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Global Marketing

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(BAM6003) Global Marketing

Version for Academic Year: 2013-14

20 Credits at HE6, UG Level 3
Module Type: Standard
Duration in Trimesters: 1. Trimester 3 Tuition: No
ECTS Value: 10
Marking Scheme: Numeric mark scheme (i.e. mark of 0-100)

Pass Mark

40%, The pass mark for this module is 40%. You must achieve an overall mark of 40%, with no item of assessment having a mark below 35%.

Delivery Type

This Module requires you to attend particular classes or events at particular times and in particular locations.

Pre-Requisites

None

Co-Requisites

None

Barred Combinations

None

Module Outline

This module is designed to develop your knowledge of economic and marketing theory and practice and to develop deeper comprehension of the issues and challenges facing marketers in a global context. The module will help you to develop knowledge of international marketing models and concepts against the backdrop of current affairs in global business and markets. Emphasis will be placed on the development of the skills and knowledge you need to deal with a range of global marketing related issues and problems through the critical evaluation of a range of alternative approaches.

Bolton values: Taught (T), Developed (D) and Assessed (A).

Indicative Content

Number

Description

1

The nature and extent of global marketing

2

Globalisation and the global marketing environment

3

Impact of national culture

4

Adaptation vs. standardisation

5

Market selection and market entry strategies

6

Product/service issues

7

Promotion issues

8

Pricing issues

9

Distribution issues

10

Organisation, planning and control

11

The impact of electronic media on global marketing

12

Corporate Social Responsibility

13

Market research and data interpretation/evaluation

Learning Outcomes

On successful completion of this Module you will be expected to be able to:

 

Description

1

Evaluate a range of models and concepts for developing and deploying an effective global marketing strategy

2

Critically appraise alternative courses of action in the development and deployment of global marketing strategy

3

Evaluate data and information from a range of specific sources related to global marketing research

4

Justify credible recommendations for global marketing problems

Learning And Teaching Strategy

You will be expected to prepare for classes by undertaking relevant reading. Tutor led sessions will build on this preliminary learning with a blend of formal lectures, group discussion, seminar and tutorials. At this level you are expected to develop independence in your study and in your reading and research. Tutorials at key points during the course of the module will provide you with an opportunity to receive guidance and feedback on your progress. Lectures are designed to introduce key concepts and frameworks. Current affairs in global business and markets will inform seminars and group discussions and you will be expected to make significant contributions in these activities to consolidate your learning. The University’s Virtual Learning Environment (VLE) will provide online access to weekly materials as well as links to additional resources such as relevant academic journals and useful websites to aid your learning. In addition, the University’s Library webpages provide access to a host of online resources such as e-journal and e-book repositories.

Learning & Teaching Methods

Method

KIS Category

Hours

Lecture

Scheduled

24

Seminar

Scheduled

12

Tutorial

Scheduled

12

Guided independent study

Independent

152

 

Summary

%

Scheduled

24

Independent

76

Placement

0

Formative Assessment Strategy

The formative assessment strategy aims to prepare you for summative assessment by clarifying, sharing and ensuring that you understand goals for learning and the criteria for success. This will be implemented through effective classroom discussions, activities and tasks. Verbal and written feedback will be offered that moves learning forward and activates you as owner of your own learning and as learning resources for one another. This will take place during seminar and tutorial activities with group and individual interaction with tutors. Methods used will include question and answer sessions, written questions/ exercises with short, extended or multiple- choice answers, case study workshops where you will work in groups and individually.

Summative Assessment Strategy

The summative assessment strategy is designed to enable you to meet the learning outcomes through an extended piece of academic writing to be submitted at the end of the module will give you the opportunity to demonstrate your knowledge and understanding of relevant models and concepts. This writing task will also enable you to demonstrate critical appraisal of relevant concepts and theories with regard to their application as part of a global marketing strategy.

Summative Assessments

Item

Final Item?

Assessment Method

KIS Category

Description

Learning Outcomes

Weighting %

001

Yes

Report

Coursework

5000 word report (comparison of two prospective global markets and market entry plan)

1 2 3 4

100

 

Summary

%

Written Exam

0

Coursework

100

Practical

0

Learning Resources

Description

Albaum, G. and Duerr, E. (2011) International Marketing and Export Management. 7th Edition, Harlow: Pearson Education Ltd.

Doole, I. and Lowe, R. (2008) International Marketing Strategy: Analysis, Development and Implementation. London: Cengage Learning

Jeannet, J. and Hennessey, H. (2005) Cases in Global Marketing Strategies. 6th Edition, Boston, Mass.: Houghton Mifflin

Keegan, W. and Green, M. (2011) Global Marketing. 6th Edition, Upper Saddle River, N.J.: Pearson Education Inc.

Rialp, A. and Rialp, J. eds. (2007) International Marketing Research: Opportunities and Challenges in the 21st Century (Advances in International Marketing). London: JAI

Usunier, J-C. and Lee, J. (2009) Marketing Across Cultures. 5th Edition, Harlow: Pearson Education Ltd.

E-journal: European Journal of Marketing http://www.emeraldinsight.com/products/journals/journals.htm?id=ejm

E-journal: International Review of Management and Marketing http://www.econjournals.com/index.php/irmm

E-journal: Journal of International Consumer Marketing http://www.tandfonline.com/loi/wicm20

E-journal: Journal of International Marketing http://journalofinternationalmarketing.com/

E-journal: Journal of Marketing http://www.emeraldinsight.com/journals.htm?issn=0309-0566

E-journal: Journal of Strategic Marketing http://www.tandfonline.com/loi/rjsm20

Feedback to Students

Formative and summative assessment feedback will be provided verbally in seminar and tutorial sessions and in writing on standard feedback templates with additional written commentary where appropriate within the terms of the University’s guidelines, which is a maximum of four weeks.

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