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International and Global Marketing (IGM) Unit Code: 5P6Z0112

International and Global Marketing (IGM) Unit Code: 5P6Z0112. Elective Podcast Lecture (To view / hear podcast go to ‘slide show’ and then ‘from beginning’) Teaching Team: Dr Christopher Bull c.bull@mmu.ac.uk Dr Donna McGuinness d.mcguinness@mmu.ac.uk. Outline.

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International and Global Marketing (IGM) Unit Code: 5P6Z0112

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  1. International and Global Marketing (IGM) Unit Code: 5P6Z0112 Elective Podcast Lecture (To view / hear podcast go to ‘slide show’ and then ‘from beginning’) Teaching Team: Dr Christopher Bull c.bull@mmu.ac.uk Dr Donna McGuinness d.mcguinness@mmu.ac.uk

  2. Outline • Summary of the IGM unit and of main topics taught • How IGM is delivered and learning resources (reading) • Assessment • Student Choice and Satisfaction (2012-13)

  3. Outline of IGM Topics • Defining IGM and evaluating diverse theories / approaches • Economic, political, social, cultural and ethical issues • Market selection, entry and expansion approaches • Sourcing, pricing and distribution issues • Customer relationship management • Technology and communications

  4. Unit Delivery and Resources • Taught / delivered on weekly basis - Mix of Lectures, Tutorials and Independent Self Study • Resources (Core Reading): - Hollensen, S. (2011), Global marketing (5/e), Harlow: FT Prentice Hall, (also available as an electronic resource). • Other textbooks: - Johansson, J. K. (2009). Global marketing: foreign entry, local marketing, & global management. Boston, McGraw-Hill Irwin. - Keegan, W.J. and Green, M.C. (2013), Global marketing (7/e), Pearson, (also available as an electronic resource). - Kotabe, M. and K. Helsen (2011). Global marketing management. Hoboken, N.J., John Wiley & Sons.

  5. Assessment • One individual essay approximately 2000 words - (40% of the marks ) • One 3-hour (essay-based) examination at the end of term - (60% of the marks)

  6. Student Choice and Satisfaction (2012-13) • Student choice - 180 students are currently taking IGM in 2012-13 - An increase of 15% from 2011-12 • What do current students think of IGM? - 88% of students are satisfied or very satisfied with IGM - 7% of students were neutral, 5% not satisfied with IGM (source MMU Internal Student Survey: 2012-13)

  7. Summary • Unit: International and Global Marketing (IGM) • Unit Code: 5P6Z0112 • Unit Leader: Dr Christopher Bull (c.bull@mmu.ac.uk)

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