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Programme & Unit Catalogues

MN50525: Global marketing

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 1
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Coursework (CW 30%)
  • Examination (EX 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: While taking this module you must take MN50450
* To provide students with the knowledge and understanding of the marketing issues in the development of global marketing activities and the role of marketing in society as the organization seeks profitable relationships.
* To enable students to confidently analyse relevant challenges and seek viable solutions that will help to solve marketing problems in order to facilitate the achievement of an organization's global marketing objectives.
* To deepen student awareness and understanding of the complexities associated with delivering products and services while developing profitable relationships in the global marketing environment.

Learning Outcomes: At the end of this unit students will be able to:
* Understand the key marketing issues, dilemmas and choices facing corporations involved in global business.
* Understand and demonstrate how the environmental and corporate elements of an organization's culture and experience help shape the marketing decisions facing a global company.
* Be able to critically evaluate and argue the appropriateness of varying global marketing objectives.

Skills: Intellectual
* Ability to engage and demonstrate in critical thinking and evaluation skills (T, F, A)
* Ability to shape, progress and then defend a coherent argument (T, F, A)
* Ability to communicate complex data clearly and precisely (T, F)
* Self-management, time management and team working skills (F)
* Develop the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to present situations (F)
* The facility to communicate and defend ideas (F/A).

Content: The Global Marketing Environment
* Key concepts
* Politics of Globalization/Competitive environment
* Culture
Global Market Development
* Market Research
* Market Entry Methods
Global Marketing Management
* Product decisions
* Global advertising and promotional issues
* Distribution and Pricing issues
* Developing Strategic Objectives.

Programme availability:

MN50525 is Optional on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
  • Programmes and units are subject to change in accordance with normal University procedures.
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