• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Urban and Rural tourism systems;
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.
This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context. Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela's to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged . Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide
* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment
This module will provide you with a thorough understanding of specific theories of culture and communication, cultural systems and dimensions offered by major intercultural researchers and the critiques they have received in order to contribute to a more widening debate of intercultural theory and research. Taught sessions will address the notions of culture and intercultural business communication, and theoretical frameworks about cultural systems, cultural complexity and acculturation. There is also one session devoted to an intercultural workshop that helps you
rehearse, through practical activities, the input from the previous taught sessions.
The module will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within PPM, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the student to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marking Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements.
Applying this knowledge, you will critically evaluate the macro and micro environment for the launch of a new product or service, identify appropriate strategies, logistics, pricing and communications, and outline ways of evaluating and measuring success.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.