307mkt global mktg module guide12_13 (1)

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307MKT Module Guide 2012-13.doc

FACULTY OF BUSINESS, ENVIRONMENTAND SOCIETY

Coventry University Business School307MKT

Global Marketing

MODULE GUIDE 2012-13This document is designed to supplement information contained in theUniversitys Web based Module Information Directoryhttp://mid.coventry.ac.uk/midhome.htmlStudents should consult the MID entry for information on;

Module summary Teaching Learning and Assessment

Module resources Module organisation.

1. Module delivery

If you have a disability or medical condition and need an adjustment to allow youto fully participate in this module (e.g. breaks for medication etc.) please tell yourlecturer so that arrangements may be made.

1.1 Teaching Plan

This module is delivered as follows: 2 x weekly lectures, one seminar in classand one online seminar. To complete the module successfully, attendance at allclasses is advised.

Week (date) Activities

1 (25/01) Lecture 1: Course details and Introduction to GlobalMarketingLecture 2: Global Marketing Environment Part I

Seminar (in class)Seminar (online)

2 (01/02) Lecture 3: Global Marketing Environment - Part IILecture 4: How macro-environment affects marketingperformance

Seminar (in class) Video case (PLEASE NOTE THERE ISNO CASE STUDY YOU ARE REQUIRED TO READ FORTHIS SEMINAR)Seminar (online)

3 (08/02) Lecture 5: Micro-Environment

Lecture 6: Market and Marketing Research in Global Context

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4 (15/02) Lecture 7: Global Marketing StrategyLecture 8: Branding and Brand Management strategies inglobal context Part I


5 (22/02) Lecture 9: Branding and Brand Management strategies inglobal context Part IILecture 10: Brands from developed and emerging markets.Ethnic brands

Seminar (in class) Video case (PLEASE NOTE THERE ISNO CASE STUDY YOU ARE REQUIRED TO READ FORTHIS SEMINAR)

Seminar (online)6 (01/03) Lecture 11: Marketing communications in global context

Part ILecture 12: Marketing communications in global context Part II


7 (08/03) Lecture 13: Pricing in Global ContextSeminar (in class)Lecture 14: Global Distribution and Retailing


8 (15/03) Lecture 15: Market entry methodsLecture 16: Global niche marketing for SMEs


9 (22/03) Lecture 17: Marketing planning and implementation ofmarketing activities in global contextLecture 18: Using technology in global markets


25/03-14/04 Easter Break

10 (19/04) Lecture 19: Developed versus Emerging marketsLecture 20: Contemporary issues in global and cross-culturalmarketing


11 (26/04) Lecture 21: Revision Part ILecture 22: Revision Part II

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Seminar (in class) revision (no case study)NO ONLINE SEMINAR

1.2 Module tutors

Module Leader Room E-mail TelephoneEva Kipnis WMB27 [email protected] 02476888477

Surgery hours for each tutor can be found on OMIS. Students areadvised to book an appointment with the module leader within thespecified surgery hours beforehand (by email)

1.3 Use of Module webThe module web will be used to upload handouts of past lectures, case studiesand announcements.

2. Module Assessment

The assessment method and coursework weighting can be found in section 1 ofthe MID entry for this module on http://mid.coventry.ac.uk/

2.1 Coursework Assessment

What is being assessed?

One 1,750 words coursework (case study analysis). Details of the assignmentwill be handed to students in class at the second lecture.

What is expected from students?Coursework assessment criteria:- Discuss, critically evaluate and synthesise the dynamics and key aspects inthe international business environment- Propose and justify relevant marketing strategies and activities withinspecified marketing settings.

2.2 Coursework deadlines

Coursework AssignmentNB All coursework must be submitted by 4pm onthe deadline day

Day Month Year

307MKT coursework assignment Mon 25th February 2013

Late Work

All work submitted after the submission deadline without an approvedvalid reason (see below) will be given a mark of zero. This is not thesame as a non-submission, as a late submission counts as an attempt

and a mark of zero may allow you to resit the coursework (see section2.6 below on referrals).

