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MSc International Marketing and Entrepreneurship

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  • Objectives
    The main aims and objectives of the programme are - to help students in developing critical analytical, problem-solving, creative and learning skills, and a critical awareness of the constituent elements of the study and practice of international marketing and entrepreneurship; - to help students develop a critical awareness of the facets of the international marketing environment, strategy and management and its implications for entrepreneurial activity; - to equip students with a thorough understanding of the value of entrepreneurship research and appropriate skills in research techniques for effective problem solving, in-depth investigation of key issues; and their application in the international marketing context, and to help students to identify underpinning epistemological issues, and acquire critical knowledge of research design, techniques and methods as they apply to the whole subject of international marketing and entrepreneurship and its component parts; - to prepare students for careers as entrepreneurs, as owner-managers, international marketing managers in different types of organisations engaged in entrepreneurial activity; - to help students to manage their own learning and personal development in the future and to enable them to become part of a learning, innovative and entrepreneurial community; - to enable students to start developing international marketing and business plans with a view to starting their own business or managing/leading international marketing projects in existing organisations engaged in entrepreneurial activity; - to help students to apply their knowledge of research to the writing of either a traditional dissertation or a comprehensive business plan, both of which will demand critical insights into the topic and the application of research methods.
  • Entry requirements
    Entry Qualifications 2.1 or equivalent; IELTS 6.5; TOEFL 240/580
  • Academic Title
    MSc International Marketing and Entrepreneurship
  • 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).

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