MKT2001 : Global Marketing

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 - Key Considerations
•       Deciding Which Markets to Enter, Assessing Market Potential and Choosing Target Markets and Segments
-       Analysis of Global Political Environment
-       Analysis of Global Economic and Technological Environment
-       Analysis of Global Cultural Environment

Semester 2
•       Entering International Markets - Choosing Appropriate Strategies and Modes of Entry
•       Designing the Global Marketing Programme: Standardization vs. customization
-       Product Decisions, Branding and Positioning in Global Market
-       Pricing and Distribution Decisions
-       Marketing Communications Decisions (traditional and digital)
•       Implementing and coordinating the global Marketing Programme - Key Considerations

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials361:0036:00Prepared materials (narrated presentations) for each of 18 weekly lectures across the academic year
Guided Independent StudyAssessment preparation and completion130:0030:00Semester 1 and 2 assignment preparation based on instructions gained on lectures and seminars
Guided Independent StudyDirected research and reading148:0048:00Further exploration of covered topics based on reading list and suggested resources
Structured Guided LearningStructured research and reading activities90:304:30Student review of 15 minutes debriefing recordings of synchronous (small group) learning activities
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00Seminars/workshops (case study analysis, work groups and discussions)
Guided Independent StudySkills practice24:008:00Perfecting writing skills e.g. preparing professional report, appropriate use of academic resources
Structured Guided LearningStructured research and reading activities180:4513:30Engaging with suggested resources (videos, articles) to complement lectures and prepare for seminars
Scheduled Learning And Teaching ActivitiesWorkshops21:002:00Pre-assessment clinics (1 per semester)
Scheduled Learning And Teaching ActivitiesDrop-in/surgery91:009:00Live Q&A sessions/discussion boards to facilitate learning and assessment preparation, every 2 weeks
Guided Independent StudyIndependent study142:0042:00Independent further exploration of relevant topics and selected case
Scheduled Learning And Teaching ActivitiesModule talk11:001:00Introduction to module for the whole cohort
Jointly Taught With
Code Title
MKT2002Global Marketing (for Study Abroad / Erasmus Students)
Teaching Rationale And Relationship

The teaching and learning on the module will commence with the first scheduled session for the whole cohort, dedicated to Introduction to the module, with explanation of its relevance, learning aims and outcomes, teaching and assessment methods and will provide opportunities for students to ask questions and get answers.

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. These examples and illustrations are embedded in the lecture material itself and also offered through structured research and reading activities every other week in forms of additional resources (e.g. articles, videos) with aim to clarify and complement the material.

The small group teaching sessions, seminars, are focused on analysis of case studies prepared by the Module Leader and designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing. The case studies are also offered through structured research and reading activities during teaching weeks in which seminars take place, with aim to enable students to prepare for discussions and exercises done within seminars.
One of the scheduled teaching sessions in each semester is reserved for pre-assessment clinic, for instructor to provide formative assessment to students (e.g. feedback on their essay plans, joint analysis of good and bad practice/approach examples followed by discussion).

In order to further support students and facilitate learning and assessment preparation, every second teaching week the instructors will be available during special 1 hour long live Q&A sessions/discussion boards.

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 via independent study. As assessment methods in both semesters include written assignments, guided independent study is also focused on development of academic writing skills, including appropriate use of relevant academic resources and producing written outputs in professional marketing report formats. For assessment preparation, students will get precise and specific guidance on each of the learning sessions, as starting points for their further exploration.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M502,000 words essay on a given topic applied to a business case of student's choice
Report2M50Business Report - Analysing Global Marketing Programme of a chosen company (2000 words)
Formative Assessments
Description Semester When Set Comment
Written exercise1MPre-assessment clinic: group analysis of good/bad approaches to essay writing, followed by instructor's feedback
Written exercise2Mon-line task (incl. in report) for students to prepare and post, followed by group discussion and instructor's feedback on seminar
Assessment Rationale And Relationship

The essay-based assignment in semester 1 and business report in semester 2 are designed to directly match intended learning outcomes and offer different 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.
This assignment tests the attainment of first intended knowledge learning outcome and second intended skills learning outcome.
The formative assessment (pre-assessment clinic) in semester 1 will therefore be organised in a form of group analysis of good/bad practices, examples and approaches to answering to main assignment question and composing an essay appropriately, with focus on critical analysis. Group work will encourage peer learning and interactions, especially valuable for students who haven't experienced this form of assessment before, and will also facilitate provision of feedback for instructor to each student group.

The summative assessment in semester 2, business report, 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. It tests the second intended learning outcome of this module, as well as both skills intended outcomes.
Within the pre-assessment clinic in semester 2, formative assessment will be organised by utilising blended learning approach. As the business report assignment encompasses several tasks that students need to engage with (which will be detailed on lectures and seminars), one of the tasks will be posted on the module site and students invited to post their ideas/solutions. On the following seminar, instructor will organize and moderate discussion and give general feedback including good practices and approaches which should be avoided, so that students can revisit their submissions and continue to compile remaining parts of the reports.

The summative assessments in semester 1 and 2 provide possibility for students to do a continuous research. Namely, they are encouraged to do both assignments on the same example - chosen company, which enables them to do an in-depth analysis and potentially prepare for dissertation writing/consultancy project as the final step of their studies.

Reading Lists