Development of the “Global Marketing” concept and role of marketing in international business

Introduction to marketing management, global marketing issues, and the process of strategic marketing planning

Development of firms’ international competitiveness

International market research and insights

Global environmental audit (Political, economic and socio cultural env.)

Core strategy dimensions in international marketing (International STP analysis)

Internationalization theories (Uppsala model, TCA model and network model)

Delivering value; Setting prices and distribution (place and space) strategy

Element 1: A 20-minute group presentation, weighted at 40% of the overall module mark and assessing LO1, is based on an investigation into one small organization and one international organization and a comparison of their approaches to global marketing with detailed consideration of environmental factors.

Element 2: A 2000-word individual essay, weighted at 60% of the overall module mark and assessing LO2 and LO3, in which students have to select an organization and formulate a marketing plan for business growth/expansion into a new market.

This module requires students to commit to 200 learning hours, which includes 48 hours of scheduled teaching and learning activities and 152 hours of individual learning hours.


The hours of scheduled teaching and learning activities will be structured as below,

formal lectures

tutor led activities (workshops and case studies)

large group-based activities

hours of guest lectures


Lectures will provide students with an overview of theories and conceptual frameworks related to current and contemporary environmental influences on global marketing.

Workshops and case studies will provide students with the opportunity to develop intellectual skills to apply theories learnt in lectures to global marketing scenarios and to prepare for their assessments.

Guest lectures will provide students with the opportunity to meet and greet real-life marketing personalities who will share their corporate experiences while integrating the theories learnt in the classroom.

Independent study will require students to read and think about the case study preparatory questions that will form the basis to tutorial / seminar discussions and to organise and review their lecture notes and materials.

1. Identify the diverse political, cultural, economic and demand challenges influencing global and international markets and marketing strategies

University Learning Outcome

Learning

Knowledge & understanding

2. Apply appropriate analytical models and frameworks to analyse, assess, and appraise global marketing challenges and issues.

University Learning Outcome

Analysis

3. Describe and justify the implementation of an internal marketing strategy that aligns organizational goals with their core competencies, opportunities, and threats in the global environment.

University Learning Outcome

Application

Problem Solving

Library

Internet access

Academic journals

Online marketing practitioner journals

TV/Radio

Recommended texts

Kotabe, M. and Helsen, K. (2019) Global Marketing Management. 8th ed. Wiley.

Green, M. C. and Keegan, W. J. (2019) Global Marketing. 10th ed. (Global ed.). New Jersey: Prentice Hall.

Kotler, P., Keller, K. L. and Chernev, A. (2021) Marketing Management. 16th edn. (Global ed.). Pearson.

Clarke, G. and Wilson, I. (2009) International Marketing. Maidenhead: McGraw-Hill.

This module will introduce aspects of global marketing integrating theories that aid our understanding of issues that shape global markets and the ways in which marketing concepts are applied to achieve organizational goals in complex global markets. The module also emphasises the importance of understanding and solving issues faced by marketers in the globalized world.