Programme And Module Handbook
 
Course Details in 2022/23 Session


If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LM Contemporary Global Marketing and Responsibility Issues
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37303
Module Lead Olalonpe Ige
Level Masters Level
Credits 20
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions None
Contact Hours Lecture-20 hours
Seminar-6 hours
Practical Classes and workshops-14 hours
Guided independent study-160 hours
Total: 200 hours
Exclusions
Description The Contemporary Global Marketing and Responsibility Issues module is a specialist module that will introduce students to the essential concepts, theories and perspectives of Global Marketing in a contemporary context through the use of real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. Whilst the aforementioned countries will be in focus, the ‘Global context’ undertaken will incorporate a balanced coverage of both ‘emerging’ and ‘developed’ markets. The module will be practical in its delivery and will equip students with the tools needed to make socially responsible strategic marketing decisions and find solutions in a global business environment. Real-world challenges introduced through engaging practice-led examples will be explored through group based activities and problem-based learning scenarios. The scope of module content will include a mix of theory and practical applications covering themes such as globalization, responsible business, global branding strategies, classification models of culture and the consequences of culture for all aspects of marketing communications.
Learning Outcomes By the end of the module students should be able to:
  • Explain the essential concepts, theories and perspectives of Global Marketing within a contemporary context using real-world examples from developed and emerging markets.
  • Apply the tools needed to make strategic marketing decisions and find solutions in a global business environment.
  • Evaluate cross cultural segments to better target consumers across cultures and to effectively incorporate culture into strategic issues, such as brand positioning strategy, and marketing communications strategy
  • Identify the important phases of marketing research within a global marketing context such as ‘the nature and scope’, ‘data collection’, ‘questionnaire designing’, ‘sampling’, and ‘analysis and presentation of results’.
  • Critically evaluate responsible business issues in rapidly changing global and contemporary marketing contexts.
Assessment
Assessment Methods & Exceptions Assessment:

(2500 word equivalent) Individual digital artefact (e.g. Vlog) aligning with problem-based learning activities (50%);

(2500 word) individual ePortfolio incorporating reflective writing on a specific practice led challenge introduced by a company working with the module (50%).

Reassessment:

Resubmission of failed component:

(2500 word equivalent) Individual digital artefact (e.g. Vlog) aligning with problem-based learning activities (50%);

AND/OR;

Individual work: (2500 word) resubmission of individual ePortfolio (50%).
Other
Reading List