Global Marketing
Module Code: MKT724 (77287)
Course/s: MSc Marketing
Departments of Management, Leadership and Marketing
Notice
Please be aware the information provided within the module handbook is subject to change.
Table of Contents
Welcome
1. Module Overview and Communication
2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module
3. Aim and Learning Outcomes
4. Assessment and Feedback 9
5. Learning Resources 15
6. Organisation and Management 18
7. Student Voice and Support Services 26
This module introduces students to exporting and broader forms of global business. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international business environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.Guest speakers will contribute their insights and lectures will be supplemented by class activities and case studies.
1. Module Overview and Communication
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Module Details |
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Module Title |
Global Marketing |
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Module Code |
MKT724 |
Module Level |
7 |
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Credit points |
20 |
Module Status |
Core |
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Semester |
2 |
Location |
Birmingham/London |
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Delivery Mode |
Face-to-face |
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Contact Details and Communication Methods |
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General Information, Queries and Consultations |
If you require advice on any aspect of the module, please read the guidance provided here, in the Module Handbook. For General Queries, please utilise the class Discussion Board. For Specific Queries, please contact Dr Imani Kyaruzi if you have questions relating to the module or wish to schedule an appointment. |
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Module Announcements |
Key announcements will be presented during tutor-led activities. Out of class communication including notifications, reminders, etc will be distributed via the Blackboard Announcement tool. You will receive a duplication of the announcement direct to your student email inbox. It is essential that you check your emails regularly. It also advisable that you download the ‘Blackboard’ App as an alternative to access these announcements, notifications, and reminders as well as content. |
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2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module
Sustainable Development Goals (SDGs)
The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.
The following SDGs are relevant in the context of this module:
Graduate Attributes (GAs)
Ulster University’s Graduate Attributes are a high-level set of competencies, developing universal understandings, skills, qualities, and values.
As a result of engaging with this module you will have opportunities to develop and practise the following selected attributes:
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Thriving Individual |
D |
A |
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Engaged Learner |
D |
A |
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Enhancing Potential Confidence and Resilience Well-being Growth Mindset |
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Subject Specialist Creative Problem Solver Researcher Critical Thinker |
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Collaborative Professional |
D |
A |
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Active Citizen |
D |
A |
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Responsible Team Player Effective Communicator Enterprising Innovator Digital Fluent Professional |
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Citizen with Integrity Inclusive Citizen Sustainable Citizen Future Thinker |
KEY:
D = Developed
A = Assessed
3. Aim and Learning Outcomes
Module Rationale
This module examines exporting and broader forms of global business. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the international business environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.
Overall Aims of the Module
- To enable students to gain an appreciation of pertinent issues which affect marketing decisions in an international context.
- To examine the rationale for corporate involvement in overseas markets and for government policy support for the development of international trade.
- To explore the key elements of the international marketing environment and to examine how these environmental issues impact on the organization’s export marketing activities and global competitiveness.
- To explore the alternative international market entry modes and the key marketing decision areas.
Learning Outcomes
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What you should be able to do by the end of this module? |
Successful participants will be able to:
1) Evaluate marketing management concepts within the global business environment
2) Critically research and evaluate specialist topics within the global marketing environment
3) Demonstrate high levels of personal effectiveness, critical self-awareness and self-management of multiple project topics within a global marketing setting
4) Effectively communicate information, arguments, and results in a variety of of forms and deploy new techniques within the marketing discipline
4. Assessment and Feedback
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What you need to do to demonstrate achievement of learning? |
Summary Assessment Information
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This module will be assessed via two items of assessment |
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Type |
Assessment method and submission date: |
Percentage (%) and word count equivalent |
Feedback due date |
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Coursework 1 |
Individual report, due on 14th November 2025 at 12:00 noon |
50% (2000 words) |
30th Nov |
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Coursework 2 |
Individual essay, due 12th January 2026 at 12:00 noon |
50% (2000 words) |
2nd Feb 2026 |
Assessment Guidance
1) Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.
5) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We encourage you to make good use of all the support services offered by your Faculty Subject Librarian, further details are in the Learning Support Services Section.
6) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.
7) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.
8) We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.
9) Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.
10) Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found on your Course Support Area in Blackboard.
Coursework 1: International Market Entry Report
This is an individual report (2000 words) where you will act as a consultant, and conduct background research into a potential international market for a fictional food company ‘Nature’s Snacks’. The company is from Northern Ireland. It is a family business and small in size (less than 50 employees) and produces a range of healthy, plant-based snack products (containing dried fruit, nuts, chocolate).Its competitive positioning is based on the natural ingredients of the product which are locally sourced where possible, and the production process (i.e. ingredients are roasted rather than fried).It currently sells its products through independent stores and the major supermarkets in Northern Ireland, the Republic of Ireland and across the UK.It has a small number of sales to markets in Europe.The company has asked you to investigate a potential market entry to the USA.Using a range of market reports as the basis for your research, you will be required to write up a 2000 word report.The report must contain the following details:
- An analysis of competitors in the USA market
- Proposed STP approach (segmentation, targeting, positioning)
- Details on any changes to product/packaging that will be needed
- Pricing strategy
- Marketing communications activities
- A recommended entry mode choice (based on an evaluation of some viable options).
