Postgraduate taught 

Master of Global Business MGB

Market Analysis MGT5259

  • Academic Session: 2021-22
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

The course examines the techniques, models and tools involved in the analysis of both national and international markets, and the evaluation of market response options for new business creation.


8 x 2 hour lectures over 5 weeks and 1 hour revision session.

3 x 1 hour tutorials.


This course is assessed through one piece of continuous assessment: a market assessment report (2500 words) and a group presentation with supporting documentation.

Main Assessment In: December

Course Aims

The course focuses on the theories, analytical tools, models and techniques which are involved in the analysis of new venture creation. It examines the process of marketing research and analysis. In particular, it examines the processes and techniques used to create, research, develop and evaluate a business idea as they may relate to international business and international entrepreneurship opportunities. The course has two broad aims:


■ The first aim is to provide the knowledge and skills necessary to identify an opportunity on the basis of which students will plan to establish a new business venture and the required market analysis to incorporate its potential international development and expansion.


■ The second aim is to prepare students for the International Management Solutions projects, since the latter will commonly involve topics such as screening and selecting potential country markets, selecting agents and distributors and proposing country marketing programmes for resource constrained small firms.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

■ Identify and evaluate the wide range of data sources on countries, markets, sectors and firms

■ Identify key tools and techniques of international market analysis

■ Demonstrate systematic approach to the evaluation of opportunities

■ Evaluate the nature of risk with particular emphasis on new markets brought about by entrepreneurial action

■ Critically evaluate alternative approaches to market screening, distributor selection and market attractiveness assessment

Show appreciation of different markets including business-to-business, consumer and intermediate product markets.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.