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SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT09101
Module leader: Christine Band
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SQCF Marketing level 7

Timetables
2018/9, Trimester 1, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: John Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
*Learning and teaching methods including their alignment to learning outcomes
* LO1-4 is covered using taught sessions and interactive tutorials and the full support of Moodle allowing the student to learn in class, through interactive tutorials using in context material and independent learning and recommended additional sources including journal articles and subject related published materials.

* Embedding of employability / PDP / scholarship skills
* LO1-4 encourages the student to attend formal and informal learning opportunities in lecture and tutorial. In tutorial, the student is encouraged to learn, prepare and discuss in an interactive forum the context of case based material and its relationship to the taught elements of the module. Students develop their preparation and planning skills, communications skills, team working skills and gain the opportunity to learn from their peers who are from a diverse international background and experience.
* LO4-5 requires the student to write a formal report including a search for information, planning an approach, structure and process to carry out and deliver a report within a defined timeframe.

* Assessment (formative and summative)
* Assessment 1 is an independent learning opportunity for the student to develop information gathering, academic literacy and writing skills using a case based format that allows certain employability skills to be similarly developed in the areas of personal qualities, reflection, and a general understanding of how organisations work and operation in an international environment. This confirms LOs1, 4 and 5 and represents 50 per cent of the final marks for the module.
* Assessment 2 is an examination. The examination covers LOs 1, 2 and 3 and is designed to assess the teaching and learning in lectures, tutorials and through the student's independent learning thus providing complementary evidence to that gained in assessment 1.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Practical classes and workshops 12
Face To Face Centrally Time Tabled Examination 2
Independent Learning Guided independent study 162
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 40 1,4,5 8 , WORDS= 2500
Centrally Time Tabled Examination 60 1,2,3 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2018/9, Trimester 2, Blended, Edinburgh Napier University
Occurrence: 002
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Christine Band
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
*Learning and teaching methods including their alignment to learning outcomes
* LO1-4 is covered using taught sessions and interactive tutorials and the full support of Moodle allowing the student to learn in class, through interactive tutorials using in context material and independent learning via Moodle and recommended additional sources including journal articles and subject related published materials.

* Embedding of employability / PDP / scholarship skills
* LO1-4 encourages the student to attend formal and informal learning opportunities in lecture and tutorial. In tutorial, the student is encouraged to learn, prepare and discuss in an interactive forum the context of case based material and its relationship to the taught elements of the module. Students develop their preparation and planning skills, communications skills, team working skills and gain the opportunity to learn from their peers who are from a diverse international background and experience.
* LO4-5 requires the student to write a formal report including a search for information, planning an approach, structure and process to carry out and deliver a report within a defined timeframe.

* Assessment (formative and summative)
* Assessment 1 is an independent learning opportunity for the student to develop information gathering, academic literacy and writing skills using a case based format that allows certain employability skills to be similarly developed in the areas of personal qualities, reflection, and a general understanding of how organisations work and operation in an international environment. This tests and confirms LOs1, 4 and 5 and represents 50 per cent of the final marks for the module.
* Assessment 2 is an examination worth 50% of the final marks. The examination covers LOs 1, 2 and 3 and is designed to assess the teaching and learning in lectures, tutorials and through the student's independent learning thus providing complementary evidence to that gained in asse

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Practical classes and workshops 12
Face To Face Centrally Time Tabled Examination 2
Independent Learning Guided independent study 162
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 50 1,4,5 8 HOURS= 0, WORDS= 2500
Centrally Time Tabled Examination 50 1,2,3 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

* Introduction to international marketing (MACRO Environment)
* The Strategic Marketing Process
* The Trading Environment
* The Social and Cultural Environment
* International Market Research and Opportunity Analysis
* International Market Entry Strategies
* International Product and Service Marketing
* International Channels of Communication
* Pricing for International Markets
* The Management of International Distribution and Logistics
* International Niche Strategies for Small and Medium Size (SME) Organisations
* Implementation through Enabling Technologies


Learning Outcomes for module:

LO1: Examine the dimensions of international marketing theory, its application and relevance in an international context.
LO2: Demonstrate an understanding of the issues and processes necessary to be able to formulate an international market entry strategy.
LO3: Evaluate an organisation's competitive positioning in the international environment, using both internal and external analysis.
LO4: Identify and evaluate international marketing strategy options using accepted international marketing theories, concepts and models.
LO5: Present in writing an international marketing plan to a context based case study with scope for evaluation and development.

Indicative References and Reading List - URL:

Core - DOOLE I & LOWE R (2012) INTERNATIONAL MARKETING STRATEGY: THOMSON BUSINESS PRESS, 6th ed. - ISBN: 9781408044070
Recommended - CZINKOTA M R & RONKAINEN I A (2004) INTERNATIONAL MARKETING: THOMSON, 7th ed.
Recommended - BENNETT R & BLYTHE J (2002) INTERNATIONAL MARKETING: KOGAN PAGE, 3rd ed.
Recommended - JOHNSTONE S & BEATON H (1998) FOUNDATIONS OF INTERNATIONAL MARKETING: THOMSON BUSINESS PRESS, 1st ed.
Recommended - DRUMMOND G & ENSOR J (1999) STRATEGIC MARKETING - PLANNING AND CONTROL: BUTTERWORTH-HEINEMANN, 1st ed.
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