Module title: Global Marketing

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11104
Module leader: John Thomson
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

There are no pre-requisites for this module to be added

2019/0, Trimester 2, Blended,
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: John Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to learning outcomes
* LO1-4 is covered using taught sessions and interactive tutorials using audio-visual equipment including powerpoint, Activit tutorials, overhead projection of relevant material and the full support of Moodle. The module will be enhanced by carefully selected contemporary articles published by McKinsey, Wharton, Newnations and the Harvard Business Review.

Embedding of employability / PDP / scholarship skills
* LO1-4 encourages the student to attend formal and informal learning opportunities in lecture and tutorial. In tutorial, the student is encouraged to learn, prepare and discuss in an interactive forum the context of case based material and its relationship to the taught elements of the module. In this way, students develop their preparation and planning skills, communications skills, team working skills and gain the opportunity to learn from their multinational peers.
* LO4-5 allows the student to not only analyse and evaluate the underpinning global marketing theory, concepts and models but it also requires them to write a formal evidence based report with defined aims and objectives including a search for information, planning an approach, structure and process with referenced information to support their thinking, reflection and decision making in a defined timeframe.

Assessment (formative and summative)
* Assessment 1 is an independent learning opportunity for the student to develop information gathering, academic literacy and writing skills using a case based format that allows certain employability skills to be similarly developed in the areas of personal qualities, reflection, and a general understanding of how organisations work and operation in an international environment. This report tests and confirms LO s1, 4 and 5 and represents 50 per cent of the final marks for the module and the other 50% is a formal written examination (Closed Book).

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Seminar 12
Face To Face Centrally Timetabled (Digital) Exam 2
Independent Learning Guided independent study 162
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1,4,5 7 HOURS= 0, WORDS= 2500
Centrally Time Tabled Examination 50 1,2,3 13 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2019/0, Trimester 2, Face-to-Face,
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: OVERSEAS
Partner:
Member of staff responsible for delivering module: John Thomson
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to learning outcomes
* LO1-4 is covered using taught sessions and interactive tutorials using audio-visual equipment including powerpoint, Activit tutorials, overhead projection of relevant material and the full support of Moodle. The module will be enhanced by carefully selected contemporary articles published by McKinsey, Wharton, Newnations and the Harvard Business Review.

Embedding of employability / PDP / scholarship skills
* LO1-4 encourages the student to attend formal and informal learning opportunities in lecture and tutorial. In tutorial, the student is encouraged to learn, prepare and discuss in an interactive forum the context of case based material and its relationship to the taught elements of the module. In this way, students develop their preparation and planning skills, communications skills, team working skills and learn from their multinational peers.
* LO4-5 allows the student to not only analyse and evaluate the underpinning global marketing theory, concepts and models but it also requires them to write a formal report with defined aims and objectives including a search for information, planning an approach, structure and process to deliver a report with evidence based and referenced information to support their thinking, reflection and decision making in a defined timeframe.

Assessment (formative and summative)
* Assessment 1 is an independent learning opportunity for the student to develop information gathering, academic literacy and writing skills. A case based format allows certain employability skills to be developed in the areas of personal qualities, reflection, and a general understanding of how organisations work and operate in an international environment. This tests and confirms LO s1, 4 and 5 and represents 50 per cent of the final marks for the module and the formal written examination (Closed Book) represents the other 50% of the final marks for the module.

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Seminar 12
Face To Face Centrally Timetabled (Digital) Exam 2
Independent Learning Guided independent study 162
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1, 4, 5 7 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 50 1, 2, 3 13 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment

Learning Outcomes for module:

LO1: gain a thorough knowledge and understanding of International Marketing and how it operates within a diverse and constantly changing Global Environment.
LO2: critically analyse and evaluate the macro and trading environments of organisations operating within the Global Economy using accepted international marketing theory, concepts and models to be able to formulate marketing policy and strategy.
LO3: demonstrate the use of cognitive skills of critical thinking, analysis and synthesis with respect to international marketing concepts and practice.
LO4: apply the skills of effective problem solving and decision making using appropriate analytical concepts, models and frameworks to be able to identify, evaluate and solve international marketing problems within the context of a Global Competitive Environment.
LO5: Present a formal written report consisting of elements of an international marketing plan set against the context of an up-to-date international case study with scope for critical thinking, evaluation and development.

Indicative References and Reading List - URL:
MKT11104 - Global Marketing