Core Module Information
Module title: Global Marketing

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11404
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 using a number of theories, models, and frameworks to assess, develop and implement a competitive global marketing process and program. The focus of the module is on how companies can successfully internationalise their firms in global and international markets using theories. Understanding the global/international macro environment and its implications on marketing strategies will be examined, with a focus on the socio-cultural environment, market entry strategies, the marketing mix, and managing authentic brands. It will assist in making strategic decisions in global markets, and sustaining marketing strategies and other emerging macro environmental issues.

Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Demonstrate knowledge and understanding of global 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 global marketing theory, concepts and models to be able to formulate marketing policy and strategy.

LO3: Demonstrate the use of cognitive skills of critical thinking, analysis and synthesis with respect to international marketing concepts and practice.

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 global marketing problems within the context of a global competitive environment.

Full Details of Teaching and Assessment
2024/5, Trimester 2, Blended,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: ONLINE
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 188 Guided independent study is aimed to give you flexibility to take control of your learning journey and assessing your learning progress
Independent Learning Seminar 12 Practical classes and workshops are delivered weekly in the form of 'Live Academic Sessions (LAS)' where you interact with other students.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 90 1~2~3~4 Week 13 , WORDS= 4000 A formal report critically evaluating global marketing strategies of an organisation to find out whether it has any plans to enter any new markets using relevant theoretical concepts and models within an organisation context
Class Test 10 1~2~3~4 Week 13 HOURS= 10x quizzes At the end of each unit is an 'End of Unit Test' in the form of quizzes which you are expected to attempt to test your knowledge and understanding of the module. The quizzes are made up of 10 questions each time.
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Global Marketing