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Global Marketing, Thinking Global, Acting Local (ULMS083)

Full syllabus to follow.

Module leader: Kyaw Nyein Chan (Alan)

Alan @ Kyaw Nyein Chan is a postgraduate researcher in marketing and consumption and a Graduate Teaching Fellow at the University of Liverpool Management School. He is an Associate Fellow of the Higher Education Academy (AFHEA) and has experience teaching marketing to undergraduate students, delivering well-structured and engaging lessons. His doctoral research focuses on the lived consumption experiences of LGBTQ+ consumers in an LGBTQ+-unfriendly context.

Aims

  • To develop confidence in understanding and communicating complex ideas.
  • To develop skills in research, collaborative learning and producing and delivering presentations.
  • To introduce students to the concepts of global marketing and international marketing environment in the light of new global and local dynamics. 

Content

The following topics will be considered on the module: 

  • The Global Marketing Imperative
  • Global Marketing Environment
  • Global Production Networks and Strategic Planning
  • The Global Marketing Mix
  • Marketing Communications 

Structure

The module will be delivered over a three-week period in six two-hour sessions (four hours per week, total 12 hours contact time). The final block will be an assessment session. 

Each session will consist of short lecture style sessions interspersed with practical activities and group discussions. The teacher will demonstrate the approaches used in teaching Global Marketing linking both global and local strategies and necessities. 

Students will have a number of opportunities to put what they are learning into practice with their classmates. Students will be expected to participate fully and actively throughout the sessions. 

In addition, it is expected that students will spend 38 study hours outside of the classroom contact hours on activities including assigned reading, optional reading of areas of personal interest, homework tasks, web research and preparation for assessment. The ‘flipped classroom’ approach will be used, requiring students to prepare in advance for the sessions, and so students should be aware that in order to fully benefit from the face- to-face classroom sessions, they will need to have done the preparation work assigned beforehand. 

The course will be practical in nature, with the sessions highly focused on giving the students as much practical experience as possible, and encouraging them to put theory into practice throughout. 

The Indicative schedule is as follows: 

Session one: The Global Marketing Imperative 

This session will begin with an introduction to the module. It will then explain the key concepts of global marketing and its implications with a focus on global marketing imperative.  

Session two: Global Marketing Environment

This session will introduce students to the marketing environment from a global perspective. Students will learn how to analyze different environmental forces to craft effective global marketing strategies. Students will have the opportunity to work in groups and engage in the marketing environment analysis exercise using a real-life global brand.  

Session three: Global Production Networks and Strategic Planning  

This session will introduce students to global production networks and strategic planning processes. Students will have the opportunity to learn the different stages of the strategic planning process. A group discussion will be used.  

Session four: The Global Marketing Mix

This session will introduce students to the marketing mix and its components with a global focus. Students will have the opportunity to work in groups and design the marketing mix for a global brand of their choice.  

Session five: Marketing Communications

This session will introduce students to marketing communication. Students will have the opportunity to look at marketing communications strategies and marketing campaigns used by global brands as real-life examples and then work in groups to propose an integrated marketing communication plan for a brand of their choice.  

Session six: Group Presentation

In this final session, the students will give a group presentation about global marketing. This assessment requires students to work as a team to research and prepare a presentation on global marketing and then deliver it.  

Teaching methods

The teaching approach will include the following:

  • Taught sessions
  • Flipped classroom – preparation work
  • Small group working
  • Group discussions
  • Presentations
  • Online learning
  • Use of multimedia and interactive materials
  • Use of case studies
  • Workshops.

Assessment

Assessment will be by written essay/reflection of 1,000-1,200 words (worth 100% of the overall mark)

Standard University policies apply with regard to late submission of assessments.

Learning outcomes

On completion of this module, students will be able to:

  • Students will be able to develop confidence in understanding and communicating complex ideas in written and spoken language
  • Research a topic and work collaboratively to produce a presentation and deliver it
  • Possess an introductory understanding of the roles played by organisation, planning, implementation and control in international marketing. They will be enabled to understand different aspects and techniques of global marketing

Skills

Key skills that will be developed:

  • Collaboration and teamwork, through group discussions, activities and case studies in class
  • Communication, developed orally in group discussions, activities and tasks in class, and in writing by production of assessed assignment

Books, ebooks and websites

The University Library website provides access to many relevant books and electronic books, as well as academic journals and databases.

Recommended Pre-Course Reading 

  • Czinkota, M.R. and Ronkainen, I.A. (2013) International Marketing. 10th edn. USA: Thomson. 
  • Cateora, P.R. (2005) International Marketing. London: McGraw-Hill/Irwin.
  • Walsh, L. S (1993) International Marketing. London: Pittman. 
  • Green, M. C., and Keegan, W. J. (2020) Global Marketing (Global Edition).10th edn. Harlow, England: Pearson. 

Core Texts 

  • Berndt, R., Fantapié Altobelli, C. and Sander, M. (2023) ‘The international marketing environment’, in R. Berndt, C. Fantapié Altobelli, and M. Sander (eds) International Marketing Management. Berlin, Heidelberg: Springer, pp. 25–57.  
  • Finne, Å. and Grönroos, C. (2017) ‘Communication-in-use: customer-integrated marketing communication’, European Journal of Marketing, 51(3), pp. 445–463.  
  • Powers, T.L. and Loyka, J.J. (2010) ‘Adaptation of marketing mix elements in international markets’, Journal of Global Marketing, 23(1), pp. 65–79.  
  • Schlegelmilch, B.B. (2022) ‘The global marketing environment’, in B.B. Schlegelmilch (ed.) Global Marketing Strategy: An Executive Digest. Cham: Springer International Publishing, pp. 19–49.  
  • Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K. and Agarwal, A. (2022) ‘Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches’, International Journal of Research in Marketing, 39(2), pp. 541–565.  
  • Sheth, J.N. and Parvatiyar, A. (2001) ‘The antecedents and consequences of integrated global marketing’, International Marketing Review, 18(1), pp. 16–29.  
  • Zou, S. and Cavusgil, S.T. (2002) ‘The gms: a broad conceptualization of global marketing strategy and its effect on firm performance’, Journal of Marketing, 66(4), pp. 40–56.  

Journals: 

  • Journal of Marketing  
  • Journal of Marketing Research 
  • Journal of the Academy of Marketing Science 
  • European Journal of Marketing 
  • International Marketing Review 
  • Journal of Advertising  
  • Journal of International Marketing  
  • Journal of Public Policy and Marketing  

Useful Websites