Gwybodaeth Modiwlau

Module Identifier
Module Title
Global Marketing
Academic Year
Semester 2
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Individual Written Essay 1,500 words  30%
Semester Assessment Group Presentation 20 minutes  20%
Semester Assessment Individual Written Report 3,500 words  50%
Supplementary Assessment Individual Written report 3,500 words  3500 Words  50%
Supplementary Assessment Individual Written Essay 1,500 words  1500 Words  30%
Supplementary Assessment Individual Reflective Essay 1,000 words  a short essay reflecting on the group presentation process and your part in this. 1000 Words  20%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate an understanding of the nature and importance of international marketing

* Critically assess market risk

  • Analyse, evaluate and demonstrate a critical awareness of the impact of the
  • global environment on strategic marketing

* Identify and critically assess the criteria used by businesses to identify new international markets, and the methods used to enter these markets

* Explain and evaluate how businesses manage international marketing campaigns

* Explain and evaluate how businesses manage relationships with their own customers with different nationalities and cultures

Brief description

This module examines the identification, entry into, and development of international/global markets. The module provides a thorough understanding of the theories, concepts and techniques of global and international marketing, including motives for international expansion, market selection and entry, management of communications and customer relations in international markets, and international branding


  • Motives for globalization: motives for international activity and barriers that inhibit international activity
  • Market selection methods: the methods by which markets are selected, and patterns of international development
  • Market entry methods: the methods by which markets are entered, and the relative value of these methods
  • Global marketing and brand management
  • Market divestment: reasons for, impact and consequences of divestment in global markets.
  • Global marketing communications: how marketers manage global marketing campaigns
  • Global Customer Relations Management and consumer behavior: how customers are managed within different cultures and markets

Module Skills

Skills Type Skills details
Application of Number Through the quantitative areas integrated throughout the entire module
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue
Improving own Learning and Performance Through both class and self-directed learning
Information Technology Basics of data analysis using Excel
Personal Development and Career planning Development of skills, theory analysis capabilities to allow effective management decisions
Problem solving Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions
Research skills Qualitative methods, survey methods and basic preparation and analysis
Subject Specific Skills Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications;
Team work Through class preparation, the use of breakout group working case preparation and through the group assessment


This module is at CQFW Level 7