Module title: International Marketing (Melco)

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

Module code: MKT09601
Module leader: John Thomson
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

There are no pre-requisites for this module to be added

2019/0, Trimester 1, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CHINA
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: John Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & Teaching methods including their alignment to LOs
A blended approach will be used to deliver the module. Module content will be made available in online format and complementary face-to-face sessions will involve a two day Module Leader session (15 hours) delivered at the start of the module and 15 hours of tutorial support scheduled during the remainder in five classes of three hours each. A Workshop, complementing the focus of the module, will involve guest speaker(s). Relevant knowledge and practice based learning skills will also be developed through case studies, videos, podcasts and student led discussions. Learning will be supported by Moodle materials, a recommended text, directed reading of articles, books and online publications through the virtual learning environment.
Embedding of employability/PDP/Scholarship Skills
The emphasis is on putting knowledge into practice and the added value this brings to the learner and the organisation. Face-to-face sessions provide opportunities to engage in group discussions/debate, encouraging the development of critical thinking, team working and consideration of others. Workshop specialist speakers from the organisation and/or the sector will be invited to deliver state of the art examples of practice, providing also the opportunity to network and debate current practice and to critically reflect on skills development in the area.
Assessment (formative or summative)
The module provides for both summative and formative assessments. There are two summative assessment components in this module, allowing you a degree of choice as to the topic area examined, to increase the relevance of the module content and enhance your engagement with the topic area. Assessments encourage the development of critical writing, research and time management skills and encourage you, informed by the application of theory and research perspectives, to analyse and review the way things are done in your organisation.
Re

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 Other 18
Face To Face Other 15
Online Guided independent study 67
Independent Learning Guided independent study 100
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Other 40 1, 4, 5 6 HOURS= 0, 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

Description of module content:

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
Click here to view the LibrarySearch.