Global Marketing

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Courses / Modules / ARTD6304 Global Marketing

When you'll study it: Semester 2
CATS points: 15
ECTS points: 7.5
Level: Level 7
Module lead: Aqeel Ahmed
Academic year: 2025-26

Module overview

The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation.. The module situates the concepts and terminology of global marketing in a range of different contexts. i.e., advertising, communication, cyber marketing, public relations and product/services design. Course participants will have the opportunity to engage in theoretical debates on the global marketing environment and application of a global marketing strategy. Course participants will research the global macro and micro environment and engage with issues pertaining to the needs and importance of localisation and adaptation of design, brand and product/services portfolio.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

a range of marketing theories applied to the global marketing context;
systematic insight about global marketing environment and global marketing strategy.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

articulate complex ideas at an advanced level in written format;
research and apply academic theories, models and frameworks that relate to the global marketing environment and strategy.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

analyse theoretical perspectives about the issues relating to standardization, adaptation, localisation and internationalization in the context of global marketing.
demonstrate a depth of critical and analytical thinking;

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Formal in class lectures • Student-led presentations and discussion. • Seminars • Tutorials Learning activities include: • Peer-group learning • In this module learning and teaching activities focus on helping you to explore and analyse your ideas and work. Feedback on your progress and development will be given through seminars and tutorials.

��TV time
Type	Hours
Teaching	24
Independent ��TV	126
Total study time	150

Resources & Reading list

Journal Articles

Journal of International Marketing. Journal of International Marketing.

International Journal of Research in Marketing. International Journal of Research in Marketing.

Journal of Global Marketing. Journal of Global Marketing.

Textbooks

Pelsmacker, P, Geuens,M. Bergh, J. (2010). Marketing Communication. Harlow: Prentice Hall.

Kapferer, J.N. (2010). The New Strategic Brand Management. London: Kogan Page.

Hollenson, S. (2017). Global Marketing. London: Pearson.

Porter, M.E. (1985). Competitive Advantage. New York: Free Press.

Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. England: Financial Times/Prentice Hall.

Keegan, W & Green, M. (2017). Global Marketing. New Jersey: Pearson.

Ulrich et al. (2008). Product Design and Development. Singapore: McGraw-Hill.

Melewar, T.C. (2008). Facet of Corporate Identity Communication and Reputation. London: Routledge.

Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer. London: Kogan Page.

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing: An Introduction. New Jersey: Pearson Prentice Hall.

Wheeler, A. (2012). Designing Brand Identity: An essential guide for the whole brand team. New Jersey: John Wiley & Sons.

Kotler, P., Armstrong, G., (2016). Principles of Marketing. New Jersey: Pearson Prentice Hall.

Deresky, H. (2014). International Management: Managing across borders and cultures. London: Prentice Hall.

Kotabe, M & Helson,K. (2016). Global Marketing Management. Hoboken: John Wiley & Sons.

Elliott, R. and Percy, L. (2007). Strategic Brand Management. New York: Oxford University Press.

Lee, K. (2012). Global Marketing Management. Oxford: Oxford University Press.

Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective. Harlow: FT Prentice Hall.

Percy & Elliott. (2009). Strategic Advertising Management. New York: Oxford University Press.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Quizzes

Assessment Type: Formative
Feedback:
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Individual report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual report	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Individual report	100%

Repeat Information

Repeat type: Internal & External

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