RGU: RGU Module: Global Marketing Management (BSM518)

Module Title
Global Marketing Management

Keywords
Globalisation, Global Marketing Strategies, Global Market Entry Strategies, Organising And Controlling Global Operations.

Reference

BSM518

SCQF Level

SCQF 11

SCQF Points

ECTS Points

7.5

Created

May 2002

Approved

November 2006

Amended

August 2012

Revision No.

Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules

None.

Precluded Modules

None.

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:

1.	Analyse and discuss the internationalisation of business and global marketing issues.
2.	Critically analyse the global marketing environment and its influence on the marketing activities of the firm.
3.	Critically evaluate and select global market entry strategies.
4.	Critically evaluate the range of advanced skills required to design and implement a global marketing plan.

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

Contact Hours	Full Time	Part Time	Distance Learning
Assessment	12	12	12
Lectures/Seminars	36	6	6
Directed Study
Directed Study	64	94	94
Private Study
Private Study	38	38	38

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.

Assessment Plan

	Learning Outcomes Assessed
Component 1	1,2
Component 2	3,4

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

Indicative Bibliography

1.	CATEORA, P.R., GILLY, M.C., and GRAHAM, J.L., 2010. International marketing. 15th ed. Boston: McGraw-Hill/Irwin.
2.	DOOLE, I. and LOWE, R., 2012 (forthcoming). International marketing strategy. 5th rev. ed. London: South-Western Cengage Learning.
3.	JEANNET, J. and HENNESSEY, H.D., 2004. Global marketing strategies. 6th ed. MA: Houghton Mifflin Company.
4.	MUHLBACHER, H., LEIHS, H. and DAHRINGER, L. 2006. International marketing: a global perspective. 3rd ed. London: Thomson Learning.

Additional Notes

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.