- A final set of specific recommendations for the market entry (based on the research that you have conducted).
In addressing the above areas, reference should be made as appropriate to country level macro factors, such as relevant regulations/legislation, economic conditions and culture.
The report must be presented in a professional manner, including a contents page, introduction, using consistent font style and line spacing.
Assignment Submission Details:
Completed assignments must be submitted in Word format via the Turnitin Dropbox in your
Blackboard Course Area by the specified date and time outlined in the Key Assessment Information
Table above.
This date/time is final, and a late submission will be penalised by the deduction of marks unless there are clear extenuating circumstances that have been approved in advance of the deadline by the Course Director though an EC1 form.
All submitted assignments should have the file name:
i) “SurnameFirstNameBNumber”
i) e.g. BrownJohnB00001234_AssignmentOne.
Coursework 1 – FEEDBACK
Written feedback on the assessment will be provided via Blackboard by 9th July
Coursework 1 – ASSESSMENT RUBRIC/MARKING PROFORMA
Coursework 2: Essay on the Barriers to SME Internationalisation
An individual essay (2000 words) on the barriers to SME (Small-Medium Sized Enterprise) internationalisation, with conclusions on how the key barriers may be overcome. For this essay you will be required to conduct a critical review of the academic literature, using journal articles as the main source of material. The essay should be clearly structured with a contents page, introduction, main body of the essay, and conclusions.Headings should be used in the main body of the essay.The headings used should be based on your research and the themes/areas that you have identified from your review of the literature.Recent academic sources (up to 2024/2025) should be included where possible, alongside older sources.
Assignment Submission Details:
Completed assignments must be submitted in Word format via the Turnitin Dropbox in your
Blackboard Course Area by the specified date and time outlined in the Key Assessment Information
Table above.
This date/time is final, and a late submission will be penalised by the deduction of marks unless there are clear extenuating circumstances that have been approved in advance of the deadline by the Course Director though an EC1 form.
All submitted assignments should have the file name:
ii) “SurnameFirstNameBNumber”
ii) e.g. BrownJohnB00001234_AssignmentTwo.
Coursework 2 – FEEDBACK
Written feedback on the assessment will be provided via Blackboard by 15th September
Coursework 2 – ASSESSMENT RUBRIC/MARKING PROFORMA
5. Learning Resources
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A list of current learning resources specifically chosen to build your knowledge and understanding for this module |
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Reading List Also available online via Key Links: https://ulster.keylinks.org/#/ |
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Books/Journal Article/Publications Required Reading (Must read) |
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Hollensen, S. (2020) Global Marketing (8th Ed), Prentice-Hall. |
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Books/Journal Article/Publications Recommended Reading (Should read/Could read) |
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Albaum, G. and Duerr, E. (2016) International Marketing and Export Management (8th Ed), Harlow, Pearson Education. Bradley, F. (2005) International Marketing Strategy (5th Ed), Harlow, Pearson Education. Cateora, P.R., Money, B., Gilly, M. and Graham, J.L. (2024) International Marketing (19th Ed), Boston, McGraw-Hill. Cavusgil, T., Knight, G, and Riesenberger, J. (2024) International Business (6th Ed), London, Pearson Education. Doole, I., Lowe, R. and Kenyon, A. (2022) International Marketing Strategy (9th Ed), Andover, Cengage Learning. Ghauri, P.N. and Cateora, P. (2022) International Marketing (5th Ed), Boston, McGraw-Hill. Green M. and Keegan W. (2020) Global Marketing (10th Ed), Harlow, Pearson Education. (These texts all make reference to other books, journal articles and further reading on specific topic areas). |
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Useful Journals |
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European Journal of Marketing International Marketing Review International Business Review Journal of International Business Studies Journal of International Marketing Journal of World Business Harvard Business Review International Small Business Journal (Key readings are accessible on-line through the Library’s electronic databases, e.g. ABI Inform) |
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Useful Library Databases and Websites |
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Library Databases: Statista Mintel ABI Inform Emerald Passport Websites: https://www.nibusinessinfo.co.uk Good source of information on exporting. |
Library’s Support Services
In collaboration with teaching staff, your Subject Librarian will be delivering timetabled workshops to ensure you are able to make the best use of the Library’s services and information resources in successfully completing your coursework. Furthermore, if you need specific help with an assignment or dissertation then you can make an appointment to meet with your Subject Librarian by email, phone or through using the appointments schedule.
Online support is also available by accessing the Library’s Faculty Guides as these provide help in developing your information and research skills by identifying the best learning resources available, forming effective literature searches, offering academic writing support and adopting the best referencing techniques.
