Module Study Guide

Academic Year 2019–2020

MS7SL87O – Global Marketing and Digital

Business
Level: 7

Credits: 20

Academic Partner: ANC Sri Lanka, RAK

Version No. 2.1 © University of West London 2018

Table of contents
Key team contact details ................................................................................................... 2
1 Module overview............................................................................................................... 3

1.1 Introduction, aims and summary of content ......................................................... 3

1.2 Learning outcomes to be assessed ....................................................................... 4
1.3 Scheduled contact hours........................................................................................ 5
2 Assessment and feedback ............................................................................................... 6

2.1 Summative assessment grid .................................................................................. 6

2.2 Assessment brief including criteria mapped to learning outcomes ................... 6
2.2.1 Assessment 1 ..........................................................................................................................................................6
2.2.2 Assessment 2 ..........................................................................................................................................................8
2.3 Learning materials .................................................................................................. 9
2.3.1 Additional resources...............................................................................................................................................9
3 Things you need to know ................................................................................................ 10

3.1 Attendance ............................................................................................................. 10

3.2 If things don’t go to plan....................................................................................... 10
3.3 Getting support for your studies ......................................................................... 11
3.4 Student support ..................................................................................................... 11
3.5 Module evaluation – have your say! .................................................................... 12

Version No. 2.1 © University of West London 2018

Key team contact details
Module Leader Vivek Chitran
Business and Management, The Claude Littner Business
Subject Area & School/College
School
Email vivek.chitran@uwl.ac.uk
Phone 020 8209 4107 (Thursdays and Fridays)
Location Paragon House, 11th Floor, Brentford

Module Tutor Gayan Jayasinghe

Email gayanjayasinghe@yahoo.com
Phone -
Location Academia, ANC

Course Administrator Yoga Wignarajah

Email Yoga@ancedu.com
Phone 0114514415
Location 1st Floor, Admin Builidng , ANC Head office

Subject Librarian Robert / Subashini

Email library@ancedu.com
Phone 0114514415
Location 2nd Floor, ANC Admin building
The Course Leader overseeing this module for MIBM is Dermot Kelly and for MBA is Chandra
Bhasham and can be contacted at Dermot.Kelly@uwl.ac.uk and Chandra.Bhasham@uwl.ac.uk

The Dean of the Claude Littner Business School is Dr Suresh Gamlath, and can be contacted at
clbsinfo@uwl.ac.uk

The Deputy Dean of the Claude Littner Business School is Dr Amelia Au-Yeung, and can be
contacted at Amelia.Au-Yeung2@uwl.ac.uk

The External Examiner responsible for this module is Dr Dan Nunan, Reader & Head of Marketing
Subject Group, University of Portsmouth

The Academic Partner Link-Tutor responsible for this module is Chandra Bhasham, and can be
contacted at Chandra.Bhasham@uwl.ac.uk

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1 Module overview
1.1 Introduction, aims and summary of content
This module adopts a strategic approach to the study of marketing and digital communication in a
global context. It builds an understanding of the global trading environment, differences in buyer and
consumer behaviours and it examines how global marketing analysis, strategies and programmes can
be developed, organised and implemented in a digital business. In summary, this module prepares a
student to grasp a strong understanding of the essentials of global marketing in a digital business.
Understanding the dynamics of global marketing – globalisation, environment, culture, branding,
positioning, segmentation and the increasing competitive threat – are arguably the most important
factors that a global company needs to manage, integrate and exploit new opportunities. In this age
and era, digital business plays an important role in eliminating some or most of these threats.
Therefore, this module is based on exploring digital business and marketing concepts deployed by
global organisations.
The overall aims of the module are:
• To enable students to acquire a degree of expertise in developing marketing strategies including
digital business for countries other than their own and thereby to extend their range of marketing
understanding;
• To promote an understanding of the factors determining the extent to which standardisation in
strategy and implementation is appropriate for success in global markets;
• To enable students to develop a sound understanding of the formulation and implementation of
integrated global marketing plans and associated activities in a digital business
Specific expectations students can have of tutors include:
 Weekly drop-in support during office hours published on Blackboard
 Constructive formative feedback on one assignment draft per assessment during week 6 for
assessment 1 and week 13 for assessment 2.
 Lecture slides made available on Blackboard 7 days prior to lecture
 Seminar activities made available on Blackboard 7 days prior to the first seminar group session in
a week
 Solutions of seminar activities will be provided in writing on Blackboard after the last seminar
group in a week
 Assessment marks and summative feedback given within 3 working weeks from the assessment
submission deadline
Specific expectations tutors can have of students include:
 Attend all classes and arrive at classes punctually
 Read case studies provided prior to seminars and prepare answers to questions as per
instructions given
 Behave professionally in classes and not to cause any disruption that might affect other students’
learning

