MKT744 Global Marketing and Sales Development (GMSD) Module Handbook 2024-25 | UU

Table of Contents

1. Introduction to the Module    
2. Learning Outcomes    
5. Teaching and Learning Approach    
6. Weekly Teaching Schedule    
7. Module Reading List    
8. Assessment for this Module    
11. Marking Criteria    
12. Extension and Coursework Submission    
13. Referencing including Artificial Intelligence

MKT744 Introduction to the Module

Given the need for export-led growth and the expanding global markets coupled with shrinking and saturated local/regional markets, this module focuses on developing students’ knowledge, skills and expertise in international markets and the international marketing effort. The module attempts to better understand the complexities of marketing internationally across global borders in what is an increasingly challenging ecosystem politically, economically and socially. The module provides a contemporary understanding of the importance and role of international marketing in supporting the growth, development and success of indigenous and international organisations in a global arena.

MKT744 Module Aims

This module explores the complexity of forces that make up the environment for international marketers. It aims to understand the impact of these forces on the activities of business organisations, including SMEs, and the nature of the decisions that organisations must take if they are to survive and prosper in a dynamic, turbulent global environment. This module enables students to gain an understanding of the important issues that affect marketing decisions in an international context and how this intelligence can be used to better inform strategic priorities, market development and sales growth. The module will focus on the regional, national and international contexts. The module will aim to develop critical thinking and interpretation of all marketing considerations. Graduates will understand key concepts, theories and debates in global marketing, and be able to develop their strategic thinking about the global marketing environment. Graduates will also examine the development of the global sales function and the cultural nuances around international sales.

MKT744 Learning Outcomes

• Demonstrate an appreciation of the complexities of the global market, buyers, consumers, business, and government markets.
• Critically evaluate the effectiveness of international marketing strategies and programmes.
• Demonstrate knowledge and understanding of the key concepts and theories underpinning international marketing.
• Demonstrate a critical awareness of the global sales environment in international markets.

Teaching and Learning Approach

All modules will be available to students on campus and online, supported by a learning management system, which directs their programme of study. All teaching, learning and assessment materials will be available to both staff and students via the system in a consistent and user-friendly manner, creating a flexible and inclusive learning environment.

Students will engage via several learning blocks in each module:

• Knowledge & understanding; this block is concerned with the sharing of academic theory and concepts to ensure students have mastered a critical appreciation of current and relevant research in the subject area.
• Application; this block brings the knowledge and understanding ‘to life’ by relating it to current practice. It takes a critical view of the theory and concepts as they are employed in the workplace to encourage students to evaluate their significance and merit.
• Analysis & Problem Solving; this block requires students to develop and demonstrate their analytical skills and present a rationale and strategic set of decisions, which identify risks and generate a range of hypotheses to understand their cause and effect.

We aim to provide a transformative learning experience for all our students, providing them with space for their personal development and encouraging them to become engaged and involved in their academic areas of interest and the wider community.

Our principal pillars of transformative learning are interwoven and based upon:

• Research-inspired teaching
• Embedded employability
• Creativity and enterprise
• Intercultural and international engagement
• Community contribution and responsibility
• Innovation and digital fluency

These support the pedagogical approaches taken by experts to engage and inspire our students, providing relevance and excellence in their learning. In addition, they help us to address the following themes: sustainability and social Responsibility, graduate Skills, flexible and personalised learning and inclusive curriculum.

Research, innovation and digital fluency have a significant role in the success of the university’s core objectives in delivering an excellent educational experience for all students. This approach creates rich experiences and enhances the learning environment from course design to interactive student learning.

Weekly Teaching Schedule

Module Reading List    

The following reading list is provided to assist your reading for this module. As you begin to learn independently, you will see that this involves reading a wide (but selective) variety of appropriate material. The practice of reading relevant material regularly is essential to your learning in every module.

Required Text

Ghauri, P.N. & Cateora, P., (2022). International Marketing, (5th Edition), London: McGraw-Hill.
 
Kenyon, A., Lowe, R. and Doole, I. (2016). International Marketing Strategy: Analysis, Development and Implementation: Cengage Learning.

Recommended Text

Usunier, J.C. and Lee, J.A. (2013) Marketing Across Cultures. 6th ed., Pearson: Harlow.

