UCL School of Management

Module Fact Sheet

MSIN0061: Global Marketing Strategy

Taught by
Debra Eddy
Level
Intermediate
Prerequisites
None; Some prior knowledge of marketing and/or strategic management will be useful but not essential.
Eligibility
2nd, 3rd, 4th year undergraduates from all departments
Terms
Term 2
Delivery method
2-hour lecture (x 10 weeks) and 1-hour seminar (x 10 weeks)
Assessment
40% Individual Assignment; 20% Individual Contribution and Participation in Class; 30% Group Assignment; 5% Group Presentation; 5% Group assignment (peer evaluation) 
Previous Module Code
MSIN7018

Course overview

The module consists of a mix of lectures, seminars and workshops providing a framework for understanding and analyzing key issues involved in developing marketing strategy and conducting marketing operations on an International scale.  At the hearts of the course is the tension between standardization and adaptation and the implications for the marketing mix. Understand, research and categorise drivers, status and issues associated with globalization * Assess international business opportunities based on macro and micro country factors * Identify and evaluate strategic options for entering international markets * Design and apply strategies to segment, target and position products in international markets * Balance global and local considerations when developing and applying the marketing mix in an international contexT.

Learning outcomes

Upon successful completion of the module, a student will be able to:

  • Understand, research and categorise drivers, status and issues associated with globalization
  • Assess international business opportunities based on macro and micro country factors
  • Identify and evaluate strategic options for entering international markets
  • Design and apply strategies to segment, target and position products in international markets
  • Balance global and local considerations when developing and applying the marketing mix in an international context 

Topics covered

  • The globalization debate

  • Identifying and assessing market opportunities

  • Segmentation, targeting and positioning

  • International entry/expansion

  • Standardization and localization strategies

  • Brands and brand management

  • Product development, product life-cycle and innovation

  • Cultural differences, technology and global marketing communications

  • Impacts of technological innovation on marketing operations

  • Trademarks and counterfeiting

Assessment summary

40% Individual Assignment; 20% Individual Contribution and Participation in Class; 30% Group Assignment; 5% Group Presentation; 5% Group assignment (peer evaluation) 

Current students should refer to Moodle for specific details of the current year’s assessment.

Essential reading

Alon I., Jaffe E. (2013) Global Marketing: Contemporary Theory, Practice, and Cases, McGraw Hill ISBN: 0078029279 http://www.mhhe.com/alon1e

Journal articles will also form part of the essential reading.

Past versions of this module

MSIN0061 18/19

MSIN7018 17/18

MSIN7018 16/17

Last updated Wednesday, 26 June 2019