Course Information Undergraduate prospectus

Global Marketing Management

Course summary

Course code: MARK1195
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Sandy De Mel



Global Marketing Management is a wide-ranging course which will enable students to apply their knowledge of marketing to the evolving and rapidly changing global arena. Students are encouraged to draw on their first-year courses as well as on your outside activities. For example, think of themselves as “global” customers and of how the theory and practice of global marketing apply to them as a consumer. Student will also come to appreciate that the concepts and theories of international marketing can also be increasingly applied in domestic markets, as countries become more multicultural in character.

Learning outcomes

On successful completion of this course a student will be able to:

Learning Outcome
1 Provide students with an understanding of marketing in a global context
2 Develop a critical understanding of the theories, models and concepts relating to international marketing
3 Enable students to understand the complexity of operating successfully in globalised markets
4 Understand broader ethical, environmental and strategic issues in the context of global markets
5 Recognise the importance of teamwork along with the development of the necessary skills to work well as part of a team, including planning and strategy
6 Develop the confidence and skills in order to present ideas in oral and written form

Indicative content

Global marketing in the firm
Initiation of internationalization
Internationalization theories
Development of the firm’s international competitiveness
Global marketing research
The international market selection process
Approaches to the choice of entry mode
Export modes
Designing the global marketing programme
Ethical & Social Responsibility considerations

Teaching and learning activity

The course comprises of lectures, seminars and tutorials. The lectures are interactive and students are encouraged to voice their opinions. The presentations are useful vehicles not only for the development of academic skills, but for useful transferable skills and this exercise also allows groups to bond and form useful support networks. The course VLE pages cover all aspects of the course.


Methods of SUMMATIVE Assessment: Presentation
Outcome(s) assessed by summative assessment (Please use the numbers above to refer to these): 5,6
Grading Mode Numeric
Weighting % 30
Pass Mark 40
Word Length 1000
Outline Details: Group presentations given by students to ensure learning outcome 5 and 6 are met.

Methods of SUMMATIVE Assessment: Portfolio
Outcome(s) assessed by summative assessment (Please use the numbers above to refer to these): 1,2,3,4
Grading Mode Numeric
Weighting % 70
Pass Mark 40
Word Length 2000
Outline Details: Portfolio with varying assessment to ensure learning outcomes 1-4 are met.