module|
None in addition to SCQF Level 10 entry requirements or equivalent.
Aims of Module
The aim of this module is to provide students with a deep understanding and critical awareness of the principles and practice of international marketing.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Critically analyse the models of marketing in an international context.|
||Critically assess the steps in the international marketing process.|
||Analyse in detail the environments of international marketing, the impact of culture, the assessment of international market opportunities, the difficulties in international market research and the international marketing mix.|
||Critically analyse the range of skills necessary to develop a marketing strategy for international markets.|
||Critically evaluate international marketing problems by applying insights into strategic and operational decision-making.|
Indicative Module Content
International Marketing Environment - The demographic; the political and legal environment; the technological environment; the financial environment. Analysing International Marketing Opportunities - Screening international marketing opportunities; International buyers. International and Marketing Research - International information system; the research process and research techniques. International Market Entry Strategies - Exporting; Foreign production; ownership strategies; preparing an entry strategy analysis; Exit strategies and Re-entry strategies. International Marketing Mix - International product decisions; International promotion decisions and International distribution strategies. International Marketing Organisation and Control - Organising international marketing; Planning and controlling international marketing.
|Indicative Student Workload|
Mode of Delivery
This module is a lecture based course supplemented with tutorials, delivered by mixed Lecture/Tutorial sessions - and student centred learning which takes the form of directed reading and independent research to support the tutorial work.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4,5|
The module is assessed by a closed-book examination.
|1.||DOOLE, I. and LOWE, R., 2012. International marketing strategy: analysis, development and implementation. 6th ed. Andover: Cengage Learning.|
|2.||HOLLENSEN, S., 2011. Global marketing: a decision-oriented approach. 5th ed. Harlow: Financial Times Prentice Hall. ebook|