| Semester 1 Credit Value: | 10 |
|---|---|
| Semester 2 Credit Value: | 10 |
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 communications 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. Using the PEST analysis framework, a range of different product and service sectors will be explored.
1. What is Global marketing
2. Library and Research Skills for Global Marketing Analysis
3. Product Marketing
4. Services Marketing
5. Business to Business Marketing
6. Global Political Environment
7. Global Economic Environment
8. Global Socio-Cultural Environment
9. Global Technological Environment
10. Case Study 1; Fast Moving Consumer Goods Sector
11. Case Study 2: Manufacturing Sector
12. Case Study 3: Drinks Sector
13. Case Study 4: Food Sector
14. Case Study 5: Travel & Tourism Sector
15. Case Study 6: Financial Services Sector
16. Case Study 7: Educational Sector
17. Case Study 8: Media Sector
18. Case Study 9: Online Sector
19. Case Study 10: 3rd Sector
20. Case Study 11: The Entertainment Sector
| Category | Activity | Number | Length | Student Hours | Academic Staff Contact Hours | Comment |
|---|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 56:00 | 56:00 | 0:00 | N/A |
| Scheduled Learning And Teaching Activities | Lecture | 36 | 1:00 | 36:00 | 36:00 | N/A |
| Guided Independent Study | Directed research and reading | 1 | 54:00 | 54:00 | 0:00 | N/A |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 4:00 | 4:00 | 4:00 | Poster session |
| Guided Independent Study | Independent study | 1 | 50:00 | 50:00 | 0:00 | N/A |
| Total | 200:00 | 40:00 |
The ‘Harvard’ approach is adopted: lectures convey the theoretical basis of global marketing illustrated by case study material.
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Poster | 2 | M | 30 | A0 Poster presenting visually and in writing the comparative analysis of your two chosen sectors (1 product and 1 service sector). |
| Report | 2 | M | 70 | 2500 words – Global Marketing Environment Report – Comparative analysis of 2 chosen sectors (1 product; 1 service sector). |
| Description | When Set | Percentage | Comment |
|---|---|---|---|
| Essay | A | 100 | 2,000 words |
The report and poster presentation will evaluate student’s critical understanding of the topic, its associated theory and its application to a range of different product and service sectors.
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.