Global Marketing and Sales Development

Module Handbook 2023/24

Key Information

Module Title Global Marketing and Sales Development (GMSD)

Module Code MKT744

Academic Level 7

Credit Points 20

Module Status Core

Semester 1

Delivery 12 weeks @ 3hrs 36hrs

Independent study 164 hrs

Total effort hours 200hrs

Module Leader Biplav Pradhan (QAHE)

Contact [email protected]

Office Hours Thursday (11:30- 12:30/13:30-15:00) London RAV -Room 105

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 Content Page

1. Introduction to the Module………………………………………………………………………………………………..3

2. Module Aims………………………………………………………………………………………………………………………3

3. Learning Outcomes……………………………………………………………………………………………………………3

5. Teaching and Learning Approach ……………………………………………………………………………………..4

6. Weekly Teaching Schedule………………………………………………………………………………………………….5

7. Module Reading List……………………………………………………………………………………………………………6

8. Assessment for this Module……………………………………………………………………………………………….8

9. Marking Criteria……………………………………………………………………………………………………………….10

10. Extension and Coursework Submission…………………………………………………………………………….12

11. Plagiarism…………………………………………………………………………………………………………………………12

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 Introduction to the Module

Given the need for export led growth and the expanding global markets coupled with shrinking and
saturated local/regional markets, this module focuses on developing student’s knowledge, skills and
expertise in international markets and the international marketing effort. The module attempts to
better understand the complexities of marketing internationally across global borders in what is an
increasingly challenging ecosystem politically, economically, and socially. The module provides
contemporary understanding of the importance and role of international marketing to support the
growth, development, and success of indigenous and international organisations in a global arena.

Module Aims

This module focuses on developing your knowledge, skills and expertise in international markets
and the international marketing effort, through the lens of both SMEs and MNEs. The module
guides the students to analyse the complexities of marketing across global borders. Furthermore,
this module enables students to think critically to gain knowledge of the contemporary issues
which affect marketing decisions in a global context beset with challenges and complexities.

Learning Outcomes

❖ Describe and critically evaluate the regional, national, and global marketing environment
(social, economic, technological, political, and legal) withing which an organisation
operates.

❖ Critically evaluate the key concepts and theories under-pinning global marketing.

❖ Critically evaluate the internal environment of the firm, and firm objectives, such as
growth and international market entry to new markets.

❖ Analyse and evaluate the external effects the organisations decisions have on their
stakeholders, competitors and the wider public.

Teaching and Learning Approach

All modules will be available to students’ on-campus and online, supported by a learning
management system, which directs their programme of study. All teaching, learning and
assessment materials will be available to both staff and students via the system in a consistent and
user-friendly manner, creating a flexible and inclusive learning environment.

Students will engage via a number of learning blocks in each module:

❖ Knowledge & understanding; this block is concerned with the sharing of academic theory
and concepts to ensure students have mastered a critical appreciation of current and
relevant research in the subject area.

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 ❖ Application; this block brings the knowledge and understanding ‘to life’ by relating it to
current practice. It takes a critical view of the theory and concepts as they are employed in
the workplace in order to encourage students to evaluate their significance and merit.

❖ Analysis & Problem Solving; this block requires students to develop and demonstrate their
analytical skills and present a rationale and strategic set of decisions, which identify risks
and generate a range of hypotheses to understand their cause and effect.

We aim to provide a transformative learning experience for all our students, providing them with
space for their personal development and encouraging them to become engaged and involved in
their academic areas of interest and the wider community.

Our principal pillars of transformative learning are interwoven and based upon:

• Research inspired teaching

• Embedded employability

• Creativity and enterprise

• Intercultural and international engagement

• Community contribution and responsibility

• Innovation and digital fluency

This supports the pedagogical approaches taken by experts to engage and inspire our students,
providing relevance and excellence in their learning. In addition, they help us to address the
following themes: sustainability and social Responsibility, graduate Skills, flexible and personalised
learning, and inclusive curriculum.

