|Semester 1 Credit Value:||10|
|Semester 2 Credit Value:||10|
|MKT1002||Introduction to Marketing|
|ACE1034||Principles of Food Marketing|
|MKT1000||Essentials of Marketing|
Marketing has become a universal global activity though it practice varies substantially from country to country due to political, economic, socio-cultural and technical differences across and between countries and regions. As a result, what will work from a marketing perspective in one country may not succeed in others. Customer preferences, competitive pressures, channels of distribution and communication technologies differ considerably. This poses a major challenge to marketing of products and services around the world. The central task of global marketing is to evaluate the extent to which companies need to customise their offerings to different consumers and markets.Semester 1 focuses on the global macro environment, global market trends and global completion. A thorough analysis of the external environment is critically important prerequisite to examining industry performance. In Semester 2 the module progresses to cover specific marketing application in the global environment.
• What is Global Marketing
• The Global Economic Environment
• The Social and Cultural Environment
• The Political and Regulatory Climate
• Global Markets
• Global Competitors
• Global Strategy and Competitive advantage
• Importing, Exporting, Sourcing,
• Global Market Entry Strategies
• Global Marketing Mix
At the end of the module students should be able to:
• Demonstrate knowledge of the global macro environment factors and how these factors are influencing global markets and industry competiveness for an array of products and services
• Demonstrate ability to examine the global macro environment
• Demonstrate ability to examine market trends and industry competiveness in a global setting
• Demonstrate knowledge and understanding of global marketing strategic decisions
At the end of this module students should have developed the following skills
• Written communication skills through the report
• Information literacy and research skills through the report
• Problem solving skills through the report and exam
• Computer literacy through the report
• Apply global marketing theory and understanding to a wide range of global product and service scenarios through the exam
|Graduate Skills Framework Applicable:||Yes|
|Scheduled Learning And Teaching Activities||Lecture||40||1:00||40:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||56:00||56:00||N/A|
|Guided Independent Study||Directed research and reading||1||54:00||54:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/A|
The ‘Harvard’ approach is adopted: lectures convey the theoretical basis of global marketing illustrated by case study material.
The format of resits will be determined by the Board of Examiners
|Written Examination||90||2||A||40||The exam will contain several short questions and one short case study with associated questions.|
|Report||1||M||60||2000 words – Global Marketing Environment Report and industry analysis.|
The exam will assess student's knowledge of the subject content and their ability to apply theory to a globally marketing scenario (i.e. the case study component of the exam).
The individual marketing environment report will allow students to do an in-depth analysis of a global industry of interest. It will assess student's critical understanding of the subject material.
Assessment weighting set at 40:60 (exam:report) as the report for this module will be more demanding for students than the exam in terms of time commitment.
Note: The Module Catalogue now reflects module information relating to academic year 16/17. Please contact your School Office if you require module information for a previous academic year.
Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.