• Postgraduate study:
• Courses
• Apply now
• Fees and funding
• Accommodation
• Open Events
• Work placement
• Study resources
• Student support
• Research
• Campuses
• Choose Kingston
• Disability and mental health support

• Postgraduate study:
• Courses
• Apply now
• Fees and funding
• Accommodation
• Open Events
• Work placement
• Study resources
• Student support
• Research
• Campuses
• Choose Kingston
• Disability and mental health support

Global Marketing Management

• Module code: BM7017
• Year: 2018/9
• Level: 7
• Credits: 15
• Pre-requisites: None
• Co-requisites: None

Summary

Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation's specific marketing objectives. Marketing management is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. The module is delivered via lectures, case study seminars and workshops and is also supported by guest speakers. Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation's specific marketing objectives. Marketing management is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. The module is delivered via lectures, case study seminars and workshops and is also supported by guest speakers.

Aims

• To appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the 'not-for-profit', public sector and private sector business arenas and across the globe
• To develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a global context
• To appreciate the importance of culture in the formulation of and success of global marketing activities and to examine marketing ethics in a global context

Learning outcomes

On successful completion of the module, students will be able to:

• appreciate the central importance of the marketing concept and of market drivers as interpreted through market research and analysis, understand the differences between international, multinational and global markets, and the implications of these differences for operational marketing decisions;
• recognise the pivotal role of segmentation/ targeting/ positioning in optimising marketing activity in both the business to business (B2B) and business to consumer (B2C) settings, and apply appropriate segmentation models in single and multi-country contexts;
• critically evaluate options in relation to management decision making with regard to product life cycle/ new product development/ branding/ pricing/distribution;
• recognise the influence of cultural differences on markets and appreciate the key aspects of global marketing management (research/ product or service specifications/ marketing communications/ pricing/ distribution) which may have to be adapted country by country.

Curriculum content

• The importance of the marketing concept and of market analysis together with the scope of marketing management in addressing business issues.
• Techniques for analysing the market environment and the central role of customers/ consumers and their needs/ wants/ buying behaviours.
• The theory and practice of segmentation as an antecedent to market targeting and to product positioning (segmentation, targeting,positioning: STP).
• The similarities/ differences between business to business (B2B) and business to consumer (B2C) markets and the application of STP to both.
• Critical appraisal of product life cycle theory.
• The new product development process, including drivers of npd, types of new product and strategies to reduce the risk of new product failure.
• The global marketing environment, drivers of globalisation and of international business expansion.
• A critical approach to foreign market opportunity analysis and country selection.
• The relative (dis) advantages of different market entry modes and the management challenges raised by adopting each one, and the marketing implications of their adoption.
• Models of culture and frameworks whereby cultural distance can be measured; assessment of the potential effect of cultural distance on marketing management decisions and on marketing performance.
• The case for standardisation versus adaptation across international markets in terms of marketing management processes in general and in managing the marketing mix in particular.
• The influence of the standardisation/ adaptation debate on issues of international advertising and pricing etc.
• The challenges raised by channel selection and management in an international context.
• Ethical challenges in international/global marketing.

Teaching and learning strategy

Students will be expected to attend classes, prepare and participate in workshop sessions and complete background reading as indicated. They will have access to a Canvas site and linked web sites which back up the core text. Students will be expected to access articles and contemporary business and marketing trade journals via the Learning Resources Centre or via web-based sources. Case studies and computer exercises will be used as appropriate. Students will be expected to attend classes, prepare and participate in workshop sessions and complete background reading as indicated. They will have access to a Canvas site and linked web sites which back up the core text. Students will be expected to access articles and contemporary business and marketing trade journals via the Learning Resources Centre or via web-based sources. Case studies and computer exercises will be used as appropriate.

Breakdown of Teaching and Learning Hours

Assessment strategy

Two components of assessment will ensure that the module's learning outcomes are met:

• an individual assignment, worth in total 70% of the module grade, typically an essay requiring a review of academic literature in the area of global marketing management.
• a group report, worth 30% of the overall module grade, typically involving an in-depth analysis of a global marketing management case study.

Formative assessment and feedforward is provided through interactive class discussion and through the practical exercises delivered on a regular basis over the duration of the module.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Elements of Assessment

Achieving a pass

It IS NOT a requirement that any major assessment category is passed separately in order to achieve an overall pass for the module.

Bibliography core texts

Jobber, D. Principles and Practice of Marketing Latest edition, McGraw Hill.

Bibliography recommended reading

Usunier, J. and Lee, J.A. Marketing Across Cultures Latest edition, FT Prentice Hall.