Business School assignment：Strategic Global Marketing
 

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.

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Assessment Requirements:#p#分页标题#e#

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.

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:

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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

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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.