MKT2000 : Global Marketing Environments

  • Module Leader(s): Dr Sharron Kuznesof
  • Owning School: Newcastle University Business School
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


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 communication 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.Semester 1 focuses on the global macro environment, global market trends and global completion. A thorough analysis of the external environment is critically important prerequisite to examining industry performance. In Semester 2 the module progresses to cover specific marketing application in the global environment.

Outline Of Syllabus

•       What is Global Marketing
•       The Global Economic Environment
•       The Social and Cultural Environment
•       The Political and Regulatory Climate
•       Global Markets
•       Global Competitors
•       Global Strategy and Competitive advantage
•       Importing, Exporting, Sourcing,
•       Global Market Entry Strategies
•       Global Marketing Mix

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion156:0056:00N/A
Scheduled Learning And Teaching ActivitiesLecture401:0040:00N/A
Guided Independent StudyDirected research and reading154:0054:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Jointly Taught With
Code Title
ACE2060Global Food Marketing Environments
Teaching Rationale And Relationship

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

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 exam will assess student's knowledge of the subject content and their ability to apply theory to a globally marketing scenario (i.e. the case study component of the exam).

The individual marketing environment report will allow students to do an in-depth analysis of a global industry of interest. It will assess student's critical understanding of the subject material.

Assessment weighting set at 40:60 (exam:report) as the report for this module will be more demanding for students than the exam in terms of time commitment.

Reading Lists


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.