Last modified: 3 Days, 7 Hours, 51 Minutes ago
The course is designed to enrich student’s knowledge on how to market a business in international environment. The objective of the course is to inform students ability to analyse international environment and develop relevant marketing plan and strategies for a successful business.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | First Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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Marketing to international stakeholders underlies challenges owing to cultural, economic, geographic, and regulatory differences, requiring international marketers to creatively and successfully address those challenges. International marketing activities creates opportunities for engaging with international stakeholders for value co-creation and economic growth. Therefore, it is important to understand the concepts, challenges, opportunities, dynamics, and strategic implications of international marketing. The course will develop students’ abilities to critically analyse the foreign market environment in identifying the international market opportunities and risks (e.g., opportunities for value co-creation with international stakeholders and risks in failing to adapt to the international market differences and requirements). Students will develop a creative international marketing plan that includes strategic recommendations for a brand to capitalise on the opportunities and navigate the risks. The course will allow students to make appropriate international market entry decisions with a competitive international marketing mix.
The course content includes:
• Introduction to International Marketing; and Market Environment,
• Challenges and Opportunities - I
• International Entry Modes
• Standardisation and Localization for International Markets
• Role of Culture in International Marketing, and Current Issues in
• International Branding
• Market Environment, Challenges and Opportunities - II:
• Geopolitical Issues, and Socio-Political Activism in International Markets
• Current Ethical and Social Issues in International Marketing
• Reaching International Stakeholders (e.g., consumers, strategic partners) via Digital Marketing and Transformations, Platforms, and Business Models
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 80 | |
|---|---|---|---|---|
| Assessment Weeks | 20 | Feedback Weeks | 23 | |
| Feedback |
Poster development or report |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | 19 | Feedback Weeks | 22 | |
| Feedback |
5 minute presentation |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Develop understanding of key concepts in international Marketing. |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | 26 | Feedback Weeks | 29 | |
| Feedback |
A scenario for the market entry would be provided. The written feedback will be provided in line with the course policy. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Procedural | Analyse | Review and analyse contemporary issues in international market environment and develop creative recommendations for effective international marketing decisions. |
| Procedural | Apply | Apply course knowledge and key theories of international marketing to develop an effective and creative international marketing plan. |
| Procedural | Create | Develop creative recommendations for managing the challenges in international market(s). |
| Procedural | Evaluate | Analyse and evaluate the opportunities and challenges in international marketing environment. |
| Conceptual | Understand | Develop understanding of key concepts in international Marketing. |
| Procedural | Create | Develop creative recommendations for capitalising on the opportunities in international market(s) |
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