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  Actively participate and engage in class activities
 Inform tutor via email when not able to attend any classes
 Communicate with tutors in a professional manner
 Attempt all assessments by the submission deadline unless there is extenuating circumstances
(in which case please contact your Course Leader for extension request or mitigation claim)
This is an overview of the contents that will be presented in this module. The module is based on
understanding global marketing and digital business theories and concepts. The focus will be on using
and applying these academic principles to real market situations:
• Global strategic analysis – globalisation, identifying and analysing opportunities, the changing
global trading environment, environmental factors, evaluating buyer behaviour in different
countries at different stages of their economic and technological development
• The impact of culture on global marketing strategies, the standardisation versus adaptation
debate, global marketing and online business strategies
• Implementing global marketing strategy for online business – segmentation, targeting,
positioning and branding in the online and offline business context. Understanding global
consumer behaviour trends
• Global business ethics, the consumer and the impact on global marketing and online business
• Developing the product strategy with a focus on the standardisation or adaptation debate
• Pricing strategies and internal and external influences in the global market place
• Developing appropriate entry strategies, distribution channels and logistics and foreign channel
management for online businesses
• Managing the marketing communications process in an online business – identification of target
markets, communication objectives and strategies; consideration of cross-border cultural, social
and media influences; development of the campaign elements, the adaptation/standardisation
debate; managing internal and external resources; deciding upon the level and allocation of
promotional spends; evaluating the outcomes of promotional activities.

1.2 Learning outcomes to be assessed

On completion of this module, the students will be able to:
1. Critically analyse data concerning complex marketing problems and opportunities by applying
major global marketing theories and concepts; and develop realistic and original solution to the
problems
2. Identify the key cultural factors and the nature of their impact on global marketing
3. Evaluate the opposing arguments for standardising or adaptation of the elements of the
marketing mix in different markets and countries
4. Select and apply global marketing and digital business concepts to a real-world organisation
5. Understand the meaning and scope of digital business and e-commerce; and summarizing the
main reasons for adoption of digital business

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 6. Identify the need for a separate digital business and digital marketing strategy supported by the
creation of a digital marketing plan which intends to implement the digital marketing strategy

1.3 Scheduled contact hours

Teaching Contact Hours 42 hours

Independent Study Hours 158 hours

Total Learning Hours 200 hours

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2 Assessment and feedback
2.1 Summative assessment grid
Threshold
Method of
Submission
Type of Word Count Pass Submission
(if Professional Weighting due-date &
Assessment or equivalent Mark & Date of
Body-PSRB time
Feedback
applies)

Online via
Turnitin.
Week 7 (w/c
Feedback
Individual 28 October
2,500 words 40% 50% provided
Report 2019) by
after 15
11:59 pm
working
days.

Online via
Week 14 Turnitin.
Group
(w/c 16 Feedback
Digital
20 minutes 60% 50% December provided
Marketing
2019) by after 15
Plan Pitch
11:59 pm working
days.

Assignment 2 : Question has been amended due to the current Covid Situation, please refer to the
document on GMDB Alternate Assessment 2.doc

2.2 Assessment brief including criteria mapped to learning

outcomes
2.2.1 Assessment 1

Assessment Task: Individual Report

Assessment Criteria: LO1, LO2, LO3
Word Count: 2,500 words
Briefing:
Carry out an analysis of a global marketing and online business of an organisation of your choice
based on a specific host country.
Criteria:
1. The organisation must have its operations spread internationally
2. The organisation must have an online presence (online business, social media etc.)
3. The organisation must belong to one of the following categories/industries
a. Retail
b. Consumer electronics
c. Fintech
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 d. Supermarket
e. Real Estate
f. Any other of your choice as agreed by your tutor
Further Guidelines:
The assignment will be marked on writing quality as well as content.
• Your writing needs to be clear, direct and persuasive.
• Use paragraphs to organise your thinking and help orient the reader.
• The overall impression is also very important.
• In-text citations are very important, please ensure Harvard Referencing is followed at all times.
• Support your claims by authentic references.
• Spelling errors, poor format and grammar gives the impression of poor thinking, carelessness
and lack of regard for your assignment.
Assignment Format:
• The report must be written in 12-point font and 1.5 spaced, with 1-inch (normal) margins on all
sides.
• The report must have a cover page, and include the following information;
 Name, surname, email address and ID number of the student
 Date submitted
 The course name
 Title of the assignment
 Number all the pages (except the cover page) and always keep a backup copy

