This module provides students with an understanding of the role of marketing in institutions with global activity; the capacity to explore the relationship of marketing to other functions of the organisation; and the ability to understand how effective global marketing builds on a thorough understanding of buyer behaviour across countries as a way to create value for customers. The module will also develop students capacity to particularize by doing something very specific that the competition cannot match within the constraints of a particular situation. Students will apply these skills to single as well as multi-business and multi-country operations, and analyse how participation in several industries and markets will enhance, or undermine the competitive advantage of a corporation in each of its businesses. A particular emphasis will be placed on the study of institutions and industries which are marketing based - where brands, distribution channels and other marketing tools are central in explaining growth, survival and global competitiveness.
Module learning outcomes
Students will develop the skills to:-
take marketing decisions in the context of general management and in a global environment
control the elements of the global marketing mix product policy, channels of distribution, communication, and pricing - to satisfy customer needs across different markets and be able to achieve profitably and sustained growth
use this knowledge in preparation and discussion of case studies and decision taking in real life situations
present and discuss their ideas in public and to work in groups
couple backward-looking analysis with forward-looking decision making; and learn to mix qualitative and quantitative types of work (using numbers to inform qualitative judgement)
% of module mark
Essay/coursework Individual Essay
Special assessment rules
% of module mark
The timescale for the return of feedback will accord with UYMS policy.
Kotabe., Masaaki. and Helsen, K. (2007). Hoboken, John Wiley & Sons.