Course description
Course Description
The MSc in International Marketing and Entrepreneurship is concerned with marketing, public relations and customer-centred business activity as they apply to different types of organisations in varying stages of formation, development or growth in different international and cultural environments. It covers marketing issues related to new ventures, and entrepreneurial public and private sector organisations managing change processes (including investigation of key marketing principles in advertising, public relations, e-marketing and ethical issues).
Modules and Options
The lists of modules below represent the range of options available for each year of study. This may not be a complete list of the options you will study, and may be subject to change, so please contact the department for further details.
Stage 1
COMPREHENSIVE BUSINESS PLAN
Compulsory: BUSINESS RESEARCH METHODS
Compulsory: ENTREPRENEURSHIP POLICY, CULTURE, AND REGIONAL ECONOMIC DEVELOPMENT
Compulsory: INTERNATIONAL MARKETING STRATEGY AND PLANNING
Compulsory: THE INTERNATIONAL BUSINESS ENVIRONMENT
Compulsory: THEORIES OF ENTREPRENEURSHIP
Core: INTERNATIONAL MARKETING MANAGEMENT
DISSERTATION
Teaching and Assessment Methods
A: Knowledge and Understanding
Learning Outcomes
A1 : Ideas, theory and practice of new venture creation and entrepreneurship processes and their application in various organisational scenarios (key focus on small and medium sized enterprises)
A2 : The value of entrepreneurship research and application in different private, public, community and international business contexts
A3 : In-depth and critical understanding of key issues in the international business environment including economic, political, legal, technological and socio-cultural factors
A4 : In-depth study of international marketing strategy planning with a focus on new ventures, understanding the marketing concept, strategy formulation process and market entry modes and differentiating between strategic approaches of large firms, SMEs and not-for-profit organisations
A5 : Theory and practice of international marketing management exploring cross-cultural issues and perspectives in international marketing, aspects of international marketing management for marketing communications, marketing channels, new product development, services marketing, marketing for the small retail business and new ventures
A6 : In-depth understanding of the research process and applications of a range of research techniques and its application for new venture creation in an international business context
A7 : Understanding the application of theoretical concepts in researching and writing either a dissertation addressing specific issues of International Marketing and Entrepreneurship or developing a comprehensive marketing plan
Teaching Methods
For learning outcomes A1-A6:
Lectures, tutor-led seminars and workshops
Directed reading and writing tasks on different aspects of international marketing and entrepreneurship
Comparative case discussion and analysis
Individual and group tasks
Discussions with practitioner-based advisory panels; networking with external communities of practice, peer groups, practitioners, reference to private and public fora
Directed self-study, observation and reflection of practice;
Consultation with library materials
Projects with small and medium sized enterprises and public agencies; presentations of findings related to models, strategies and good practice; examination of critical topics.
Related feedback, coupled with peer group interaction, should enable students to explore and augment their understanding of the topics, and develop their presentation skills.
For learning outcome A7:
Self directed study with supervision.
Assessment Methods
For learning outcomes A1-A6:
Written examinations
Assessed individual and group reports, case study analysis
Assessed individual and group presentations
Class tests
For learning outcome A7:
Written dissertation proposal, dissertation or marketing plan and presentation to an assessment panel
B: Intellectual/Cognitive Skills
Learning Outcomes
B1 : Critcally review/analyse theoretical and practical arguments
B2 : Acquire and assimilate particular learning skills for applying theoretical concepts to develop practical solutions for international marketing in new venture creation.
B3 : Construction and use of appropriate methodologies and applied action/experiential learning methods in the new venture contexts.
B4 : Carry out independent research and formulate coherentand cogent arguments
Teaching Methods
For learning outcomes B1-B3:
Lectures, tutor-led seminars and workshops
Directed reading and writing tasks on different aspects of international marketing and entrepreneurship
Comparative case discussion and analysis
Individual and group tasks
Discussions with practitioner-based advisory panels; networking with external communities of practice, peer groups, practitioners, reference to private and public fora
Directed self-study, observation and reflection of practice;
Consultation with library materials
Projects with small and medium sized enterprises and public agencies; presentations of findings related to models, strategies and good practice; examination of critical topics.
