Module overview
The aim of this module is to provide students with substantial knowledge of organisations that engage marketing activities outside their home country and focuses its resources and competences on global marketing opportunities. Additionally, to broaden students’ awareness of the current global Marketing trends and issues including the identification of global digital marketing strategies and the external forces in business environment, therefore, acquire a level of expertise in developing marketing strategies across the globe.
Indicative content:
- Introduction to global Marketing
- Globalisation and deglobalisation
- Global Marketing research and social media research.
- International Market selection process
- Global Market entry strategies
- The Global Marketing and e-Marketing Environment
- The marketing mix (standardisation vs. adaptation)
- Ethics and sustainability in Global Marketing
Learning Outcomes:
LO1: Demonstrate critical awareness through the application of the theoretical and practical tensions in global marketing.
LO2: Use relevant frameworks to develop marketplace and consumer insights to formulate marketing decisions.
LO3: Critique models of market segmentation, selection, targeting, positioning, and marketing mix in offline and digital marketing.
LO4: Critically appreciate cultural and ethical influences on the deployment of international marketing campaigns through the analysis of a range of issues in managing a diverse work force.
L05: Develop competencies essential for life in organisations and career in global marketing
Summative Assessment 1
This assignment is composed of two parts, for part one, you are responsible for developing a 2000 word‘s report that covers various aspects of a global marketing strategy for a real-life company that will start conducting business abroad in a country it is not currently opering in. Your plan should present a market analysis, cultural considerations, competitive landscape, and a comprehensive implementation plan. This report is crucial as it will provide a blueprint for the company’s smooth entry into the foreign market, allowing the company to effectively overcome challenges and seize opportunities. The ultimate goal is to ensure that the global marketing strategy aligns perfectly with the company’s objectives and maximizes its potential for success in this new international market.
For part two, you must convince the chief marketing officer (CMO) that your plan is not only wellresearched and strategically sound, but it also capable of captiving customers and gaining widespread acceptance in the target market. To achieve this you will need to distill the essence of your marketing strategy into a compelling elevator pitch that sccinctly hightlights the market potential and key success factors for the company‘s succefull entry into the foreign market. This elevator pitch will serve as a powerful tool to quickly and effectively communicate the essence of your plan, leaving a lasting impression on decision makers and garnering their support for the upcoming global expansion.