MKT2052 : Global Strategic Marketing

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


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.
The core text’s value chain offers the student an analytic decision-oriented framework for the development and implementation of global marketing programmes. Consequently, the student should be able to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process:

1.       whether to internationalise
2.       deciding which markets to enter
3.       deciding how to enter the foreign market
4.       designing the global marketing programme
5.       implementing and coordinating the global marketing programme.

Having studied the core text, the student should be equipped to understand how the firm can achieve global competitiveness through the design and implementation of market-responsive programmes.

Outline Of Syllabus

Whether to internationalise

Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm’s international competitiveness

Case studies: Zara, Manchester United, Bridgestone Tyres, Cereal Partners Wordwide

Deciding which markets to enter

Global marketing research
The political and economic environment
The sociocultural environment
The international market selection process

Case studies: Bajaj Auto, The Female Health Company, Tipperary Mineral Water Company, Skagen Designs

Market entry strategies

Choice of entry mode
Export modes
Intermediate entry modes: contract manufacturing, licensing, franchising, joint ventures and strategic alliances
Hierarchical modes: domestic-based sales representatives, resident sales representatives, sales and production subsidiary, subsidiary growth strategies, regional centres, transnational organisations, wholly owns subsidiaries, location of HQ, foreign divestment
International sourcing decisions and the role of the sub-supplier

Case studies: Raleigh bicycles, IKEA, Autoliv airbags, IMAX Corporation

Designing the global marketing programme

Product decisions
Pricing decisions and terms of business
Distribution decisions
Communication decisions (promotion strategies)

Case studies: Absolut Vodka, Guinness, Dyson Vacuum Cleaner, Triumph Motorcycles

Implementing and coordinating the global marketing programme

Cross-cultural sales negotiations
Organization and control of the global marketing programme

Case studies: Sony Music Entertainment, OneCafé, Philips Shavers, Vipp AS

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion1641:00164:00N/A
Scheduled Learning And Teaching ActivitiesLecture321:0032:00Based on core text powerpoint slides of the syllabus topics plus selected case studies
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00Two per semester. Topic: the assessed assignment
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 seminars are designed to offer students the opportunity of thought-provoking discussion in topical issues in global marketing.

1. Lectures are used to present the students with the knowledge base upon which they can develop their understanding of the subject area.
2. Seminars are used to help develop and test understanding of the knowledge base.
3. Seminars are used to develop an understanding of the practical implications of this knowledge base in specific situations.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M502000 words critical evaluation in business report format
Essay2M502,000 word critical evaluation in business report format
Assessment Rationale And Relationship

The essays in business report format offer the student the opportunity to display a holistic evaluation of applied marketing knowledge, and evaluate the successful attainment of the learning outcomes.

Reading Lists