International and Global Marketing (IGM)Unit Code: 5P6Z0112

Elective Podcast Lecture(To view / hear podcast go to ‘slide show’ and then ‘from beginning’)

Teaching Team:

Dr Christopher Bull

c.bull@mmu.ac.uk

Dr Donna McGuinness

d.mcguinness@mmu.ac.uk

Outline

Summary of the IGM unit and of main topics taught

How IGM is delivered and learning resources (reading)

Assessment

Student Choice and Satisfaction (2012-13)

Outline of IGM Topics

Defining IGM and evaluating diverse theories / approaches Economic, political, social, cultural and ethical issues Market selection, entry and expansion approaches Sourcing, pricing and distribution issues Customer relationship management Technology and communications

Unit Delivery and Resources

Taught / delivered on weekly basis

- Mix of Lectures, Tutorials and Independent Self Study

Resources (Core Reading): - Hollensen, S. (2011), Global marketing (5/e), Harlow: FT Prentice Hall,

(also available as an electronic resource).

Other textbooks: - Johansson, J. K. (2009). Global marketing: foreign entry, local

marketing, & global management. Boston, McGraw-Hill Irwin.

- Keegan, W.J. and Green, M.C. (2013), Global marketing (7/e),

Pearson, (also available as an electronic resource).

- Kotabe, M. and K. Helsen (2011). Global marketing management.

Hoboken, N.J., John Wiley & Sons.

Assessment

One individual essay approximately 2000 words

- (40% of the marks )

One 3-hour (essay-based) examination at the end of term

- (60% of the marks)

Student Choice and Satisfaction (2012-13)

Student choice

- 180 students are currently taking IGM in 2012-13

- An increase of 15% from 2011-12

What do current students think of IGM?

- 88% of students are satisfied or very satisfied with IGM

- 7% of students were neutral, 5% not satisfied with IGM

(source MMU Internal Student Survey: 2012-13)

Summary

Unit: International and Global Marketing (IGM)

Unit Code: 5P6Z0112

Unit Leader: Dr Christopher Bull (c.bull@mmu.ac.uk)