Core Module Information
Module title: Global Marketing

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

Module code: MKT11404
Module leader: Collins Osei
School The Business School
Subject area group: Marketing


Description of module content:

* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment

Learning Outcomes for module:

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, 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
international marketing problems within the context of a global competitive environment.
LO5: Present a formal written report consisting of elements of an international marketing plan set against the context of an up-to-date international case study with scope for
critical thinking, evaluation and development.

Full Details of Teaching and Assessment
2023/4, Trimester 2, ONLINE,
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: WORLDWIDE
Member of staff responsible for delivering module: Collins Osei
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Seminar 4
Online CL_TST 30
Independent Learning Guided independent study 166
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Class Test 10 ALL 1 HOURS= 03.00, WORDS= 0
Report 90 ALL 14/15 HOURS= 0, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader