Global Marketing Strategies

Module code: MARK 3012

Module description

This module builds on the International Marketing Module, so it is assumed that the student has at least a basic understanding of the subject. The module provides a more focussed look at the incentives and drives for firms to operate globally, as well as reviewing global marketing strategies of firms.

The coursework elements allow for the formative development of the students' thinking, reasoning and analytical skills, through various tutorial activities. These skills will feed into the summative elements of the module's assessment programme. The group presentations allow the students, among other things, to demonstrate their abilities to investigate a situation and to offer solutions, based on analysis of relevant data and application of theory.

Students are performing as global marketing executives in determining, producing and defending the development of a global strategy. Skills of analysis, problem solving and decision making are emphasised throughout the module.

Ongoing feedback is given at each stage of the process and thus skills are both practiced and improved through the module. This assessment format allows the students to demonstrate their abilities to investigate a situation and to offer solutions to real global marketing issues.

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 8 hours

Assessment components

  • Coursework - County Analysis (1000 words): 40%
  • Individual report (1500 words): 60%

Additional costs: No extra costs other than purchase of books