Pearson College Module Specification Form

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1 Pearson College Module Specification Form Department School of Business Degree stem Business Management Validating partner (if applicable) Ashridge Business School Module title Global Markets Module unit code Core / optional Optional Designation Business Management Marketing Global Industries Credit value 15 Level on FHEQ 5 Module Designer David Atkinson Date of submission 01 April Module aims This module aims to provide a comprehensive insight into dealing with the differing and converging behaviour of consumers when pursuing an international marketing strategy as a means of growth. The unit covers a range of consumer buyer behaviour theory yet explores how this differs throughout different countries within the world and as a result what challenges this poses for marketing professionals. The module then tests candidates ability to understand, evaluate and justifiably respond to internationalising a given organisation as a major part of the assessment. 2. Module learning outcomes By the end of this module, students should be able to demonstrate: 1) Assessment and selection of international marketing opportunities 2) Identify and evaluate the marketing issues as a result of the development of an organisation s international activities 3) Understand a wide range of consumer behaviour theory 4) Analyse consumer behaviour in different markets in relation to cultural, social and environmental influences 5) Devise a justifiable international marketing plan based on the identification and analysis of consumers in target geographical markets 6) Identify, understand and recommend how and why marketing plans may need to be standardised, adapted or coordinated in international markets 7) Understand, detail and justify decisions for promotion, distribution, pricing and products based on research of target consumers in target geographical markets 8) Recommend how a marketing function should be structured to deliver competitive advantage, marketing, organisational success, and cross functional integration in an international context at senior management level.

2 3. Overview of syllabus Major components of the syllabus will include: Research process Estimating market demand Multinational Marketing Information Systems and data sources Evaluation and assessment process International and global marketing theory Review of core marketing theory in an international context The internationalisation process, globalisation and the theories that underpin international marketing Consumer Behaviour theory applied to an international context The consumer decision process (problem recognition process) Types of needs: Utilitarian Hedonic Types of decisions Extended search decisions Limited search decisions Habitual / routine search decisions Steps in the CDP Need recognition Search evaluation of alternatives Purchase & consumption Post purchase evaluation Perception and information processing Perception Exposure Perceived value Perceived risk Positioning Learning and memory Learning process Sources of product category knowledge (for the target market) Memory and its role in the CPD Personality Personality theories: Psychoanalytic, Social / Environment Traits Brand personality and Positioning Motivation Relationship between motivation and needs Maslow s hierarchy of needs Motivational conflict Techniques to increase motivation Attitudes Formation Attitude change Reasons for

3 Likelihood of success Lifestyles, values, culture History Learning Degree of westernisation / cultural change Technology Media Belief systems Product usage Groups, families, households Impact on consumer behaviour Characteristics specific to the international market segment Situational influences Message situation Purchase situation Consumption / usage situation Legal / ethical issues Laws and regulations specific to the international target market Convergence/Divergence of Consumer Behaviour Convergence theory Modernization Measurement variables including Economic systems (Western markets, Transition markets, Emerging markets) The International Marketing Environment Current global trends and PESTEL analysis in a global context Developing awareness of global competition Identifying cultural differences in overseas markets International marketing strategy Assessment and selection of country markets Market entry strategies, marketing control and tackling entry barriers Global/Local marketing management in overseas markets Local market development and marketing infrastructure Segmenting and targeting global/local consumer Standardisation Adaption Export controls, Import restrictions, Trade zones, Terms of Sale Logistics Global brands Country of Origin Effect Own Brands Diffusion of innovation in different markets Product lifecycle adaption Market entry strategies Pan-European Advertising International control of advertising Factors influencing international pricing

4 International pricing policy options 4. Learning and teaching strategy For full details please see the teaching and learning strategy in the programme specification. Students can study this module in the interactive classes mode or the mentored independent mode. Those on the former will typically experience one lecture, one seminar, and one academic clinic session each week, as well as a one day workshop during the term. 5. Module assessment The assessment for this module will take the form of a 2500 word (or oral equivalent) individual coursework assignment 6. Indicative module reading Title, author, publisher Core study texts Solomon, Bamossy, Askgaard and Hogg (2013) Consumer Behaviour Pearson Supplementary texts Hollensen (2013) Global Marketing 6 th Ed. Pearson Hollensen (2010) Global Marketing: A Decision Orientated Approach Financial Times Blythe (2013) Consumer Behaviour Sage Publications 7. Additional resourcing requirements Access to a range of case studies to support contextualisation of consumer behaviour within different countries. Accreditation / Links with other qualifications Awarding body Qualification Units Nature of linkage CIM L4 Integrated communications Accreditation

5 Module designer Programme Leader Validating partner (if applicable) Signature David Atkinson Will Holt Date 11/04/14 14/04/14 Appendix 1: Professional qualification unit syllabuses and assessment details (Please insert the syllabuses and assessment details of any professional qualifications that will be incorporated into this module) The module is designed to synchronise with the Chartered Institute of Marketing s level 4 Integrated Communications 1 Identify types of cross-functional relationships in organisations 1.2 Describe the importance of internal communications 1.3 Outline appropriate methods for internal communications 4 Outline the relationship between collaborative working and meeting customer needs 2.1 Assess organisational capabilities for marketing 2 Justify allocation of internal resources to build external customer relationships 2.3 Illustrate different methods for setting communications budgets and assessing effect 2.4 Evaluate skills required for implementing and managing change 1 Outline communication campaign plans targeted at delivering customer value 3.2 Develop effective creative briefs based on knowledge of customer value 3.3 Demonstrate relevant messages and appeals based on identified customer responses 3.4 Explain processes for appointing and managing external agencies and partners 4.1 Define the concept of product Management 4.2 Explain the characteristics of brands and branding 4.3 Discuss the benefits of branding 4.4 Explain methods of brand building 5.1 Compare the roles and features of

6 marketing communications methods 5.2 Identify and evaluate different forms of media 3 Justify the application of communications tools in differing contexts 5.4 Identify communication elements which maintain corporate reputation 6.1 Identify appropriate communications objectives 6.2 Recommend integrated marketing communications (IMC) plans 3 Identify appropriate linkages between internal and external communications 6.4 Measure the effectiveness of IMC

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