Module title: Global Marketing

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

Module code: MKT11504
Module leader: Lucy Lu
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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

2018/9, Trimester 3, Online, Edinburgh Napier University
Occurrence: 002
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lucy Lu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, as well as core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support their learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process. The online materials require you to reflect and share your work experiences, and reflect upon these as much as possible within the learning materials and throughout assessments. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums.

To support learning, you will have access to:
• A ‘virtual office hour’ – module leaders will be available for synchronous contact every 2 weeks.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key learning points.
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs covering key learning points, using Camtasia (or equivalent), for each unit.
o Recorded keynote lectures/guest speakers (as appropriate).
o Case Studies – and solutions provided (formative feedback)
o Two online discussions instigated and moderated by the module leader.
o Self-Assessment Questions (formative feedback).
o Reflective Exercises.
o End of Unit Progress tests (summative assessment, but also provides formative feedback).
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Additional readings – electronic links to journal articles, chapters etc.
o Examples of assessments - & outline solutions.
o A database of Frequently Asked Questions

Employability/P

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)
Online Seminar 4
Independent Learning Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Digital Examination 10 ALL 1 HOURS= 0, WORDS= 0
Report 90 ALL 14/15 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2018/9, Trimester 3, Online, Edinburgh Napier University
Occurrence: 003
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lucy Lu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, as well as core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support their learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process. The online materials require you to reflect and share your work experiences, and reflect upon these as much as possible within the learning materials and throughout assessments. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums.

To support learning, you will have access to:
• A ‘virtual office hour’ – module leaders will be available for synchronous contact every 2 weeks.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key learning points.
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs covering key learning points, using Camtasia (or equivalent), for each unit.
o Recorded keynote lectures/guest speakers (as appropriate).
o Case Studies – and solutions provided (formative feedback)
o Two online discussions instigated and moderated by the module leader.
o Self-Assessment Questions (formative feedback).
o Reflective Exercises.
o End of Unit Progress tests (summative assessment, but also provides formative feedback).
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Additional readings – electronic links to journal articles, chapters etc.
o Examples of assessments - & outline solutions.
o A database of Frequently Asked Questions

Employability/P

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)
Online Seminar 4
Independent Learning Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Digital Examination 10 ALL 1 HOURS= 0, WORDS= 0
Report 90 ALL 14/15 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2019/0, Trimester 2, Online, Edinburgh Napier University
Occurrence: 002
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lucy Lu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, as well as core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support their learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process. The online materials require you to reflect and share your work experiences, and reflect upon these as much as possible within the learning materials and throughout assessments. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums.

To support learning, you will have access to:
• A ‘virtual office hour’ – module leaders will be available for synchronous contact every 2 weeks.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key learning points.
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs covering key learning points, using Camtasia (or equivalent), for each unit.
o Recorded keynote lectures/guest speakers (as appropriate).
o Case Studies – and solutions provided (formative feedback)
o Two online discussions instigated and moderated by the module leader.
o Self-Assessment Questions (formative feedback).
o Reflective Exercises.
o End of Unit Progress tests (summative assessment, but also provides formative feedback).
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Additional readings – electronic links to journal articles, chapters etc.
o Examples of assessments - & outline solutions.
o A database of Frequently Asked Questions

Employability/P

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)
Online Seminar 4
Independent Learning Guided independent study 196
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Digital Examination 10 ALL 1 HOURS= 0, WORDS= 0
Report 90 ALL 14/15 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

Introduction to Global Marketing
* 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
* Global Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics

Learning Outcomes for module:

LO1: Develop 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: Use 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.

Indicative References and Reading List - URL:

Please contact your Module Leader for details
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