BUSI47M15: GLOBAL MARKETING (TAUGHT)

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• Global Marketing (Online)

• To provide an analytic decision-oriented framework for the development and implementation of global marketing programmes.
• To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective.
• To develop students skills by linking the teaching to a range of case examples to assist them to link theory with practice.

• Initiation of Internationalisation
• Internationalisation Theories
• The Political/Legal and Economic Environment
• Cultural Environment of International Marketing
• The International Market Selection Process
• Market Entry Strategies
• Products Decisions
• Pricing for International Markets
• Distribution Decisions
• International Promotion Strategies
• Cross-cultural sales negotiations

Subject-specific Knowledge:

• On completion of the module students should have:
• a knowledge and critical understanding of the process of market selection;
• a knowledge and critical understanding of the process of internationalisation;
• a critical appreciation of the different forms of market entry;
• an advanced understanding of the international adjustment of the marketing mix;
• a critical awareness of the steps necessary for the implementation of a global marketing strategy.

Subject-specific Skills:

• By the end of the module, students should:
• be able to critically evaluate the effect of the global environment on international marketing activities.
• be able to design and implement global marketing strategies

Key Skills:

• In addition, students will have had the opportunity to further develop the following 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 taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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