Global Marketing

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 applied to the global marketing context;
• systematic insight about global marketing environment and global marketing strategy.

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;

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

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.

Resources & Reading list

Journal Articles

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

Journal of Global Marketing. Journal of Global Marketing.

Journal of International Marketing. Journal of International Marketing.

Textbooks

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.

Repeat Information

Repeat type: Internal & External