Global Marketing

Cod y Modiwl: ABM7220
Teitl y Modiwl: Global Marketing
Blwyddyn Academaidd: 2026/2027
Semester: Semester 2
Cyd-gysylltydd y Modiwl: Dr Julie Jones
Rhestr Ddarllen: Gweld ar Aspire
Staff Eraill sy'n Cyfrannu: Dr Julie Jones; Dr Aloysius Igboekwu; Dr Matthew Price; Mr Fayedh Ayub; Professor Homagni Choudhury

Dulliau Asesu

Math o Asesiad	Manylion Asesiad	Cyfran
Asesiad Semester	Group Presentation 20 minutes:	20%
Asesiad Semester	Individual Written Essay 1,500 words:	30%
Asesiad Semester	Individual Written Report 3,500 words:	50%
Asesiad Ailsefyll	Individual Written report 3,500 words: 3500 Words	50%
Asesiad Ailsefyll	Individual Written Essay 1,500 words: 1500 Words	30%
Asesiad Ailsefyll	Individual Reflective Essay 1,000 words: a short essay reflecting on the group presentation process and your part in this. 1000 Words	20%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

* 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

Disgrifiad cryno

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

Cynnwys

* 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

Sgiliau Modiwl

Math o Sgiliau	Manylion Sgiliau
Cyfathrebu	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
Datblygu personol a chynllunio gyrfa	Development of skills, theory analysis capabilities to allow effective management decisions
Datrys Problemau	Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions
Gwaith Tim	Through class preparation, the use of breakout group working case preparation and through the group assessment
Gwella dysgu a pherfformiad ei hun	Through both class and self-directed learning
Rhifedd	Through the quantitative areas integrated throughout the entire module
Sgiliau pwnc penodol	Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications;
Sgiliau ymchwil	Qualitative methods, survey methods and basic preparation and analysis
Technoleg Gwybodaeth	Basics of data analysis using Excel

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 7