This module aims for students to develop:
An understanding of the role of marketing in institutions with global activity
Ability to identify and classify different entry modes in foreign markets
The capacity to explore the relationship of marketing to other functions of the organisation
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
Develop students’ capacity to particularise by doing something very specific that the competition cannot match within the constraints of a particular situation, an apply these skills to single as well as multi-business and multi-country operations
Analyse how participation in several industries and markets will enhance, or undermine the competitive advantage of a corporation in each of its businesses
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
Subject content
Critical awareness of the changing context of global marketing strategy
An understanding and knowledge of the theories and frameworks in international business and on the multinational enterprise with relevance in international marketing strategy
Awareness of the impact of changes in technologies in international marketing strategy
Understand alternative research methods used in International Marketing Strategy
Academic and graduate skills
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
Learn to mix qualitative and quantitative types of work (using numbers to inform qualitative judgement)
Other learning outcomes (if applicable)
Link to practice
Module content
Global Marketing and Strategy – An Introduction
Global Marketing Strategy Development
International Market Entry Strategies
The influence of Culture in Global Marketing
Global Market Research, Segmentation and Positioning
Planning, Organisation and Control of Global Marketing Operations
Global Marketing and the Internet
Globalisation: New Challenges for Global Marketing
Assessment
Task
Length
% of module mark
Essay/coursework Open Assessment (3000 words)
N/A
100
Special assessment rules
None
Reassessment
Task
Length
% of module mark
Essay/coursework Open Assessment (3000 words)
N/A
100
Module feedback
Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 6 weeks. At the end of term the module leader will develop a report a on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.
Indicative reading
Key Textbook:
Hollensen, Svend (2014), Global Marketing. Harlow: Pearson
Indicative Journals:
California Management Review
Harvard Business Review
International Journal of Advertising
International Journal of Research in Marketing
International Marketing Review
Journal of International Business Studies
Journal of International Marketing
Journal of Management Studies
Journal of Retailing
Management International Review
Sloan Management Review