| Unit name | Global Marketing in the Digital Age |
|---|---|
| Unit code | MGRCM0022 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Dr. Khusainova |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
Marketing is one of the core functions of any business. It is comprised of a set of activities for creating and communicating value for customers and a society. In our globalised world, marketing function also becomes more global in nature with marketing teams working across different time zones and cultures. In this unit, you will explore the changing global marketing environment in the digital age and the challenges this poses for marketers.
How does this unit fit into your programme of study
Global Marketing in the Digital Age is another essential generalist and foundational unit that follows, for example, the Finance for Business unit and the International Business and Sustainability unit. The role of Global Marketing in the Digital Age in the programme is to add to the portfolio of offered curriculum another set of crucial theories, issues, and ideas that will enable students to achieve a well-rounded MSc-level education – in this case, grounded within the realm of international marketing practice.
An overview of content
In this core unit you will engage with the latest theory and practice of marketing techniques that have been, and are being developed in response to changes in the global nature of markets, customer wants, social developments as well as the legal and political environment. In particular, you will look at developments in areas such as digital technology, customer experience, sustainable marketing and social responsibility, and developments and uses of marketing outside of commercial organisations (for example social marketing). This is a fast-changing field. You are encouraged to contribute by raising contemporary issues of particular interest to you, or by bringing in examples of latest developments or trends you have noticed.
How will students, personally, be different as a result of the unit
Students will develop a good understanding and critical thinking skills with regards to contemporary marketing topics such as digital technology, customer experience, sustainable marketing and social responsibility, and developments and uses of marketing outside of commercial organisations (for example, social marketing).
Learning Outcomes
On successful completion of the unit, you will be able to:
Overview of the teaching pattern
The teaching pattern for this unit will comprise of:
The asynchronous material will allow students to prepare for the lectures while engaging with the tailored content prepared by the lecturer. Meanwhile, the weekly synchronous teaching (lectures/seminars/webinars) will focus on skills development, exercises, discussion and reflection.
Rationale for the proposed teaching pattern
The ability to appraise the contemporary global challenges in managerial practice requires developing critical thinking skills with respect to contemporary research and its bearing on the real-life problems faced by organisations. In order to develop these critical thinking skills, the formative and summative assessment is centred on the critical debate, application of theory, reflection, and problem-driven inquiry. In addition, all lectures will promote interaction and discussion of the current affairs in the business world and the evaluation of the relevance of the theory taught. Meanwhile, the pre-recorded teaching material and independent learning using the provided materials on Blackboard will enable students to develop their knowledge and understanding of the subject.
Tasks which help you learn and prepare you for summative tasks (formative):
1000 words draft of the summative essay to be reviewed by the unit leader.
Tasks which count towards your unit mark (summative):
2000 words individual report on a contemporary marketing topic set within the global context. This assignment covers ILOs 1, 2, 3, 4.
When assessment does not go to plan
If students fail the summative piece of assessment, they will be asked to submit a new assignment on a different topic but corresponding to the respective failed assignment outline and requirements (i.e. group presentation or reflective essay). If a student fails the marketing report assignment, they will have to submit a new report but choose a different topic – in this case, a different set of concepts and examples do discuss.
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. MGRCM0022).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