2.2.1.1 Marking Scheme

Assessment Criteria Maximum Marks

Introduction 10%

Organisational Profile and Industry Analysis 15%

Situational Analysis (External and Internal) 15%

Level of Analysis and Synthesis (Models/theories and Marketing Activities) 20%

Online Activities and Recommendations 20%

Use of Literature Showing Knowledge and Understanding including 10%

Referencing

Presentation 10%

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2.2.2 Assessment 2 -- Assignment 2 : Question has been amended due to the current Covid
Situation, please refer to the document on GMDB Alternate Assessment 2.doc

Assessment Task: Group Digital Marketing Plan Pitch

Assessment Criteria: LO4, LO5, LO6
Pitch Duration: 20 minutes
Group Size: 4 to 5 members
Briefing:
Formulate an online marketing plan based on the analysis conducted in assessment 1. Choose a new
country for the company as a proposed market for the implementation of the plan.
Pitch Style:
As a group, select the most appropriate method for the pitch such as PowerPoint, video, product
demonstration etc. Use of graphics and visuals is highly recommended.
Criteria:
• Effective and persuasive presentation of the pitch to a panel
• The pitch should be logically organised and flows easily through introduction and arguments to
the conclusion
• The delivery method is suitable for the audience and topic. The use of appropriate media/visual
aids/ supporting materials. Any graphics/background/media used are clearly displayed and add
value and interest to the pitch
• All group members are required to participate equally during the pitch. Members should be
comfortable and knowledgeable about their topic
Further Guidelines;
The pitch should include the following:
 An introduction
 Choice of market entry method for a specific country
 Use of SOSTAC digital marketing plan (or any suitable framework)
 Ensure the plan is ethical
 A conclusion

2.2.2.1 Marking Scheme:

Assessment Criteria Maximum Marks

Introduction and Scope of Plan 10%

Market Entry Method and Rationale 20%

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 Use of Digital Marketing Framework 30%

Implementation and Budget 15%

Ethical aspects of the Plan 5%

Use of Literature showing Knowledge and Understanding including Referencing 10%

Effectiveness of Presentation 10%

For guidance on online submission of assignments, including how to submit and how to access online
feedback, please refer to the UWL Blackboard student-help pages at:
http://www.uwl.ac.uk/blackboardhelp

2.3 Learning materials

The reading list for this module is available on Blackboard in the module area or by searching
https://uwl.rl.talis.com/index.html. This shows real-time availability of books in the library and provides
direct links to online resources, recommended by your lecturer.
Remember to log into Blackboard daily to receive all the latest news and support available at
your module sites!
Subject guides (https://www.uwl.ac.uk/library/finding-and-using-information/subject-guides-libguides)
are also available to help you find relevant information for assignments, with contact details of the
Academic Support Librarian for your School.

2.3.1 Additional resources

 Databases
o FAME – information on companies in the UK and Ireland
o Passport – market research including market sizes, forecasts, market profiles and
analysis. Includes industry analyses in countries around the world.
o Mintel – consumer market research based on different sectors and insights into
consumer behaviour.
o MarketLine Advantage – provides reports for UK and worldwide companies including
strategy, market share, trends, mergers, acquisitions and forecasting.
 Journals
o Journal of Marketing
o Journal of Marketing Research
o Journal of Strategic Marketing
o Journal of Marketing Management
o Journal of Digital & Social Media Marketing
o Journal of the Academy of Marketing Science
o Journal of Management Information Systems
o International Journal of Electronic Commerce
o Internet Research Electronic Networking Applications and Policy
o Information & Management

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3 Things you need to know
3.1 Attendance
Attendance is crucial for your success as a student. Over the years, it has become clear that there is a
very clear link between students’ attendance levels and their module marks, so please make sure you
give yourself the best possible chances for success through attending your classes, seminars and
tutorials. You are expected to attend all forms of learning activity associated with your course of study
regularly, and to engage in your course as required by the University’s Attendance and Engagement
Monitoring Policy. Attendance is monitored using student-card swipe data so please always remember
to ‘touch-in’ with your ID card for each class you attend. This may also affect your scholarships, so
don’t forget to tap in!
International students on a Tier-4 visa have additional requirements in relation to attendance, which are
detailed in the Attendance and Engagement Monitoring Policy.
All students should refer to the published Attendance and Engagement Monitoring Policy –
https://www.uwl.ac.uk/students/current-students/policies-procedures-and-regulations – and if your
course is accredited by a professional body, also to specific course requirements.