Albuam, G. and Duerr, E. (2016). International Marketing and Export Management. 8th Edition. Prentice Hall: Harlow.
Hollesen, S. (2016) Global Marketing, 7th ed., Pearson Education Limited: London.

Schlegelmilch, B. (2016). Global Marketing Strategy. Springer International Publishing: Switzerland.

Honeycutt, ED., Ford, JB. and Simintiras, AC (2003). Sales Management: A Global Perspective. Routledge: London.

Journals

The following indicative relevant journals are available electronically via the electronic journal resource in the Learning Resource Centre.

• The Financial Times
• Long Range Planning
• Harvard Business Review
• Journal of International Business Studies
• The Journal of World Business
• International Marketing Review
• European Journal of Marketing
• Journal of International Entrepreneurship

MKT744 Assessment

MKT744 Assignment Brief

Assignment Title: International Market Analysis and Strategy

Learning Outcomes Assessed by this Assignment:

• Demonstrate an appreciation of the complexities of the global market, buyers, consumers, business, and government markets.
• Critically evaluate the effectiveness of international marketing strategies and programmes.
• Demonstrate knowledge and understanding of the key concepts and theories underpinning international marketing.
• Demonstrate a critical awareness of the global sales environment in international markets.

Assignment Guidelines:

Each student will be allocated an International Market (During the seminar in week 3).

They must propose a detailed and fully justified, Market Entry Strategy to this ‘allocated’ international market that could be utilised by a small UK business that manufactures and sells Natural and Organic Cosmetics for large UK retailers and through their retail outlets under their brand name.

Section 1: Introduction (150 words)

Brief Background of the Firm you have selected.

The rationale for expansion: Market Seeking, Profit Seeking, Resource Seeking

Section 2: Analysis of Market Complexities (70

The discussion of trade barriers that are imposed by the host country and the positive and negative impact of the trade barriers on the SME looking to expand.

The discussion of Trading Blocs that the host country is part of and how will this impact (positive/negative) the expansion decision of the SME.

The discussion of social and cultural differences/similarities between the host country and home country using theories such as Hofstede’s Cultural Dimensions and/or Hall’s High/Low Context Culture and the impact of such on the expansion decision.

The discussion of the economic system, and or state of the economy of the host country and the impact of this on the SME’s internationalisation process.

Section 3A: Market Entry Mode (700 words)

Evaluation of 2-3 entry modes. Discuss the strengths and weaknesses of each entry mode under different market situations.

Propose the most suitable entry mode, justifying the choice of entry mode by linking it to the market analysis. Argue how the chosen mode addresses the opportunities and challenges found in the host country.

Section 3B: Marketing Strategy (600 words)

Applying the concept of standardisation and adaptation, draw a marketing strategy (4P’s) that addresses the opportunities and challenges analysed in section 2.

Section 4 Conclusion (100 words)

Total: 2250 words excluding table of content and reference list.

Feedback on the overall performance of students for Coursework 1 will be posted on the Blackboard area for the module, under the assessment link. Feedback/marks on this assessment will normally be provided to individuals no later than 3 weeks after the submission date.

Assignment Title: MKT 744 MCQ Test

There will be 40 questions altogether; this will involve primarily choosing 1 answer from 3 or sometimes 4 options, true or false questions, or providing a missing one-word answer or term. The questions will relate to the overall content of the module, including any in-class exercises, the entire required reading textbook (see above) and all class slide content.

The test must be completed on the 30th of August 2024, which is during week 13. The test will be open for 4 hours, but once you start the test, you will have 45 minutes to complete it; you can go back and change answers; you must remember to hit the submit button at the end, or your mark for the test will not be recorded.

You will be able to see your mark automatically once you have submitted your answers. This element of coursework accounts for 40% of the overall assessment.

Please see the assessment area on Blackboard for a list of relevant reading materials (books/chapters) for each topic.

Students will be allowed to complete an online ‘mock’ test, via a link on Blackboard (Assessment Tab) during Week 12.

Students can access the test from any device that they choose, but it is recommended that they use the university library and computer rooms to ensure that they have no issues with connection.

Students will be able to see their feedback/results instantaneously upon completion.

MKT744 Criteria for Assessing Coursework

In line with the Ulster Business School’s policy, the following guide will be used to assess particular grades: