MK4S60 - Global Marketing and Communication 01 Jun 2022 - 31 Aug 2028 | Version 1
Associated Module Information
| Module Code: | MK4S60 | ||
|---|---|---|---|
| Module Title: | Global Marketing and Communication | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Michael Parsons, Adeyemi Aromolaran | ||
| Module Team: | Andrew Thompson, Adeyemi Aromolaran, Lai Law | ||
| First Intended Intake: | SEP 2022 | Final Year of Intake: | 2027 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 7 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Jun 2022 |
| Valid To | 31 Aug 2028 |
Module Aims
To provide students with a critical understanding of strategic global marketing and communication strategies and practices consistent with the concept of responsible leadership.
Content Summary
Areas will include but will not be limited to:
• Globalisation of markets: convergence and divergence
• Evolution of global marketing and intercultural communication
• Globally integrated marketing communications (GIMC)
• Strategic digital marketing for global brands in a global context
• Consumer behaviour across cultures
• Global market selection, segmentation and positioning strategies
• Global brand architecture and reputation management
• Marketing and communication measurement and evaluation
• Future challenges and trends in global strategic marketing and communication
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 10 |
| Seminar | 20 |
| Practical classes and workshops | 6 |
| Independent Study | 60 |
| Directed Study | 80 |
| Formative Assessment - Scheduled | 6 |
| Formative Assessment - Independent | 6 |
| Active/Simulation Based | 4 |
| Groupwork | 4 |
| Problem / challenge based learning | 4 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Critically evaluate strategic options in the design and implementation of global marketing and communication programmes based on the concept of responsible leadership. |
| LO2 | Design, implement and evaluate a globally integrated marketing communications (GIMC) campaign for an external or internal client organisation / consultant. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Project Output 1 | Outputs of a period of project work for an external or internal client organisation / consultant consisting of: 1. GIMC Campaign Plan 2. 2-4 Customer Personas 3. A range of content outputs (for example, blog posts, infographic, media articles, press release, webinar, video, vblog) | 0 | 3000 | 60 | No | 40 |
| Synchronous Online Oral Assessment | Presentation (Synchronous Online) 1 | A prepared oral presentation proposing a globally integrated marketing communications (GIMC) campaign for an external or internal client organisation / consultant. | 15 | N/A | 40 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Project Output 1 | ✔ | ✔ | |
| Presentation (Synchronous Online) 1 | ✔ | ✔ | |