Glamorgan Business School

英国论文Strategic Global Marketing
MK4S05
2009/2010
Module leader:
Dr. Said Al-Hasan
Senior Lecturer in Marketing
Room: H129 Tel: 01443 48 35 87 Email: [email protected]

Aims of the Module:

The module aims to:

• The ability to develop analytical and critical skills necessary for making marketing related decisions, and

• Explore the issues that surround the analysis, planning, implementation and control of marketing-based approaches to achieving corporate objectives.

• Critique the inherent differences between domestic and international marketing culture and environments.

• Evaluate and reflect on the need for flexibility in formulating strategies for different international markets/organisation.

Synopsis of Module Content:
• Overview of the strategic marketing management process, including analysis of trading situation, business environment, competitors and customers.

• Marketing planning decisions, relationship between marketing objectives, business and corporate objectives.

• Identifying, evaluating, and choosing marketing strategies; developing the marketing mix; budgeting and financial implications of the marketing plan; developing a marketing orientation organisations.

• Strategic opportunity analysis of new international markets; the development of existing international markets; their fit with the strategic objectives of the organisation; models of internationalisation.

• International market planning; role of marketing research; marketing mix decision making; organisational changes.

• Market entry strategies; theoretical concepts; evaluating criteria; international product portfolio strategies.

• Changes in buyer behaviour models resulting from different marketing environments, organisational and consumer buying models.
• Strategic implementation and control; marketing feedback and control concepts; contingency planning; the role of research; marketing information systems.

Teaching Methods:

The module will be delivered by a blended learning approach which will utilise a combination of methods, including some or all of the following: formal lectures, tutorials, workshops, case-study analysis, interactive online exercises, discussion groups and multimedia presentations.

Learning Outcomes:

In order to complete the module successfully, students are expected to be able to demonstrate the following:

• Critical awareness of gaps between academic study and professional practice in strategic and international marketing, including an appreciation of the boundaries of knowledge in the area and the processes of change.

Assessment Requirements:

The learning outcomes of this module will be assessed by a major project (5,000 words) based around the students own organisation/country. The assignment will outline a strategic marketing analysis, with an international context where appropriate, showing the application of the latest research and theoretical approaches.#p#分页标题#e#

Key Skills Delivered by this Module:

• The ability to evaluate, appraise and critique new ideas, models and concepts, and to identify any biases and assumptions inherent in these.

• The skills of unravelling complex ideas and problems, interpreting and Synthesising these effectively.

• The ability to develop creative and original solutions to marketing problems, and to communicate these effectively.

写作要求
MSc in Marketing
Strategic Global Marketing
Assignment

You will need to write a report of no more than 5,000 words. The assignment should include the normal items expected in academic assignments (critical, reflective, evaluative, innovative and creative).

The assignment will need to be handed into the Business School Office by 31. May. 2010.
Assume that the top management team of your global organisation (or of a global organisation with which you are familiar) has asked you to provide a report on the strategic marketing position of the organisation. In particular, they wish you to address the following issues in your report:

Select a company and a country of your own choice and answer the following questions:

1. “Classical economists and their successors do not like ‘national culture’, here one can detect an aura of inertia and resistance to change: their theories favour commonalities rather than differences, and they are based on utility maximisation as opposed to identity building.” Critically review the implication of this statement for an international marketing company of your own choice.
传统经济学家不喜欢‘国家文化’的概念，因为文化可能使人产生惰性且不愿变革；经济学的理论更注重相同性而不是区别。而且，他们也是基于效用最大化，而不是确立个性。

这句话的意思其实是国际营销中是否要考虑国家文化、当地市场的消费行为等。我的理解对不对

2. Critically review the current marketing situation facing this company/country.

3. Produce a strategic marketing plan for the next five years, justify your recommendations.

You are reminded that the report has to be strategically significant and therefore you have to use theoretical approaches to undertake the analysis rather than the descriptive analysis you might present in a real world situation.
COURSE PROGRAMME

Session Topics
1
Business Strategy Thinking
2
Strategic Market Management
3
Strategic Customer Analysis
4
Strategic Competitor Analysis
5
Strategic Company Analysis
RBV
6 Sustainable Completive Advantage
7 Strategic Options
8 Value, Focus, Innovation and Strategy
9
Strategic Positioning #p#分页标题#e#
10
Growth Strategies

11 Internationalisation Theories
12
Global Strategies
13 Market Entry Strategies
14
Culture and International Strategy
15
Standardisation VS Adaptation
16
Global Brand Management
17 Strategic Marketing Plan
18 Strategic Benchmarking
19 Control and Evaluation
20 Revision and Conclusion

Reading List:
Core Text (Must Have):
Aaker, D. and McLoughlin D, (2007), Strategic Market Management: European Edition, John Wiley. ISBN: 978-0-470-05986-9
Strongly Recommended:

Aaker, D.A (2005), Strategic Market Management, John Wiley and Sons. NJ. ISBN: 0-471-65903-7

Piercy, N.F (2002), Market-Led Strategic Change: A Guide to Transforming the Process of Going to Market, 3rd edn, Oxford, Butterworth-Heinemann.

Bradley, F. (2001), International marketing Strategy. 4th edn. Harlow Pearson. 658.848.BRA

Recommended:

Baker, M. J. , Marketing strategy and Management, 6TH Ed, Macmillan Press. 658.8/BAK

Buzzell, R. and Quelch, J and Bartlett, C.,, Global Marketing Management 3rd edition, Addison Wesley. 658.848/GLO

Chee, H and Harries R. , Global Marketing Strategies. London. Pitman.

Czinkota, M and Ronkainen, I. , International Marketing. 6th revised edition. US, Harcourt Brace.

Doole, I. and Lowe, R, International Marketing Strategy, Thomson, London.

Grant, R.M. , Contemporary Strategy Analysis: Concepts, techniques, applications. 4th revised edition. Oxford, Blackwell.

Hollensen, S. , Global Marketing: A Market-Responsive Approach, 2nd edn, FT/ Prentice Hall, London.

Keegan, W. and Schlegelmich, B , Global Marketing Management: A European Perspective. Hemel Hempstead, Prentice-Hall.

Kotler, P. , Marketing Management: Analysis, Planning Implementation and Control,. International Ed, Millennium Ed, Prentice Hall.

Lambin, J., Market-Driven Management, MacMillan Press, London. ISBN 0-333-79319-6.

O’Shaughnessy, J., Competitive Marketing, 3rd edn, London: Routledge.

Paliwoda, S. and Thomas, M., International Marketing, 3rd edn, Butterworth-Heinemann, Oxford.

Phillips, C., Doole, I. and Lowe, R., International Marketing Strategy, London: Routledge.

Terpstra, V and Sarathy, R, International Marketing, The Dryden Press-Harcourt College Publishers.

Usunier, J C. , Marketing Across Cultures, Prentice Hall/FT, London.

Key Journals and Reviews:

Business Horizon
Business Marketing
Business Week
European Journal of Marketing
European Management Journal
Harvard Business Review
Journal of Business Ethics
Journal of Global Marketing
Journal of International Marketing
International Journal of Research in Marketing
J英国留学生论文ournal of service Marketing
International Journal of Strategic Management#p#分页标题#e#
Journal of Marketing Management
Management International Review
Marketing Science