Core Module Information
Module title: Global Marketing (Hong Kong)

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

Module code: MKT11904
Module leader: Mavis Gutu
School The Business School
Subject area group: Marketing
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 / International Market Research and Opportunity Analysis
* Globalisation / Internationalisation and Market Entry Strategies
* Global / International Product and Service Marketing
* Global / International Channels of Communication
* Pricing for International / Global Markets
* The Management of Global / International 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: evaluate, adapt and apply key activities involved in international marketing strategy and formulate in writing a well justified international marketing plan for competing in the global environment.

Full Details of Teaching and Assessment
2022/3, Trimester 1, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The lectures are delivered in a fifteen hour block at the beginning of the trimester. This is followed by fifteen hours of tutorials delivered weekly.

* Learning and teaching and assessment methods including their alignment to learning outcomes
Learning outcomes are assessed by an individual report ( LO 1,4,5) and formal examination. (LO 1,2,3 ). The report will involve research, analysis and written presentation based on industry and theoretical findings. The examination will reflect students' theoretical knowledge of global marketing

* Embedding of employability / PDP / scholarship skills; research/ teaching linkages

Employability skills are embedded within the assessments and include research, critical thinking & reflection as well as effective writing skills. Students are expected to access latest research for assessments. Confidence levels are enhanced through participation in tutorials. ( PDP outcome) Teaching team members have specialist knowledge and a scholarly and research background in the global business environment
.
Supporting equality and diversity

* LO s 1-5 in this module are set within the context of a highly dynamic and ever-changing global environment. As such, social and cultural awareness and understanding is a necessary corollary for participation in the module.
* The range and diversity of the student body likewise brings a social and cultural diversity to the delivery of the module and students gain rich insight from each other as part of the teaching and learning process and the informal contact during their independent learning.
* Internationalisation

* Global awareness and understanding is a central theme of the module.
* All materials used are international in context.


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 15
Face To Face Seminar 15
Face To Face CL_TST 2
Independent Learning Guided independent study 168
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 40 1, 4, 5 9 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 60 1, 2, 3 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2022/3, Trimester 2, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The lectures are delivered in a fifteen hour block at the beginning of the trimester. This is followed by fifteen hours of tutorials delivered weekly.

* Learning and teaching and assessment methods including their alignment to learning outcomes
Learning outcomes are assessed by an individual report ( LO 1,4,5) and formal examination. (LO 1,2,3 ). The report will involve research, analysis and written presentation based on industry and theoretical findings. The examination will reflect students' theoretical knowledge of global marketing

* Embedding of employability / PDP / scholarship skills; research/ teaching linkages

Employability skills are embedded within the assessments and include research, critical thinking & reflection as well as effective writing skills. Students are expected to access latest research for assessments. Confidence levels are enhanced through participation in tutorials. ( PDP outcome) Teaching team members have specialist knowledge and a scholarly and research background in the global business environment
.
Supporting equality and diversity

* LO s 1-5 in this module are set within the context of a highly dynamic and ever-changing global environment. As such, social and cultural awareness and understanding is a necessary corollary for participation in the module.
* The range and diversity of the student body likewise brings a social and cultural diversity to the delivery of the module and students gain rich insight from each other as part of the teaching and learning process and the informal contact during their independent learning.
* Internationalisation

* Global awareness and understanding is a central theme of the module.
* All materials used are international in context.


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 15
Face To Face Seminar 15
Face To Face CL_TST 2
Independent Learning Guided independent study 168
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 40 1, 4, 5 9 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 60 1, 2, 3 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2022/3, Trimester 3, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The lectures are delivered in a fifteen hour block at the beginning of the trimester. This is followed by fifteen hours of tutorials delivered weekly.

* Learning and teaching and assessment methods including their alignment to learning outcomes
Learning outcomes are assessed by an individual report ( LO 1,4,5) and formal examination. (LO 1,2,3 ). The report will involve research, analysis and written presentation based on industry and theoretical findings. The examination will reflect students' theoretical knowledge of global marketing

* Embedding of employability / PDP / scholarship skills; research/ teaching linkages

Employability skills are embedded within the assessments and include research, critical thinking & reflection as well as effective writing skills. Students are expected to access latest research for assessments. Confidence levels are enhanced through participation in tutorials. ( PDP outcome) Teaching team members have specialist knowledge and a scholarly and research background in the global business environment
.
Supporting equality and diversity

* LO s 1-5 in this module are set within the context of a highly dynamic and ever-changing global environment. As such, social and cultural awareness and understanding is a necessary corollary for participation in the module.
* The range and diversity of the student body likewise brings a social and cultural diversity to the delivery of the module and students gain rich insight from each other as part of the teaching and learning process and the informal contact during their independent learning.
* Internationalisation

* Global awareness and understanding is a central theme of the module.
* All materials used are international in context.


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 15
Face To Face Seminar 15
Face To Face CL_TST 2
Independent Learning Guided independent study 168
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 40 1, 4, 5 9 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 60 1, 2, 3 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
Global Marketing (Hong Kong)