The stability of global markets is difficult to identify in the current turbulent marketing environment. With the advent of digital channels, all companies can now be considered to have the potential to undertake some form of international trade, be they large or small. Global markets result in rapidly changing customer’s needs, driven by cultural norms and an accelerating pace of technological change. In this module you will address these challenges and how they impact on the digital marketing decisions facing marketers today.

With a global focus, you will learn about what marketers need to consider when looking for opportunities in new overseas markets. You will learn about cultural differences and how these impact on digital marketing decisions. Addressing a detailed approach, you will learn how to assess an overseas market, using cultural frameworks and external trends. These will then be used to inform marketing decisions covering approaches to segmentation and the digital marketing mix. A combination of macro and micro environmental analysis will be undertaken with macro discussion addressing the broader cultural and environmental trends micro discussion making addressing the detail of adapting a marketing mix.

Individual presentation to inform an exporter on the potential of a launch into a new market addressing cultural and digital marketing considerations. (100%) (LO1 - 3). 40 minutes in duration to include question and answer section.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module. Learning approaches include peer-to-peer, work-based, live demonstrations, workshops, group activities and simulations, plus business demonstrations from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.

1. Demonstrate the ability to critically evaluate a new market in the global environment, addressing cultural differences and digital marketing considerations.

Knowledge & Understanding, Enquiry.

2. Research a new market and synthesise findings to support market entry.

Analysis, Problem Solving.

3. Generate innovative approaches that demonstrate the ability to disseminate findings to a professional audience.

Application, Communication.

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

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

Anderson, S.W. 2015, Content curation: how to avoid information overload, Corwin, Thousand Oaks, CA.

Brown, R., Waddington, S. & Chartered Institute of Public Relations 2013, Share this too: more social media solutions for PR professionals, John Wiley, Chichester.

Schenk, S. & Long, B. 2015, The digital filmmaking handbook, 5th edn, Course Technology Cengage Learning, Boston, Mass.

Gloman, C.B. 2003, No-budget digital filmmaking: how to create professional-looking videos for little or no cash, McGraw-Hill, London; New York;.

Goldstein, T. 2013, Hand Held Hollywood's filmmaking with the iPad and iPhone, Peachpit Press, Berkeley, California.

Marcus, A. 2010, Mobile TV: customizing content and experience; mobile storytelling, creation and sharing, Springer, London

Van Tassel, J.M & Poe-Howfield, L. 2010, Managing electronic media: making, marketing and moving digital content, Focal, Oxford.

Global markets result in rapidly changing customer’s needs, driven by cultural norms and an accelerating pace of technological change. In this module you will address these challenges and how they impact on the digital marketing decisions facing marketers today.