Module title: International Marketing

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

Module code: MKT09401
Module leader: John Thomson
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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2017/8, Trimester 3, Online, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Online
Location of delivery: N/A
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: John Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic, how to study the module online, together with core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support your learning. A mix of activities such as reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own experiences and learning. You will also be encouraged to form your own independent groups and to interact via the VLE through discussion forums.

Embedding of employability/PDP/Scholarship Skills
The online content will facilitate the development of key skills such as reflective learning and critical thinking. Scholarship skills are developed through completion of the assessment

Assessment
Self-assessment questions and Case Studies provide formative assessment. Summative assessment consist of End of Unit progress test; and formal coursework assessment.

Research / teaching linkages
Research skills are developed in the preparation of materials for the online discussions where you will be required to source, analyse and present information. This is reinforced through the summative assessments in which the report draws on your information retrieval and analysis skills.

Supporting equality and diversity
Materials will be available through the VLE and you can format these in a style that best matches your needs. Where additional special needs support is required this will be organised on an individual basis with the student concerned.

Internationalisation
Materials reference international examples and case studies. Online discussion will draw upon the international perspectives from the diverse student body.


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)
Online Seminar 40
Independent Learning Guided independent study 196
Total Study Hours236
Expected Total Study Hours for Module236


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Digital Examination 10 1,2,3,4 1 HOURS= 0, WORDS= 0
Report 90 1,2,3,4,5 14/15 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
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:

Please contact your Module Leader for details
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