Core Module Information
Module title: Global Marketing

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

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

N/A

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.

Full Details of Teaching and Assessment
2021/2, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Collins Osei
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
* LO1-4 is covered using lectures and interactive tutorials and the full support of Moodle. The module will be enhanced by carefully selected contemporary academic and industry publications.
* LO1-4 encourage you to attend formal and informal learning opportunities in lecture and tutorial. In tutorial, you will be 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, you develop your preparation and planning skills, communications skills, team working skills and gain the opportunity to learn from your peers.
* LO4-5 allow you to not only analyse and evaluate the underpinning global marketing theory, concepts and models but also require you 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 your thinking, reflection and decision making in a defined timeframe.


Formative Assessment:
Verbal feedback will be provided in tutorials to further develop your report prior to the final submission. Written feedback will also be provided on the final report.
Past examination papers will be provided on Moodle and you may ask for verbal feedback from the module leader or tutor if you choose to answer some of the questions as part of the preparation for the final examination in week 14/15


Summative Assessment:
Summative assessment takes the form of a written report in Week 7 and final timetabled examination in Week 14/15


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Tutorial 12
Face To Face Centrally Time Tabled Examination 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= 00.00, WORDS= 3000
Centrally Time Tabled Examination 50 1,2,3 14/15 HOURS= 02.00, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2021/2, Trimester 2, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: OVERSEAS
Partner:
Member of staff responsible for delivering module: Collins Osei
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

Indicative References and Reading List - URL:
Contact your module leader