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KINGSTON UNIVERSITY

GLOBAL MARKETING MANAGEMENT
BM7017

MODULE HANDBOOK

September 2014

COURSE TEAM
The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk

My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts.

MODULE SUMMARY
Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations.

AIMS
The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a global context • to appreciate the importance of culture in the formulation of and success of global marketing activities and to examine marketing ethics in a global context

LEARNING OUTCOMES
On successful completion of the module you will be able to: • appreciate the central importance of the marketing concept and of market drivers as interpreted through market research and analysis and

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