Related feedback, coupled with peer group interaction, should enable students to explore and augment their understanding of the topics, and develop their presentation skills.
For learning outcome B4:
Self directed study with supervision.
Assessment Methods
Assessment methods
Learning outcomes (1), (2) and (3) will be assessed by presentations of individual and group work.
Assessment methods
Formal assessment of outcomes (1) and (3) will take the form of course work assignments and written examinations, with the dissertation or the international marketing plan providing a further opportunity to assess the range of skills highlighted in (2) and (4). The presentation will conform with the University's policy on oral assessment.
20% of the marks for the dissertation/ international marketing plan will be awarded for a presentation on the dissertation thesis/business plan. This will be presented to the MSc group and the panel of lecturers.
The assessment of the traditional dissertation will encompass examination and evaluation of the student's knowledge of research philosophy and methods in exploring a specific topic. The comprehensive business plan will seek to examine a similar range of research skills as they apply to the development of a business proposition (e.g. the development of a new product, or a case study of a the creation of new organisation).
C: Practical Skills
Learning Outcomes
C1 : Compare and contrast different theoretical and practical approaches and critique these features
C2 : Demonstrate understanding of entrepreneurship policies and their application to develop practical plans for innovation and enterprise development
C3 : Demonstrate practical planning through the development of strategic plans for a range of entrepreneurial contexts, dissertation on a specific issue or a comprehensive international marketing straegy plan.
Teaching Methods
For learning outcomes C1-C2:
Lectures, tutor-led seminars and workshops
Directed reading and writing tasks on different aspects of international marketing and entrepreneurship
Comparative case discussion and analysis
Individual and group tasks
Discussions with practitioner-based advisory panels; networking with external communities of practice, peer groups, practitioners, reference to private and public fora
Directed self-study, observation and reflection of practice;
Consultation with library materials
Projects with small and medium sized enterprises and public agencies; presentations of findings related to models, strategies and good practice; examination of critical topics.
Related feedback, coupled with peer group interaction, should enable students to explore and augment their understanding of the topics, and develop their presentation skills.
For learning outcome C3:
Self directed study with supervision.
Assessment Methods
Learning Outcomes (1) and (2) will be formally assessed by written assignments; the presentations of individual and group work, and written examinations
Learning Outcome (3) is assessed by the completion of a dissertation or a comprehensive business plan.
D: Key Skills
Learning Outcomes
D1 : Oral and written communication to different audiences in a coherent, cogent and effective manner.
D2 : Use of information technologies including word processing, spreadsheets, databases, statistical and web-based packages to read, download, analyse and evaluate different types of data and information
D3 : Use and manipulate different types of numerical data, solve mathematically based problems, apply and interpret statistical data
D4 : Use and application of analytical, morphological and other creative problem skills
D5 : Understanding and appreciation of different communities of interest, good spoken and written communication skills, empathy and resolution of conflict.
D6 : Work as project management, including time management, critical task prioritisation, meeting deadlines, evaluating self- learning.
Teaching Methods
Key projects on different aspects of entrepreneurship as per assignments; support and evaluation of supervisors and practitioner panel (including their feedback); links with the external platforms, such as OECD Trento Centre for Entrepreneurship, International Entrepreneurship Forum, i.10; maintenance of learning log.
Communication in the classroom, written assignments, group work, interactions with external and internal providers and experts, and use of information should provide for the means of assessing the range of key skills.
Assessment Methods
Learning outcomes (1), (5) and (6) will be assessed by presentations of individual and group work.
A variety of written coursework assignments will assess (2), (3), (4) and (6)
Written examinations will assess (3) and (4).
