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MKT42220

Academic Year 2025/2026

Global Marketing (MKT42220)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Dr Penelope Muzanenhamo
Trimester:
Autumn
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

The course introduces participants to the various aspects of global marketing. The module’s overarching objective is to develop participants’ skills in the identification, analysis and solving of problems encountered in international marketing operations. Increasingly, international markets are becoming both homogenous (thanks to technology) and heterogeneous due to multifaceted environmental and socio-economic factors across the globe. International marketers are therefore faced with complex marketing challenges and opportunities. These issues demand a deeper and broader understanding of the environmental, competition- and company-specific dimensions, in order to promote the creation of value for various stakeholders and communities by companies.

About this Module

Learning Outcomes:

At the end of this module, course participants will be: I) Capable of analysing case studies applying theoretical concepts learnt in the module; 2) Able to identify and explain global marketing trends and the strategies adopted by global companies to address the trends; 3) Capable of working in small multicultural teams, and developing global marketing strategies for specific organisations and brands; 4) Knowledgeable about the various roles performed by a global marketing manager as demonstrated by an ability to explain and conduct international market analysis, selection, segmentation and positioning, and evaluate and select market entry strategies, as well as develop a marketing mix for a specific brand or organisation.

Student Effort Hours:
Student Effort Type Hours
Lectures

36
Small Group

42
Autonomous Student Learning

122
Total

200

Approaches to Teaching and Learning:
This module will be delivered through lectures, in-class activities and group assignments.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Exam (In-person): Final Written Exam End of trimester
Duration:
2 hr(s)
 Standard conversion grade scale 40% No
60
 Yes
Group Work Assignment: Applied Group Project Week 10 Standard conversion grade scale 40% No
30
 Yes
Individual Project: Contribution to Collective Learning/In Class Company CEO Role Week 11 Standard conversion grade scale 40% No
10
 Yes

Carry forward of passed components
Yes
 

Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment
• Peer review activities
• Self-assessment activities

How will my Feedback be Delivered?

Feedback will be provided post-assessment

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