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
37303-01 : Individual Critical Essay and Reflective Statement : Coursework (50%)
37303-02 : Individual Digital Artefact : Coursework (50%)
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%).