The module will introduce aspects of global/ international marketing, ethics and corporate social responsibility throughout. 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
The module emphasises the importance of understanding the issues facing marketers in an era of globalized international trade.

Topics
- 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 competiveness
- 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

Business library
Internet access
Online marketing practitioner journals
Companion web sites
Academic journals
TV/Video
Recommended texts
Mintel

Brassington F., & Pettitt S. (2006) Principles of Marketing, 4th edition. Pearson Prentice Hall ISBN 0273659559
Jobber D (2004) Principles and Practice of Marketing. 4th edition, McGraw Hill. ISBN 0-07-710708-X
Hollensen, S, (2010) Global Marketing : A Decision Orientated Approach, Pearson Education ISBN 978-0-273-72622-7
Keegan W. J., & Green M. (2013) Global Marketing (7th Edn) Prentice Hall ISBN 9780132719155
Marketing Management, 2009, Kotler, P, Keller K, Pearson Education, ISBN 978-0-273-7856-7

A group presentation based on an investigation into one small organisation and one international organisation and their approaches to international business (and specifically international marketing) with detailed consideration of environmental factors. (LO 1) weighted at 30%

An individual ASSIGMT length 2500 WORDS weighted at 70%: Students will select one of the organisations from their portfolio research and formulate a marketing plan for business growth / expansion into a new market. (LO 2 & 3)

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.