MKT2000 : Global Marketing Environments

  • Module Leader(s): Dr Paul Naughton
  • Owning 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 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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture361:0036:00N/A
Guided Independent StudyAssessment preparation and completion156:0056:00N/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.

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.

Reading Lists


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