Module Information

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

Course Delivery



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

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.


  • 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.


This module is at CQFW Level 6