Global Marketing - MAN00015M

«Back to module search

Module will run

Occurrence	Teaching period
A	Autumn Term 2022-23

Module aims

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)

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

The timescale for the return of feedback will accord with UYMS policy.

Indicative reading

Kotabe., Masaaki. and Helsen, K. (2007). Hoboken, John Wiley & Sons.