- Department: The York Management School
- Credit value: 15 credits
- Credit level: M
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
This module examines marketing for businesses in a global society and explores the marketing challenges that all organisations face.
Occurrence | Teaching period |
---|---|
A | Online Teaching Period 4 2024-25 |
This module aims to study marketing for businesses in global settings. It aims to develop the capacity to learn and engage with the opportunities and challenges of communicating brand images and corporate values across national, linguistic and cultural borders to a variety of consumers. It also considers a variety of methods, including new social media, as a mechanism of distributing knowledge and information.
By the end of this module, students should be able to:
Critique, select and apply advanced methodological approaches to strategic marketing, testing them through application in real world international contexts
Critically apply appropriate marketing theories to identify ethical solutions to complex problems involving social and political issues in a range of marketing contexts, including local and niche marketing
Manage international marketing responsibly and sustainably, using ethical, theoretical approaches that support social, cultural, economic and environmental issues.
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In accordance with UYMS policy.
Baker, M.J. & Hart, S. (eds).(2016) The Marketing Book - 7th edition.
Chaffey, D. and Ellis-Chadwick, F., (2019). Digital marketing. Pearson UK
Eagle, L. and Dahl, S. (2015). Marketing Ethics and Society. Sage, London.
Jobber, D. and Ellis-Chadwick, F. (2019). Principles and Practice of Marketing, McGraw-Hill, London.
Le Meunier-Fitzhugh (2021) Marketing. A very short introduction. Oxford, Oxford University Press.