Research, innovation, and digital fluency have a significant role in the success of the university’s
core objectives in delivering an excellent educational experience for all students. This approach
creates rich experiences and enhances the learning environment from course design to interactive
student learning.

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Weekly Teaching Schedule

Teaching Topic Key Dates

Week

1 Overview of the factors influencing the global sales and marketing

2 Critical understanding of the concept of Globalisation

Understanding and application of the trade theories

3 Complexities surrounding international market

❖ Analysis of the Macro and Micro Environment

4 Complexities surrounding international market

❖ Assessing the country attractiveness and Entry Strategy

5 Strategic Marketing: - Reaching global markets and marketing

behaviour- Ghauri and Cateora chapter 17

❖ Segmentation, Targeting and Positioning

6 Tactical Marketing: Standardisation and Adaptation regarding Product

Decision Ghauri and Cateora chapter 15)

7 Tactical Marketing: Global Distribution Decision (standardisation and

adaptation- Ghauri and Cateora chapter 17)

8 Tactical Marketing: Global Pricing Decision (standardisation and

adaptation- (international pricing considerations – Ghauri and Cateora chapter 18)

9 Tactical Marketing: Global Promotion Decision (standardisation and

adaption- Ghauri and Cateora chapter 19)

10 Assessment Preparation Draft

feedback

11 Corporate Social Responsibilities

12 Final Assessment Submission 20th August

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 Module Reading List

Required

Ghauri, P.N. & Cateora, P., (2014). International Marketing, (4th Edition), London: McGraw-
Hill.

Kenyon, A., Lowe, R. and Doole, I., (2016). International Marketing Strategy: Analysis,
Development and Implementation: Cengage Learning.

Recommended

Usunier, JC and Lee, JA (2013) Marketing Across Cultures. 6th ed., Pearson: Harlow.

Albuam,G. and Duerr, E. (2016) International Marketing and Export Management. 8th Edition.
Prentice Hall: Harlow.

Hollesen, S. (2016) Global Marketing, 7th ed., Pearson Education Limited: London.

Schlegelmilch, B. (2016). Global Marketing Strategy. Springer International Publishing:

Switzerland.

Honeycutt, ED., Ford, JB. and Simintiras, AC (2003) Sales Management: A Global Perspective.
Routledge: London.

Journals
The following indicative relevant journals are available electronically via the electronic journal
resource in the Learning Resource Centre.

❖ The Financial Times

❖ Long Range Planning
❖ Harvard Business Review
❖ Journal of International Business Studies
❖ The Journal of World Business
❖ International Marketing Review
❖ European Journal of Marketing
❖ Journal of International Entrepreneurship

Websites
• http://www.timesonline.co.uk/ - London Times newspaper
• http://www.guardian.co.uk/worldlatest/ - The Guardian (UK)
• http://news.bbc.co.uk/ - BBC News (British Broadcasting Corporation)
• http://www.ft.com/ - The Financial Times

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 • http://www.economist.com/ - The Economist
• http://www.nytimes.com/ - New York Times
• http://www.pathfinder.com/fortune/ - Fortune magazine
• http://www.forbes.com - Forbes magazine
• http://www.forbes.com/forbesglobal/ - Forbes Global magazine
• http://www.wsj.com/ - The Wall Street Journal
• http://www.cnn.com/WORLD/ - CNN World News
• http://www.businessweek.com/ - Businessweek magazine
• http://www.japanorama.com/japanews.html - JapaNews
• http://www.japantimes.co.jp/ - The Japan Times newspaper
• http://story.news.yahoo.com/news?tmpl=index2&cid=721 - Yahoo World News
• http://www.fastcompany.com/homepage/ - Fast Company magazine
• http://www.bloomberg.com/bbn/economies.html - Bloomberg News (World Economies)
• http://wire.ap.org/APnews/ - Associated Press News
• http://www.house.gov/international_relations/ - US House of Representatives International
Relations Committee website
• http://w3.acdi-cida.gc.ca/virtual.nsf - Virtual Library on International Development
• http://www.embassy.org/ - The Electronic Embassy
• http://www.iccwbo.org/ - International Chamber of Commerce
• http://www.imf.org/ - The International Monetary Fund
• http://www.worldbank.org/ - The World Bank
• http://www.oecd.org/ - Organization for Economic Cooperation and Development (OECD)
• http://www.heritage.org/index/ - The Index of Economic Freedom
• http://www.cnn.com/WORLD/election.watch - Global Election Watch