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You should note that short deferrals (extensions) of up to threecalendar weeks can only be given for genuine "force majeure" andmedical reasons, not for bad planning of your time. Please note thattheft, loss, or failure to keep a back-up file, are not valid reasons. Theshort deferral must be applied for on or before the submission date.

You can apply for a short deferral by submitting an Examination/Coursework Deferral Application Form. Application Forms along withthe supporting evidence should go to the Student Support Office(WMG03), for undergraduates. For a longer delay in submission astudent may apply for a (long) deferral. See your programme managerfor details.

Examination/Coursework Deferral Application Forms are available from theBES reception, the Student Support Offices in WM, or the BES Facultywebsite.

2.3 Coursework submissionDetails of the arrangements for coursework submission are set out in thedocument Coursework Submission". If you did not collect a copy of thisdocument at enrolment you can download it from the BES Faculty website orcollect a copy from reception.Please download a BES CW cover sheet, including a barcode, from the moduleweb. You should always enter your name and complete all other details on theBES CW cover sheet and also ensure that your student ID number and themodule number are on the front page of the coursework itself.Marks will be available on Moodle three working weeks after hand in date.You must check that all your CW marks have been recorded accurately onMoodle and notify your module tutor if you believe a mistake has been made.

NB. It must be stressed that all marks notified to you during the year areprovisional until confirmed by the end of year Subject Assessment Board. It ispossible that notified marks may be raised or lowered by this board.Students MUST keep copies (electronic or photocopies) of all courseworksubmitted on this module.

2.4 PlagiarismStudents are advised to consult the University Regulations* and their coursehandbooks regarding the penalties for and definition of plagiarism, whichessentially is the deliberate and substantial insertion in your own work ofmaterial from someone else e.g. a published source such as a book or article, orsimply another students piece of work, without acknowledging the extent orsource or clearly marking up the quotation in inverted commas.

*To view regulations use the University website.

USE OF TURNITIN1. Whenever requested by your module leader, you should upload a WORDcopy of your work onto the relevant icon on your module web for plagiarismchecking. If you do not do this then your work will not be marked.2. Drafts of assessed work for any particular module should only be uploadedonto the draft icon on that module web, as this draft icon will be configured so

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that the final submission will not flag up overlaps with the draft submission. If yousubmit a draft onto any other module web then Turnitin will identify any overlapswith your final submission as plagiarised.3. You should never submit anyone else's work onto Turnitin under your ownname and you should never ask anyone else to submit your work onto Turnitin

under their name.4. Normally students are only allowed to submit one draft of an assessment viaTurnitin. If the guidance on plagiarism has been followed, and the student haswritten the work themselves, this should be sufficient.For further guidance on the use of Turnitin please see your module web, askyour tutor or contact the CUOnline helpdesk.

2.5 Form of Examination

Advice on the examination will be given in class at revision lectures andseminars.

2.6 Referral

You must have attempted the coursework (and examination, if appropriate) atthe first attempt to be eligible for a re-sit.If you are referred in a coursework component you will be normally required tosubmit a complete new set of assignments. Students should look on the BESFaculty website to obtain referred work for assessments and the exact deadlinedate. (The deadline will be normally be in mid-August, just before resitexaminations commence.) The referred examination timetable will be publishedon the university website

3 MODULE RESOURCES

The essential textbook recommended for purchase is :-

Author Date/Edition

Title Publisher Library shelf number

Doole, I. andLowe, R.

2008 /5thedition

International MarketingStrategy: Analysis,Development andImplementation

Thompson Folio 658.8DOO

Hollensen, S. 2007 Global Marketing Prentice Hall

3.1 Book References

Author Date/Edition

Title Publisher Library shelf number

De Mooij, M. 2004 Consumer Behaviour andCulture. Consequences forGlobal Marketing andAdvertising

SagePublications

658.8342 MOO

De Mooij, M. 2010 Global Marketing andAdvertising.

Sage

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Understanding CulturalParadoxes

Onkvisit, S.and Shaw, J.

2009 /5thedition

International Marketing Routledge 658.8 ONK

Usunier, J-C. 2009 Marketing Across Cultures Prentice HallCavusgil, T.C.,Knight, J. &Riesenberg, R.

