Module overview
Aims and Objectives
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.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- articulate complex ideas at an advanced level in written format;
- research and apply academic theories, models and frameworks that relate to the global marketing environment and strategy.
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.
Syllabus
Learning and Teaching
Teaching and learning methods
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
Deresky, H. (2014). International Management: Managing across borders and cultures. London: Prentice Hall.
Kotabe, M & Helson,K. (2016). Global Marketing Management. Hoboken: John Wiley & Sons.
Keegan, W & Green, M. (2017). Global Marketing. New Jersey: Pearson.
Porter, M.E. (1985). Competitive Advantage. New York: Free Press.
Kotler, P., Armstrong, G., (2016). Principles of Marketing. New Jersey: Pearson Prentice Hall.
Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective. Harlow: FT Prentice Hall.
Percy & Elliott. (2009). Strategic Advertising Management. New York: Oxford University Press.
Lee, K. (2012). Global Marketing Management. Oxford: Oxford University Press.
Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. England: Financial Times/Prentice Hall.
Hollenson, S. (2017). Global Marketing. London: Pearson.
Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Page.
Pelsmacker, P, Geuens,M. Bergh, J. (2010). Marketing Communication. Harlow: Prentice Hall.
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.
Wheeler, A. (2012). Designing Brand Identity: An essential guide for the whole brand team. New Jersey: John Wiley & Sons.
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.
Melewar, T.C. (2008). Facet of Corporate Identity Communication and Reputation. London: Routledge.
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