Gwybodaeth Modiwlau

Module Identifier
ABM7220
Module Title
Global Marketing
Academic Year
2019/2020
Co-ordinator
Semester
Semester 2
Reading List
External Examiners
  • Dr Rosalind Jones (Lecturer - University of Birmingham)
 
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminar 9 x 1 Hour Seminars
Lecture 10 x 2 Hour Lectures
Lecture 10 x 1 Hour Lectures
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Written report (group) 3,500 words per group member  50%
Semester Assessment Written essay 1,500 words  30%
Semester Assessment Individual presentation 10 minutes  20%
Supplementary Assessment Written report (individual) 4,000 words  70%
Supplementary Assessment Written essay 1,500 words  30%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate an understanding of the nature and importance of international marketing

* Critically assess market risk

  • Analyse, evaluate and demonstrate a critical awareness of the impact of the
  • global environment on strategic marketing

* Identify and critically assess the criteria used by businesses to identify new international markets, and the methods used to enter these markets

* Explain and evaluate how businesses manage international marketing campaigns

* Explain and evaluate how businesses manage relationships with their own customers with different nationalities and cultures

Brief description

This module examines the identification, entry into, and development of international/global markets. The module provides a thorough understanding of the theories, concepts and techniques of global and international marketing, including motives for international expansion, market selection and entry, management of communications and customer relations in international markets, and international branding

Content

  • Motives for globalization: motives for international activity and barriers that inhibit international activity
  • Market selection methods: the methods by which markets are selected, and patterns of international development
  • Market entry methods: the methods by which markets are entered, and the relative value of these methods
  • Global marketing and brand management
  • Market divestment: reasons for, impact and consequences of divestment in global markets.
  • Global marketing communications: how marketers manage global marketing campaigns
  • Global Customer Relations Management and consumer behavior: how customers are managed within different cultures and markets

Module Skills

Skills Type Skills details
Application of Number Through the quantitative areas integrated throughout the entire module
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue
Improving own Learning and Performance Through both class and self-directed learning
Information Technology Basics of data analysis using Excel
Personal Development and Career planning Development of skills, theory analysis capabilities to allow effective management decisions
Problem solving Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions
Research skills Qualitative methods, survey methods and basic preparation and analysis
Subject Specific Skills Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications;
Team work Through class preparation, the use of breakout group working case preparation and through the group assessment

Notes

This module is at CQFW Level 7