Blackboard Learning Support
If you require help or support with any of the digital learning tools utilised within your module, please view Ulster’s Blackboard Student Support area. The Blackboard Helpdesk can be contacted via
6. Organisation and Management
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Types of learning activities that will make up your weekly timetable |
Global Marketing is a 20-credit point module, this requires approximately 200 hours of your commitment, distributed through the following learning and teaching activities over the 15-week semester. For a description of the nature of the learning activities please refer to your course handbook.
Summary of Learning Activities
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Learning Activities: Week 1-12 |
Indicative Weekly Hours |
Total Hours (200 hours) |
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Lecture and Class Activities |
2 hours |
24 |
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Seminar or Seminar Activities |
1 hour |
12 |
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Other, Directed Learning Activities |
3 hours |
36 |
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Independent Study: Week 1-15 |
Indicative Guide |
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Assigned Reading and Note-taking |
3 hours |
45 |
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Assessment Activities and Seminar Preparation |
5.5 hours |
83 |
The teaching and learning plan provides a more detailed overview of content.
For the day, time and room number view your Timetable via PUBLISH.
Teaching and Learning Plan
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The teaching plan/order of topics is subject to change. The list below provides an outline summary of activities and further information is available on BBL. Students will be expected to engage in all prescribed activities that contribute towards final assessment. Block Delivery |
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BlockDay/ L&T Methods/ Topic Title |
Curriculum Content/Topic Title |
Independent Study, includes: Required Reading, Tutorial Preparation, and/or Assessment Preparation |
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Block 1 Delivery: Session I Module Overview
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Module Overview Introductions and expectations of the module Overview of Module Handbook and the subject Overview of the Blackboard Area |
Hollensen, Chp. 1
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Block 1 Delivery: Session II Why Firms Enter (and Exit) International Markets
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Learning Objectives:
Content: Why Firms Enter (and Exit) International Markets Overview of globalisation Globalisation drivers and barriers Company reasons for internationalisation Barriers to internationalisation and company exit from international markets Theories of internationalisation |
Hollensen, Chps. 1-3.
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Block 1 Delivery: Session III
The Global Environment (Part 1) – Political/Economic Factors
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Learning Objectives:
Content: Political/Economic Factors The role of Government and other support agencies Legislative/political factors Trade barriers and trade agreements Economic factors – key economic indicators |
Hollensen, Chp. 6
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Block Day/ L&T Methods/ Topic Title |
Curriculum Content/Topic Title |
Independent Study, includes: Required Reading, Tutorial Preparation, and/or Assessment Preparation |
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Block 2 Delivery: Session I Guest Talk on Managing Economic Risk in International Markets |
Guest speaker from Bank of Ireland and questions and answers session |
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Block 2 Delivery: Session II The Global Environment (Part 2) – Culture |
Learning Objectives:
Content: Culture What is culture? Culture and identity Elements of culture Cultural similarities and differences across global regions
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Hollensen, Chp. 7
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Block 2 Delivery: Session III Culture Case Study |
Case study on Eurodisney (Cateora et al., page CS2-2) |
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Block 2 Delivery: Session IV
International Market Selection
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Learning Objectives:
Content: International Market Research How international marketers research, assess and select potential markets/countries using secondary and primary data The role of STP in the formulation of the global marketing strategy |
Hollensen, Chp. 5 Green and Keegan, Chp. 7
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Block 2 Delivery: Session V Activity on International Market Research |
Class activity on international market research – Identifying and using key market data resources |
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Block Day/ L&T Methods/ Topic Title |
Curriculum Content/Topic Title |
Independent Study, includes: Required Reading, Tutorial Preparation, and/or Assessment Preparation |
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Block 3 Delivery: Session I Market Entry Modes |
Learning Objectives:
Content: Market Entry Modes Alternative international market entry modes Advantages and limitations of various entry modes Factors affecting entry mode choice Knowledge exchange, trust and partner relations |
Hollensen, Chps. 9-12.
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Block 3 Delivery: Session II Market Entry Mode Case Studies |
Activity 1: Case Study on Lego (Cavusgil et al., p.458) Activity 2: Case Study on Ikea in China (Doole et al., p.256) |
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Block 3 Delivery: Session III Global Marketing Decisions
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Learning Objectives:
Content: Global Marketing Decisions Standardisation/modification decisions Product/services aspects (product features, packaging/labelling, branding, services characteristics) Pricing strategies and factors impacting on pricing Channel decisions Marketing communications choices |
Hollensen, Chp. 14-17.
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Block 3 Delivery: Session IV Global Marketing Case Study |
Case study on Abercrombie and Fitch (Ghauri and Cateora, p. 465-468) |
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Block 4 Delivery: Session I: Guest Talk on Export Support Services |
Guest speaker from Invest NI/NI Chamber of Commerce and questions and answers session |
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Block 4 Delivery: Session II Recap of module |
Discuss the key issues/themes covered in the module |
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Session III: Assessment Workshop |
Support session on coursework
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