|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: Assessment Brief
3: The Global Economic Environment
4: Case Study
5: The Social and Cultural Environment
6: Case Study
7: The Political, Legal and Regulatory Environment
8: Case Study
9: Segmentation, Targeting and Positioning
10: Case Study
11: Global Competitor Analysis
12: Case Study
13: Internal Analysis
14: Case Study
15: Strategic Planning
16: Case Study
17: Global Marketing Mix (1)
18: Case Study •
19: Global Marketing Mix (2)
20: Case Study
|Scheduled Learning And Teaching Activities||Lecture||36||1:00||36:00||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|
|Scheduled Learning And Teaching Activities||Workshops||1||4:00||4:00||Poster session|
|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||2||M||60||2000 words – Global Marketing Environment Report and industry analysis.|
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.