View Specification DocumentInternational Marketing Trends MGT5185
- Academic Session: 2026-27
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
This elective course explores contemporary marketing trends and examines the implications for the development and application of international marketing. It critically integrates state-of-the-art theory with current practice, drawing on insights from both academic research and professional contexts. Students will develop critical analytical, evidence-based reasoning, and applied research skills through engagement with scholarly literature and real-world case studies. Learning activities emphasise the critical evaluation of empirical evidence, interactive discussion, and the development of strategic insights. Teaching is delivered through a workshop-based approach that combines lectures with in-class activities to support discussion, theory application, and assignment preparation. The course also develops transferable skills essential for PGT study and ongoing professional practice, inclusive of critical thinking, independent study, evaluation of emerging trends, and strategic engagement.
Timetable
6 x 2 hour lectures
Requirements of Entry
Students must be registered on one of the associated programmes listed in this course specification.
Excluded Courses
None
Co-requisites
None
Assessment
1. Report; Individual; 850 words; 50%; ILOs 1,3.
2. Oral assessment & presentation; Individual; 10 minutes; 50%; ILOs 2-3.
Course Aims
Through engagement with leading academic thought and industry insight, this course aims to:
■ Provide students with the theoretical insights, supported by real life examples to examine current global marketing trends and how marketers can gain understanding to inform their strategy and connect with future consumers.
■ Create interest in emergent trends in marketing and provides students with the knowledge and skills required for a more critical and applied study of marketing.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
1. Critically evaluate key trends in contemporary marketing.
2. Develop evidence-based recommendations to industry marketing problems and cases.
3. Apply essential marketing concepts and theories to critique market trends and their implications for brand offerings.