MKTG08018 2016 Global Marketing Practice

General Details

Full Title
Global Marketing Practice
Transcript Title
Global Marketing Practice
Code
MKTG08018
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
BUS - Business
Level
08 - NFQ Level 8
Credit
05 - 05 Credits
Duration
Stage
Fee
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Author(s)
Catherine McGuinn
Programme Membership
SG_BFINA_H08 201600 Bachelor of Business (Honours) in Finance and Investment SG_BBMTS_K08 201900 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BBUSI_H08 201900 Bachelor of Business (Honours) in Business L8 (Ab-initio)
Description

The student will comprehend critical understanding of international marketing practice and will demonstrate skills necessary to maximise international marketing success.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Use skills necessary to design international marketing research

2.

Evaluate the issues around global product marketing

3.

Formulate an effective approach to global brand development

4.

Show an understanding of global price considerations

5.

Debate the key elements of effective global distribution

6.

Design an integrated approach to integrated global marketing communications

Teaching and Learning Strategies

Lectures

Guest lectures

Workshops

Module Assessment Strategies

100% CA

Repeat Assessments

As above

Indicative Syllabus

1. International Marketing Research

  • Design a system to gather international marketing intelligence
  • Comprehend the role of global intelligence planning
  • Apply international research techniques

2. Global Product Marketing

  • Debate the interrelationship between market expansion and product adaptation
  • Evaluate product standardisation versus localisation
  • Design a system for international product testing
  • Assess barriers to product expansion internationally
  • Critique global marketing opportunities from product innovation

 

3. Global Price Considerations

  • Debate the interrelationship between price and strategy
  • Critique key factors in global price considerations
  • Assess challenges international pricing

 

4. Global Branding

  • Articulate what are the success factors to build a global brand
  • Assess the need to balance global and local factors
  • Design the steps involved in brand expasnion
  • Identify the challenges to brand globalisation
  • Determine the opportunities for brand development

 

                                                      

5. Global Distribution

  • Critique the impact of global distribution systems
  • Assess the importance of effective value chain planning
  • Articulate the role of collaboration and partnership 
  • Synthesise the need for customer driven distribution

 

6. Global Marketing Communications

  • Debate the importance of integration for global marketing communications
  • Assess the relevance of various tools across markets
  • Articulate the challenges of advertising across cultures
  • Design guidelines for effective communications planning globally

 

 

 

 

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Project Group Project 40 % Week 4 1
             
             

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Final Exam Assessment 30 % Week 8 2,3
2 Continuous Assessment Final Exam Assignment 30 % Week 13 4,5,6
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2014-01-01 International Marketing McGraw Hill Higher Education
ISBN 0077148150 ISBN-13 9780077148157

Now in its fourth edition this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging, and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: the importance of international marketing to creating growth and value; the management practices of companies, large and small, seeking market opportunities outside their home country; why international marketing management strategies should be viewed from a global perspective; the role of emerging economies in today's business environment; and the impact of increased competition, changing market structures, and differing cultures upon business. Key Features: an extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate; 'Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples; further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study. Features: key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

Recommended Reading
2014 International Marketing John Wiley & Sons Inc
ISBN 1118830288 ISBN-13 9781118830284
Recommended Reading
2012-05-23 Global Marketing Management Oxford University Press
ISBN 0199609705 ISBN-13 9780199609703

Featuring a perfect balance of theoretical and practical examples, Global Marketing Management, Third Edition, shows students how organizations navigate through today's rapidly changing and challenging global trading environment. Adopting a strategic management framework, the text enables students to identify, evaluate, and integrate a wide range of management concepts in order to create and execute highly effective global marketing programs. It also discusses how to analyze and solve management problems in global operations.

The third edition addresses such key contemporary issues as climate change and sustainable development, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. Authors Kiefer Lee and Steve Carter examine the implications of these issues and consider how they may be applied to the management of global marketing programs. The Companion Website offers numerous resources for students and instructors.

