Course title: Global Marketing Management
Course code: MKT201F
Department: School of Economics and International Business
Course conducting: Marketing and Communication
Credit hours: 3
Prerequisite(s): Not required
- COURSE OBJECTIVES
This course is designed to include theories of international trade and marketing management in the global environment. It focuses primarily on concepts and principles of marketing applied for enterprises, especially those in the logistics and supply chain management field from environmental analysis (economic, political, legal, cultural and social environment) to marketing research, segmentation, targeting, positioning, strategic marketing planning and services marketing. Students will be asked to stay current on topics that affect or may affect international business, global companies, and their strategies. They will be also asked to conduct research on companies and their involvement in international business; assess global opportunities, consider global marketing strategies, and evaluate alternative modes of entry into global markets.
- COURSE CONTENTS AND SCHEDULE
|
No. |
Contents |
Time Allocation |
Contribution to CLO |
|||
|
Hour(s) on the class |
Essays, exercise, Assignments… (3) |
Self-study with teacher’s tutorials (4) |
||||
|
Lecture (1) |
Practice, Seminar… (2) |
|||||
|
1-3 |
Chapter 1: Introduction to Global Marketing |
6 |
2 |
6 |
16.5 |
1, 6 |
|
4-5 |
Chapter 2: Research methods |
4 |
1 |
4 |
11 |
3, 6 |
|
6-7 |
Chapter 3: Market Entry Strategies |
4 |
1 |
4 |
11 |
4 |
|
8-9 |
Chapter 4: Strategic Management |
4 |
2 |
4 |
11 |
4, 5 |
|
10-11 |
Chapter 5: Segmenting, Targeting and Positioning |
4 |
1 |
4 |
11 |
4, 5 |
|
12-13 |
Chapter 6: Services marketing |
4 |
1 |
4 |
11 |
2 |
|
14-15 |
Review and Case study |
4 |
2 |
4 |
11 |
1,2,3,4,5,6 |
|
Total (hour) |
30 |
10 |
30 |
82.5 |
||
*For a compulsory course of the training program, this course shall contain sessions delivered by business experts/ reporters.
- COURSE ASSESSMENT
– Score ladder: 10
– Type of assessment
|
Form |
Content |
Criteria |
CLO |
Proportion |
|
|
Formative |
Attendance & Short Tests |
Checking attendance at least 5 times 2 short tests in the format of MCQs (15 mins per test) on contents of chapter 1,2,3. |
The number of attendances and participation in lesson Short test (15 minutes) |
1,3,4 |
10% |
|
Mid-term Case study |
Case study related to contents covered in chapter 4,5,6 |
Clear and coherent answers to case study questions |
2,5 |
30% |
|
|
Summative |
Final test |
Contents covered in the course
|
Short answer questions + essay questions (60 mins) |
1,2,3,4,5,6 |
60% |
|
|
|
|
Total: |
100% |
|