Introductory description

Marketing is both an academic and applied discipline. The module aims to provide students with an appreciation of the theoretical, methodological and practical aspects of global marketing. it will advance students’ knowledge on the key issues of marketing in an international context. The module equips students with the knowledge and skills to research international and global macro environments, analyse cross-cultural consumer needs, and assess threats and opportunities in global markets. Students will develop their knowledge and ability in global segmentation, targeting, and positioning strategies while gaining an understanding of the balance between standardization and adaptation in international marketing. Additionally, they will have the opportunity to design international and global marketing strategies and international and global marketing plans.

Students will have an opportunity to experience the effects of taking real-life Marketing Decisions as part of the Marketplace Simulation.

When this module is delivered on Overseas Programmes, it is delivered in a 1-week block rather than over 4 weeks

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Introduction to international and global marketing concepts;
International and global strategy; International and global strategy formulation;
Competitive advantage in international/global market;
Marketing environment and international marketing environment;
Market research and international market research;
International market selection;
Market entry in international markets;
International market segmentation, targeting and positioning;
Global branding
Digital marketing in international marketing
Designing and managing the tactical international and global marketing mix;
Managing the International Marketing Effort.

Learning outcomes

By the end of the module, students should be able to:

• Critically evaluate and apply a range of international market selection models/approaches.
• Critically evaluate and apply global Segmentation, Targeting and Positioning (STP) strategies.
• Critically analyse the impact of external and internal factors on creation of a global marketing plan

Indicative reading list

Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brassington, F. and Pettitt, S., 2013. Essentials of marketing. 3rd Edition Pearson education.
Chernev, A., 2018. Strategic brand management. Cerebellum Press.
Doole, I., Lowe, R. and Kenyon, A. 2016. International marketing strategy: analysis, development and implementation. Cengage Learning.
Dunbar, I. and McDonald, M.H., 2012. Market Segmentation: How to do it, how to profit from it. John Wiley & Sons
Farris, P., Bendle, N., Pfeifer, P. and Reibstein, D., 2015. Marketing metrics: The manager's guide to measuring marketing performance. FT Press.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.
Hooley, G.J., Piercy, N.F., Nicoulaud, B. and Rudd, J.M., 2017. Marketing strategy and competitive positioning Sixth Edition. Harlow, Pearson
Kotler, P. and Armstrong, G., 2016. Principles of marketing 16th Global Edition. Pearson education.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.
Rajagopal (2019) Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making Palgrave Macmillan
Vargo, S. and Lusch, R. (2018) The SAGE Handbook of Service-Dominant Logic SAGE Publications Ltd
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA.
Wilson, A.M., 2018. Marketing research: Delivering Customer Insight. Red Globe Press.
Lee, K. (2012). Global Marketing Management.
Hollenson, S. (2017). Global Marketing.
Deresky, H. (2014). International Management: Managing across borders and cultures.
Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer.
Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective.
Keegan, W & Green, M. (2017). Global Marketing.
Journal articles will be recommended in due course.

View reading list on Talis Aspire

Subject specific skills

Demonstrate a depth of critical and analytical thinking, syntheses with respect to international and global marketing concepts and practice.
Analyse theoretical perspectives about the issues relating to international /global strategies, international market selection, international segmentation, targeting and positioning. standardization, adaptation, localisation in the context of international and global marketing.
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 and global marketing problems within the context of international and global Competitive Environment.

Transferable skills

Articulate complex ideas at an advanced level in written format.
Research and apply academic theories, models and frameworks that relate to the international and global marketing environment and strategy.
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.