10/16/2017 Topic Page Introduction to Global Marketing : Global Marketing Management (B 2017/8)

Topic Page Introduction to Global Marketing

Global Marketing in Today's Organisations

Global Marketing Management is the discipline of planning, organising and managing marketing
resources on a global basis, to achieve an organisation’s speci c marketing objectives. Marketing is
regarded as a key area of management in both the private and not for pro t sectors. We will examine
how theories and methodologies of marketing management can be applied to ensure long-term
success for organisations.

Learning Outcomes

In this topic we will discuss the origins of marketing, how the de nition of marketing has changed over
the years and how organisations' approaches to marketing change as they grow and internationalise.
We will discuss academic approaches to the study of marketing, and debate whether marketing is best
viewed as a science or an art, or a bit of both! We will examine the planning, organisation and control of
global marketing including an evaluation of the marketing environment. We will examine the structure

and content of a marketing plan.

Learning Path
All Activity Units & Deadlines

Session 1 (https://canvas.kingston.ac.uk/courses/3476/pages/bm7017-session-1-marketing-in-the-
modern-organisation-marketing-planning)

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10/16/2017 Topic Page Introduction to Global Marketing : Global Marketing Management (B 2017/8)

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