3.2 If things don’t go to plan

The University recognises that there are times when you may encounter difficulties during your course
of study and provisions are made to help you. In all cases, you should speak to your Personal
Tutor/Module Leader and seek advice as soon as possible.
If you think you need a little more time past the original deadline, you can approach your Module
Leader for a 10-day extension initially.
If an extension is not sufficient and your circumstances have prevented you from submitting on time
then you may for instance be able to apply for mitigation. You are encouraged to seek advice from the
Students’ Union Advice Service who can support you. Click the link and go to the ‘advice’ section:
https://www.uwlsu.com/
Please refer to the University Academic Regulations for further guidance on extensions and mitigation:
https://www.uwl.ac.uk/students/current-students/extensions-and-mitigating-circumstances
If you fall below the pass mark or fail to submit to all elements or part of a module’s assessments, you
will be required to do a resit, normally at the next opportunity. Resits do not involve re-enrolment and
attendance at classes.
Failure of a resit means you are required to retake the module. Retakes involve re-enrolment,
attendance, payment of tuition fee and completion of all elements of the module, and the submission of
all assessments. If your course is accredited by a Professional, Statutory and Regulatory Body
(PSRB) certain rules may apply to you; please check this with your Course/Module Leader.
Please refer to the University’s Academic Regulations for further guidance; see
https://www.uwl.ac.uk/students/current-students/policies-procedures-and-regulations
If your course is accredited by a professional body, the module requirements outlined in the above
document will specify the elements of assessment that must be passed, those that must be taken, and
those that are optional. The relevant Professional, Statutory and Regulatory Body (PSRB) rules also

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apply in such cases.
You are reminded that the University applies penalties to students who commit an academic offence, in
which case the Academic Offences Regulations will be used to deal with any cases of academic
misconduct including examination offences, plagiarism and other means of cheating to obtain an
advantage.
If you have an issue or complaint about the module, you should speak to your Module Leader, Tutor or
Course Leader informally in the first instance. Your Course Representative can also raise your
concerns at Course Committees, which take place each semester. If you are unable to resolve it
informally, you should refer to the Complaints Procedure which is outlined in the Student Handbook
(https://www.uwl.ac.uk/students/current-students/student-handbook) and consult the Students’ Union
about it. The University aims to ensure that issues are resolved informally as quickly as possible to
have minimum impact on your studies.

3.3 Getting support for your studies

Throughout your course of study, you will have access to a wide variety of sources of support
depending on your individual circumstances and needs. Your first point of call for getting general
academic support is your Personal Tutor. As well as approaching your Module Leader with any
questions specifically related to your module and your Course Leader with questions on your Course,
do contact your Personal Tutor for academic advice in relation your studies and your academic
development.
Apart from the University-wide support framework, which encompasses the Module Leaders, Course
Leader, the Subject Librarian and your Course Administrator, you will also have at your disposal the
UWL Engagement Team. The Engagement Team offers Academic Skills Workshops throughout the
year, helping you to develop skills relevant to your degree. Workshops include for instance Essay
Planning and Writing; Critical Thinking; Reflective Writing; Group Work and Presentation Skills.
Contact the Engagement Team at: Academic.Workshops@uwl.ac.uk
Maths Support, English Language support and One-to-one academic support opportunities are also
available. For information about all these services go to the Engagement Team’s website –
https://www.uwl.ac.uk/students/support-services-for-students/engagement-team

3.4 Student support

In addition to the support listed in the previous section, there is also more help offered by UWL Student
Support Services. These are located in The Street at St Mary’s Road, Ealing campus, but offer drop-in
sessions at all UWL sites. They offer a wide range of support and advice services consisting of Student
Advice, and Funding & Immigration advice; Careers; Counselling; Disability/Mental Health; Inter-faith
Advisor; Placement & Employment; Volunteering; Student Welfare; and Scholarships and Bursaries.
Contact Student Services (general) for more information at:
Email: studentservices@uwl.ac.uk
Tel. 0208 231 2345.

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3.5 Module evaluation – have your say!
Towards the end of the module you will be invited to provide some anonymous feedback to the Module
Leader through an online survey. This is your opportunity to give some direct feedback about the
module through a series of questions and free text. Your constructive feedback will help the Module
Leader and teaching team to understand the module experience from your perspective and helps
inform the development of the module. At the end of the survey period, a response to the survey will be
available on Blackboard so that you can see exactly how your voice has been heard.

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