Level 4 Level 5 Level 6 X Level 7 Level 8 Mark the box to the right of the appropriate level with an X. MK187 Principles of Marketing or equivalent

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1 MODULE SPECIFICATION MODULE DETAILS Module title Marketing Across Cultures Module code MK390 Credit value 20 Level Level 4 Level 5 Level 6 X Level 7 Level 8 Mark the box to the right of the appropriate level with an X Level 0 (for modules at foundation level) Entry criteria for registration on this module Pre-requisites Specify in terms of module codes or equivalent Co-requisite modules Specify in terms of module codes or equivalent Module delivery MK187 Principles of Marketing or equivalent None Mode of delivery Taught X Distance Placement Online Other Pattern of delivery Weekly X Block Other When module is delivered Semester 1 Semester 2 Throughout year X Other Brief description of module This module examines two key challenges facing businesses today a) content and/ or aims Overview (max 80 words) how to identify and develop international marketing and business opportunities and b) understanding the importance of cultural differences across the globe and adapting marketing strategies and tactics accordingly for business success. Module team/ author/ coordinator(s) School Site/ campus where delivered Students taking the module will learn about new cultures in both the developed and emerging world and how to develop an international marketing plan, utilising their entrepreneurial, research, creative and report writing skills. The module will require students to review and apply theoretical perspectives in their assessment but there will also be a strong emphasis throughout the module on examining practical examples of cultural dilemmas and export success and failure. Keith Perks (Author) Brighton Business School This module will normally be delivered at the Moulsecoomb campus and Wittenborg University of Applied Sciences (Amsterdam) campus. Course(s) for which module is appropriate and status on that course Course Course titles pre September 2018 entry BSc (Hons) Marketing Status (mandatory/ compulsory/ optional)

2 BSc (Hons) Marketing Management BSc (Hons) Business BSc (Hons) Business Management BSc (Hons) Business with Marketing BSc (Hons) Business Management with Marketing BSc (Hons) Business with Finance BSc (Hons) Business Management with Finance BSc (Hons) Business with Economics BSc (Hons) Business Management with Economics BSc (Hons) Business with Human Resource Management BSc (Hons) Business Management with Human Resource Management BSc (Hons) International Business LLB (Hons) Law with Business BSc (Hons) Business Management Top-up Course titles post September 2018 entry BSc (Hons) Marketing Management BSc (Hons) Marketing Management with Placement Year BSc (Hons) Business Management BSc (Hons) Business Management with Placement Year BSc (Hons) Business Management with Marketing BSc (Hons) Business Management with Marketing and Placement Year BSc (Hons) Business Management with Finance BSc (Hons) Business Management with Finance and Placement Year BSc (Hons) Business Management with Economics BSc (Hons) Business Management with Economics and Placement Year BSc (Hons) Business Management with Human Resource Management BSc (Hons) Business Management with Human Resource Management and Placement Year BSc (Hons) International Business Management LLB (Hons) Law with Business BSc (Hons) Business Management Top-up MODULE AIMS, ASSESSMENT AND SUPPORT Aims This module aims to: Explore the diverse meanings of culture and explore cultural similarities and differences across a range of developed and emerging markets. Probe and analyse how differences in culture impact on international marketing decisions, tactics and strategies. Gain a sound appreciation of how to identify, plan for and develop new international marketing opportunities. Learning outcomes On successful completion of the module the student will be able to:

3 LO1. LO2. LO3. LO4. Identify and analyse the key drivers of culture and appreciate their importance when developing and implementing international marketing plans and strategies. Demonstrate an understanding of the main ways in which cultures differ and how marketing strategies and tactics need to be adapted for successful international business. Utilise appropriate market research, screening and selection methodologies to identify new export opportunities and develop effective and justifiable international marketing plans. Apply theoretical concepts appropriately to address a range of practical cultural challenges and international business opportunities. Content Developing International Business The concepts of internationalisation and globalisation Organising and controlling export operations Understanding the international environment Researching overseas markets Identifying, assessing and selecting export market opportunities Export market entry mode strategies Developing export plans Adapting the international marketing mix Management, organisation and co-ordination of international business operations Understanding Culture, Cultural Difference and Cultural Impacts on Marketing Decisions Understanding culture and overseas markets Cross cultural consumer behaviour Language, culture and communication Examining different management styles across regions Culture and ethical differences Cultural influences on product, branding and pricing decisions Intercultural marketing communications Cultural influences on selling, negotiation and distribution Learning support Indicative reading. The latest editions of: Albaum, G. and Duerr E., International Marketing & Export Management, FT Prentice Hall Bradley, F., International Marketing Strategy, FT Prentice Hall Branine M., Managing across Cultures, Sage Burton D., Cross-Cultural Marketing: Theory, Practice and Relevance, Routledge

