MN52097: Global marketing
[Page last updated: 23 October 2023]
| Academic Year: | 2023/24 |
| Owning Department/School: | School of Management |
| Credits: | 5 [equivalent to 10 CATS credits] |
| Notional Study Hours: | 100 |
| Level: | Masters UG & PG (FHEQ level 7) |
| Period: |
- Semester 2
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| Assessment Summary: | EXCB 100% |
| Assessment Detail: |
- Closed-book written examination (EXCB 100%)
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| Supplementary Assessment: |
- Like-for-like reassessment (where allowed by programme regulations)
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| Requisites: |
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| Learning Outcomes: |
This unit will introduce marketing in an international context. It aims to:
- To provide you with the knowledge and understanding of the marketing issues in the development of global marketing activities and the role of marketing in society as the organization seeks profitable relationships.
- To enable you to confidently analyse relevant challenges and seek viable solutions that will help to solve marketing problems in order to facilitate the achievement of an organization's global marketing objectives.
- To deepen your awareness and understanding of the complexities associated with delivering products and services while developing profitable relationships in the global marketing environment.
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| Synopsis: | Advance your knowledge of issues affecting international marketing. You will explore the marketing complexities, dilemmas and choices associated with delivering global products and services. You will develop your ability to analyse and solve challenges to help achieve an organisations global marketing objectives.
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| Content: | 1. Introduction to global marketing
2. Global marketing environment
3. Global marketing strategy
4. Global segmentation, targeting and positioning
5. Global pricing
6. Global products
7. Global advertising
8. Global distribution
9. Entry modes
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| Course availability: |
MN52097 is Optional on the following courses:
School of Management
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Notes: - This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
- Courses and units are subject to change in accordance with normal University procedures.
- Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
- Find out more about these and other important University terms and conditions here.
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