MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
International Marketing

Unit code BMAN70402
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Alliance Manchester Business School
Available as a free choice unit? No

Overview

1.   Marketing in a global perspective.

2.   Assessing global marketing opportunities and problems.

3.   Entering global markets.

4.   Segmenting, targeting and positioning in global markets.

5.   Creating global product and service offerings and value-added solutions.

6.   Extracting value from global operations.

7.   Global supply chains and distribution networks.

8.   Global branding and marketing communication.

9.  Global marketing ethics and corporate social responsibility

Pre/co-requisites

BMAN70402 Programme Req: BMAN70402 is only available as an elective to students on MSc Marketing

All compulsory units from MSc CCRM, MSc Marketing and MSc International Business & Management.

Aims

To provide a comprehensive introduction to International (Global) Marketing as an important body of knowledge and transferable skills, emphasising both academic substance and real-life practicality.

Learning outcomes

On completion of the course, students are expected to be able to:

  • use critical analysis skills to identify sources of problems encountered by international marketers;
  • design marketing research process and evaluate information sources (e.g. research literature, secondary data, business reports, etc.) for assisting in international business decision making;
  • apply principles of cross-cultural communication and negotiation for effective marketing communication and negotiation in a multi-cultural market environment.
  • Identify and apply plausible principles and state-of-the-art knowledge from international marketing to develop well-informed alternative solutions to problems that challenge international marketers.

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

One critical analysis assignment (group work, 15-minute presentation and 1000 word report) (40%), and a closed-book 2 hour exam (60%)

 

Feedback methods

Written, verbally in class and via Blackboard.

Recommended reading

Schlegelmilch, Bodo B. (2016), Global Marketing Strategy: An Executive Digest, Springer, Switzerland, ISBN 978-3-319-26279-6 (eBook). Online access available from the library.

Hollensen, Svend (2017), Global Marketing, 7th edition, Paperback. Pearson Prentice Education Ltd.. ISBN1292100141; ISBN9781292100142. Online access available from the library.

Keegan, Warren J. (2016), Global Marketing: Global Edition, 7th edition. Paperback. Pearson Education. ISBN1292150777(ebk); ISBN9781292150772. Online access available from the library.

Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Independent study hours
Independent study 118

Teaching staff

Staff member Role
Magda Hassan Unit coordinator

Additional notes

Informal Contact Method

Office Hours

Online Learning Activities (blogs, discussions, self-assessment questions)

Peer Assisted Study Sessions

Drop in Surgeries (extra help sessions for students on material they may be struggling with)

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