4 Doole, I. & Lowe, R., International Marketing Strategy, Thomson Business Press Ghauri, P.N. and Cateora, P., International Marketing, McGraw-Hill Hollensen, S. and Dawsonera Global Marketing A Decision- Orientated Approach, Prentice Hall Jeannet, J.P. & Hennesey, H.D., Global Marketing Strategies, Houghton Mifflin Keegan, W.J. & Schlegelmilch, B.B., Global Marketing Management A European Perspective, Prentice Hall Rugimbana, R. & Nwankwo, S., Cross-cultural Marketing, Thomson Business Press Usinier, J.-C. and Lee J.A., Marketing Across Cultures, Prentice Hall Websites UN International Trade Statistics Yearbook UN statistics on social and economic conditions and activities UK government web site international trade BBC history, politics and economic background of countries Euromonitor market research and reports on companies, products and countries Key Journals International Journal of Cross Cultural Management Cross-Cultural Management: An International Journal Cross-Cultural Research Journal of International Business Journal of International Marketing Journal of World Business Journal of International Consumer Marketing Harvard Business Review International Journal of Advertising European Journal of Marketing International Small Business Journal International Business Review Teaching and learning activities Details of teaching and learning activities The module will consist of lectures supported by seminars throughout the first semester. Students will be expected to carry out the guided

5 Allocation of study hours (indicative) Where 10 credits = 100 learning hours SCHEDULED reading and prepare appropriately for the seminars. In the second semester students will work on a piece of research on a set business cultural issue which will be supported with weekly tutorial meetings. Written formative feedback will be provided by the tutor on progress reports on assignment 1 that students produce during semester one. Oral formative feedback will be given during on-going face-to-face meetings with students during semester two. The module requires students to access the Aspire reading list and study materials on studentcentral to support the assignments and to prepare for seminars. This is an indication of the number of hours students can expect to spend in scheduled teaching activities including lectures, seminars, tutorials, project supervision, demonstrations, practical classes and workshops, supervised time in workshops/ studios, fieldwork, and external visits. Study hours 44 GUIDED INDEPENDENT STUDY All students are expected to undertake guided independent study which includes wider reading/ practice, follow-up work, the completion of assessment tasks, and revisions. 156 PLACEMENT The placement is a specific type of learning away from the University. It includes work-based learning and study that occurs overseas. TOTAL STUDY HOURS 200 Assessment tasks Details of assessment on this module Individual Coursework (100%) comprising: Task 1: Outline export marketing plan (1500 words) 40% (L/O s 1, 3) Task 2: Cross-cultural research paper (2000 words) 60% (L/O s 2, 4) Types of assessment task 1 Indicative list of summative assessment tasks which lead to the award of credit or which are required for progression. WRITTEN Written exam % weighting (or indicate if component is pass/fail) COURSEWORK PRACTICAL Written assignment/ essay, report, dissertation, portfolio, project output, set exercise Oral assessment and presentation, practical skills assessment, set exercise 100% 1 Set exercises, which assess the application of knowledge or analytical, problem-solving or evaluative skills, are included under the type of assessment most appropriate to the particular task.

6 EXAMINATION INFORMATION Area examination board Marketing Refer to University for guidance in completing the following sections External examiners Name Position and institution Date appointed Date tenure ends Dr Chris Chapleo Bournemouth University 19/12/ /09/2020 QUALITY ASSURANCE Date of first approval Only complete where this is not the first version Date of last revision Only complete where this is not the first version Date of approval for this version Version number 4 Modules replaced Specify codes of modules for which this is a replacement 13 July, 2015 November 2017 CDI April 2018 MK383 and MK316 Available as free-standing module? Yes No X