MMM006-Global Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Co-requisites: MMM043 Principles of Marketing
Modules excluded:
Module version for: 2016/7

Module Convenor: Prof Yuksel Ekinci


Summary module description:
The module examines the theory and practice of marketing strategy in a global context.

To provide students with an understanding of marketing strategies and practices in a global context, by analysing the global marketing environment, marketing opportunities and strategy options, and the global marketing mix.

Assessable learning outcomes:
By the end of the module it is expected that the student will be able to:
- demonstrate a systematic understanding of market considerations in a global environment;
- evaluate strategic options in the design and implementation of global marketing programmes;
- critically assess the marketing strategies adopted by a range of global and small enterprises;
- appreciate and critically analyse recent empirical research and journal and media literature
- demonstrate the ability to draw together and assess complex arguments and offer possible solutions.

Additional outcomes:
Students will have to work both independently, and in groups, leading to the development of time-management and team working skills. Communication and presentation skills will also be enhanced through case study discussions. Such skills are important for future employment and professional development. Formative assessment will be provided during the seminars.

Outline content:
- Theoretical issues relating to the rationale for global marketing and the internationalisation process.
- An analysis of the global marketing environment and factors influencing buyer behaviour.
- Planning global marketing strategy and its evolution over time.
- Factors affecting global product, pricing, distribution and communication programmes.
- Standardisation versus adaptation.

Brief description of teaching and learning methods:
The module will consist of lectures (10x2) and seminars (3x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars might incorporate group presentations on case studies and question and answer sessions about case studies. Students are expected to read key references and to do a significant amount of independent research using the Internet, journals, and academic references.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3 1
Guided independent study 177
Total hours by term 200.00 1.00
Total hours for module 201.00

Summative Assessment Methods:
Method Percentage
Written exam 60
Report 30
Oral assessment and presentation 10

Other information on summative assessment:

Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:
Two hours

Requirements for a pass:
A weighted average mark of coursework and examination of 50%.

Reassessment arrangements:
By examination only (one two hour unseen written paper) in August/September. Coursework will not be included in the re-assessment.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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