Aims

- To enhance students’ multifaceted understanding of dynamic global macro-marketing environment (through economic, technological, political and cultural discourses) and major drivers of change, by providing them with knowledge on key theoretical models and examples from international business practice.
- To encourage evaluative, research-led way of thinking and creative approach in analysing complex global marketing problems and justifying decisions by taking into consideration theoretical, practical and ethical perspectives. E.g. to appraise ongoing standardisation vs. customisation (localisation) debate in global marketing.
- To equip students with advanced level key skills for a global marketer and ability to apply them in various sectors and organisations worldwide: analytical skills necessary for designing and conducting independent marketing research as basis for decision-making in international context; effective communication skills and ability to work in cross-cultural teams and organisations, by expanding and practicing resilience and cross cultural sensitisation.

Outline Of Syllabus

•       Decision to Internationalise - Key Considerations
•       Deciding Which Markets to Enter, Assessing Market Potential and Choosing Target Markets and Segments
-       Analysis of Global Political Environment
-       Analysis of Global Economic Environment
- Analysis of Global Technological Environment
-       Analysis of Global Socio-Cultural Environment

Teaching Rationale And Relationship

The teaching and learning on the module will commence with the first scheduled session for the whole cohort, dedicated to Introduction to the module, with explanation of its relevance, learning aims and outcomes, teaching and assessment methods and will provide opportunities for students to ask questions and get answers.

The module adopts the Harvard approach to learning: lectures convey the essential theories and are supported by a wide range of examples and illustrations from business practice of global companies. These examples and illustrations are embedded in the lecture material itself and also offered through structured research and reading activities with aim to clarify and complement the material.

The small group teaching sessions, seminars, are focused on analysis of case studies prepared by the Module Leader and designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing. The case studies are also offered through structured research and reading activities during teaching weeks in which seminars take place, with aim to enable students to prepare for discussions and exercises done within seminars.
One of the scheduled teaching sessions is reserved for pre-assessment clinic, for instructor to provide formative assessment to students (e.g. joint analysis of good and bad practice/approach examples followed by discussion).

Guided independent study is focused on guided reading of specific chapters/articles suggested by instructors to enhance student independent learning and motivate them to conduct their own secondary data search via independent study. As assessment method is written examination, guided independent study is also focused on development of academic writing skills, including appropriate use of relevant academic resources and producing written outputs in appropriate format. For assessment preparation, students will get precise and specific guidance on each of the learning sessions, as starting points for their further exploration.

Assessment Rationale And Relationship

The summative assessment in semester 1, written examination, tests the students’ comprehension of used teaching/learning material and their ability to implement fundamental and cutting edge marketing models/theories to investigate, interpret and relate economic, technological, political and cultural global marketing environments impacting on organisations, their decisions to internationalise and modes of internationalisation. It also tests their skills and ability to conduct an individual marketing research and present findings derived from different data sources in a professional format.
This assessment tests the attainment of first intended knowledge learning outcome and second intended skills learning outcome.
There will be multiple opportunities for formative assessment in semester 1 - practical tasks on seminars and VLE quizzes and mock-exam questions with feedback provision. Special session, exclusively dedicated to assessment preparation, in form of pre-assessment clinic will be organised as well and will include group analysis of good/bad practices, examples and approaches to answering assessment-type questions appropriately, with focus on critical analysis.