MMM006: Global Marketing Management
Module code: MMM006
Module provider: Marketing and Reputation; Henley Business School
Credits: 20
Level: Postgraduate Masters
When you'll be taught: Semester 2
Module convenor: Dr Melisa Mete, email: m.mete@henley.ac.uk
Pre-requisite module(s):
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: NA
Academic year: 2024/5
Available to visiting students: No
Talis reading list: No
Last updated: 28 May 2024
Overview
Module aims and purpose
This module will introduce students to marketing in a global context, and will enable students to understand the complexity and variety of factors playing a role in designing and implementing global marketing programmes. This module has a group project and an examination. The group project provides students with an opportunity to apply concepts and tools acquired in the module in challenging team task of planning a global marketing plan to be executed in a new market. Guidance for this task will be provided through the term. Similarly, the group project will enable students to prepare for the exam. The lectures explore and discuss theories and marketing practices related to cross-cultural marketing.
Aims:
This module aims to provide students with an in-depth 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.
Module learning outcomes
By the end of the module students will be able to:
- Demonstrate a systematic evaluation 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.
- Demonstrate the ability to draw together and assess complex arguments and offer possible solutions with a global marketing project.
Additional outcomes:
Students will develop their skills on group work through the completion of a group project, and this module also help them to improve several essential soft skills such as critical thinking, independent and group research, presentation, and information technology.
Module content
- Analysing Global Market Opportunities and Market Entry Modes
- Global Market Segmentation & Positioning
- The global marketing environment
- Ethics and responsibility in global marketing
- Designing and implementing a Global Marketing Strategy
- Global Product Strategies
- Global Marketing Pricing and Distribution Strategies
- Global Communications Strategies
Structure
Teaching and learning methods
The module consists of lectures and tutorials. 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 and workshops involve group work on a particular case or topic followed by presentations and/or discussions. Students are expected to read key assigned reading and to do a significant amount of independent research using the Internet, journals, and other academic resources.
Study hours
At least 26 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.
Scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Lectures | 20 | ||
Seminars | |||
Tutorials | |||
Project Supervision | 6 | ||
Demonstrations | |||
Practical classes and workshops | |||
Supervised time in studio / workshop | |||
Scheduled revision sessions | |||
Feedback meetings with staff | |||
Fieldwork | |||
External visits | |||
Work-based learning | |||
Self-scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Directed viewing of video materials/screencasts | |||
Participation in discussion boards/other discussions | |||
Feedback meetings with staff | |||
Other | |||
Other (details) | |||
Placement and study abroad | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Placement | |||
Study abroad | |||
Independent study hours | Semester 1 | Semester 2 | Summer |
---|---|---|---|
Independent study hours | 174 |
Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.
Semester 1 The hours in this column may include hours during the Christmas holiday period.
Semester 2 The hours in this column may include hours during the Easter holiday period.
Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.
Assessment
Requirements for a pass
Students need to achieve an overall module mark of 50% to pass this module.
Summative assessment
Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
---|---|---|---|---|---|
Oral assessment | Team presentation | 40 | 15 min of a presentation, followed by a 5 minutes Q&A | Week 11, Semester 2 | Team |
Online written examination | Exam | 60 | Two questions ( maximum 1200 words per question) should be answered. | During the university assessment period | Individual |
Penalties for late submission of summative assessment
The Support Centres will apply the following penalties for work submitted late:
Assessments with numerical marks
- where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
- the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
- where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
Assessments marked Pass/Fail
- where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.
The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
Formative assessment
Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.
Discussion/feedback during the small activities in class, and in every tutorial and support for the teamwork.
Reassessment
Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
---|---|---|---|---|---|
Online written examination | Exam | 100 | Two questions (1200 words per question, maximum for each) should be answered | During the university resit period |
Additional costs
Item | Additional information | Cost |
---|---|---|
Computers and devices with a particular specification | ||
Printing and binding | ||
Required textbooks | £60-80 | |
Specialist clothing, footwear, or headgear | ||
Specialist equipment or materials | ||
Travel, accommodation, and subsistence |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.