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BUSI3191: Global Marketing

Please ensure you check the module availability box for each module outline, as not all modules will run in each academic year. Each module description relates to the year indicated in the module availability box, and this may change from year to year, due to, for example: changing staff expertise, disciplinary developments, the requirements of external bodies and partners, and student feedback. Current modules are subject to change in light of the ongoing disruption caused by Covid-19.

Type Tied
Level 3
Credits 20
Availability Available in 2024/2025
Module Cap
Location Durham
Department Management and Marketing

Prerequisites

  • None.

Corequisites

  • None.

Excluded Combinations of Modules

  • None.

Aims

  • To provide a decision-oriented framework for the development and implementation of global marketing programmes.
  • To equip students with the skills to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process (1. whether to internationalise;2. deciding which markets to enter; 3. determining how to enter a foreign market; 4. designing the global marketing programme; 5. implementing and organising the global marketing programme).
  • To develop students' skills by linking the teaching to a range of case examples to assist them to link theory with practice.

Content

  • PART 1: THE DECISION TO INTERNATIONALISE: Global marketing in the firm; Initiation of internationalisation; Internationalisation theories; Development of the firm's international competitiveness
  • PART 2: DECIDING WHICH MARKETS TO ENTER: The political and economic environment; The social cultural environment; The international market selection process
  • PART 3: MARKET ENTRY STRATEGIES: Selecting market entry mode; Export, intermediate and hierarchical entry modes; International buyer-seller relationships
  • PART 4: DESIGNING THE GLOBAL MARKETING PROGRAMME: International buyer-seller relationships; Exploring suitable marketing mixes; Seeking marketing effectiveness and resource efficiency (Global approaches)
  • PART 5: IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME: Organisation and control of the global marketing programme.

Learning Outcomes

Subject-specific Knowledge:

  • Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes.
  • Have acquired both knowledge and know-how to develop and implement global marketing plans.

Subject-specific Skills:

  • Be able to design and implement global marketing strategies
  • Be able to characterise and compare management styles in SMEs (small and medium-sized enterprises) and LSEs (large-scale-enterprises).
  • Be able to identify the drivers for global integration and market responsiveness
  • Be able to explain the role of global marketing in the firm from a holistic perspective
  • Be able to examine how firms build their organisational structure internationally and what role headquarters can play
  • Be able to evaluate the functional, geographic, product and matrix organisations as the key international structural alternatives
  • Be able to apply a range of techniques for planning, budgeting and marketing control.

Key Skills:

  • In addition, students will have had the opportunity to further develop the following key skills:
  • Effective written and oral communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Skills in the interpretation of data
  • Computer literacy skills.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Teaching will be via lectures, seminars, and group-work. The lectures will discuss the key concepts of Global Marketing and draw heavily on practical case studies. These ideas will be put into practice through group-work and seminar discussions. Students will be expected to prepare for lectures through identified readings and prepare for seminars through case study preparation and other exercises.
  • Group work will form an integral part of formative assessment - a series of team-based exercises built around the development of an international marketing plan.
  • Summative assessment is by means of one individual essay.

Teaching Methods and Learning Hours

ActivityNumberFrequencyDurationTotalMonitored
Lectures101 per week2 hours20 
Seminars42 hours8Yes
Preparation, group-work, reading172 
Total200 

Summative Assessment

Component: AssignmentComponent Weighting: 100%
ElementLength / DurationElement WeightingResit Opportunity
One individual essay addressing a particular issue in global marketing4000 words100Same

Formative Assessment

A series of team-based exercises built around the development of an international marketing plan. Students are asked to submit a digital poster (other formats, such as a slide-deck are allowed too) as an outcome of the team-based exercises.

More information

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