MMM006-Global Marketing Management

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Melisa Mete
Email: m.mete@henley.ac.uk

Type of module:

Summary module description:

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

Aims:

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. Such skills are important for future employment and professional development.

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.

- Ethics and responsibility in international marketing.

Brief description of teaching and learning methods:

The module will consist of lectures (10x2 hours) and seminars (3x1 hour). 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. Students are expected to read key references and carry out secondary research for the group presentation.

Summative assessment- Examinations:

One 2-hour unseen written paper (60% of the final grade). 

Summative assessment- Coursework and in-class tests:

Groups will be tasked with producing a 15-minute presentation. Presentations will take place during week 11 (timetable week 30) of the Spring term and will be assessed (40% of the final grade).

Formative assessment methods:

Via discussions in lectures and seminars, and additional support for group work.

Penalties for late submission:

Documents supporting the presentation (e.g. Power Point) must be submitted via BlackBoard. 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: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx  

Assessment requirements for a pass:

A weighted average mark of coursework and examination of 50%.

Reassessment arrangements:

By examination only (one 2-hour unseen written paper) in August/September. Coursework will not be included in the re-assessment.

Additional Costs (specified where applicable):

Last updated: 30 March 2023