- Department: The York Management School
- Credit value: 20 credits
- Credit level: M
- Academic year of delivery: 2022-23
Occurrence | Teaching period |
---|---|
A | Autumn Term 2022-23 |
This module provides students with an understanding of the role of marketing in institutions with global activity; the capacity to explore the relationship of marketing to other functions of the organisation; and the ability to understand how effective global marketing builds on a thorough understanding of buyer behaviour across countries as a way to create value for customers. The module will also develop students capacity to particularize by doing something very specific that the competition cannot match within the constraints of a particular situation. Students will apply these skills to single as well as multi-business and multi-country operations, and analyse how participation in several industries and markets will enhance, or undermine the competitive advantage of a corporation in each of its businesses. A particular emphasis will be placed on the study of institutions and industries which are marketing based - where brands, distribution channels and other marketing tools are central in explaining growth, survival and global competitiveness.
Students will develop the skills to:-
Task | % of module mark |
---|---|
Essay/coursework | 100 |
None
Task | % of module mark |
---|---|
Essay/coursework | 100 |
The timescale for the return of feedback will accord with UYMS policy.
Kotabe., Masaaki. and Helsen, K. (2007). Hoboken, John Wiley & Sons.