|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.
Socio-cultural environment: approaches to the study of culture: high and low context cultures: Geert Hofstede’s cultural dimensions model.
Technological environment: 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
|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||Case studies|
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 adopt this format.
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.