module specification

This 30-credit module provides a well-balanced coverage of global marketing and brand management. The first part of the module introduces students to wide range of concepts and theories that are key in solving global marketing problems. The 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. It lies considerably on independent learning and assesses students’ entrepreneurial abilities by challenging them to investigate the possibility to expand their own business operations outside of the United Kingdom, in a very competitive global environment.

The second part of the module introduces students to the strategic management of brands. It critically explores why brands have become a primary business asset in many sectors, such as consumer goods, fashion and luxury goods. The module examines the historical development of brands, the components of brand equity and the different measures of brand strength and value. It also evaluates alternative ways of building and sustaining brand equity as well as examines the key challenges in developing and managing global brands. Students will also review the differences between consumer product brands, service brands, cultural brands, place brands and personal branding.

The aims of the module are to:
1. Provide students with a critical understanding and use of key global marketing theories and concepts, and enable students to systematically evaluate global marketing opportunities, develop effective marketing strategy appropriate analytical tools.
2. Equip students with global marketing decision-making skills and know-how needed for a successful career in global marketing activities.
3. Assess the process of building, measuring and managing brand equity.
4. Synthesise the theoretical models with business examples of contemporary brands, and gather and organise data to show how brand strength is developed, measured and managed.
5. Critically evaluate the significance of multinational brand and understand the requirements of effective brand management, and the financial and marketing concepts which underpin this management.

The module also aims to assist students in the acquisition of the following skills:

1. Researching & analysing
2. Academic writing & reading
3. Application of knowledge and presenting data 
4. Critical thinking
5. Communicating/Presenting, orally and in writing
6. Being creative
7. Inter-cultural communication

LO1 -

• Definition, scope and challenges of global marketing in the 21st century
• Globalisation of markets: myth or reality? standardisation vs. adaptation debate; internationalisation, regionalisation and globalisation approaches
• Initiation of internationalisation- proactive vs. reactive motives, internal and external triggers of export initiation
• Internationalisation theories  applied to SMEs and LSEs
• Methodological issues in global marketing research, key challenges in collecting primary and secondary  data, reliability and validity issues
• Analytical frameworks for evaluating  the global marketing environment, including social, political, legal, financial economic and environmental factors
• Main streams of research and approaches to international market selection, segmentation market expansion strategies
• Consumer behaviour across cultures: convergence and divergence of consumer behaviour and cultural paradoxes and analytical tools for examining cross-cultural differences
• Development of the firm’s international competitiveness
• International value chain analysis, competitive triangle and; competitive benchmarking
• Global marketing positioning strategies including the GCCP,LCCP and FCCP strategies
• Alternative approaches to foreign market entry including export mode, contractual/hybrid mode and hierarchical mode of entry

LO2 -

• The origins of modern branding and factors which have accelerated the development of modern brands
• Alternative perspectives in conceptualising and defining the 'brand' concept
• What makes a strong brand?
• Introduction to the 'brand equity' concept and problems associated with conceptualising and measuring it - new findings, new lessons and new ideas
• Identifying and establishing brand positioning and core brand values-developing mental maps, competitive frame of reference, POP, POD and brand mantra.
• Planning and implementing the brand marketing program -unlocking the power of brand elements, marketing mix and secondary brand associations in building brand equity
• Measuring and interpreting brand performance - developing a brand equity measurement and management systems, measuring sources and outcomes of brand equity;alternative approaches to brand valuation and requirements for monetary brand valuation

LO3 - 

• Design and implement branding strategies with the aim of developing and sustaining brand equity
• Examining the brand architecture and portfolio, identifying brand priorities within a portfolio and brand portfolio rationalisation
• Brand extension strategy- leveraging the brand into new product-markets
• Managing brands over time- crafting brand reinforcement and revitalisation strategies 
• Developing and managing international/global brands includingkey challenges in developing global brands and the lure of global brands
• Identifying the key dimensions of international brand architecture and portfolio and building global brand equity system 
• Brand name changeover strategies, internationalisation of brands from emerging markets
• Future Brand priorities

The module will be taught over a 30-week period and consists of 1 hour lectures and 2 hour seminars each week.  The module uses a blended learning and teaching approach including lectures, video case studies, research projects, WebLearn interaction, guest lectures and class discussions. The use of WebLearn facilities is central to the delivery of module handbook, case studies, journal articles, external web links and student feedback. Other more specialised approaches such as ‘flipped teaching’ and ‘role playing’ are also used.

The lectures focus on key issues, concepts and theories of global marketing and brand management and their application to real life situations.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 the seminars, students are encouraged to construct small learning groups of three and work together on analysing and critically interpreting video and internet case studies, academic journal articles and other current real-life examples.

In order to ensure that students take more control of their learning and development, a ‘flipped classroom’ approach is adopted where students are provided with a topic and prepare well in advance of the date on which materials will be covered. The teaching team will lead a discussion on the role that each should play in the weekly sessions.This allows students the opportunity to reflect upon their experiences.

In addition, workshops will be made available to enable individual students to focus on an aspect of their personal development that they have identified in taking the module.This teaching and learning approach is responsive to learner needs in that it offers flexibility for the identification and development of individual student learning needs and allows every student the opportunity to complete an assessment at which they have the potential to excel.

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 to share their views of contemporary issues in global marketing and brand management issues.

On successful completion of this module, students should be able to:
1. Conduct a systematic and detailed assessment of global marketing opportunities,and also develop an effective marketing strategyincluding market segmentation, targeting, differentiation, positioning and foreign market entrystrategies.
2. Evaluate the models of brand equity, and measure the sources and outcomes of brand equity.
3. Design and implement branding strategies with the aim of developing and sustaining brand equity.

