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2018/19 Taught Postgraduate Module Catalogue

LUBS5462M Global Marketing

15 creditsClass Size: 275

Module manager: Dr Magnus Hultman
Email: M.Hultman@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2018/19

This module is not approved as an Elective

Objectives

This module aims to provide student with the skills and knowledge to assess and integrate the key concepts of international marketing given the increasing globalization that is taking place worldwide.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- the issues and complexities facing business when moving into international markets
- the internationalisation process and how the impacts on selection of market(s) and entry modes
- the importance of understanding different international culture traits, noting the implication for business
- the relevance of key academic literature within international marketing

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Work as an effective team player, especially in intercultural settings
- Critically appraise and apply academic theories and present reasoned and logical arguments taking international aspects in mind
- Prepare and deliver a professional presentation to international audiences

Subject specific
- Apply techniques for the analysis of environmental and competitive forces in an international setting


Syllabus

Indicative content
Introduction to international marketing
Internationalisation process
International economic, political and legal environment
International sociocultural environment
International market selection
International product strategy
International pricing strategy
International distribution strategy
International marketing communications
Hot issues in international marketing

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture102.0020.00
Seminar101.0010.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

Students are expected to undertake the background reading of the module and, where necessary, look to identify new areas of research relevent to the discipline.

Opportunities for Formative Feedback

Informative feedback sessions will be provided throughout the seminars, to reflect particular tasks associated with the module's content.

Methods of assessment


Exams
Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)3 hr 100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 3 hours examination

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53

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