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.
On successful completion of the module, students will be able to:
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.
Definitive UNISTATS Category | Indicative Description | Hours |
---|---|---|
Scheduled learning and teaching | A combination of lectures and workshops | 33 |
Guided independent study | 117 | |
Total (number of credits x 10) | 150 |
Two components of assessment will ensure that the module's learning outcomes are met:
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.
Learning Outcome | Assessment Strategy |
---|---|
1) 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 | Individual essay Group report |
2) 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 | Individual essay Group report |
3) Critically evaluate options in relation to management decision making with regard to product life cycle/ new product development/ branding/ pricing/distribution | Individual essay Group report |
4) 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 | Individual essay Group report |
Description of Assessment | Definitive UNISTATS Categories | Percentage |
---|---|---|
Individual essay | Coursework 1 | 70% |
Group report | Coursework 2 | 30% |
100% | ||
Total (to equal 100%) | 100% |
It IS NOT a requirement that any major assessment category is passed separately in order to achieve an overall pass for the module.
Jobber, D. Principles and Practice of Marketing Latest edition, McGraw Hill.
Usunier, J. and Lee, J.A. Marketing Across Cultures Latest edition, FT Prentice Hall.