MK9709 - Global Consumers and Marketplaces

This module will combine an academic introduction to the core principles of global marketing. At the same time be very practice-focused, ensuring you develop the necessary skills to contribute to the field of international marketing. The Teaching and Learning Plan will provide a detailed week-by-week guide to the curriculum, alongside suggested directed reading to supplement your in-class learning.

You will be introduced to the principles through a lecture programme, where concepts will be discussed in an interactive manner. This will be complemented by a seminar and workshop programme which will allow you to apply the concepts to a range fo global marketing scenarios, as well as use this time to generate ideas and research for use in your assessment. You can therefore expect the reflective-practitioner approach to learning to be embedded in all seminar sessions, through undertake varied activities which facilitate critical analysis.

Independent learning will centre upon you identifying and pursuing areas of interest in relation to the subject area through further reading, research and reflection.

The module will draw heavily on real-life examples and case studies that will identify best practice in global marketing practice, and we will actively encourage you to follow global news networks to identify emerging trends and global challenges that can impact on marketing decisions.

You will be thoroughly supported through this module by the Module Tutor and wider teaching team. Both lecture and seminar / workshop content will be delivered by a range of staff with relevant expertise in that subject area.

You will have access to a fully populated Blackboard site for the module, which will provide you with learning materials, recorded assessment guides, links to industry developments and a discussion board to address module queries.

A full electronic reading list will be made available, allwoi9ng you to easily access relevant textbooks, journal articles and also suitable trade press material.

For the assessment, in-class time will be dedicated to ensuring students are fully prepared for each component, with students able to make 1-2-1 appointments with the module team if necessary.

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:
• To critically appraise the values of the global consumer (ML01)
• To appreciate the complexities of establishing business relationships to facilitate market entry (ML02)
• To consider factors which impact upon global marketing decisions (ML03)

Intellectual / Professional skills & abilities:
• To research and present market data and market proposals to a professional standard (ML04)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop awareness and appreciation of how consumers think and behave across national, cultural and religious borders (ML05)

The assessment will feature 2 components (both completed individually) and is base on the students identifying an organisation and preparing a plan for them to expand their operations to a new country.

Component One: Infographic Presentation (30%)
Students are required to produce a professional infographic which provides key information on the national market they have chosen. Students are required to print this poster and display in seminars (week 6 and 7), answering questions from the academic team.
(ML01, ML04)

Component Two: Business Plan proposal (70%)
Students will produce two pieces of work that come together to come an international marketing plan
- A 5 minute video which outlines and justifies their proposed market entry strategy
- A 2,000 word marketing plan which addresses key marketing decisions to support the market entry.
(ML02, ML03, ML05)

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Have you ever wondered how brand make their products and services available in four corners of the world? How companies co-ordinate their multi-million pound advertising campaigns across national TV networks and time zones? Even how consumers in different parts of the world think about products and brands in a world dominated by digital media?

Global Consumers and Marketplaces will explore such questions and provide you with a thorough appreciation of how the marketing function supports businesses in doing business internationally. You will explore global consumer trends, assess suitable market entry strategies and how international marketers make decisions on products, prices and promotion.

Through a practical piece of assessment, you will develop skills in identifying market opportunities in other countries, collating research to support your ideas and presenting a professional standard business plan to outline your ideas.