View Specification DocumentInternational Market Entry Strategy MGT5508
- Academic Session: 2026-27
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 1
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
This course explores the strategic process of international market expansion. Students will learn to critically analyse the global business environment and use secondary data to systematically screen markets and identify commercially viable target segments. A core focus is the evaluation of entry modes, ranging from digital exporting to foreign direct investment, equipping students with the professional judgement to formulate responsible, data-driven international marketing strategies that balance risk, control, and resource commitment.
Timetable
6 x 2 hour lectures
2 x 2 hour tutorials
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; 1700 words; 100%; ILOs 1-3.
Course Aims
This course aims to:
■ Examine the changing dynamics of the global marketplace: To explore the complex external forces, including cultural, political, and sustainability drivers, that shape international business and dictate the standardisation versus adaptation of marketing programmes in diverse territories.
■ Explore the strategic process of opportunity identification: To provide a comprehensive overview of the research methodologies and data-driven frameworks used to filter global market intelligence, moving beyond simple environmental scanning to the identification of commercially viable target segments.
■ Investigate the strategic trade-offs of market entry: To analyse the spectrum of entry modes, from traditional exporting to digital platforms and foreign direct investment, focusing on how the choice of entry impacts an organisation's control over its brand assets, risk exposure, and speed of market development.
Intended Learning Outcomes of Course
By the end of this course students will be able to:
1. Critically analyse the global business environment, evaluating the implications of cultural, political, and sustainability dimensions for international marketing strategy.
2. Apply systematic opportunity identification and screening criteria to prioritise international markets, demonstrating critical judgement regarding the availability and quality of secondary data.
3. Evaluate entry mode alternatives and defend a recommended entry strategy that balances risk, control, and resource commitment.