Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 Hour Seminars


Assessment Type Assessment length / details Proportion
Semester Assessment INDIVIDUAL COURSEWORK ESSAY 3,000 WORDS  60%
Semester Assessment INDIVIDUAL REPORT 1,500 WORDS  20%
Semester Assessment INDIVIDUAL PRESENTATION  20%
Supplementary Assessment INDIVIDUAL COURSEWORK ESSAY 3,000 WORDS  60%
Supplementary Assessment INDIVIDUAL REPORT 1,500 WORDS  20%

Learning Outcomes

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

Demonstrate an understanding of the historical conceptualization of globalization.

Explain how theories, concepts and the practice of globalization have evolved with time.

Demonstrate an understanding of current issues within the global business environment.

Justify personal views on key debates and controversies within the global business environment.

Evaluate the concept of globalization from the perspective of the organization and the consumer.

Critically evaluate the impact globalization has had and continues to have upon society.

Brief description

The purpose of this module is to introduce students to the key theories and concepts of globalization and how debates have evolved with the changing nature of the global business environment. By exploring globalization in the context of the organization students will be able to critically analyze the practice of globalization and its impact upon society.


This module provides students with an understanding of the key theories, concepts and issues concerned with globalization. By providing an insight into the historical understanding of globalization students will gain an appreciation of the different theoretical debates of globalization and how the practice of globalization has evolved with time.


Part 1: Introduction to Globalization
History and Theories of Globalization
Current Global Issues

Part 2: The organization: Sector Specific Focus
Strategic Marketing within a Global Context
Global Branding
Managing Global Operations

Part 3: The Consumer
Consumer Culture and Globalization
Consumer Behaviour in the Global Environment

Part 4: Towards a Critical Perspective of Globalization
Case Study: Case Example of Globalization
Impact of Globalization upon Society

Module Skills

Skills Type Skills details
Application of Number
Communication Students will develop presentation skills by discussing key topics concerned with globalization in tutorials.
Improving own Learning and Performance
Information Technology Students will develop information technology skills by using the internet to research topics for presentation and coursework and use software packages to present information obtained.
Personal Development and Career planning
Problem solving
Research skills Students will develop research skills by research appropriate topics for their assessed individual assignments and presentations.
Subject Specific Skills Students will develop their understanding of key theories and concepts of globalization and gain an appreciation of globalization from the perspective of the organization and the consumer. To do so students will develop their research, analysis and interpretation skills to form viewpoints on the impact globalization has upon society.
Team work

Reading List

Essential Reading
Mooney, A.M., Evans, B (2007) Globalization: The Key Concepts Routledge Primo search
Recommended Text
Brinkman, R.L., Brinkman, J.E. (2002) International Journal of Social Economics Corporate power and the globalization process Vol. 29, No. 9, pp. 730-752 Primo search Gillespie, K., Kishore, K., Susan, J. (2002) Journal of International Marketing Protecting global brands: towards a global norm Vol. 10, No. 2, pp. 99-113 Primo search Levitt, T. (1983) Harvard Business Review The globalization of markets Vol. 61, No. 3, pp. 92-102 Primo search Mattsson, L.G. (2003) Supply Chain Management: An International Journal Reorganization of distribution in globalization of markets: the dynamic context of supply chain management Vol. 8, No. 5, pp. 416-426 Primo search Schuh, A., (2007) European Journal of Marketing Brand Strategies of Western MNC's as drivers of globalization in Central and Eastern Europe Vol. 41., No. 3/4, pp.274-291 Primo search Viswanathan, N.K., Dickson, P.R. (2007) International Marketing Review The fundamentals of standardizing global marketing strategy Vol. 24, No 1, pp. 46-63 Primo search Zou, S., Cavusgil, T.S. (2002) Journal of Marketing The GMS: a broad conceptualization of global marketing strategy and its effects on firm performance Vol. 66, No. 4, pp. 40-56 Primo search European business journal European Business Journal Ltd. European journal of marketing. MCB Publications Ltd. Havard International Review Primo search International Journal of Consumer Studies Primo search International journal of research in marketing. North-Holland. (1983-) International marketing review. Corporate Press Journal of international business studies. Academy of International Business and University of South Carolina. Journal of Marketing Primo search Journal of Strategic Marketing Primo search
Supplementary Text
(2003.) Globalization :theory and practice /[edited by] Eleonore Kofman and Gillian Youngs. 2nd ed. Continuum Primo search


This module is at CQFW Level 7