|Semester 1 Credit Value:||10|
The discipline of marketing is universal. However, marketing practices vary from country to country because the countries and peoples of the world are different. These differences mean that a successful marketing mix in one country will not automatically be effective in another country. Global marketers operate in a dynamic environment. Customer preferences, competitors, channels of distribution, and communication media may differ. The central task in global marketing is evaluating the extent to which marketing plans and programmes can be extended worldwide (standardised) and the extent to which they must be adapted (customised).
The module focuses on the drivers of change in the global macro-marketing environment (the external environment over which organisations have little, if any, control).
•The political environment: role of government in the economy, political stability and risk, international relations. The legal environment: local domestic law and international law.
•The economic environment: socio-economic blocs: economic facilitators – World Trade Organisation, World Bank, United Nations, China, India, Russia and Brazil.
•The socio-cultural environment: approaches to the study of culture: high and low context cultures: Geert Hofstede’s cultural dimensions model.
•The technological environment: the impact of technological change on global products and services.
•The natural environment: the green consumer.
– Library Skills (Louise Gordon, Robinson Library)
– Overview of Global Marketing
– Standardize or Customize?
– Global Political Environment
– Global Economic Environment
– Global Trade Environment
- Global Cultural Environment
– Global Technology Environment
- Global Green Environment
– Case Study: IKEA & the Natural Environment.
At the end of the module students should be able to:
Demonstrate knowledge of global market environments impacting on representative organisations from the following sectors:
a. Consumer markets
b. Business-to business markets
Undertake research using marketing databases: Mintel Market Intelligence and Global Market Information (Euromonitor), Business Source Premier and Lexis Nexis.
- Demonstrate awareness of the drivers of change in global markets
- Apply marketing theory to a wide range of global product and service applications
|Graduate Skills Framework Applicable:||Yes|
|Scheduled Learning And Teaching Activities||Lecture||19||1:00||19:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||30:00||30:00||N/A|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||1||1:00||1:00||Small group discussion|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
The module adopts the Harvard approach to learning: lectures convey the essential theories and are supported by a wide range of case study material research by the module leader.
The tutorial is designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing.
The format of resits will be determined by the Board of Examiners
The essay offers the student to develop a holistic assessment of marketing knowledge, and evaluates the successful attainment of the learning outcomes.
Note: The Module Catalogue now reflects module information relating to academic year 14/15. 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.