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论文作者:留学生论文论文属性:作业指导 assignment guidelines登出时间:2011-01-21编辑:anterran点击率:5225
论文字数:1702论文编号:org201101211005159811语种:英语 English地区:英国价格:免费论文
关键词:Strategic Global MarketingModulecritical skillsmaking marketing
Glamorgan Business School
Strategic Global Marketing
MK4S05
2009/2010
Module leader:
英国留学生论文Dr. Said Al-Hasan
Senior Lecturer in Marketing
Room: H129 Tel: 01443 48 35 87 Email: salhasan@glam.ac.uk
Aims of the Module:
The module aims to:
• The ability to develop analytical and critical skills necessary for making marketing related decisions, and
• Explore the issues that surround the analysis, planning, implementation and control of marketing-based approaches to achieving corporate objectives.
• Critique the inherent differences between domestic and international marketing culture and environments.
• Evaluate and reflect on the need for flexibility in formulating strategies for different international markets/organisation.
Synopsis of Module Content:
• Overview of the strategic marketing management process, including analysis of trading situation, business environment, competitors and customers.
• Marketing planning decisions, relationship between marketing objectives, business and corporate objectives.
• Identifying, evaluating, and choosing marketing strategies; developing the marketing mix; budgeting and financial implications of the marketing plan; developing a marketing orientation organisations.
• Strategic opportunity analysis of new international markets; the development of existing international markets; their fit with the strategic objectives of the organisation; models of internationalisation.
• International market planning; role of marketing research; marketing mix decision making; organisational changes.
• Market entry strategies; theoretical concepts; evaluating criteria; international product portfolio strategies.
• Changes in buyer behaviour models resulting from different marketing environments, organisational and consumer buying models.
• Strategic implementation and control; marketing feedback and control concepts; contingency planning; the role of research; marketing information systems.
Teaching Methods:
The module will be delivered by a blended learning approach which will utilise a combination of methods, including some or all of the following: formal lectures, tutorials, workshops, case-study analysis, interactive online exercises, discussion groups and multimedia presentations.
Learning Outcomes:
In order to complete the module successfully, students are expected to be able to demonstrate the following:
• Critical awareness of gaps between academic study and professional practice in strategic and international marketing, including an appreciation of the boundaries of knowledge in the area and the processes of change.
Assessment Requirements:
The learning outcomes of this module will be assessed by a major project (5,000 words) based around the students own organisation/country. The assignment will outline a strategic marketing analysis, with an international context where appropriate, showing the application of the latest research and theoretical approaches.
Key Skills Delivered by this Module:
• The ability to evaluate, appraise and critique new ideas, mo本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。