An individual 2500 word assignment - 100% (Tests Learning Outcomes 1 and 2)

This module is designed to enable students to develop marketing strategies and plans in and across a range of different international environments with a focus on the traditional and contemporary elements of international and global marketing. As well as extending students' marketing and strategic skills obtained in the core modules into a global context which reflects the growing importance of multinational organisations, the module also develops knowledge and skills in international marketing processes.
Topics covered in the module will be drawn from: a comparison of varying models of the differences between the concepts of international and global marketing; globalisation and fragmentation of markets; contextualised review of the major dimensions of international and global marketing - political, economic and cultural differences between markets; analysis and targeting of international marketing opportunities; international market selection and expansion; market entry mode decisions - evaluation and operation of export, contractual and investment techniques; global positioning and branding; marketing mix issues; international marketing planning; contemporary issues.

1. IDENTIFY AND CRITICALLY EVALUATE THE MAJOR ENVIRONMENTAL INFLUENCES AFFECTING GLOBAL AND INTERNATIONAL MARKETS TO JUSTIFY RECOMMENDED STRATEGIES.
Knowledge & Understanding

2. APPLY APPROPRIATE ANALYTICAL MODELS AND FRAMEWORKS TO ANALYSE, ASSESS AND CRITICALLY APPRAISE GLOBAL AND INTERNATIONAL MARKETING SITUATIONS.
Analysis
Application

Resources Library
Internet
TV/Video

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

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

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.