Download C11AI_C4 - Heriot

Form C4
1. Course
Code
Heriot-Watt University - Course Descriptor
C11AI
2. Course
Applied International Marketing
Title
School of Management and Languages
5. School
7. Delivery:
Location &
Semester
3. SCQF 11
Level
6. Course
Geraldine Bell
Co-ordinator
4. Credits
15
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Approved Learning Partner
Sem…1
Sem…….
Sem………..
Sem……..
Sem….
Name…………………….....Sem..…...
Name …………………………………Sem………..
8. Pre-requisites
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
11. Replacement Courses
Code:
12. Degrees for which
this is a core course
Date Of Replacement:
13. The course may be
delivered to:
15. Aims
UG only
PG only
UG & PG
MSc International Marketing
14. Available as an Elective?
Yes
No
This course aims to equip students with the knowledge, skills and competencies required to influence and make decisions in international marketing operations, and to
become a critical user of strategic and marketing management information, data and intelligence. It will enhance learning through using best practice exemplars and case
studies, and will assess through structured case study assignment(s). More specifically it aims to:
1. Demonstrate a critical awareness of current issues in international marketing
2. Enable students to engage in critical reflection of own and others' roles and responsibilities in cross cultural collaboration
3. Undertake critical evaluations of a wide range of numerical and graphical illustration and data
4. Develop original and creative responses to challenges and issues through case study work
5. Communicate a wide range of ideas and critical perspectives within global contexts
6. Critically apply theoretical underpinnings and scholarship to marketing practices in international contexts
16. Syllabus
The course will cover a range of issues affecting an international marketer. An indicative syllabus is:
1. Philosophy and function of international marketing in an international business context
2. Balance and trade-off between cost, risk and benefit of going international
3. Design, develop and evaluate international marketing strategies
4. Theory and practice of international and global marketing
5. Interpretation of market research and marketing intelligence information
6. Marketing of international services: consumer experiences in the co creation of value
7. Managing brand equity and relations in international contexts
8. International Marketing Communications – external, internal and interactive marketing
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Form C4
Heriot-Watt University - Course Descriptor
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
Understanding, Knowledge and Cognitive Skills
Students should be able to:
Scholarship, Enquiry and Research (Research-Informed
Learning)
Students should be able to:

Explain the differences between international business and
international marketing
 Build on theoretical knowledge of marketing to explore
applicability and challenges from operating in an
 Have a critical understanding of international marketing and the
international context
underlying theoretical concepts, and apply these to case exemplars
 Effectively demonstrate independent investigative analysis
 Appreciate multiculturalism in international business contexts
and research salient to international context
 Critically evaluate the three strategic elements of international
 Demonstrate being a critical user of data
communications: communicating product and service differentiation;
corporate identity to international stakeholders and using
 Manage virtual literacy of self and others
communications to build relationships
 Make usable decisions relative to best practice exemplars
 Demonstrate a critical awareness of the organising principles used to
research and investigate international marketing contexts.
 Become a critical user of best practice exemplars from best practice/
case study work
Personal Abilities
Industrial, Commercial & Professional Practice
Autonomy, Accountability & Working with Others
Communication, Numeracy & ICT
Students should be able to:
Students should be able to:
Students should be able to:
 Synthesise date from a range of sources
to explain and critique theory and practice.
 Work independently
 Articulate and present
complex themes to a wider
 Evidence critical understanding of
 Work in teams
audience through class room
professional affiliations and their value
 Collaborate across different cultures
workshops and presentations
within International networks
 Work virtually
 Enter into critical dialogue and
 Identify and critique best practice
 Apply best practice concepts through case
review with peers and experts
 Apply best practice exemplars
study work
in other specialisms
 Be literate and work with ease in the virtual
 Communicate through using
world
best practice exemplars to
influence decision making
18. Assessment Methods
19. Re-assessment Methods
Method
Duration of Exam
Weighting (%)
Synoptic courses?
(if applicable)
Coursework:
Structured Case Study
Assignment(s) and/or cross cultural
collaboration project
20. Date and Version
Date of Proposal
March 2013
N/A
Method
Duration of Exam
(if applicable)
100%
Date of Approval by
School Committee
Date of
Implementation
Version
Number
2/2
Diet(s)