Module overview
The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation.. The module situates the concepts and terminology of global marketing in a range of different contexts. i.e., advertising, communication, cyber marketing, public relations and product/services design. Course participants will have the opportunity to engage in theoretical debates on the global marketing environment and application of a global marketing strategy. Course participants will research the global macro and micro environment and engage with issues pertaining to the needs and importance of localisation and adaptation of design, brand and product/services portfolio.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- demonstrate a depth of critical and analytical thinking;
- analyse theoretical perspectives about the issues relating to standardization, adaptation, localisation and internationalization in the context of global marketing.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- systematic insight about global marketing environment and global marketing strategy.
- a range of marketing theories applied to the global marketing context;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- research and apply academic theories, models and frameworks that relate to the global marketing environment and strategy.
- articulate complex ideas at an advanced level in written format;
Syllabus
Indicative module content will include:
Introduction to Global Marketing concepts and theories
- Theories of globalisation
- Initiation needs and benefits of globalisation
Global Marketing Environment
- Global economic environment
- Social and cultural environment in marketing
- Political, legal and regulatory environment
Global Marketing Strategy
- Global marketing communication
- Cyber- media in global marketing
- Segmentation, targeting and positioning in global context
- Product and branding decisions in global marketing
- Consumer behaviour in global markets
Learning and Teaching
Teaching and learning methods
Teaching methods include:
- Formal in class lectures
- Student-led presentations and discussion.
- Seminars
- Tutorials
Learning activities include:
- Peer-group learning
- In this module learning and teaching activities focus on helping you to explore and analyse your ideas and work. Feedback on your progress and development will be given through seminars and tutorials.
| Type | Hours |
|---|---|
| Teaching | 24 |
| Independent Study | 126 |
| Total study time | 150 |
Resources & Reading list
Journal Articles
Journal of International Marketing. Journal of International Marketing.
International Journal of Research in Marketing. International Journal of Research in Marketing.
Journal of Global Marketing. Journal of Global Marketing.
Textbooks
Deresky, H. (2014). International Management: Managing across borders and cultures. London: Prentice Hall.
Keegan, W & Green, M. (2017). Global Marketing. New Jersey: Pearson.
Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Page.
Lee, K. (2012). Global Marketing Management. Oxford: Oxford University Press.
Elliott, R. and Percy, L. (2007). Strategic Brand Management. New York: Oxford University Press.
Kotler, P., Armstrong, G., (2016). Principles of Marketing. New Jersey: Pearson Prentice Hall.
Kotabe, M & Helson,K. (2016). Global Marketing Management. Hoboken: John Wiley & Sons.
Wheeler, A. (2012). Designing Brand Identity: An essential guide for the whole brand team. New Jersey: John Wiley & Sons.
Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. England: Financial Times/Prentice Hall.
Hollenson, S. (2017). Global Marketing. London: Pearson.
Percy & Elliott. (2009). Strategic Advertising Management. New York: Oxford University Press.
Kapferer, J.N. (2010). The New Strategic Brand Management. London: Kogan Page.
Melewar, T.C. (2008). Facet of Corporate Identity Communication and Reputation. London: Routledge.
Pelsmacker, P, Geuens,M. Bergh, J. (2010). Marketing Communication. Harlow: Prentice Hall.
Porter, M.E. (1985). Competitive Advantage. New York: Free Press.
Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective. Harlow: FT Prentice Hall.
Ulrich et al. (2008). Product Design and Development. Singapore: McGraw-Hill.
Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing: An Introduction. New Jersey: Pearson Prentice Hall.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Quizzes
- Assessment Type: Formative
- Feedback:
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Repeat Information
Repeat type: Internal & External