MKTG08016 2022 Global Marketing Strategy
Full Title
Global Marketing Strategy
Transcript Title
Global Marketing Strategy
Code
MKTG08016
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
BUS - Business
Level
08 - Level 8
Credit
05 - 05 Credits
Duration
Stage
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Kerry Dolan, Catherine McGuinn
Programme Membership
SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business
SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing
SG_BBUSB_H08 202200 Bachelor of Business (Honours) in Business
Description
The student will comprehend critical understanding of international marketing theory and will demonstrate knowledge necessary to operate in a global marketing environment.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Demonstrate understanding of international market expansion
2.
Evaluate the role of culture on global marketing effectiveness
3.
Assess what constitutes global marketing environmental analysis
4.
Synthesise the role and impact of global competition
5.
Critically evaluate the need for international selling skills
6.
Debate and discuss the impact of contemporary global issues
Teaching and Learning Strategies
Lectures
Guest lectures
In-class discussion
Module Assessment Strategies
Continuous assessment 40%
Final exam 60%
Repeat Assessments
As above or combination thereof.
Indicative Syllabus
1. International Market Expansion
- Comprehend the decision as why companies internationalise
- Appraise target market selection options
- Assess market entry strategies
- Comprehend the role of global intelligence planning
2. Culture
- Debate the role of culture to global marketing decisions
- Evaluate the impact of culture on global marketing
3. The Global Environment
- Critique the impact of politics on global marketing
- Synthesise key issues in the global marketing environment
- Assess the strategic role of ethics in the international context
- Comprehend the legal considerations in the global environment
- Debate the need for technological assessment
4. Global competition
- Appreciate the effect of market structure
- Design a system to gather competitive intelligence
- Appraise the opportunities for global competitive advantage
5. Sales and Selling
- Design guidelines for global sales negotiations
- Debate best practice selling across cultures
6. Contemporary Global Issues
- Assess the challenges and opportunities of emergent markets
- Articulate the importance of consumer behaviour across societies
- Debate the need for global corporate social responsibility
- Determine how to be responsive to the principle of sustainability
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Continuous Assessment | Coursework Assessment | Assessment | 40 % | Week 8 | 1,2,3 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Final Exam | Final Exam | Closed Book Exam | 60 % | End of Semester | 1,2,3,4,5,6 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Lecture Theatre | Lecture | 3 | Weekly | 3.00 |
Total Full Time Average Weekly Learner Contact Time 3.00 Hours
Required & Recommended Book List
Required Reading
2020-01-09 Global Marketing Management John Wiley & Sons
ISBN 9781119563112 ISBN-13 1119563119
2020-01-09 Global Marketing Management John Wiley & Sons
ISBN 9781119563112 ISBN-13 1119563119
Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.
Required Reading
1920-01-14 Hollensen
ISBN 1292251808 ISBN-13 9781292251806
1920-01-14 Hollensen
ISBN 1292251808 ISBN-13 9781292251806
"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--
Required Reading
2019-08-07 Global Marketing, Global Edition
ISBN 1292304022 ISBN-13 9781292304021
2019-08-07 Global Marketing, Global Edition
ISBN 1292304022 ISBN-13 9781292304021
For courses in global marketing. Familiarises students with global marketing and the global business environment Global Marketing's environmental and strategic approach outlines the major dimensions of the global business environment for students. The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.
Module Resources
Non ISBN Literary Resources
Journal Resources
Harvard Business Review.
URL Resources
Other Resources
None
Additional Information
None