BUSI4BL15: Global Marketing Management

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• To provide an analytic decision-oriented framework for the development and implementation of global marketing programmes.
• To equip students with the skills to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process (1. whether to internationalise; 2. which markets to enter; 3. how to enter a foreign market; 4. how to develop the global marketing programme; 5. how to implement and organise the global marketing programme).
• To develop students skills by linking the teaching to a range of case examples to assist them to link theory with practice.

• PART 1 WHETHER TO INTERNATIONALISE
• Global marketing in the firm.
• Initiation of internationalisation.
• Internationalisation theories.
• Development of the firms international competitiveness.
• PART 2 WHICH MARKETS TO ENTER
• The political and economic environment.
• The cultural environment.
• The international market selection process.
• Market segmentation, targeting, and positioning.
• PART 3 HOW TO ENTER A FOREIGN MARKET
• Selecting market entry modes.
• Export, intermediate and hierarchical entry modes.
• Non-traditional entry mode(s).
• PART 4 HOW TO DEVELOP THE GLOBAL MARKETING PROGRAMME
• Seeking marketing effectiveness and resource efficiency (Glocal approaches).
• Exploring suitable marketing mixes.
• PART 5 HOW TO IMPLEMENT AND ORGANISE THE GLOBAL MARKETING PROGRAMME
• Organisation and control of the global marketing programme.

Subject-specific Knowledge:

• Upon successful completion of the module, the students will:
• Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes.
• Have acquired both knowledge and know-how to develop and implement global marketing plans.

Subject-specific Skills:

• By the end of the module students should be able to:
• Design and implement global marketing strategies.
• Explain the role of global marketing in the firm from a holistic perspective.
• Examine how firms build their organisational structure internationally.
• Apply a range of techniques for planning, budgeting and marketing control.

Key Skills:

• Effective written communication skills.
• Planning, organising and time management skills.
• Problem solving and analytical skills.
• The ability to use initiative.
• Advanced skills in the interpretation of data.
• Advanced computer literacy skills.

• Learning outcomes will be met through a combination of lectures and seminars, supported by guided reading.
• The summative assessment of the module, by individual written assignment, is designed to test students knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills in the context of specific global marketing issues.

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key topics in practice. Participation in seminar elements provides an opportunity for formative feedback throughout the module. Verbal formative feedback will be given throughout the seminar exercises

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