MKT2001 : Global Marketing

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


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).

Globalization is the growing interdependence of national economies – involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world. It is associated with governments reducing trade and investment barriers, firms manufacturing in multiple countries and foreign firms increasingly competing in domestic markets.

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 and competitive advantage, trade and economic development
Economic and trade environment: socio-economic blocs: economic facilitators – World Trade Organisation, World Bank, United Nations, China, India, Russia and Brazil.
Marketing ethics and supply chain provenance
Innovation: the impact of technological change on global products and services.
Political environment: role of government in the economy, political stability and risk, international relations. The legal environment: local domestic law and international law.

Semester 2 focuses on the global consumer and the standardization/ customization debate:

Market screening
Routes to competitive advantage
Global branding
The socio-cultural environment high and low context cultures (Hall's model)
National cultures (Hofstede's model)
Country and region of origin effects

Outline Of Syllabus

Semester 1

Library skills (Robinson Library)
Information sources
Overview and retrospective on global marketing
Comparative and competitive advantage (seminar)
Global economic development
Innovation and global new product development
Global supply chain ethics and provenance
UK food chain: ‘factory farming’ (seminar)
Global trade
Global political environment and trade

Semester 2

Market screening, segmentation and targeting (seminar)
Competitive advantage and the experience curve
Product positioning
Global brands (video)
Standardization/customization (seminar: McDonald’s case study)
The socio-cultural environment: low and high context cultures, Hofstede’s model of national cultures.
Country and region of origin effects (Apple case study)
Global supply chain case study (IKEA seminar)
Geo-demographic research: segmenting markets by social class

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion182:0082:00Business style report
Guided Independent StudyAssessment preparation and completion182:0082:00Examination (2 hours)
Scheduled Learning And Teaching ActivitiesLecture321:0032:00Plenary sessions
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00Case studies
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 case study material research by the module instructors.

The tutorials are 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

Description Length Semester When Set Percentage Comment
Written Examination1201A50Answer 3 questions out of 4
Exam Pairings
Module Code Module Title Semester Comment
MKT2002Global Marketing (for Study Abroad / Erasmus Students)1N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay1M50Business Report 1 2,000 words
Assessment Rationale And Relationship

The examination in semester 1 combined with the business report in semester 2 are designed to offer a range of assessment formats and offer the student to develop a holistic and critical assessment of global marketing.

Reading Lists