Core Module Information
Module title: Global Economic Environment and Marketing

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

Module code: SOE11929
Module leader: Kenny Crossan
School The Business School
Subject area group: Management

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

Description of module content:

The global economy, the concepts of markets and their structures; government policies and their impact on businesses; cross country cultural differences their impact on global business decision making; the global marketing concept and strategy planning; the marketing environments and consumer & organisational buyer behaviour; ethics and responsible marketing; marketing research and international market segmentation; managing the international marketing mix & brand development

Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Analyse changes occurring within the global economy and critically discuss their impact upon business organisations.

LO2: Assess the effects that governments’ policies have on markets and business performance.

LO3: Critically evaluate the impact of cross-country cultural differences on the decision making process within transnational corporations.

LO4: Evaluate the key sources of business risk within international marketing environments.

LO5: Critically assess the impact of evolving international trading conditions upon marketing activities.

LO6: Evaluate the ways in which changes within the global economy might impact upon marketing strategies.

Full Details of Teaching and Assessment
2023/4, Trimester 1, In Person,
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Member of staff responsible for delivering module: Kenny Crossan
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Online Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Project - Written 50 1~2~3 Week 7 , WORDS= 0.1
Report 50 4~5~6 Week 13 , WORDS= 2000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

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