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.

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2021/22. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.