Recommended Reading
2012 International Marketing 10/e n/a
ISBN 8131520722 ISBN-13 9788131520727

Key features focus on the physical environment and geography: updated maps provide context in terms of social and economic data, including electronic maps. An appendix directly addresses the relationship between geography and international marketing. New cases: each part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum. Video cases: video cases are located within the case section and are available on dvd for instructors. These cases further illustrate chapter topics and have been expanded from previous editions. Recommended readings: found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource. Internet exercises: included at the end of each chapter, internet exercises give readers online experience at the international and global issues that arise in marketing. E-commerce and technology: the impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text. Culture and government: the text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments role in international marketing. Figures and tables: the chapter content, tables, figures, maps, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us. New parsimony of structure: the book now covers the marketing issues of both small- and medium-sized firms, as well as multi-national corporations.

Recommended Reading
2013-12-28 Global Marketing (6th Edition) Prentice Hall
ISBN 027377316X ISBN-13 9780273773160

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. 

 

This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.

  • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking.
  • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.
  • Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at www.pearsoned.co.uk/hollensen
  • Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

Recommended Reading
2012-02-07 International Marketing Sage Publications (CA)
ISBN 1452226350 ISBN-13 9781452226354

International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture-culture, language, political/legal systems, economic systems, and technological/operational differences-and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.

Recommended Reading
2011-07-31 International Marketing & Export Management (7th Edition) Prentice Hall
ISBN 0273743880 ISBN-13 9780273743880

International Marketing and Export Management 7th edition offers an accessible and authoritative perspective on international marketing with a strong export management orientation, comprehensively describing the evolving competitive landscape as created by technological advances and international trade patterns. The seventh edition retains its clear and informed coverage of the opportunities for companies of all sizes and in all industries in the export of goods, services, intellectual property and business models.

Written in a no-nonsense style, the bookhas been updated to offer the most up-to-date discussion of the literature in the area, as well as new and engaging cases and examples in every chapter. 

The book is ideal for undergraduate and postgraduate students taking modules in International Marketing and Export Marketing/International Trade. It will also be used as a supplementary text on International Business courses.

Recommended Reading
2014 Global Marketing, Global Edition Pearson Education Limited
ISBN 1292017384 ISBN-13 9781292017389

Title: Global Marketing Author: Warren J. Keegan, Mark Green Edition: 8th edition ISBN-13: 9781292017389 Format: Soft Cover / Paperback BRAND NEW, Color Printed in Acid Free Paper. Written in English. Different Book Cover Design and Different ISBN from US edition.

Module Resources

Non ISBN Literary Resources

 

Global Marketing Management

Lee, K. and Carter, S.

Oxford University Press

2009

 

 

 

 

Global Marketing Management

Kotabe, M. & Helsen, K.

Wiley Publications

2007

 Global Marketing Strategies

 Jeannet/Hennessey

 Houghton Mifflin

 2004

 

Supplementary Reading

 

Title

Authors

Publisher

Year

Connecting with China

 Turley, J.

Wiley Publications

2010

International Business

Czinkota, M., Ronkainen, I., Moffett, M., Marinova, S. and Marinov, M.

Wiley Publications

2010

Blunders in International Business

 

Ricks, D.

Wiley Publications

2006

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Luxury China

Chevalier, M. & Lu, P. X.

Wiley Publications

2009

Elite China

Lu, P. X.

Wiley Publications

2008

India Business Checklists

An Essential Guide to Doing Business

Bose, R.

Wiley Publications

2009

 

 

 

 

 

 

Global Marketing Management

Kotabe M. & Helsen K.

Wiley Publications

2001

Global Marketing Management (Case Studies Text)

Quelch J. & Bartlett C.

Prentice Hall

1999

International Marketing Strategy

Bradley, Frank

Prentice Hall

1999

 

Supplementary Reading

 

Title

Authors

Publisher

Year

Global Marketing Management (Case Studies Text)

Quelch J.& Bartlett C.

Prentice Hall

1999

Global Marketing Strategies

Jeannet & Hennessey

Houghton Mifflin

1998

Global Marketing Management

Kotabe M. & Helsen K.

Wiley Publications

2001

International Marketing Strategy (3rd ed.)

Bradley, Frank

Prentice Hall

1999

Other Resources

None

Additional Information

None