The University of Southampton
Courses

ARTD6072 Global Marketing

Module Overview

This optional module introduces the key ideas of global marketing and the changes that have been taking place due to globalization. Placing the global marketing communication in a range of different contexts i.e., advertising, public relations, product/services design, media and management, this module will also address the broader socio-cultural aspects of global marketing. The module also focuses on strategic marketing management framework in the context of arts, design and global marketing. The curriculum will explore the importance of localisation and adaptation of design, brand and product/services.

Aims and Objectives

Module Aims

• Equip students with contemporary knowledge and practical skills in a challenging global environment. • Examine global marketing content in a critical way, with an emphasis on the relationship between content, management and medium. • Critically analyse various global marketing plans and strategies and the ramifications of contemporary approaches on global marketing. • Understand how global marketing management operate, taking into account its two main branches being advertising and public relations.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • a range of marketing theories in global context
  • methods applicable to your own research
  • how to analyse the relationship between content, management and medium
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • reflect critically on your own practice
  • question and formulate concepts of global marketing theory and practice
  • vitally develop your ideas of global marketing
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate your ideas and the progress of your research suitably
  • engage constructively in dialogue and debate about your own and others’ work
  • apply comparative methods in global marketing research and practice

Syllabus

This option module introduces ideas of global marketing and the changes that have been taking place due to the introduction of new media. Placing them in a range of different contexts i.e., advertising, public relations, media and management this module will also address the broader socio-political aspects of global marketing. The module focuses on strategic marketing management framework, which allows a discussion of key managerial decisions on formulating and executing global marketing plans taking into account the cultural specificity of the various markets and how it is integrated and presented globally.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Formal in class lectures • student-led presentations and discussion. 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.

TypeHours
Independent Study176
Teaching24
Total study time200

Resources & Reading list

Kotler, P., Armstrong, G. (2016). Principles of Marketing. 

Keegan, W & Green, M. (2015). Global Marketing. 

Percy & Elliott. (2009). Strategic Advertising management. 

Hollenson, S. (2014). Global Marketing. 

Ulrich et al (2008). Product Design and Development. 

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

Deresky, H. (2014). International Management: managing across borders and cultures. 

Lee, K. (2012). Global Marketing Management. 

Kotabe, M & Helson,K. (2016). Global Marketing Management,. 

Bamossy, S. Hogg, A (2010). Consumer Behaviour: A European Perspective. 

Melewar, T.C. (2008). Facet of corporate identity communication and reputation. 

Elliott, R. and Percy, L. (2007). Strategic Brand Management. 

Wheeler, A. (2012). Designing Brand Identity: an essential guide for the whole brand team. 

Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. 

Kapferer, J.N. (2010). The New Strategic Brand Management. 

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

Porter, M.E. (1985). Competitive Advantage. 

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing; an introduction. 

Assessment

Formative

Coursework

Summative

MethodPercentage contribution
Case study  (1500 words) 40%
Report  (3000 words) 60%

Repeat

MethodPercentage contribution
Report  (3000 words) 100%

Referral

MethodPercentage contribution
Report  (3000 words) 100%
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