Postgraduate Programme and Module Handbook 2021-2022 (archived)
Module BUSI47M15: GLOBAL MARKETING (TAUGHT)
Department: Management and Marketing
BUSI47M15: GLOBAL MARKETING (TAUGHT)
| Type | Tied | Level | 4 | Credits | 15 | Availability | Not available in 2021/22 | Module Cap |
|---|
| Tied to | N1KS17 |
|---|---|
| Tied to | N1KR17 |
Prerequisites
- None
Corequisites
- None
Excluded Combination of Modules
- Global Marketing (Online)
Aims
- To provide an analytic decision-oriented framework for the development and implementation of global marketing programmes.
- To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective.
- To develop students’ skills by linking the teaching to a range of case examples to assist them to link theory with practice.
Content
- Initiation of Internationalisation
- Internationalisation Theories
- The Political/Legal and Economic Environment
- Cultural Environment of International Marketing
- The International Market Selection Process
- Market Entry Strategies
- Products Decisions
- Pricing for International Markets
- Distribution Decisions
- International Promotion Strategies
- Cross-cultural sales negotiations
Learning Outcomes
Subject-specific Knowledge:
- On completion of the module students should have:
- a knowledge and critical understanding of the process of market selection;
- a knowledge and critical understanding of the process of internationalisation;
- a critical appreciation of the different forms of market entry;
- an advanced understanding of the international adjustment of the marketing mix;
- a critical awareness of the steps necessary for the implementation of a global marketing strategy.
Subject-specific Skills:
- By the end of the module, students should:
- be able to critically evaluate the effect of the global environment on international marketing activities.
- be able to design and implement global marketing strategies
Key Skills:
- In addition, students will have had the opportunity to further develop the following key skills:
- effective written communication skills
- planning, organising and time management skills
- problem solving and analytical skills
- the ability to use initiative
- advanced skills in the interpretation of data
- advanced computer literacy skills
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
- The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | |
|---|---|---|---|---|---|
| Workshops (a combination of taught input, groupwork, case studies and discussion), timetabled in blocks | 28 | ||||
| Preparation and reading | 122 | ||||
| Total | 150 |
Summative Assessment
| Component: Assignment | Component Weighting: 100% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Individual written assignment based around the development of an international marketing plan | 4,000 words | 100% | Same |
Formative Assessment:
Group-based discussions and case study exercises.
■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University