MK9413 - Global Marketing and Communications

You will learn through a range of lectures, seminars, webinars, independent learning and work-based learning. Two-hour weekly lectures will be used as the starting point for providing you with a foundation for further directed study and independent learning. Lectures will cover main content of the topics, use case studies and current examples, and discuss theoretical concepts and contemporary research within global marketing.

One weekly seminar will be give you an opportunity to apply global marketing principles to a variety of global companies and environments. Seminars will help to assess your participation, understanding, and presentation of case study analysis. This will offer formative feedback and provide part of the final summative assessment.

You will be able to follow up on these lectures and seminars through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning of the module.

The module is supported by a Teaching and Learning Plan which outlines the structure of the sessions. The module’s e-learning portal will provide you with the main module material, which consists of lecture and seminar material, Teaching and Learning Plan, assessment strategy and information on further reading. There will be links to useful websites which discuss current issues within global marketing around the world. It will be updated with topical news items by both teaching team and students. There will be opportunity for students to use communication tools on e-learning portal and other online platforms (e.g. Padlet) to offer feedback and discussion on the assessment and seminar work.

There will be several additional exercises located on the module's e-learning portal that will permit you to undertake further practice
Your directed study will support the work you have undertaken in the contact sessions. Directed learning will include a range of activities including pre-reading, preparation for seminar activity, preparing for presentations and so on.

Independent learning time is set aside for learning activities, self-identified by you, to gain a deeper and broader knowledge of the subject. You may search for current news within marketing around the globe, research current academic publications within global marketing, look for the information on specific global brands by searching and analysing their company reports.

Support will be provided to you by a Module Tutor and teaching team. A team of academic staff are allocated seminar groups of about 20 students, which provides closer, more personal academic support. These seminar groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your specific programme. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Your module is supported by an e-learning portal, which houses lecture materials, seminar tasks, links to current news within the subject, alongside assessment details and various support facilities such as recordings of certain lectures and details on the module reading list.

You will have a wide-ranging electronic reading list that comprises of various textbooks whose contexts will reinforce the lecture and seminar inputs. The list will include top academic journals within the subject of global marketing, specific academic journal article, relevant textbooks and other publications which will help to enhance the module content.

The module assessment consists of several components which will be communicated at the beginning of the semester and an element of it is to be presented throughout the semester. This will encourage your active participation in the learning process throughout the semester.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
* Demonstrate understanding and application of the role of global marketing in the global business context. [MLO1]

* Identify and apply marketing theories and concepts within the context of global environment, thereby evaluating key issues when making international marketing decisions. [MLO2]


Intellectual / Professional skills & abilities:
* Develop team working skills in analysing different theoretical frameworks within global marketing and presenting the findings of this analysis. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
* Develop an awareness of the cultural and ethical contexts relating to Global Marketing. [MLO4]

Formative Assessment:
The seminars will be used to apply international marketing and communications principles to a variety of international companies and scenarios; to assess students' participation, understanding, and presentation of case study analysis. This will offer instant feedback and provide part of the final summative assessment.
Summative Assessment:

Assessment will consist of two stages. First stage includes group presentations (30%) and will be assessed during the seminar sessions. We will give feedback on presentations that you make at seminars.

This component will address MLO1 and MLO3.

The second part consists of an individual report (1500 words) submitted during the assessment period.
This component will address MLO2 and MLO4.

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No matter where you live, you’ll be familiar with global brands. The growth of global marketplaces (in part owing to the huge increase in digital channels) presents marketers with many opportunities to do business transnationally. On this module, you’ll be introduced to a range of global marketing topics and key elements of international marketing theory, which are accompanied by practical cases across different cultural backgrounds. This will include how an organisation might adapt its product offering and marketing campaigns to different regions or opt for a standardised global offering. You’ll develop your ability to identify and analyse global marketing opportunities and challenges.