module specification

The phenomenon known as ‘Globalisation’ has been greatly accelerated by a variety of key drivers like changes in markets, technology, cost priorities, political and economic factors. These rapid growth and dynamic changes in the global marketplace have posed a great challenge for companies operating globally. Consequently, the subject of Global Marketing has grown in response to this and it becomes essential for students to have an in-depth understanding of the complexity of the global marketplace. In this module students are introduced to a range of concepts and theories that are key in solving global marketing problems.

Knowledge of principles of Marketing

Students are expected to be able to demonstrate a range of cognitive, intellectual and interpersonal skills. The module aims and learning outcomes have been formulated in relation to these QAA benchmark statements.

The aims of the module are to:
• Provide students with a critical understanding of key global marketing concepts and models
• Systematically assess the opportunities and challenges that exist in the global marketing environment
• Promote a critical debate on contemporary issues in global marketing
• Identify and apply concepts towards developing solutions to global marketing problems
• Enhance the transferability of students’ developing marketing competences across national boundaries
• Equip students with  global marketing decision-making skills and know-how needed for a successful career in global marketing 
• Develop students’ academic writing and communication skills, including oral presentation
• Promote students’ interpersonal skills, including working with others and encourage self assessment and reflection

• Globalisation of markets: myth or reality? standardisation vs. adaptation debate; internationalisation, regionalisation and globalisation approaches; theories of internationalisation
• Methodological issues in global marketing research: marketing research, decision-making process and  global marketing information systems
• Consumer behaviour across cultures: convergence and divergence of consumer behaviour and cultural paradoxes and analytical tools for examining cross-cultural differences
• Global brand communications: global brand architecture, theories of global brand building and globally integrated marketing communications (GIMC), alternative strategies for communicating global brands
• Global e-Marketing: barriers to global internet marketing, the digital revolution and global marketing mix strategies, the key role of social media in global marketing operations
• International services marketing: significance of services in the global economy, the challenges of marketing services globally, strategic options for cross-border services marketing    
• Social responsibility and ethical issues in global marketing operations
• Negotiations in global markets: critical knowledge and skills required in handling international/global sales negotiation, management of global sales force     
• Marketing in emerging economies: key models for spotting and responding to institutional voids
 

The module will be taught over a 15 week period and consist of 1.5 hour lectures and 1.5 hour seminars each week.  Lectures will focus on key issues, concepts and models of global marketing and their application to real life situations in the context global environment. Seminar serves to anchor knowledge imparted in the lectures and provides a forum for:-
• A better understanding of lectures through small group discussions, case study/ journal article analysis and interchange of questions and answers.
• Team work to acquire the skills of working with others from diverse cultural and educational backgrounds.
• Correcting wrong views, ideas and impressions obtained through various sources relating to the subject matter.
• Improving the use of visual aid, present views coherently and the ability to defend questions during group presentations.
During lectures and seminars students will be provided with video cases and will be required to think critically and decide what are the key issues pertaining to the case and how they can best be addressed; where possible guest lecturers from global companies shall be incorporated in the teaching. Students should individually and/or in their respective teams, prepare all assignments well in advance of the date on which materials will be covered.

The use of WebLearn facilities is central to the delivery of module handbook, case studies, journal articles, external web links and student feedback. Students will also be encouraged to use blogs and social networking sites such as facebook and linkedin to share their views of contemporary issues in global marketing. 

Activity week 7/20 will be used to promote creative ideas and activities, e.g. new product development, business games, application of global marketing simulation packages, invitation of guest lecturers from multinational companies, creating a platform for business networking and future student employment opportunities.
 

On successful completion of this module, students should be able to:

1. Identify and evaluate relevant concepts and models supporting the development of global marketing decisions
2. Critically analyse the global marketing environment and its influence on the marketing operations of the firm
3. Understand and apply contemporary issues surrounding the development of global market entry strategies, consumer behaviour, culture, brand communications, e-services, negotiations and ethical issues
4. Research and write a report of global marketing opportunity, with appropriate data gathering and analysis

The assessment has been designed to test achievement of the module’s learning outcomes and it requires students to think critically and apply the knowledge gained during the module. Accordingly, the module is assessed by two components: a group presentation and support materials weighing 40%, and individual coursework weighing 60%. 

Group presentation and support materials
Students will be required to work in groups of 4-5 for oral presentation as well as for a written report. Each group should choose a case study that addresses recent developments in global marketing. Each presentation will be marked out of 20%. Each presentation should consist of 10 slides and last 15 minutes. Students are also required to submit a group written report that summarises the main outcomes of their presentation. The written report weighs 20%, 1500 word limit.

Individual coursework (Evaluation of global market opportunities)
This project provides students with firsthand experience in identifying, analysing and evaluating global marketing opportunities. Students are required to choose a specific COUNTRY for marketing a particular PRODUCT/SERVICE/BRAND e.g. marketing UK product Innocent Smoothies to US niche market, selling LUSH- fresh handmade cosmetics to Jordan, marketing Fresh low fat soy milk to China, etc. The individual project requires students to:-

- provide rationale for exporting a particular product to a specific market
- set criteria for selecting a particular market
- determine appropriate market entry strategies
- design, implement and control global marketing programmes

Further details on assessments will be included on Module handbook. 

Constructive alignment of assessment strategy to learning outcomes and skill development

Text books

Albaum, G. and Duerr, E. (2011) International Marketing and Export Management, 7th Edition, Prentice
  Hall.
- Craig, C.S. and Douglas, S.P. (2005) International Marketing Research, 3rd Edition, Chichester,
    John Wiley & Sons.
- De Mooij, M (2011) Consumer Behaviour and Culture, 2nd Edition, Sage Publications.
-Ibid(2010) Global Marketing and Advertising: Understanding Cultural Paradoxes, 3rd Edition, Sage Pub.
- Fletcher, R., Bell J., and McNaughton (2004) International E-Business Marketing, London: Thomson.
- Ghauri, P. and Cateora, P. (2010) International Marketing, 3rd Edition, McGraw-Hill.
- Hollensen, S. (2011) Global Marketing: A Decision-Oriented Approach, 5th Edition, Prentice Hall.
- Keegan, W.J. and Green, M.C. (2011) Global Marketing, 6th Edition, Pearson, Prentice Hall
- Khanna, T. and Palepu, k.G.(2010)Winning in emerging Markets, Harvard Business School, U.S.A.
- Kotabe M. and Helsen K. (2011) Global Marketing Management, 5th Edition, John Wiley & Sons Inc.
-Lee, K. and Carter, S. (2009) Global Marketing Management, Oxford University Press.
- Usunier, J.C. and Anne, L.J. (2009) Marketing Across Cultures, 5th Edition, Prentice Hall.

Journal Articles
A list of more than 90 academic journal articles will be included in the module booklet.

Journals (Available online via Athens/Emerald)

International Marketing Review, Journal of International Marketing, European Journal of Marketing, Journal of Marketing, International journal of Research and Marketing, Journal of Business Research,
European Business Review, Marketing Intelligence & Planning, Management Decision, Journal of International Business Studies, International Studies of Management & Organization, International Business Review, Qualitative Market Research: An International Journal, Journal of International Management,  Business Horizons, Management Decision, Journal of Brand Management, International Journal of Service Industry Management, California Management Review, Journal of Consumer Marketing
        
Real-time Market Data Sources
Mintel, Euromonitor-GMID, Key Note and
Country Manager: www.interpretive.com

National/ International Newspapers, Periodicals

The Wall Street Journal, Harvard Business Review, The Economist, Financial Times, The Marketer
Marketing Week, Fortune