2008 International Business PearsonInternationalEdition

3.2 Articles

Author Title Journal DateAlden et al. Brand Positioning Through

Advertising in Asia, North America,and Europe: The Role of GlobalConsumer Culture

Journal ofMarketing

1999

Balabanis,G., &Diamantopoulos, A.

Brand Origin Identification byConsumers: A ClassificationPerspective

Journal ofInternationalMarketing

2008

Batra et al. Effects of Brand Local and NonlocalOrigin on Consumer Attitudes inDeveloping Countries

Journal ofConsumerPsychology

2000

Belk, R. Materialism: Trait Aspects of Living inthe Material World

Journal ofConsumer

Research

1985

Belk, R. Possessions and the Extended Self Journal ofConsumerResearch

1988

Broderick etal.

No harm done? Culture-basedbranding and its impact on consumervulnerability: A research agenda

SocialBusiness

2011

Cannon &Yaprak

Will the Real-World Citizen PleaseStand Up! The Many Faces ofCosmopolitan Consumer Behavior


2002

Cayla &

Eckhardt

Asian Brands and the Shaping of a

Transnational Imagined Community

Journal of

ConsumerResearch

2008

Cayla andArnould

A Cultural Approach to Branding inthe Global Marketplace


2008

Chattalas etal.

The impact of national stereotypes onthe country of origin effect

InternationalMarketingReview

2008

Craig &Douglas

Beyond National Culture: Implicationsof Cultural Dynamics for ConsumerResearch


2006

Douglas &Craig

Convergence and Divergence:Developing a Semiglobal Marketing

Journal ofInternational

2011

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Strategy MarketingGer, G. I'd Like to Buy the World a Coke:

Consumptionscapes of the "LessAffluent World"

Journal ofConsumerPolicy

1996

Guzman &Paswan

Cultural Brands from EmergingMarkets: Brand Image Across Hostand Home Countries


2009

Han, C. THE ROLE OF CONSUMERPATRIOTISM IN THE CHOICE OFDOMESTIC VERSUS FOREIGNPRODUCTS

Journal ofAdvertisingResearch

1988

Hsieh &Lindridge

Universal appeals with localspecifications

Journal ofProduct &BrandManagement

2005

Keller &Moorthi

Branding in developing markets BusinessHorizons

2003

Leung et al Culture and international business:recent advances and their implicationsfor future research

Journal ofInternationalBusinessStudies

2005

McCracken,G.

Culture and Consumption: ATheoretical Account of the Structure:A Theoretical Account of the Structureand Movement of the CulturalMeaning of Consumer Goods

Journal ofConsumerResearch

1986

Merz et al. A categorization approach toanalyzing the global consumer culturedebate


2008

Pharr, J. SYNTHESIZING COUNTRY-OF-ORIGIN RESEARCH FROM THELAST DECADE: IS THE CONCEPTSTILL SALIENT IN AN ERA OFGLOBAL BRANDS?

Journal ofMarketingTheory &Practice

2005

Shimp &Sharma

Consumer Ethnocentrism:Construction and Validation of theCETSCALE

Journal ofMarketingResearch

1987

Strizhakovaet al. Branded Products as a Passport toGlobal Citizenship: Perspectives fromDeveloped and Developing Countries


2008

Verlegh &Steenkamp

A review and meta-analysis ofcountry-of-origin research.

Journal ofEconomicPsychology

1999

Yaprak, A. Culture study in internationalmarketing: a critical review andsuggestions for future research.


2008

Zhou andBelk

Symbolic Value of Foreign Products inthe Peoples Republic of China

Journal ofInternational

Marketing

2003

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4. MODULE HANDOUTS

Students enrolled on this module will have the handouts detailed below madeavailable to them via the Module web on Moodle.

4.1 Lecture (topic notes) / overhead transparencies

Lecture handouts will be available on the Module Web (Moodle).

4.2 Case studies (exercises/assignments) / Solutions

Case Studies will be available on the Module Web (Moodle).

4.3 Past examination papersCopies of previous years examination paper can be accessed online via

CURVE.Students are warned that the format of the examination paper may be subject tovariation.

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307mkt global mktg module guide12_13 (1)

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