Global Marketing Management

MKT6520

Title	Global Marketing Management
Code	MKT6520
School	RBS
Module Level	6
Module Code	MKT6520
Available Summer	N
Semester	1
Credits	15
ECTS Credits	7.5
Contact Hours	48
Course Length (wks)	12
Course Leader	Anya Nikulina
Lecturers	Richard Cawley
Course Aims	The module aims to: Develop a student’s in-depth understanding of factors external and internal to a firm, which affect its global marketing success Equip students with a set of techniques which assist marketers in global marketing decisions Undertake an in-depth study of a firm’s global marketing effort in order to obtain a detailed understanding of factors affecting the global marketing strategy used and to analyse alternative strategies that management could implement. Equip students with the skills and competencies required to create, evaluate, execute, monitor, and control marketing programmes in countries other than their home country. Develop the management skills required to lead and to motivate a marketing team for global success
Course Content	The key skills under review in this module are Problem solving and analytical skills Data collection and analysis Oral and written communication skills Teamwork
Learning Outcomes	On completion of this module, students should be able to: LO1 Identify factors affecting global marketing decisions, their inter-relationships and the way these influence marketing decision processes and outcomes. LO2 Develop an in-depth understanding of global marketing paradigms and theories and be able to apply these in a global context. LO3 Analyse external and internal factors affecting global marketing; and be able to make recommendations to the firm’s global marketing mix. LO4 Critically evaluate the nature of market competition in a global market and advice on the strategy for the firm’s success. LO5 Apply specific techniques of analysis to answer various key managerial questions and to use the results of the analysis to make suitable and practical strategic recommendations.
Presentation	The module will be taught using a combination of lectures, class discussions, topic discussions, case analyses, teamwork, and individual projects. As a 300 level module, assigned articles need to be read and critically evaluated in advance of class and in preparation for class discussion.
Reading Recommended	BRADLEY, F. (2002), International Marketing Strategy, 4th Ed., London: FT Prentice Hall. CATEORA, P R & GRAHAM, J L. (2002), International Marketing, 11th ed., McGraw Hill. DICKEN P. (2004), Global Shift, 4th Ed., London: Sage. FANG T. (1999), Chinese Business Negotiating Style, Thousand Oaks CA: Sage. HOLLENSEN S. (2004), Global Marketing- a decision oriented approach, 3rd Ed., FT Prentice-Hall. RUGIMBANA R., NWANKWO S. (2003), Cross-cultural Marketing, Thomson Learning. USUNIER J. (2000), Marketing across Cultures, 3rd Ed. London: FT Prentice Hall.
Reading Required	KOTABE K & HELSEN K (2004), Global Marketing Management 3^rd Ed. John Wiley & Son.
Pre-Requisites	MKT4700 Principles of Marketing
Asseseement Methods	Mid-term course papers consisting of topic briefs and critical case analysis - Week 10 -30% Strategic market analysis resulting in market assessment project - Week 10 - 30% Written exam - Exam Week - 50%
Weekly Schedule	Introduction to Global Marketing Global Marketing Environment Managing the effects of national differences/Negotiations Global Marketing Mix Targeting and Positioning Global Market Research, Market Profitability Study, Opportunity Analysis, and Global Information Systems Market Entry Strategies Standardisation and Localisation (Act Global, Think Local) Global Account Management Global Marketing Strategies in Global Industry Competition/Analysis Leading, Organising and Controlling Global Marketing Effort, Global Marketing Audit