International trade Websites

• http://www.wto.org/ - World Trade Organizatin (WTO)

• http://www.moeaboft.gov.tw/english.htm - Board of Foreign Trade (Taiwan)
• http://www.ictsd.org/ - International Centre for Trade and Sustainable Development
• http://www.fita.org/index.html - Federation of International Trade Associations (FITA)
• http://www.uncitral.org/en-index.htm - United Nations Commission on International
Trade Law (UNCITRAL)
• http://www.cid.harvard.edu/cidtrade/ - Global Trade Negotiations (Centre for International
Development at Harvard University)
• http://iserve.wtca.org/ - World Trade Centres Association
• http://www.economist.com/markets/Bigmac/index.cfm - The Big Mac Index
• http://www.economist.com/markets/index.cfm - Economist Global Markets Data

Indicative reports include:

• Country Reports http://www.countryreports.org

• CIA The World Factbook https://www.cia.gov/library/publications/the-world-
factbook/docs/profileguide.html
• Export.gov (US) http://export.gov/mrktresearch/eg_main_018213.asp
• Federation of International Trade Associations http://fita.org
• Also see the Learning Resource Centre databases

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 Assessment

Assessment Component Assessment Submission

weighting Submission week

Report (3500 words) 10% +/- 100% Turnitin 12

Assignment Brief

Assignment Title:

International Marketing Evaluation

Submission Date: 20th of August 2023 @ 23:59

Learning Outcomes Assessed by this Assignment:

❖ Describe and critically evaluate the regional, national, and global marketing environment
(social, economic, technological, political, and legal) withing which an organisation operates.

❖ Critically evaluate the key concepts and theories under-pinning global marketing.

❖ Critically evaluate the internal environment of the firm, and firm objectives, such as growth
and international market entry to new markets.

❖ Analyse and evaluate the external effects the organisation’s decisions have on their
stakeholders, competitors and the wider public.

Assignment Guidelines:

You are required to conduct an evaluation of the international marketing processes/activities

undertaken by this company. You will be required to research and identify what the company profile
internationally looks like, the marketing choices made and competitive landscape amongst others.

Through the use of theory, you will be required to evaluate what the company has done
internationally, how effective this has been, how it differs across international markets they operate
in and any examples of best practice or things that did not work etc.

The end product of this assignment is an evaluation of your chosen company in two or more
international markets (two culturally different countries of your choice), how they have achieved
success in these and overcame market and competitor challenges. Ultimately you want to, through
this assignment, demonstrate how market offerings within a company can differ based on the
international market or country’s local requirements. This brief will be discussed in more detail in
class.

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Further Guidelines:

Your seminar tutor will allocate you a company and ideally you should select two international
markets (two countries by yourself) to review which are considered to be culturally different. This
will allow you to compare two countries and allow you a greater opportunity to research and evaluate
the international marketing practices of the company (i.e., similarities and differences in two
culturally different countries to overcome competition, other environmental factors and meet the
needs and wants of customers) to achieve successful outcomes for the company.

3800 words is 10% above the word count and does not include cover page, table of content, and
reference list. Therefore, any work that exceeds the maximum word limit of 3800 could face the
penalty of up to 10%.

