Global Marketing Management

Semester one (Sheffield):

Global Marketing

This module provides students with an understanding of international marketing issues. It will prepare students for the challenge of global marketing and enable them to have sufficient knowledge to undertake international related work duties if needed in their careers.

15 credits

Marketing Management

This unit aims to introduce the discipline of marketing to Marketing MSc students. This unit covers the theory and practice of marketing in organisations - which functions embrace developing, planning and coordinating marketing decisions to achieve marketing goals and objectives and build competitive advantage.

15 credits

Contemporary Marketing Practices

Various marketing concepts and practices could be applied in different business contexts. This module will evaluate a range of issues relating to contemporary marketing practices and their relevance to business. In addition, the module will explore how marketing theories vary in different contexts and evaluate their impacts on the practices of marketing.

15 credits

Marketing Communications

Marketing communications covers a dynamic and wide-ranging group of topics that are intended to build and maintain brand equity. These include advertising, sales promotions, public relations, sponsorship, direct marketing, personal selling, and packaging, and involve broader considerations such as ethics and global issues. Current thinking suggests that all communications should be integrated across the organisation; this module critically evaluates the concept of integrated marketing communications and analyses various aspects of marketing communications. Theories of communication are explored using real examples from current marketing campaigns, and a select group from different areas of marketing offer an expert's view of the communications process.

15 credits

International Consumer Behaviour

This unit is designed to provide students with the knowledge and awareness of the theory and practice of consumer behaviour. It explores various dimensions of consumer behaviour and investigates the implications of consumer behaviour for developing marketing strategy in changing environments.

15 credits

Semester two (Hong Kong):

International Services Marketing Management (HKBU)

Website Version:This module addresses the importance of the services industry in the international environment, and the distinctive characteristics of services. Students develop an understanding of key challenges and issues in relation to international services marketing and how they can be managed. Students will be better equipped to master the relevant knowledge and to formulate strategies to solve business problems in an international context.

15 credits

Strategic Marketing (HKBU)

Website Version:This module provides students with the knowledge and experience of planning and executing marketing strategies. It is specifically designed to prepare students for the challenges in global markets. It balances theories and practices and aims to equip students with critical thinking and problem solving abilities for the challenges of international markets.

15 credits

International Marketing Research (HKBU)

Website Version:This module provides an overview of international marketing research. Specifically, the course is designed to equip students with the skills for marketing research in the global market context. By the end of the course students will have acquired sophisticated research techniques which are required for their dissertation, including the development of research questions and research plan, selection of appropriate data collection methods, fieldwork supervision, data analysis techniques, and communicating (reporting) results.

15 credits

Socially Responsible Marketing in an International Context (HKBU)

Marketing does not operate in a vacuum and as such it impinges on all sectors of society. Global marketing activities are often lambasted for being reckless and socially irresponsible - misleading advertising, cultural inappropriateness, tax evasion, dumping, physically dangerous or tainted products are just some examples of marketing activities that are, by some, considered to be a reasonable means of making money. By taking a critical reflection on the nature of marketing practice, the module explores the interrelated areas of corporate social responsibility, marketing ethics and social marketing. The effect of global marketing activities on a broad range of societal constituencies is considered, and how these marketing activities can be used in a positive way to generate advancement and well-being for the global society. The role of social responsibility in the marketing process is also considered in terms of the roles and responsibilities of consumers, manufacturers, and governments.

15 credits

Dissertations may be completed in either Sheffield or Hong Kong.

Choose one from:

Project Dissertation

This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.

45 credits

Project Dissertation (HKBU)

This unit requires the student to research a topic appropriate to the field of management. The topic chosen by the student must receive approval from a supervisor. A dissertation written by the student should be delivered to the School at the conclusion of the study. The study, and the resulting dissertation, may take the form of an academic research or of a managerial problem-solving exercise. In either case, it requires the student to apply critical analysis and to set the issues within the context of appropriate management literature.

45 credits