Global Marketing

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

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;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

analyse theoretical perspectives about the issues relating to standardization, adaptation, localisation and internationalization in the context of global marketing.
demonstrate a depth of critical and analytical thinking;

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;

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.

Study time
Type	Hours
Teaching	24
Independent Study	126
Total study time	150

Resources & Reading list

Journal Articles

Journal of Global Marketing. Journal of Global Marketing.

Journal of International Marketing. Journal of International Marketing.

International Journal of Research in Marketing. International Journal of Research in Marketing.

Textbooks

Percy & Elliott. (2009). Strategic Advertising Management. New York: Oxford University Press.

Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Page.

Kotabe, M & Helson,K. (2016). Global Marketing Management. Hoboken: John Wiley & Sons.

Ulrich et al. (2008). Product Design and Development. Singapore: McGraw-Hill.

Keegan, W & Green, M. (2017). Global Marketing. New Jersey: Pearson.

Lee, K. (2012). Global Marketing Management. Oxford: Oxford University Press.

Wheeler, A. (2012). Designing Brand Identity: An essential guide for the whole brand team. New Jersey: John Wiley & Sons.

Porter, M.E. (1985). Competitive Advantage. New York: Free Press.

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing: An Introduction. New Jersey: Pearson Prentice Hall.

Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective. Harlow: FT Prentice Hall.

Hollenson, S. (2017). Global Marketing. London: Pearson.

Kotler, P., Armstrong, G., (2016). Principles of Marketing. New Jersey: Pearson Prentice Hall.

Melewar, T.C. (2008). Facet of Corporate Identity Communication and Reputation. London: Routledge.

Elliott, R. and Percy, L. (2007). Strategic Brand Management. New York: Oxford University Press.

Kapferer, J.N. (2010). The New Strategic Brand Management. London: Kogan Page.

Deresky, H. (2014). International Management: Managing across borders and cultures. London: Prentice Hall.

Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. England: Financial Times/Prentice Hall.

Pelsmacker, P, Geuens,M. Bergh, J. (2010). Marketing Communication. Harlow: 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.

Breakdown
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.

Breakdown
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.

Breakdown
Method	Percentage contribution
Individual report	100%

Repeat Information

Repeat type: Internal & External