Plagiarism:

As part of your study, you will be involved in carrying out research and using this when writing up
your coursework. Turnitin includes a plagiarism detection system and lecturers are experienced
enough to recognise plagiarism when it occurs.

To avoid academic misconduct and plagiarism remember it is not acceptable to reproduce another
source without acknowledging it in your assessment. This includes using paraphrasing as well as
direct quotations. You are expected to correctly cite and reference the work you have used.

Submission:

The work should be submitted as a word document on the blackboard via Turnitin link. Any other
form or ways will not be accepted.

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CRITERIA FOR ASSESSING COURSEWORK

In line with the Ulster Business School’s policy, the following guide will be used to assess particular grades:
% Content Application of Theory Referencing Presentation,
Classification Knowledge and Evidence of
and Grammar,
Range understanding Reading
Bibliography and Spelling
Critical insightful Extensive evidence of Exceptional knowledge and Extensive Outstanding Outstanding, well-
With 70 –100 evaluation and synthesis advanced applications conceptual understanding evidence of referencing directed presentation,
Distinction of complex high level of and/or empirical results, of complex and/or integrating and logically and
originality and reflection. where applicable, informed specialised principles and supplementary bibliography coherently structured,
Demonstrates the ability extensively by current concepts and the sources using correct
to pursue research and practice in development and grammar, spelling
the area advancement of ideas and and citation.
research at Doctoral practice
level
Critical evaluation and Clear evidence of relevant Wide knowledge and depth Evidence of Comprehensive Excellent presentation,
Merit 60 –69 synthesis of complex applications and/or of understanding of extensive reading referencing and logically structured,
issues and material empirical results, where complex and/or specialised of supplementary bibliography using correct
which includes an applicable, informed by principles and concepts and sources grammar and citation
original and reflective current research and the development of ideas
approach practice in the area and
practice
Some critical evaluation Evidence of relevant Appropriate knowledge Evidence of Adequate Orderly presentation,
50 –59 and synthesis of key applications and/or and depth of reading referencing clear structure and
Pass issues and material empirical results, where understanding of key supplementary and acceptable grammar
applicable with some links principles and concepts sources bibliography and spelling
to current research in the with some understanding
area of their development in
practice
Occasional relevant Basic knowledge and depth Limited Adequate
Some evaluation and Limited
applications and/or of understanding of key referencing presentation and
Fail 45 –49 synthesis of issues and evidence of
empirical results, where principles and concepts and structure, grammar,
material reading
applicable only bibliography spelling and citation

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 Limited evaluation and Limited applications Limited and/or superficial Minimal Inadequate Poor presentation and
31 –44 synthesis of issues and and/or empirical results, knowledge of key principles evidence of referencing structure, grammar,
Fail material where applicable and concepts reading and spelling
bibliography and citation
Little or no evaluation Little or no evidence of Virtually devoid of any Little or no Inadequate Inadequate
0 – 30 and synthesis of issues relevant application and/or evidence of knowledge evidence of referencing presentation,
Fail and material empirical results and understanding reading and structure, grammar,
bibliography spelling and citation

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 Extension and Coursework Submission

If you fail to submit by the specified deadline, you will get a mark of zero (0) unless you have an
authorised extension or deferral. We want you to do your best. We know however that sometimes
events happen, and you may not be able to submit your coursework by the deadline. We will try to
help you in these situations.

It is important that you follow the extenuating circumstances procedure outlined in the Student
Handbook. You should contact [email protected] as early as possible and before the
deadline, so that we can assist you.

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up
your coursework. Turnitin includes a plagiarism detection system and lecturers are experienced
enough to recognise plagiarism when it occurs.

To avoid academic misconduct and plagiarism remember it is not acceptable to reproduce another
source without acknowledging it in your assessment. This includes using paraphrasing as well as
direct quotations. You are expected to correctly cite and reference the work you have used. If you
need help putting your references into the correct style, The Academic Community of Excellence
(ACE) team offers workshops on referencing and can be booked via the (online booking system).

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