BUSI45W15: Global Marketing

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• To provide an analytic decision-oriented framework for the development and implementation of global marketing programmes.
• To equip students with the skills to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process (1. whether to internalize; 2. deciding which markets to enter; 3. determining how to enter a foreign market; 4. designing the global marketing programme; 5. implementing and organizing the global marketing programme).
• To develop student skills by linking the teaching to a range of case examples to assist them to link theory with practice.

• PART 1 THE DECISION TO INTERNATIONALIZE
• Global marketing in the firm
• Initiation of internationalization
• Internationalization theories
• Development of the firm's international competitiveness
• PART 2 DECIDING WHICH MARKETS TO ENTER
• The political and economic environment
• The social cultural environment
• The international market selection process
• PART 3 MARKET ENTRY STRATEGIES
• Selecting market entry mode
• Export, intermediate and hierarchical entry modes
• International buyer-seller relationships
• PART 4 DESIGNING THE GLOBAL MARKETING PROGRAMME
• International buyer-seller relationships
• Exploring suitable marketing mixes
• Seeking marketing effectiveness and resource efficiency (Glocal approaches)
• PART 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
• Organisation and control of the global marketing programme.

Subject-specific Knowledge:

• By the end of the module students will:
• Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes.
• Have acquired both knowledge and know-how to develop and implement global marketing plans.

Subject-specific Skills:

• By the end of the module students will:
• Be able to design and implement global marketing strategies
• Be able to characterise and compare management styles in SMEs (small and medium-sized enterprises) and LSEs (large-scale-enterprises)
• Be able to identify the drives for global integration and market responsiveness
• Be able to explain the role of global marketing in the firm from a holistic perspective
• Be able to examine how firms build their organizational structure internationally and what role headquarters can play
• Be able to evaluate the functional, geographic, product and matrix organizations as the key international structural alternatives
• Be able to apply a range of techniques for planning, budgeting and marketing control.

Key Skills:

• Effective written communication skills
• Planning, organising and time management skills
• Problem solving and analytical skills
• The ability to use initiative
• Advanced skills in the interpretation of data
• Advanced computer literacy skills.

• Learning outcomes will be met through a combination of lectures and seminars, supported by guided reading.
• The summative assessment of the module, by individual written assignment, is designed to test students' knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills in the context of specific global marketing issues.

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