Modules

Due to Covid-19 restrictions, learning and teaching activities on campus as described in the module descriptors are currently restricted. Learning and teaching will be enabled through a mixture of scheduled online activity where you will be able to engage with your tutor and classmates in real-time and unscheduled guided activity where you will be required to complete activities and tasks at a time which best suits you. Teaching will take place on campus, wherever possible, and where this is safe to happen.

Definitive information on module delivery during 2020/21 will be provided on Module Moodle Sites. For specific enquiries please contact the module leaders directly.

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 activity	Learning & Teaching Activity	NESH (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 Hours	200
	Expected Total Study Hours for Module	200

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:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activity	Learning & Teaching Activity	NESH (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 Hours	200
	Expected Total Study Hours for Module	200

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:

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