307MKT Module Guide 2012-13.

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FACULTY OF BUSINESS, ENVIRONMENT AND SOCIETY Coventry University Business School 307MKT Global Marketing MODULE GUIDE 2012-13

This document is designed to supplement information contained in the Universitys Web based Module Information Directory http://mid.coventry.ac.uk/midhome.html Students should consult the MID entry for information on; Module summary Module resources Teaching Learning and Assessment Module organisation.

1. Module delivery
If you have a disability or medical condition and need an adjustment to allow you to fully participate in this module (e.g. breaks for medication etc.) please tell your lecturer so that arrangements may be made. 1.1 Teaching Plan

This module is delivered as follows: 2 x weekly lectures, one seminar in class and one online seminar. To complete the module successfully, attendance at all classes is advised. Week (date) 1 (25/01) Activities Lecture 1: Course details and Introduction to Global Marketing Lecture 2: Global Marketing Environment Part I Seminar (in class) Seminar (online) Lecture 3: Global Marketing Environment - Part II Lecture 4: How macro-environment affects marketing performance Seminar (in class) Video case (PLEASE NOTE THERE IS NO CASE STUDY YOU ARE REQUIRED TO READ FOR THIS SEMINAR) Seminar (online) Lecture 5: Micro-Environment Lecture 6: Market and Marketing Research in Global Context page 1

2 (01/02)

3 (08/02)

307MKT Module Guide 2012-13.doc Seminar (in class) Seminar (online) Lecture 7: Global Marketing Strategy Lecture 8: Branding and Brand Management strategies in global context Part I Seminar (in class) Seminar (online) Lecture 9: Branding and Brand Management strategies in global context Part II Lecture 10: Brands from developed and emerging markets. Ethnic brands Seminar (in class) Video case (PLEASE NOTE THERE IS NO CASE STUDY YOU ARE REQUIRED TO READ FOR THIS SEMINAR) Seminar (online) Lecture 11: Marketing communications in global context Part I Lecture 12: Marketing communications in global context Part II Seminar (in class) Seminar (online) Lecture 13: Pricing in Global Context Seminar (in class) Lecture 14: Global Distribution and Retailing Seminar (in class) Seminar (online) Lecture 15: Market entry methods Lecture 16: Global niche marketing for SMEs Seminar (in class) Seminar (online) Lecture 17: Marketing planning and implementation of marketing activities in global context Lecture 18: Using technology in global markets Seminar (in class) Seminar (online) Easter Break Lecture 19: Developed versus Emerging markets Lecture 20: Contemporary issues in global and cross-cultural marketing Seminar (in class) Seminar (online) Lecture 21: Revision Part I Lecture 22: Revision Part II page 2

4 (15/02)

5 (22/02)

6 (01/03)

7 (08/03)

8 (15/03)

9 (22/03)

25/03-14/04 10 (19/04)

11 (26/04)

307MKT Module Guide 2012-13.doc Seminar (in class) revision (no case study) NO ONLINE SEMINAR 1.2 Module tutors Module Leader Room Eva Kipnis WMB27 E-mail Aa5967@coventry.ac.uk Telephone 02476888477

Surgery hours for each tutor can be found on OMIS. Students are advised to book an appointment with the module leader within the specified surgery hours beforehand (by email) 1.3 Use of Module web The module web will be used to upload handouts of past lectures, case studies and announcements.

2.

Module Assessment

The assessment method and coursework weighting can be found in section 1 of the 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 assignment will 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 in the international business environment - Propose and justify relevant marketing strategies and activities within specified marketing settings. 2.2 Coursework deadlines Day Mon 25th Month February Year 2013

Coursework Assignment
NB All coursework must be submitted by 4pm on the deadline day

307MKT coursework assignment Late Work

All work submitted after the submission deadline without an approved valid reason (see below) will be given a mark of zero. This is not the same 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 section 2.6 below on referrals). page 3

307MKT Module Guide 2012-13.doc You should note that short deferrals (extensions) of up to three calendar weeks can only be given for genuine "force majeure" and medical reasons, not for bad planning of your time. Please note that theft, loss, or failure to keep a back-up file, are not valid reasons. The short 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 with the supporting evidence should go to the Student Support Office (WMG03), for undergraduates. For a longer delay in submission a student may apply for a (long) deferral. See your programme manager for details. Examination/Coursework Deferral Application Forms are available from the BES reception, the Student Support Offices in WM, or the BES Faculty website. 2.3 Coursework submission Details of the arrangements for coursework submission are set out in the document Coursework Submission". If you did not collect a copy of this document at enrolment you can download it from the BES Faculty website or collect a copy from reception. Please download a BES CW cover sheet, including a barcode, from the module web. You should always enter your name and complete all other details on the BES CW cover sheet and also ensure that your student ID number and the module 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 on Moodle 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 are provisional until confirmed by the end of year Subject Assessment Board. It is possible that notified marks may be raised or lowered by this board. Students MUST keep copies (electronic or photocopies) of all coursework submitted on this module. 2.4 Plagiarism Students are advised to consult the University Regulations* and their course handbooks regarding the penalties for and definition of plagiarism, which essentially is the deliberate and substantial insertion in your own work of material from someone else e.g. a published source such as a book or article, or simply another students piece of work, without acknowledging the extent or source or clearly marking up the quotation in inverted commas. *To view regulations use the University website. USE OF TURNITIN 1. Whenever requested by your module leader, you should upload a WORD copy of your work onto the relevant icon on your module web for plagiarism checking. 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 uploaded onto the draft icon on that module web, as this draft icon will be configured so page 4

