MN7005 - International Marketing in the Digital Era (2021/22)
Module specification | Module approved to run in 2021/22 | ||||||||||||
Module status | DELETED (This module is no longer running) | ||||||||||||
Module title | International Marketing in the Digital Era | ||||||||||||
Module level | Masters (07) | ||||||||||||
Credit rating for module | 20 | ||||||||||||
School | Guildhall School of Business and Law | ||||||||||||
Total study hours | 200 | ||||||||||||
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Assessment components |
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Running in 2021/22(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
Marketing is all about delivering value to stakeholders, that is, to everyone who is affected by a transaction. This module is designed to help develop the knowledge concerning the nature and character of marketing as well as sales as applied in an international context capitalising on current and emerging technologies.
The interdependence of economies and increasingly globalised marketing reflects the trend of organisations designing, distributing and selling products and services in many markets around the world.
The primary role of marketing management in any organisation is to design and execute effective marketing programmes in local and global markets,
The module has a number of key features including:
• A practitioner orientated approach blending theory with application
• An in-depth examination of the Customer Value Proposition
• Focus on key concepts essential in marketing management and analytics
The module aims to:
• Provide a solid appreciation of marketing as practiced in the international arena.
• Enhance comprehension of the relationships between an organisation, the markets it is serving and its key stakeholders.
• Provide an integrated overview of marketing management, using topical issues, thought leadership and research findings.
• Offer a broad platform of marketing concepts, theories and frameworks, which can be applied in practical situations.
Prior learning requirements
N/A
Syllabus
A brief outline of the indicative syllabus in narrative form identifying key subject areas to be addressed in discrete elements of the course
Key subject areas to be addressed in discrete elements of the course:
1. Introduction to International Marketing LO1
a. What is Marketing
b. The Buying Cycle concept
c. Customer Value Proposition
2. The Global Marketplace LO1,4
a. Environment
b. Information Systems and Marketing Research
c. Marketing Analytics, the Era of Big Data
d. Trends Reshaping Marketing
3. Segmentation, Targeting, Positioning LO2
a. The imperative of effective STP
b. International Product / Brand Positioning
c. Power Shifts to the Connected Customers
i. From Individual to Social
ii. From Exclusive to Inclusive
4. Developing Value (MMix) LO3-4
a. New Products and Services
i. B2C
ii. B2B
5. Communicating Value (MMix) LO3-4
a. Communication strategies
b. Advertising and PR
c. Sales Promotions
d. Social Networks
6. Pricing Decisions (MMix) LO3-4
a. Pricing strategies
b. Role of marketing analytics in pricing decisions
7. Delivering Value (MMIx) LO3-4
a. Distribution Strategies
b. Channels
c. Physical Distribution
8. International Market Entry Strategies LO3
9. International Sales LO3-5
a. Products and Services
b. B2C
c. B2B
10. Marketing and the Impact of the Digital Revolution LO4
a. From Traditional to Digital Marketing
b. Integrating Traditional and Digital Marketing
11. The new Customer Path LO4
a. Understanding How People Buy
b. Driving from Awareness to Advocacy: The O Zone (O3)
c. The 5 As : Aware, Appeal, Ask, Act, and Advocate
12. Marketing Planning LO1-5
a. Strategic Competitive Advantage
b. Bringing the marketing mix together
c. The Marketing Plan in the Digital Era
d. Recap
Balance of independent study and scheduled teaching activity
Students will have 36 hours of contact time through twelve 3-hour workshop sessions.
WebLearn will be used to guide students through additional independent study using case studies, videos, articles and other readings.
Learning outcomes
After successfully completing this module, students will be able to:
1. Discuss the different concepts of the value chain and understand the difference between value creation and value capture.
2. Understand the importance and meaning of market segmentation and explain the principles of Segmentation, Targeting and Positioning (STP) as they apply in contemporary marketing.
3. Demonstrate a systematic understanding of the marketing mix elements, the influence of globalisation and their relationship with marketing strategy in the context of the traditional and digital economies.
4. Critically apply conceptual knowledge of the marketing theories to a range of complex international situations considering the impact of technology in effective marketing decision-making.
