Study Abroad and Exchanges



MKT2002 : Global Marketing (for Study Abroad / Erasmus Students)

Semester 1 Credit Value: 10
ECTS Credits: 5.0


The discipline of marketing is universal. However, marketing practices vary from country to country because the countries and peoples of the world are different. These differences mean that a successful marketing mix in one country will not automatically be effective in another country. Global marketers operate in a dynamic environment. Customer preferences, competitors, channels of distribution, and communication media may differ. The central task in global marketing is evaluating the extent to which marketing plans and programmes can be extended worldwide (standardised) and the extent to which they must be adapted (customised).

Semester 1 focuses on the drivers of change in the global macro-marketing environment (the external environment over which organisations have little, if any, control).

Overview of global marketing

Comparative advantage, trade and economic development

Political environment: role of government in the economy, political stability and risk, international relations. The legal environment: local domestic law and international law.

Economic and trade environment: socio-economic blocs: economic facilitators – World Trade Organisation, World Bank, United Nations, China, India, Russia and Brazil.

Innovation: the impact of technological change on global products and services.

Outline Of Syllabus

– Induction
– Library Skills (Louise Gordon, Robinson Library)
– Overview of Global Marketing
– Standardize or Customize?
– Global Political Environment
– Global Economic Environment
– Global Trade Environment
- Global Cultural Environment
– Global Technology Environment

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion182:0082:00Business report style
Scheduled Learning And Teaching ActivitiesLecture161:0016:00Plenary sessions
Scheduled Learning And Teaching ActivitiesSmall group teaching21:002:00Seminars
Jointly Taught With
Code Title
MKT2001Global Marketing
Teaching Rationale And Relationship

The module adopts the Harvard approach to learning: lectures convey the essential theories and are supported by a wide range of case study material research by the module leader.

The tutorial is designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M1002,000 words
Assessment Rationale And Relationship

The external examiner considers that essays or business reports offer the student to develop a more holistic assessment of marketing knowledge than do examinations. Having discussed within the teaching group I have decided to use this format.

Reading Lists