The assessment has been designed to test the achievement of the module’s learning outcomes and requires students to analyse, evaluate, think critically and apply their specialist knowledge gained during the module.

Assessment One: Individual written report - 2500 words (40%) - LO1
Students will be required to individually produce a 2500-word report demonstrating their ability to conduct a systematic and detailed assessment of global marketing opportunities, and also develop an effective marketing strategy including market segmentation, targeting, differentiation, positioning and foreign market entry strategies.

Assessment Two: Brand analysis: In-class group presentation and supporting material  (20%) - LO2
In small teams of 3-4 students, each team will be required to give a 15-minute group presentation demonstrating their ability to identify and evaluate the sources and outcomes of brand equity for a specific brand.

Assessment Three: Individual written report - 2500 words (40%) - LO3
The individual project requires students to assess the brand architecture and portfolio, analyse a real/live set of brand management issues, and develop and implement an effective branding strategies. Students should demonstrate their analytical skills, commercial awareness and enterprise skills appropriate to their level. The resulting material will be a reflective, critical and commercially aware piece of work which will be useful evidence of brand management and planning skills to employers.

Arrangements for formative and summative feedback
The arrangement for formative and summative feedback is based on the university assessment framework and the QAA guidelines. You will be provided with both oral and written feedback of your assignment within 10 working days of submission. You are strongly encouraged to show your draft work to your tutor for comments. You will be provided with a detailed feedback both in-class and via Turnitin.

Core text:

- Hollensen, S. (2017) Global Marketing, 7th Edition, UK: FT/Prentice Hall, Pearson Education Ltd.
- Keller, K. (2013) Strategic Brand Management: Building, Measuring and Managing Brand
Equity. 4th (Global) edition, London, Pearson International.
- Kapferer, J-N. (2012), The New Strategic Brand Management, Advanced Insights and Strategic Thinking, 5th Edition, Kogan Page.

Other texts- Global Marketing
-Albaum, G., Duerr, E. and Josiassen, A. (2016) International Marketing and Export Management, UK: Pearson.
-Craig, C.S. and Douglas, S.P. (2005) International Marketing Research, 3rd Edition, Chichester, J. Wiley & Sons.
-De Mooij, M. (2011) Consumer Behaviour and Culture, Consequences for Global Marketingand Advertising, 2nd Edition, Sage Publications.
- De Mooij, M. (2019) Global Marketing and Advertising: Understanding Cultural Paradoxes,5th Edition, SAGE Publications.
-Farrell, C. (2015) Global Marketing: Practical Insights and International Analysis, SAGE Publications..
- Gillespie, K. and Hennessey, H. (2016) Global Marketing, 4th Edition, NY: Routledge.
-Hofstede, G., Hofstede, G. J. and Minkov, M. (2010) Cultures and Organisations: Softwareof the Mind, revised and expanded 3rd Edition, USA: McGraw-Hill.
-Keegan, W.J. and Green, M.C. (2013) Global Marketing, 7th Edition, Pearson, Prentice Hall.
-Khanna, T. and Palepu, K.G. (2010) Winning in Emerging Markets: A Road Map for Strategy and Execution, Boston, USA: Harvard Business School Publishing.
-Kotabe M. and Helsen K. (2011) Global Marketing Management, 5th Edition, John Wiley & Sons Inc.
-Usunier, J-C. and Lee, J. (2013) Marketing Across Cultures, 6th edition, Financial Times Press Pearson Education.

Other texts- Brand Management
- Aaker, D. (2000) Building Strong Brands, UK: Simon & Schuster.
- Aaker, D. (2004) Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity,
  Free Press.
- Aaker, D. (2011) Brand Relevance: Making Competitors Irrelevant, John Wiley & Sons Inc.
- Aaker, D. (2014) Aaker on Branding, 20 Principles that Drive Success, Morgan James. New York.
- De Chernatony, L., McDonald, M. and Wallace, E. (2013), Creating Powerful Brands, 4th Edition, Routledge,
  Taylor & Francis Group.
- Johansson, J.K. and Carlson, K.A. (2015), Contemporary Brand Management, Sage.
- Kapferer, J-N. (2015) Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare, KoganPage.
- Kapferer, J-N. and Bastien, V. (2012) The Luxury Strategy: Break the Rules of Marketing to Build Luxury
Brands, Kogan Page.
- Rosenbaum-Elliott, R., Percy, L. and Pervan, S. (2015), Strategic Brand Management, 3rd Edition, Oxford
University Press.

Journals:
International Marketing Review
Journal of International Marketing
Journal of International Consumer Marketing
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Services Marketing
Journal of consumer behaviour: an international research review
European Journal of Marketing,
Journal of Marketing
Journal of marketing Research
Advances in Consumer Research
Journal of Brand Management
Journal of Product and Brand Management
Websites/Electronic Databases:
www.pearsoned.co.uk/hollensen

Passport (E-resource) Euromonitor International: http://catalogue.londonmet.ac.uk/record=b1252449~S3

OPIC- https://www.opic.gov/what-we-offer/political-risk-insurance

Business environment ranking & index-https://www.eiu.com/public/topical_report.aspx?campaignid=bizenviro2014

The PRS Group- https://www.prsgroup.com/about-us/about-prs

Business Environment Risk Intelligence (BERI)-http://www.beri.com/

International VALS http://www.strategicbusinessinsights.com/vals/international/

World values survey - http://www.worldvaluessurvey.org/wvs.jsp

Please note that during the semester, other books, articles and other resources would be recommended as need be.