5. Critically evaluate the impact of sales management in marketing strategy and execution, and the implications for organisations internationally.
Assessment strategy
Assessment 1
In the first assessment, students will be required to compare and contrast Customer Value Propositions, and how they serve the buying cycle of specific products, services and /or organisations, which will be given to the students by TW4. This assessment addresses LO1.
Assessment 2
The second assessment requires the student to prepare a marketing plan for a selected product / service in a specific market. The assessment brief will be released 2 weeks before the required hand-in date. In creating the marketing plan the student will address LO 2-5.
Bibliography
Textbooks:
Core Text:
Keegan W.J., Green M.C., (2017) Global Marketing, 9e, , Pearson
Other Texts:
Solomon M.R., Marshall G.W, & Stuart E.W., (2019) Marketing: Real People, Real Choices Global Edition, 9/E, Pearson
Journals:
• European Journal of Marketing
• Academy of Management Journal
• Academy of Management Review
• Journal of Product and Brand Management
• Journal of Islamic Marketing
• International Marketing Review
• Business Strategy Review
• California Management Review
• European Management Review
• Harvard Business Review
• Journal of Business Research
• Journal of International Marketing
• Journal of Management
• Management Decision
• Sloan Management Review
• Strategic Management Journal
Journal Articles
• Katharina C Husemann, Giana M Eckhardt, (2019) “Consumer Deceleration”
Journal of Consumer Research, Volume 45, Issue 6, April 2019, Pages 1142–1163, https://doi.org/10.1093/jcr/ucy047
• Tami Kim, Kate Barasz, Leslie K John (2019) “Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness”, Journal of Consumer Research, Volume 45, Issue 5, Pages 906–932, https://doi.org/10.1093/jcr/ucy039
• Banker, R. Mashruwala, R. Tripathy, A. (2014) "Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy?", Management Decision, Vol. 52 Iss: 5, pp.872 – 896.
• Beck, J, Chapman, K, & Palmatier, R 2015, 'Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets', Journal of International Marketing, 23, 3, pp. 1-21.
• Grybś, M 2014, 'Creating New Trends in International Marketing Communication', Journal of Economics & Management, 15, pp. 155-173.
• Porter, ME 2008, 'The Five Competitive Forces That Shape Strategy', Harvard Business Review, 86, 1, pp. 78-93.
• Sigalas, C. Pekka, V. et al (2013) “Developing a Measure of Competitive Advantage” Journal of Strategy and Management, Vol.6, Iss. 4, pp 320-342.
• Stöttinger, B, Schlegelmilch, B, & Zou, S 2015, 'International Marketing in the Fast Changing World - Introduction to Volume 26', Advances In International Marketing, 26, pp. xi-xvi.
• Tan, Q, & Sousa, C 2013, 'International Marketing Standardization', Management International Review (MIR), 53, 5, pp. 711-739.
• Zeriti, A, Robson, M, Spyropoulou, S, & Leonidou, C 2014, 'Sustainable Export Marketing Strategy Fit and Performance', Journal of International Marketing, 22, 4, pp. 44-66.
Websites:
• Digital brand engagement: www.digitalbrandengagement.ning.com
• McKinsey Digital Marketing: https://www.mckinsey.com/business-functions/digital-mckinsey/how-we-help-clients
• McKinsey Internet of Things : https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/ten-trends-shaping-the-internet-of-things-business-landscape
• The Institute of Direct Marketing: http://www.theidm.com
• The Direct Marketing Association: www.dma.org.uk
• The Chartered Institute of Marketing www.cim.co.uk
• Dave Chaffey: www.davechafey.com/students and www.smartinsights.com
• New Media Age: www.nma.co.uk
• Brand Republic: www.branrepublic.com/go/digitalmarketing
• i-advertising: www.i-advertising.com
• Financial Times: https://www.ft.com/technology
• Guardian: www.guardian.co.uk/media/digital-media
• LED – The internet marketing discussion list: www.led-digest.com
• eMarketer: www.emarketer.com
Electronic Databases:
Social Media Sources:
• LinkedIn
• Twitter
• Video Sharing: YouTube
Other :
Amazon.co.uk (Customer Advocacy)