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MKT2001 : Global Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Ana Popovic
  • Lecturer: Mr Charles Kemp
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


- To enhance students’ multifaceted understanding of dynamic global macro-marketing environment (through economic, technological, political and cultural discourses) and major drivers of change, by providing them with knowledge on key theoretical models and examples from international business practice.
- To encourage evaluative, research-led way of thinking and creative approach in analysing complex global marketing problems and justifying decisions by taking into consideration theoretical, practical and ethical perspectives. E.g. to appraise ongoing standardization vs. customization (localization) debate in global marketing.
- To equip students with advanced level key skills for a global marketer and ability to apply them in various sectors and organisations worldwide: analytical skills necessary for designing and conducting independent marketing research as basis for decision-making in international context; effective communication skills and ability to work in cross-cultural teams and organisations, by expanding and practicing resilience and cross cultural sensitisation.

Outline Of Syllabus

Semester 1
•       Decision to Internationalise
•       Deciding Which Markets to Enter
-       Analysis of Global Political Environment
-       Analysis of Global Economic and Technological Environment
-       Analysis of Global Cultural Environment
•       Understanding Global Marketing Ethical Issues
•       Assessing Market Potential and Choosing Target Markets and Segments

Semester 2
•       Market Entry Strategies and Choice of Entry Modes
•       Designing the Global Marketing Programme: Standardization vs. customization
-       Product Decisions
-       Pricing and Distribution Decisions
-       Marketing Communications Decisions (traditional and digital)
•       Global Marketing Branding and Positioning
•       Implementing and coordinating the global Marketing Programme

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion182:0082:00Semester 2 examination preparation
Guided Independent StudyAssessment preparation and completion182:0082:00Semester 1 assignment preparaiton
Scheduled Learning And Teaching ActivitiesLecture301:0030:00Plenary sessions
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:003 per semester, 2 for case-study analysis, 1 for surgery
Jointly Taught With
Code Title
MKT2002Global Marketing (for Study Abroad / Erasmus Students)
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 examples and illustrations from business practice of global companies.
The small group teaching sessions, seminars, are focused on analysis of case studies prepared by instructors and designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing.
One of the small group teaching sessions in each semester will be used for drop-in sessions, surgeries, for instructor to provide formative assessment to students (feedback on their essay plans or exam preparation strategies).
Guided independent study is focused on guided reading of specific chapters/articles suggested by instructors to enhance student independent learning and motivate them to conduct their own secondary data search.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination902A50N/A
Exam Pairings
Module Code Module Title Semester Comment
LMK2001Global Marketing2N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay1M50Business Report (2,000 words)
Formative Assessments
Description Semester When Set Comment
Written exercise1MSemester 1: drop-in sessions, surgeries, for instructor to give feedback to students on their essay plans
Written exercise2MSeminar 2: a mock exam (1 sample question) organised on-line, followed by group in-class discussion and instructors’ feedback
Assessment Rationale And Relationship

The essay-based assignment in semester 1 and written examination in semester 2 are designed to directly match intended learning outcomes and offer a range of assessment formats to students.
The summative assessment in semester 1, essay-based assignment, tests the students’ comprehension of used teaching/learning material and their ability to implement fundamental and cutting edge marketing models/theories to investigate, interpret and relate economic, technological, political and cultural global marketing environments impacting on organisations. It also tests their skills and ability to conduct an individual marketing research and present findings derived from different data sources in a professional format.
The summative assessment in semester 2, written examination, requires students to demonstrate analytical skills and apply them to different aspects of global marketing theory and practice to achieve research informed decision making in varying situations in international context with consideration of ethical and sustainability dimensions linked to global marketing activities.

Reading Lists