Module Catalogue 2015/16

MKT2000 : Global Marketing Environments

  • Offered for Year: 2015/16
  • Module Leader(s): Dr Paul Naughton
  • Owning School:
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Pre Requisite Comment


Co Requisites
Co Requisite Comment



Marketing has become a universal global activity though it practice varies substantially from country to country due to political, economic, socio-cultural and technical differences across and between countries and regions. As a result, what will work from a marketing perspective in one country may not succeed in others. Customer preferences, competitive pressures, channels of distribution and communications technologies differ considerably. This poses a major challenge to marketing of products and services around the world. The central task of global marketing is to evaluate the extent to which companies need to customise their offerings to different consumers and markets. Using the PEST analysis framework, a range of different product and service sectors will be explored.

Outline Of Syllabus

1: What is Global Marketing?
2: Assessment Brief
3: The Global Economic Environment
4: Case Study
5: The Social and Cultural Environment
6: Case Study
7: The Political, Legal and Regulatory Environment
8: Case Study
9: Segmentation, Targeting and Positioning
10: Case Study
11: Global Competitor Analysis
12: Case Study
13: Internal Analysis
14: Case Study
15: Strategic Planning
16: Case Study
17: Global Marketing Mix (1)
18: Case Study •
19: Global Marketing Mix (2)
20: Case Study

Learning Outcomes

Intended Knowledge Outcomes

At the end of the module students should be able to:

•       To demonstrate a critical understanding of how to investigate global marketing environments
•       To demonstrate a critical understanding of the global marketing environments for an array of product and service sectors (case studies)       ;.
•       To demonstrate a critical understanding of marketing strategies in global marketing environments

Intended Skill Outcomes

At the end of the module students will have developed the following skills:

1.       Written Communication skills through the report and poster presentation
2.       Information Literacy and Research Skills through the report and poster presentation
3.       Presentation Skills through the poster presentation
4.       Problem Solving and Initiative skills through the report and poster presentation
5.       Adaptability will be practices during private study time and in the preparation of the report and poster presentation
6.       Computer literacy through the report and poster presentation

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Assessed
    • Active Learning : Assessed
    • Information Literacy
      • Source Materials : Assessed
      • Synthesise And Present Materials : Assessed
  • Self Management
    • Self Awareness And Reflection : Present
    • Planning and Organisation
      • Goal Setting And Action Planning : Assessed
    • Personal Enterprise
      • Innovation And Creativity : Assessed
      • Independence : Present
      • Problem Solving : Assessed
  • Interaction
    • Communication
      • Oral : Assessed
      • Interpersonal : Present
  • Application
    • Commercial Acumen
      • Market Awareness : Assessed
      • Business Planning : Assessed
    • Social Cultural Global Awareness : Assessed
    • Legal Awareness : Assessed

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion156:0056:00N/A
Scheduled Learning And Teaching ActivitiesLecture361:0036:00N/A
Guided Independent StudyDirected research and reading154:0054:00N/A
Scheduled Learning And Teaching ActivitiesWorkshops14:004:00Poster session
Guided Independent StudyIndependent study150:0050:00N/A
Teaching Rationale And Relationship

The ‘Harvard’ approach is adopted: lectures convey the theoretical basis of global marketing illustrated by case study material.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination902A40The exam will contain several short questions and one short case study with associated questions.
Other Assessment
Description Semester When Set Percentage Comment
Report2M602000 words – Global Marketing Environment Report and industry analysis.
Assessment Rationale And Relationship

The report and poster presentation will evaluate student’s critical understanding of the topic, its associated theory and its application to a range of different product and service sectors.


Past Exam Papers

General Notes


Note: The Module Catalogue now reflects module information relating to academic year 15/16. Please contact your School Office if you require module information for a previous academic year.

Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.