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
2022/3, 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:

Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, as well as core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process. The online materials require you to reflect and share your work experiences, and reflect upon these as much
as possible within the learning materials and throughout assessments. You will be encouraged to form your own independent group and to interact via the VLE through discussion forums.
To support your learning, you will have access to:
• A ‘virtual office hour’ with the module leader or module tutor
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes,
and summary of key learning points.
o Eleven units of learning - an introductory unit, followed by ten
subject specific units.
o PPTs covering key learning points for each unit.
o Recorded keynote lectures/guest speakers (as appropriate).
o Case Studies – and solutions provided (formative feedback)
o Two online discussions instigated and moderated by the module
o Self-Assessment Questions (formative feedback).
o Reflective Exercises.
o End of Unit Progress tests (summative assessment, but also
provides formative feedback).
o Links to core module academic materials; book chapters /
journal articles / case materials etc.
o Additional readings – electronic links to journal articles, chapters
o Examples of assessments - & outline solutions.

Formative Assessment:
Self-Assessment Questions with formative feedback. Case studies solutions are also provided to further develop your understanding of the units.

Summative Assessment:
End of Unit Progress tests with feedback and end of trimester report based on a case study.

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