307MKT Module Guide 2012-13.doc that the final submission will not flag up overlaps with the draft submission. If you submit a draft onto any other module web then Turnitin will identify any overlaps with your final submission as plagiarised. 3. You should never submit anyone else's work onto Turnitin under your own name 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 via Turnitin. If the guidance on plagiarism has been followed, and the student has written the work themselves, this should be sufficient. For further guidance on the use of Turnitin please see your module web, ask your tutor or contact the CUOnline helpdesk. 2.5 Form of Examination

Advice on the examination will be given in class at revision lectures and seminars. 2.6 Referral

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

3 MODULE RESOURCES
The essential textbook recommended for purchase is :Author Doole, I. and Lowe, R. Hollensen, S. 3.1 Date/ Edition 2008 / 5th edition 2007 Title International Marketing Strategy: Analysis, Development and Implementation Global Marketing Publisher Thompson Library shelf number
Folio 658.8 DOO

Prentice Hall

Book References Date/ Edition 2004 Title Consumer Behaviour and Culture. Consequences for Global Marketing and Advertising Global Marketing and Advertising. page 5 Publisher Sage Publications Sage Library shelf number
658.8342 MOO

Author De Mooij, M.

De Mooij, M.

2010

307MKT Module Guide 2012-13.doc Understanding Cultural Paradoxes International Marketing Marketing Across Cultures International Business

Onkvisit, S. and Shaw, J. Usunier, J-C. Cavusgil, T.C., Knight, J. & Riesenberg, R. 3.2 Articles

2009 / 5th edition 2009 2008

Routledge Prentice Hall Pearson International Edition

658.8 ONK

Author Alden et al.

Balabanis, G., & Diamantopo ulos, A. Batra et al. Belk, R. Belk, R. Broderick et al. Cannon & Yaprak Cayla & Eckhardt Cayla and Arnould Chattalas et al. Craig & Douglas Douglas & Craig

Title Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture Brand Origin Identification by Consumers: A Classification Perspective Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries Materialism: Trait Aspects of Living in the Material World Possessions and the Extended Self No harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior Asian Brands and the Shaping of a Transnational Imagined Community A Cultural Approach to Branding in the Global Marketplace The impact of national stereotypes on the country of origin effect Beyond National Culture: Implications of Cultural Dynamics for Consumer Research Convergence and Divergence: Developing a Semiglobal Marketing page 6

Journal Journal of Marketing Journal of International Marketing Journal of Consumer Psychology Journal of Consumer Research Journal of Consumer Research Social Business Journal of International Marketing Journal of Consumer Research Journal of International Marketing International Marketing Review International Marketing Review Journal of International

Date 1999

2008

2000 1985 1988 2011 2002 2008 2008 2008 2006 2011

307MKT Module Guide 2012-13.doc Strategy I'd Like to Buy the World a Coke: Consumptionscapes of the "Less Affluent World" Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries THE ROLE OF CONSUMER PATRIOTISM IN THE CHOICE OF DOMESTIC VERSUS FOREIGN PRODUCTS Universal appeals with local specifications Marketing Journal of Consumer Policy Journal of International Marketing Journal of Advertising Research

Ger, G. Guzman & Paswan Han, C.

1996 2009 1988

Hsieh & Lindridge Keller & Moorthi Leung et al

McCracken, G.

Merz et al. Pharr, J.

Shimp & Sharma Strizhakova et al. Verlegh & Steenkamp Yaprak, A. Zhou and Belk

Journal of Product & Brand Management Branding in developing markets Business Horizons Culture and international business: Journal of recent advances and their implications International for future research Business Studies Culture and Consumption: A Journal of Theoretical Account of the Structure: Consumer A Theoretical Account of the Structure Research and Movement of the Cultural Meaning of Consumer Goods A categorization approach to International analyzing the global consumer culture Marketing debate Review SYNTHESIZING COUNTRY-OFJournal of ORIGIN RESEARCH FROM THE Marketing LAST DECADE: IS THE CONCEPT Theory & STILL SALIENT IN AN ERA OF Practice GLOBAL BRANDS? Consumer Ethnocentrism: Journal of Construction and Validation of the Marketing CETSCALE Research Branded Products as a Passport to Journal of Global Citizenship: Perspectives from International Developed and Developing Countries Marketing A review and meta-analysis of Journal of country-of-origin research. Economic Psychology Culture study in international International marketing: a critical review and Marketing suggestions for future research. Review Symbolic Value of Foreign Products in Journal of the Peoples Republic of China International Marketing page 7

2005

2003 2005

1986

2008 2005

1987 2008 1999 2008 2003

307MKT Module Guide 2012-13.doc

4. MODULE HANDOUTS
Students enrolled on this module will have the handouts detailed below made available 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 papers Copies of previous years examination paper can be accessed online via CURVE. Students are warned that the format of the examination paper may be subject to variation.

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