School of Management, Unit Catalogue 2011/12 |
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 Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Semester 2 |
| Assessment:
| CW30EX70 |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
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| Description:
| Aims: * To provide students with the knowledge and understanding of the cultural issues relevant to the development of an organisation's international marketing planning; * To enable students to confidently analyse and solve culturally related marketing problems in order to facilitate the achievement of an organisation�s international marketing objectives; * To deepen students awareness and understanding of the cultural complexities associated with the international marketing of products and services. Learning Outcomes: At the end of this unit students will be able to: * Understand the relative significance and impact of the socio-cultural environment on the formulation of an international marketing strategy; * Understand the key cultural issues, dilemmas and choices facing corporations involved in international and global marketing of products & services; * Establish a cognitive framework to analyse and appreciate the impact of culture on consumer behaviour; * Identify and assess the impact of culture on the product, price, distribution and communication elements of marketing. 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 course will contain a range of lectures, in-class assignments, case-studies and exercises for the following topics: * International marketing theory & market globalisation * The social-cultural context within the international marketing environment * The cultural process * Cross cultural consumer behaviour * Local consumer markets * Cross cultural market research and intelligence * Intercultural marketing strategy * Cross cultural approaches to marketing campaigns * Inter-cultural communications. |
| Programme availability: |
MN50487 is a Designated Essential Unit on the following programmes:School of Management
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