Key topic areas:

- An appreciation of the concepts of international trade, contextualisation of the political, economic and cultural differences between markets and the role of emerging economies in international business.
- The role of marketing in international business
- Introduction to marketing management, global marketing issues and the process of strategic marketing planning
- Gathering information & scanning the environment through market research to analyse opportunities.
- Developing the marketing mix/offering for global competitiveness
- Developing effective marketing propositions through setting product strategy
- Delivering value: setting prices and selecting the distribution (place and space) strategy
- Managing distribution strategy and developing an international distribution strategy; the complexities of international distribution: FDI, market entry strategy; the role of market entry strategy in relation to SME's and MNE's; managing relationships in distribution channels
- Planning and implementing marcoms programmes
- Operationalising and controlling the global marketing strategy

1. Group presentation of 10 minutes and 5 minutes Q&A (LO1)

2. Individual assignment of 2,500 words with the aim to formulate a marketing plan for business growth / expansion into a new market (LO2, LO3)

Scheduled learning and teaching activities.

To consist of:

Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:

To consist of:

Accessing additional online content such as videos and presentations

Independent reading to consolidate knowledge gained in the formal teaching

Undertaking formative tasks set by the tutor to consolidate learning

Assessment preparation and writing and gathering evidence

1. UNDERSTAND AND APPLY THE PRINCIPLES OF MARKETING TO ORGANISATIONS OPERATING IN INTERNATIONAL MARKETS AND FACING DIVERSE POLITICAL, CULTURAL, ECONOMIC AND DEMAND CHALLENGES.

University Learning Outcome:

Knowledge and Understanding
Learning

2. APPLY THE CONCEPTS AND DISCIPLINES WHICH UNDERPIN GLOBAL MARKETING MANAGEMENT TO SOLVE COMPLEX, UNSTRUCTURED MARKETING PROBLEMS

University Learning Outcome:
Application
Knowledge and Understanding
Problem Solving

3. DESCRIBE AND CRITICALLY JUSTIFY THE IMPLEMENTATION OF AN INTERNATIONAL MARKETING STRATEGY THAT ALIGNS ORGANISATION GOALS WITH THEIR CORE COMPETENCIES AND OPPORTUNITIES AND THREATS IN THE GLOBAL ENVIRONMENT

University Learning Outcome:

Application
Communication
Knowledge and Understanding
Problem Solving

VLE learning support material to be provided for independent / self-directed learning

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

These are indicative only. You will be expected to complete independent extended reading.

Kevin Lane Keller and Vanitha Swaminathan,¿Strategic Brand Management: Building Measuring and Managing Brand Equity, 5th¿Edition, Global Edition, 2020, Pearson

Hollensen, S, (2020) Global Marketing, 8th edition, Pearson Education ISBN-13 978-1292251806

The module will introduce you to the aspects of global/ international digital marketing, ethics and corporate social responsibility. It integrates the theoretical base (necessary for understanding the issues that shape the global business environment) with the ways in which marketers apply marketing concepts to achieve organisational aims in complex global markets.