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

There are no pre-requisites for this module to be added

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:

Upon completion of this module you will be able to

LO1: Gain a thorough 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.

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

Full Details of Teaching and Assessment
2023/4, Trimester 2, Blended,
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: WORLDWIDE
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)
Independent Learning Seminar 4
Independent Learning CLASS TEST 30
Online 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 1~2~3~4~5 1 HOURS= 3
Report 90 1~2~3~4~5 Exam Period , WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
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