Global Marketing Management
Module summary
Module code: MARK1195
Level: 5
Credits: 15
School: Greenwich Business School
Department: Management and Marketing
Module Coordinator(s): Octavio Murekian
Specification
Aims
Global Marketing Management is a wide ranging course which will enable students to widen their knowledge and understanding of international marketing and global marketing, theories, strategies in practice and operational issues. They will be able to appreciate the differences and similarities within developed and developing economies, emerging economies, next eleven as well as botoom of the pyramid economies.
Learning outcomes
On successful completion of this course a student will be able to:
1 Develop a critical understanding of the theories, models and concepts relating to international and global marketing.
2 Enable students to understand the complexity of operating successfully in globalised markets.
3 Understand broader environmental and strategic issues in the context of global markets.
Indicative content
Theories global marketing
Assessing wider global environment and opportunities
Cultural dynamics
The international market selection process
Global marketing research
Entry strategies
Development of the firm’s international competitive strategies
Designing the global marketing programmes
Teaching and learning activity
Learning and teaching activities will be delivered through series of lectures and tutorials. They will be based on a number of activities such as self-managed guided reading and research activities, debates, discussions, quizzes, group work, presentations, and feedback sessions. A number of different materials will be used; including recommended text, journal articles, management articles, case studies, educational videos and social media. Also guest speakers and visits to companies will be used when possible to provide further learning and teaching opportunities.
Assessment
Methods of SUMMATIVE Assessment: Coursework
Outcome(s) assessed by summative assessment: 1-3
Grading Mode Numeric
Weighting % 100
Pass Mark 40
Word Length 3,000
Outline Details: A students will be given a selection of essay topics or case studies with questions, where they will be able to choose a topic and produce a piece of work.
Nature of FORMATIVE assessment supporting student learning:
Class based activities, debates, quizzes, group presentations, revision sessions as well as Questions and Answer sessions will be incorporated as part of formative assessment (No formal Submissions).