|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).
Semester 1 focuses on the drivers of change in the global macro-marketing environment (the external environment over which organisations have little, if any, control).
Overview of global marketing
Comparative advantage, trade and economic development
Political environment: role of government in the economy, political stability and risk, international relations. The legal environment: local domestic law and international law.
Economic and trade environment: socio-economic blocs: economic facilitators – World Trade Organisation, World Bank, United Nations, China, India, Russia and Brazil.
Innovation: the impact of technological change on global products and services.
– 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
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
At the end of the module students will have developed the following skills:
1. Written Communication skills through the business report
2. Information Literacy and Research Skills through the business report
3. Problem Solving and Initiative skills through the business report
4. Adaptability will be practiced during private study time and in the preparation of the business report
5. Computer literacy through the business reports
|Graduate Skills Framework Applicable:||Yes|
|Scheduled Learning And Teaching Activities||Lecture||16||1:00||16:00||Plenary sessions|
|Guided Independent Study||Assessment preparation and completion||1||82:00||82:00||Business report style|
|Scheduled Learning And Teaching Activities||Small group teaching||2||1:00||2:00||Seminars|
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 external examiner considers that essays or business reports offer the student to develop a more holistic assessment of marketing knowledge than do examinations. Having discussed within the teaching group I have decided to use this format.
Disclaimer: The information contained within the Module Catalogue relates to the 2016/17 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2017/18 entry will be published here in early-April 2017. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.