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).
Globalization is the growing interdependence of national economies – involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world. It is associated with governments reducing trade and investment barriers, firms manufacturing in multiple countries and foreign firms increasingly competing in domestic markets.
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 and competitive advantage, trade and economic development
Economic and trade environment: socio-economic blocs: economic facilitators – World Trade Organisation, World Bank, United Nations, China, India, Russia and Brazil.
Marketing ethics and supply chain provenance
Innovation: the impact of technological change on global products and services.
Political environment: role of government in the economy, political stability and risk, international relations. The legal environment: local domestic law and international law.
Semester 2 focuses on the global consumer and the standardization/ customization debate:
Routes to competitive advantage
The socio-cultural environment high and low context cultures (Hall's model)
National cultures (Hofstede's model)
Country and region of origin effects
Outline Of Syllabus
Library skills (Robinson Library)
Overview and retrospective on global marketing
Comparative and competitive advantage (seminar)
Global economic development
Innovation and global new product development
Global supply chain ethics and provenance
UK food chain: ‘factory farming’ (seminar)
Global political environment and trade
Market screening, segmentation and targeting (seminar)
Competitive advantage and the experience curve
Global brands (video)
Standardization/customization (seminar: McDonald’s case study)
The socio-cultural environment: low and high context cultures, Hofstede’s model of national cultures.
Country and region of origin effects (Apple case study)
Global supply chain case study (IKEA seminar)
Geo-demographic research: segmenting markets by social class
Teaching Rationale And Relationship
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 instructors.
The tutorials are designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing.