• University of Exeter Business School
• Module

Global Markets

Module description

The focus of this module is to engage you with a variety of issues pertinent to marketing in global markets. Because there is no one way to look at marketing, we will be drawing from cross-disciplinary scholars in the field of marketing, management, economics, psychology, sociology, and anthropology to help you understand global markets from a variety of stakeholder perspectives. This course is specifically designed to help students understand the role that marketing plays in international business contexts and how brand managers develop and market products and services to serve in international contexts in ways that create customer satisfaction and value. In doing so, we will the importance of integrating the voice of the customer within and organisation and explore the role that marketing research plays in uncovering consumer insight. Finally, this course considers marketing’s role in society and the prominence of marketing in people’s lives.

Module aims - intentions of the module

All students come into this course with some knowledge concerning marketing because, as consumers, students are continuously exposed to marketing practices such as advertising and personal selling.  However, additional knowledge is needed in order to understand how businesses, non-profit organizations, and governmental institutions utilize marketing to achieve their objectives.

The aim of this module is to provide students with an understanding of marketing strategy in global markets. We will highlight how marketing managers leverage the marketing environment, the marketing mix, marketing management, marketing segmentation, and marketing research to create global competitive advantage. This course provides students with a consumer-oriented perspective that extends beyond traditional economically based marketing knowledge in order to help students understand the roles of socio-cultural and psychological forces in the planning of marketing strategies.

The course content is structured around real-world examples and discussions that will help students develop skills of critical analysis and problem-solving. We will draw from the work of international marketing scholars and look at marketing and consumption in the context of globalization. A key consideration to marketing and consumption practices is also the notion of sustainability. In this course we will consider the ethics surrounding marketing practices and its relationship to sustainable environments. Finally, this module helps students understand how organisations use data and what this means in different aspects of companies, (such as advertising, supply chain, and budgets) and how this relates to specific global marketing strategies.

You will be guided by a single module coordinator over the course of one term. The aim here is to help you make connections between your previous experiences and course content in order better understand global markets. You will learn how to take a cross-disciplinary perspective on international business issues and integrate them into your own worldview. Through a series of lectures, guided readings and work packets, we will equip you with international practice-based knowledge on global markets that you can take into the workplace. 

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. demonstrate an understanding of marketing not just as a management practice but also as highly influential and intersecting with political, economic, technological and societal issues
• 2. demonstrate the ability to devise, sustain and justify arguments relating to broader social issues relevant to global marketing practice
• 3. explain and apply core marketing principles and behavioural theories and recognise their role and importance in marketing decision-making
• 4. apply knowledge of consumer behaviour for the effective implementation of the marketing concept

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 5. critically evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice
• 6. apply a range of behavioural concepts and theories in order to understand or justify marketing activity

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 7. demonstrate the practical ability to critically analyse and communicate marketing theories and principles
• 8. independently connect and synthesise ideas and issues from targeted subject materials relevant to a marketing subject area
• 9. effectively employ a range of independent/self-directed learning skills, including time management, working to deadlines, and keeping abreast of a wide range of literature
• 10. demonstrate the ability to present written material that supports a reasoned and consistent argument

Syllabus plan

• What is Marketing and Global Markets? The strategic planning process
• Ethics; The Marketing Environment
• Consumer Behaviour
• Segmentation Targeting & Positioning
• Marketing Research
• Developing and Managing Products
• Pricing Decisions
• Supply Chain Management and Logistics
• Advertising, Public Relations and Sales Promotion
• Personal Selling and Sales Management
• Social Media; Big Data, Artificial Intelligence, and Machine Learning

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

Details of re-assessment (where required by referral or deferral)

Indicative learning resources - Basic reading

Lamb, C.W., Hair, J.F., and McDaniel, C. (2018). MKTG: Principles of Marketing 13th edition, Cengage Learning., 432 Pages Paperback.

Indicative learning resources - Web based and electronic resources

ELE – College to provide hyperlink to appropriate pages

Indicative learning resources - Other resources

http://www.cengage.co.uk/

Key words search

Marketing, Global Markets, International Business, Consumer Behaviour, Market Research, Big Data