Ecole de Savignac >> Learning Avenue >> Formations proposées >> Bachelor of Arts >> Programme et calendrier >> Global marketing
Global marketing
Module Summary
This module with examine the unique challenges facing hospitality and tourism marketers in terms of: the type of international customer we serve at the local level; the type of international customer we market to at an international level and the type of markets we operate in at a global level. Following a comparative look at definitions of global, international and multinational marketing, you will be introduced to a range of models and analytical tools for examining and identifying global marketing opportunities and for evaluating alternative approaches to foreign market entry. The customary concepts of culture, consumer behaviour and marketing ethics will be reviewed and analysed in a global context, along with the complexities of distribution, marketing research and marketing communications in the global market on a solo, consortium or alliance The delivery is based on an open and e-learning delivery using structured content, on line activities and assessments.
The aims of the module are to:
1. To provide an understanding of the drivers of the global marketing and conceptual framework guiding global strategy development in tourism and hospitality
2. To provide an appreciation of the standardisation/adoption debate in global marketing and an understanding of its strategic implications
3. To develop an understanding of the importance of customer and market information on strategic decision making in global marketing
4. To provide an understanding of the global tourism and hospitality consumer and the importance of culture and ethics in global marketing of tourism and hospitality
5. To develop an understanding of the complexities of advertising and promoting tourism and hospitality brands in foreign markets
6. To develop an understanding of the complexities of global distribution and of foreign market entry
Module Learning Outcomes
The learning outcomes in relation to this module are mapped against those of the programme overall. The programme learning outcomes define the knowledge, intellectual skills, transferable skills and key skills that will have been developed by the end of this level of study. By the end of the module you should be able
1. Evaluate global marketing problems in Tourism and Hospitality using a range of analytical tools and techniques.
2. Critically analyse global marketing strategies and evaluate their competitiveness for sustainable advantage within Hospitality and Tourism.
3. Analyse and evaluate the impact of culture and consumer behaviour on global marketing communications strategies in Hospitality and Tourism.
4. Apply and critically evaluate the marketing mix in a global Tourism and Hospitality context.
