Modules

Core Module Information
Module title: Global Marketing
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11104
Module leader: Mavis Gutu
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

In this module, you will develop an in-depth understanding of Global/International Marketing theories and concepts and how these theories can be applied to analyse international markets and inform international marketers' decision-making process in the internationalisation of a firm. You will be expected to apply contemporary marketing digital tools and techniques to evaluate global markets. Each week's lecture will introduce you to key theories in global/international marketing and how these can be applied in real international marketing cases. In tutorials, you will apply theories covered in the lecture to analyse real business cases and come up with solutions to different problems. You will engage with a range of international and Global marketing literature to learn important concepts in global marketing and develop academic reading skills such as evaluation and appraisal of global marketing literature. Upon successful completion of the module, you will understand the global marketing process and be able to provide solutions to challenges that global/international organisations face under the current global business climate from a global marketing perspective.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Gain a thorough knowledge and understanding of International Marketing and how it operates within a diverse and constantly changing Global Environment.

LO2: Critically analyse and evaluate the macro and trading environments of organisations operating within the Global Economy using accepted international marketing theory, concepts and models to be able to formulate marketing policy and strategy.

LO3: Demonstrate the use of cognitive skills of critical thinking, apply the skills of effective communication, including the ability to use contemporary digital marketing tools and techniques.

LO4: Apply the skills of effective problem solving and decision making using appropriate analytical concepts, models and frameworks to be able to identify, evaluate and solve international marketing problems within the context of a Global Competitive Environment.
Full Details of Teaching and Assessment
2025/6, Trimester 2, Blended,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Online Guided independent study 164 You are required to read the case studies for the tutorials before the allocated tutorial session. Other independent learning activities involve revision of lecture and tutorial materials, reading core textbooks as well as "paper of the week" (selected academic journal article) or watching the "video of the week" (selected TED talk).
Face To Face Lecture 24 Lectures will provide explanations of relevant theories, and how these theories can be applied in business examples. You are encouraged to participate in classroom discussions using various applicable methods.
Face To Face Tutorial 12 Tutorials will provide you with opportunities to analyse different cases using relevant theories covered in the same week's lecture.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1~2~3~4 Week 7 , WORDS= 2500 words You will be asked to conduct a marketing environmental analysis for a case company's current situation using contemporary marketing digital tools and techniques, and apply international marketing theories and concepts to propose a new market/country to enter. You will be required to critically evaluate the new market/country strategic concerns.This builds onto assessment two foundation where you will be expected to develop a marketing action plan for the company to enter the new market.
Report 50 2~3~4 Week 13 , WORDS= 2500 words You will be required to formulate a company’s implementation plan for entering the new international / global market identified in assessment one (new market analysis) and put this into action using contemporary marketing digital tools and techniques and aligning this to real world global / international market activities.You are required to provide detailed international / global marketing action plan on how your chosen company from assessment one should enter the proposed new international / global market.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
MKT11104 - Global Marketing
 

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