|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
Aims of Module
The aim of this module is to provide students with an understanding of the key dimensions of the international and global marketing environment from the perspective of a global marketing strategy. It should also provide learners with some analytical tools essential for choosing and making global market entry decisions; organising and controlling global operations.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
Globalisation; mechanism of internationalisation; international trade theories. Global Marketing Environment - Social and Cultural Environment; Political and Legal Environment; Technological Environment; Financial Environment; Global E-Commerce. Global Market Entry - Exporting; Licensing and Franchising; Contractual arrangement; Joint Venture; Wholly Owned Company; Global Strategic Alliances. Analysing Global Marketing Opportunities - International Buyers; Global Marketing Information System; Global Marketing Research. Selecting Foreign Market Entry and Developing Global Strategy - Choosing Foreign Market Entry; Developing Global Marketing Stratgies. Global Marketing Programmes - Product Decisions; Pricing Decisions; Distribution Decisions; Promotion Decisions. Global Marketing Organisation and Control.
Indicative Student Workload
|Mode of Delivery|
Taught Mode (T)
The module is delivered in Taught Mode by lectures, tutorials/seminars and directed self study.
Distance Learning Mode (DL)
The module is delivered in Distance Learning mode by self-directed learning from web-based learning materials and online tutor support.
The module is assessed by two pieces of coursework.
Coursework 1– Essay, with a word count of 2000 words, covering Learning Outcomes 1 and 2
Coursework 2 – Report, with a word count of 3000 words, covering Learning Outcomes 3 and 4
The two assessments are of equal value
Specific journal articles will also be referred in lectures, seminars and distance learning materials.
- Students are also encouraged to browse the marketing journals in the library.