Global Marketing Management (955N1)

15 credits, Level 7 (Masters)

Autumn teaching

Gone are the stable markets of yesteryear and few companies these days could claim to be purely domestic. Today's global markets are characterised by rapidly changing customers' wants, accelerating pace of technological advances, and intensifying competition, presenting major challenges. The impact of marketing and the contribution of marketing to organisational performance in the dynamic, globally competitive markets of today will be addressed.

The course focuses on what being market oriented really means in practice. It aims to develop knowledge of the theories, concepts, models, techniques and current best practice for developing and implementing marketing in a globalized environment.

Marketing decision-making should not take place in a vacuum. Emphasis is placed on differences, opportunities and threats emerging from diverse demographic, competitive and cultural environments and on the implementation of marketing decision-making tasks at three levels; the macro level at which country selection decisions are made; national level at which market entry decisions are made; and market level where marketing mix (the product/service offering, customer service, branding and communications, pricing and channels) decisions are made.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2021/22. We also plan to offer it in future academic years. However, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: