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Exploring International and Global Marketing: Key Concepts and Approaches

This podcast lecture provides a comprehensive overview of the International and Global Marketing (IGM) unit. Topics include diverse theories, market selection strategies, customer relationship management, and assessment methods. The unit delivery format, core readings, and student satisfaction statistics are also discussed.

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Exploring International and Global Marketing: Key Concepts and Approaches

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  1. 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

  2. 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)

  3. 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

  4. 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.

  5. 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)

  6. 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)

  7. Summary • Unit: International and Global Marketing (IGM) • Unit Code: 5P6Z0112 • Unit Leader: Dr Christopher Bull (c.bull@mmu.ac.uk)

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