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Module Handbook 2023-2024
Module title: Global Marketing
Module code: ARTD 6157
Module co-ordinator: Aqeel Ahmed [ Aqeel.Ahmed@soton.ac.uk]
Author: Aqeel Ahmed
Credit Points ECTS :10, CATS: 20
Level (4, 5, 6, 7 or 8 in the FHEQ): 7
Contact hours Teaching Hours:
Includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, supervised time in studios / workshops / laboratories, fieldwork, external visits, work based learning. 26 Hours
Independent Study Hours:
Includes preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment task, revision etc. 174 Hours
Total teaching hours: 200 Hours
Module overview
The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation. The module situates the concepts and terminology of global marketing in a range of different contexts. i.e., advertising, communication, cyber marketing, public relations and product/services design. Course participants will have the opportunity to engage in theoretical debates on the global marketing environment and application of a global marketing strategy. Course participants will research the global macro and micro environment and engage with issues pertaining to the needs and importance of localisation and adaptation of design, brand and product/services portfolio.

Aims and learning outcomes
The aims of this module are to:
To understand key concepts, theories, and debates in global marketing.
To develop a strategic thinking about global marketing environment.
Knowledge and understanding
Having successfully completed the module, you will be able to demonstrate knowledge and understanding of
A1. A range of marketing theories applied to the global marketing context
A2. Systematic insight about global marketing environment and global marketing strategy

Subject Specific Intellectual and Research Skills
Having successfully completed the module, you will be able to:
B1. Demonstrate a depth of critical and analytical thinking
B2. Analyse theoretical perspectives about the issues relating to standardization, adaptation, localisation and internationalization in the context of global marketing

Transferable and Generic Skills
Having successfully completed the module, you will be able to:
C1. Articulate complex ideas at an advanced level in written format
C2. Research and apply academic theories, models and frameworks that relate to the global marketing environment and strategy

Summary of syllabus content
Indicative module curriculum will include the theoretical discussion about three main aspects:
Introduction to Global Marketing concepts and theories
Theories of globalisation
Initiation needs and benefits of globalisation
Global Marketing Environment
Global economic environment
Social and cultural environment in marketing
Political, legal and regulatory environment
Global Marketing Strategy
Global marketing communication
Cyber- media in global marketing
Segmentation, targeting and positioning in global context
Product and branding decisions in global marketing
Consumer behaviour in global markets
Summary of teaching and learning methods teaching methods include
Formal in class lectures.
Student-led presentations and discussion.
Peer-group learning
Formative Assessment
The Formative assessment will be through Multiple Choice Questions based Quiz followed with Tutorials.

Teaching Schemes week by week
This optional module introduces the key ideas of global marketing and the changes that have been taking place due to globalization. Placing global marketing communication in a range of different contexts i.e., advertising, public relations, product/services adaptation, media and management, this module will also address the broader socio-political aspects of global marketing. The module also focuses on a strategic marketing management framework in the context of arts marketing, which allows for discussion of key managerial decisions on formulating and executing global marketing plans, taking into account the cultural specificity of the various markets and how it is integrated and presented globally. The following key academic themes of global marketing will be covered in this module:

Lecture 1 Introduction to global marketing
Lecture 2 Global economic environment
Lecture 3 Social and cultural aspects in global marketing
Lecture 4 Political, legal regulatory environment for products design and Intellectual Property
Lecture 5 Global market entry strategies
Lecture 6 Marketing Communication and PR in global markets
Lecture 7 Segmentation, Targeting and Positioning (STP) in the global context
Lecture 8 Product/Services decisions in global markets
Lecture 9 Branding in global markets
Lecture 10 Global competitive advantage
Lecture 11 Revision

Assessment Brief
ARTD 6157 Global Marketing
Assessment: 1 Assignment [100%]
Assessment type: Individual report 3000 words
Submission Date: 16 May 2024

Write a Report (3000 words) on the observations of a selected global brand within a selected country context. Highlight the significance and impact of COO [Country of Origin] for the selected brand.
Your discussion must provide an overview about the macro environment of the selected brand and its social/culture association. You must include a business overview and a comprehensive analysis of the Global Marketing Strategy for the selected company/brand.
Your analysis should also discuss the outcomes (success or failure) for the adopted global marketing strategy. The report particulars must be built on a discussion about the strategic overview of the industry within which the company or the brand operates and any key marketing issues that are of particular importance.
In some instances you may find that the company and the brand are intricately interwoven, especially when companies are small. In larger companies brands could be part of a larger portfolio. You must pay particular attention to the issue of standardization Vs adaptation of brand design and the impact of this within the chosen market.
How to structure your assignment
Abstract/Executive summary
Selected brand overview
Industry Overview
Selected Country [macro environment]
COO [country of origin] significance
Global marketing strategy
STP[ segmentation, targeting and positioning] issues
Branding and advertising issues pertaining to cultural and visual aspects of the chosen brand.
Performance [outcomes] of the brand in the selected country.
Conclusion & recommendation
Assessment Criteria

Resources
Indicative Reading List
Hollenson, S. (2017) Global Marketing, 7th edition, London: Pearson.
Keegan, W., Green, M. (2017) Global Marketing, 9th edition, New Jersey: Pearson.
Further Reading
Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015) Marketing; an introduction, Third Edition, New Jersey: Pearson Prentice Hall.
Kotler, P., Armstrong, G., (2016) Principles of Marketing, Sixteenth Edition, Harlow: Pearson Education Limited.
Bamossy, S., Hogg, A. (2010) Consumer Behaviour: A European Perspective, 4th edition, Harlow: FT Prentice Hall.
Deresky, H. (2014) International Management: managing across borders and cultures, 8th ed. London: Prentice Hall.
Doyle, P. and Stern, P. (2006) Marketing Management and Strategy, England: Financial Times/Prentice Hall.
Elliott, R. and Percy, L. (2007) Strategic Brand Management, New York: Oxford University press.
Kapferer, J.N. (2010) The New Strategic Brand Management, 4th edition. London: Kogan Page.
Kotabe, M ., Helson,K. (2016) Global Marketing Management, Sixth edition Hoboken: John Wiley & Sons.
Lee, K. (2012) Global Marketing Management, Third edition, Oxford: Oxford University Press.
Melewar, T.C. (2008) Facet of corporate identity communication and reputation, London: Routledge.
Pelsmacker, P. , Geuens, M., Bergh, J.(2010) Marketing Communication, 4th Edition. Harlow: Prentice Hall.
Percy, L., Elliott, R., (2009) Strategic Advertising management, 3rd Edition. New York: Oxford University Press.
Porter, M.E. (1985) Competitive Advantage, New York: Free Press.
Stone, M., Foss, B., Bond, A. (2005) Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Pages.
Ulrich, K., Eppinger, S. (2008) Product Design and Development, Singapore: McGraw-Hill.
Wheeler, A. (2012) Designing Brand Identity: an essential guide for the whole brand team, Fourth Edition, New Jersey: John Wiley & Sons.

Academic Journals
Journal of Global Marketing
Journal of International Marketing
International Journal of Research in Marketing

Academic Integrity
It is extremely important that student submitted work is in compliance with the University of Southampton Academic Integrity guidance. Full details of the AI guidance are available on the following URL location. For any further question and query concerning originality in assessment, AI guidance and referencing please contact the teaching staff.
https://www.southampton.ac.uk/quality/assessment/academic_integrity.page