A collaborative research to introduce and develop a contemporary perspective of the global marketplace by focusing on the strategic marketing paradigm within the sports market. It intends to invite discussion and analysis of key managerial decisions on formulating and executing global marketing activities, keeping in mind the cultural demands of the various markets across the globe.
Coventry and Amsterdam students will form groups of five and work will focus around 3 tasks.
Students identify and critically evaluate cultural differences between the UK and the Netherlands that can be identified in the promotion of any international and global sports brand or event. For example, Nike or the Olympic Games or Soccer World Cup. Identify cultural references that have been used in the promotion of their chosen brand/event.
The project will be supervised by the M35MKT lecturer via seminars and Skype sessions and will run across the whole module for the first four weeks of the module with all students taking part.