MKT42220 Global Marketing

Academic Year 2023/2024

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.

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Curricular information is subject to change

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 Type Hours
Autonomous Student Learning




Small Group




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Final Individual Reflection Unspecified n/a Graded No


Group Project: Applied Project (Group) Unspecified n/a Graded No


Continuous Assessment: Class Participation Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
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

Lecture Offering 1 Week(s) - 1, 2, 3, 5, 6, 7, 8, 9, 10, 11, 12 Fri 10:30 - 13:20
Lecture Offering 1 Week(s) - 6 Tues 14:00 - 16:50

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