School of Management, Unit Catalogue 2007/08 |
MN50407 Global marketing |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: EX100 |
| Requisites: |
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Note: Students on the MSc in Management must take MN50167 before taking this unit. Aims: * To provide students with the knowledge and understanding of the marketing issues relevant to the development of an organisation's global marketing activities * To enable students to confidently analyse and solve marketing problems in order to facilitate the achievement of an organisation's global marketing objectives * To deepen students awareness and understanding of the complexities associated with the global marketing of products and services. Learning Outcomes: At the end of this unit students will be able to: * Understand the key marketing issues, dilemmas and choices facing corporations involved in global business; * Understand and demonstrate how the environmental and corporate elements of an organisation's culture and experience help shape the marketing decisions facing a global company; * Be able to critically evaluate the appropriateness of varying strategic marketing objectives and methods in a global business context. Skills: Intellectual * Ability to engage and demonstrate in critical thinking and evaluation skills (T, F, A) * Ability to shape, progress and then defend a coherent argument (T, F, A) * Ability to communicate complex data clearly and precisely (T, F) Professional * Self-management, time management and team working skills (F) Transferable * Develop the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to the present situations (F) Personal * The facility to communicate and defend ideas (F/A). Content: The Global Marketing Environment * Key concepts * Politics of Globalization * Competitive environment * Culture Global Market Development * Market Entry Methods Global Marketing Management * Product decisions * Global advertising and promotional issues * Distribution and Pricing issues. |