MS60044E Global Marketing Level 6 Module Guide 2024-25 |  UWL

MS60044E Module overview

One of the greatest marketing challenges that global companies face is securing market success and revenues. With the Covid 19 situation and turbulent global marketplace global companies ought to work rigorously to excel in understanding customer needs, wants and cultures in their operating markets. A global company needs to manage its global brand smartly in traditional markets as well as considering future positions in new emerging markets.

This module aims to enable you to acquire a degree of expertise in developing marketing strategies for countries other than your own and thereby to extend your range of marketing understanding both to deal with global marketing situations in non-domestic markets and the impact of global competitors on the domestic market. Also, this module aims to promote an understanding of the factors determining the extent to which standardisation in strategy and implementation is appropriate for success in global markets. This module enables you to develop a sound understanding of the formulation and implementation of global integrated marketing plans and associated activities. At the end of the module, you will be able to appreciate and manage a marketing programme within a variety of different contexts.

Indicative topics

1. Global strategic analysis - identifying and analysing opportunities; the changing Global trading environment; PESTLE factors; evaluating buyer behaviour in different countries at different stages of their economic and political development.
2. Global strategic planning the development of organisational structures, cultures, and capabilities; market entry strategies; standardisation or adaptation; managing internal and external resources, country scanning and risk analysis.
3. Implementing Global marketing strategy - pricing strategies and currency, considering local economy, distribution and logistics and foreign channel management.
4. Strategic marketing communications - the scope of marketing and corporate communications; the significance and impact of integrated marketing communications; the local culture, legal, ethical, and technological impacts, Understanding and managing the global brand, segmentation.
5. Developing a theoretical understanding - understanding the key drivers associated with information processing and the buyer decision making process; communication issues for internal and external audiences; the role of personal influences on the communication process.
6. Managing the marketing communications process - identification of target markets, communication objectives and strategies; consideration of cross-border cultural, social and media influences; development of the campaign elements, the adaptation/standardisation debate; managing internal and external resources; deciding upon the level and allocation of promotional spends; evaluating the outcomes of promotional activities.

At the end of this module, the student will be able to:

LO1 Determine the types of information required for effective global decision-making
LO2 Identify the key socio-cultural factors and the nature of their impact on global marketing
LO3 Evaluate the opposing arguments for standardising or adapting the elements of the marketing mix in different markets/countries
LO4 Determine specific marketing activities based upon knowledge of the key characteristics of the target audience
LO5 Select, integrate, and justify appropriate promotional mixes to meet the needs of the marketing communication strategies
LO6 Be aware of the impact and contribution information technology makes to global marketing and be appreciative of and sensitive to issues associated with cross-border marketing communications.

More details on how this module form a part of the course can be found in the course handbook.

Expectations

Specific expectations students can have of tutors:

Tutors will focus on delivering the course content and support student development as autonomous learners in line with the University mission to inspire our students to become innovative and creative professionals connecting them to exciting and rewarding careers.

1. Guidance and support

Your tutor will provide you with academic guidance and will help you reflect on your academic progress so that you get the most out of your studies. Your tutor and student support team will also provide advice on the wider network of specialist student support services at the University to help you have the best possible experience during your studies. respect and in a manner that is compatible with the University's Equality and Diversity statement. 1. Engagement: You are expected to attend all seminars/tutorials and be punctual. You will get the most out of your support by working in partnership with your tutor and student support team. This is a two-way process and by taking part in it fully you will gain more benefits from your experience at the University. You are therefore, expected to actively participate and engage in class activities and inform the tutor by e-mail when and if you are unable to attend any classes.

2. Preparation: You are expected to read any preparation material / attempt any practice questions prior to seminars/tutorials as per instructions given.

3. Professional conduct: You are expected to behave professionally in seminars/tutorials and not cause any disruption that might affect other students' learning. You are also expected to communicate with your tutors in a professional manner.

4. Attempt all assessments: You are expected to attempt all assessments by the submission deadline unless there are extenuating circumstances (in which case please contact your Course Leader for extension request or mitigation claim prior to the assessment deadline).

5. Attendance and participation: Active participation in all learning activities. In the event of absence, inform the tutor by email in advance as a courtesy.

MS60044E Preparing for your Assessment

A key part of your learning will be preparation for your summative assessment. You will be provided feedback on your formative assessments, and this will help you to better understand what is required of you when you submit your summative assessment. Please see below guidance on your formative assessment and how to access your feedback.

MS60044E Summative Assessment:

Assessment title: Individual Written Report

Count Words: 3000 Words

In this report you will have the experience of developing a global marketing strategy for a British company planning entry into one of the BRICS, MINT or ASEAN countries. You will be required to develop a project proposal for the company. You will select a specific product/brand and assume that you are the marketing management team for that product/brand. Your product/brand should NOT be marketed in that country yet. You can choose any company of your choice from any industry. Prior approval for the organisation selected needs to be obtained from the Tutor before starting to work on the assessment. Please note that you are expected to maintain academic integrity and originality of work. Use of Al without paraphrasing is considered Plagiarism as per UWL academic offense policy.

It is advisable to briefly gather information/research the target country (in terms of PESTLE factors) before you decide.

The final report should contain:

• An introduction
• Brief product/service/brand information/background
• Chosen Market and Competitor analysis (within chosen market)
• Social (cultural factors) and economic analysis
• Marketing strategy (STP)
• Marketing plan (students are expected to use 4P's)
• Conclusions & Recommendations

Learning Outcomes of MS60044E 

MS60044E Marking Criteria: