Module Information
Module Identifier
AB37320
Module Title
Global Marketing
Academic Year
2026/2027
Co-ordinator
Semester
Semester 2
Pre-Requisite
Reading List
Other Staff
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written Report 1 1600 Words | 40% |
| Semester Assessment | Written Report 2 2400 Words | 60% |
| Supplementary Assessment | Written Report 1 1600 Words | 40% |
| Supplementary Assessment | Written Report 2 2400 Words | 60% |
Learning Outcomes
On successful completion of this module students should be able to:
Demonstrate understanding of the nature and importance of international marketing;
Identify business problems and assess market risk to global marketing opportunities and
threats;
Demonstrate understanding of the impact of the global environment on strategic marketing;
Apply the core concepts, frameworks, and models of Global marketing.
Brief description
Exploring and analysing how marketing has evolved during globalisation, and the responses that marketers have delivered as a result of the unique opportunities and threats of this paradigm shift.
Content
- Motives for Globalisation - The reasons behind international activity and the barriers that inhibit international activity.
- Market Selection Methods - The methods by which markets are selected and the patterns of international development.
- Market Entry Methods - The methods by which markets are entered and the relative value of these methods.
- Global Marketing Management - How marketers manage brands in the global environment.
- Market Divestment- The reasons for, impact and consequences of divestment in global markets.
Module Skills
| Skills Type | Skills details |
|---|---|
| Communication | Students will develop written communication skills when submitting written work for seminars and in the exam. Listening and speakingskills will be developed in lectures and seminars. |
| Improving own Learning and Performance | Students will need to devise and apply realistic learning and self-management strategies. |
| Information Technology | Students will be expected to use a wordprocessor to prepare their written work for seminars. Students will be expected to use email and Blackboard. |
| Personal Development and Career planning | Marketing is a subject that is strongly related to practice, and so it is inevitable that students will develop knowledge and communication skills relevant to career planning. |
| Problem solving | In lectures and in seminars students will be presented with simple cases of situations that marketing managersor regulators might face, and be asked to suggestalternative solutions and decide which is best. |
| Research skills | Students develop library search skills, for use in writing coursework. |
| Subject Specific Skills | The assessmentof international marketing programs and associated risks. |
Notes
This module is at CQFW Level 6