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MAN-30060 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2024/25 Last Updated: 02 December 2024

MAN-30060 - Marketing and Globalisation
Coordinator: Helen Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 6
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2024/25

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25

Given the rapid globalisation of business activities, an understanding of the issues affecting marketing decisions at a global level is a key requirement for a marketing or management career. This module aims to facilitate such development through engaging students with the theory, nature and practice of decisions faced in the global business arena.
The objective is for students to gain an understanding of the factors that are shaping marketing activities on a global scale. This is achieved by encouraging students to ask searching questions about the power of multinational companies, the relationship between global production and consumption and local cultures, the impact of political and ideological change on consumption patterns, consumer resistance to Western brands, the anti-globalisation movement and the possibilities of fair trade.

Aims
The overall aim of this module is to enhance students¿ skills and knowledge within the Marketing discipline. The module aims to provide students with opportunities to understand with how theory works in practice, through application of theory to a range of global organisational contexts. The module will also encourage students to reflect critically on these issues and on Marketing in general.

Intended Learning Outcomes

Evaluate the impact of global marketing activities on a broad range of stakeholders: 1,2
Analyse the global marketplace in order to inform the development of marketing strategies and programmes: 1,2
Critically evaluate marketing concepts and issues within the context of the global marketplace: 1,2

Study hours

Interactive lectures (12) hours
Seminars/group work (12) hours
Lecture reading in advance (30) hours
Seminar/group work preparation (30) hours
Assignment preparation (30) hours
Independent learning (36) hours

School Rules

None

Description of Module Assessment

1: Essay weighted 50%
Individual essay


2: Open Book Examination weighted 50%
Open-Book Assessment with a 28-hour window


The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 02 December 2024