Course Catalogue

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This course aims to explore some of the negative consequences of global marketing activities from both a consumer and managerial perspective. It will cover consumer activities that may negatively influence the brand or other consumers, such as negative word of mouth, boycotting and bullying, and tactics that companies can employ to overcome these situations, such as increased consumer support. 

6 x 3 hour lectures over 6 weeks

Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/

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Assessment

This course aims into engaging with negative consequences of global marketing activities from both a consumer and managerial perspective and the appreciation of consumer-to-business (C2B) and consumer-to-consumer /C2C) interactions that can be detrimental to marketing success.

By the end of this course students will be able to:

1. Describe and assess the nature of negativity from consumers and organisational buyers in the marketplace.

2. Critique the underlying reasons for negative marketing interactions. 

3. Provide a critical perspective on negative outcomes of contemporary global marketing activities. 

4. Describe and contrast strategies that marketing managers use to address the potential threats from negative C2B and C2C interactions.

5. Assess the appropriateness of management strategies in a cross-cultural context when dealing with negativity and unwanted responses.

6. Recommend effective management strategies to address negative C2B and C2C interactions in an inter-cultural context.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.