Global Marketing

30 credits

This module will complete your knowledge of practical and valuable marketing skills that can be deployed in a globalising world as well as provide you with a thorough understanding of theories, concepts, tool and techniques related to marketing and selling across national boundaries.

The module responds to frequent calls for more UK small and medium sized enterprises (SMEs) to grow via export and global partnerships to improve the UK’s balance of trade in goods. This need has become especially acute for the successful operations in a post-Brexit era. This challenge presents an opportunity for graduate level employment in organisations seeking to capture new foreign markets especially in rapidly developing countries.

You will work independently to research, develop and pitch a customised marketing plan addressed to the CEO of a UK SME of the student’s choice. Marketing in an international context is a highly valued skill and likely to be essential for all types of business careers in a rapidly globalising world. 

This module covers, but is not limited to, the following indicative areas: why global marketing matters to UK businesses, the changing global market place, screening potential markets: BRICS and CIVETS, global vs. local value propositions, culture and the marketing process, market research in developing economies, global marketing options and decisions, managing the global marketing mix, the global value chain, ethical and sustainability issues in global marketing, international trade terms, planning, designing and implementing global marketing projects.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three-hour workshop per week.

Lectures will be developed around the key concepts and frameworks covered under global perspectives in marketing and as mentioned in the indicative course content and will use a range of examples and cases from practice to demonstrate the application of concepts in a global context. 

Workshops will concentrate on the elaboration of specific theoretical approaches with reference to their possible application through the selection of marketing cases which are likely to apply to global marketing in diverse cultural and regional domains. The focus in the workshop will be working on cases and analysis of campaigns to apply the theory from the lectures, with a pedagogy based on case-based learning delivered with a coaching approach to teaching. 

Assessment

This module will be assessed by a group presentation (30%) and an individual pitch (70%).

30 credits

This module encapsulates the global and digital view of consumer behaviour by covering pertinent consumer aspects such as identity, inculturation/enculturation, beliefs and customs, and by contextualising these in a global and digital space.

The impact of digital connectivity on consumer behaviour is thoroughly examined through the perspective of a globally connected market environment.

The hybrid approach to this module equips you with the skills and knowledge to understand, influence and evaluate consumer behaviour in response to marketing efforts at a global stage and in a variety of digital settings such as online and social media. Through a comprehensive theoretical underpinning, you will explore key factors and influences affecting consumer decision-making and behaviours, such as personal and social identity, national cultures, beliefs, customs and traditions, technology adoption influences, and behavioural adaptation to digital innovation.

The module will utilise a theoretical approach coupled with an applied approach by first exploring the general consumer psychology theories that underpin consumption behaviours such as motivation, attitudes, involvement, perception and engagement. Through case studies, specific emphasis will be laid on the socio-cultural context of consumer behaviour in different global markets and in digital environments.

The module will seek to apply these theories to developing cross-channel marketing campaigns that are effective at an international stage and by incorporating theories into campaigns, communication models and marketing initiatives. The module will apply case studies and encourage you to critically evaluate existing campaigns with an aim to improving and enhancing them for global audiences.

Along with gaining theoretical expertise, you will also engage in critical thinking through case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three-hour workshop per week.

Lectures will be developed around the key concepts and frameworks covered under global perspectives of consumer behaviour and as mentioned in the indicative course content and will use a range of examples and cases from practice to demonstrate the application of concepts in a global context. 

Workshops will concentrate on the elaboration of specific theoretical approaches with reference to their possible application through the selection of marketing cases which are likely to apply to consumer behaviour in diverse cultural and social domains. The focus in the workshop will be working on cases and analysis of campaigns to apply the theory from the lectures, with a pedagogy based on case-based learning delivered with a coaching approach to teaching. 

Assessment

This module will be assessed by a digital poster/presentation (30%) and a case study analysis (70%).

30 credits

In today’s globalised and technology-driven society, managing brands that span borders, cultures, and diverse target segments has become a key responsibility for many firms.

This module explores both the theory and practice of global brand management, equipping you with the essential tools needed to create, develop, and successfully manage a global brand.

The module considers the different types of decisions involved in managing global brands and discusses the challenges and opportunities that global brands face in an increasingly competitive and interconnected world.

Drawing on real-world examples, the module incorporates case studies from a variety of industries and countries, providing practical insights into global branding strategies. It will also host guest speakers, with industry leaders sharing valuable perspectives on the complexities and dynamics of global brand management.

You will develop analytical, creative, and teamwork skills through hands-on activities and collaborative projects. The module will enhance your critical thinking by challenging you to evaluate and synthesise information related to global branding. You will also learn to apply theories and models of global brand management to real-world situations, improving your problem-solving abilities. Additionally, the module aligns with CIM professional standards, helping you build expertise that is directly applicable to industry expectations, preparing you for success in global branding and marketing roles.  

Teaching and learning

The teaching delivery on this module consists of one hourly and one two-hour seminar week.

Lectures will introduce and explore key concepts, theories, and frameworks, providing you with a strong theoretical foundation.

Seminars will take a more interactive approach, incorporating discussions, case studies, and practical applications of the concepts covered in lectures. You will engage in critical analysis of real-world branding examples, participate in group activities, and develop problem-solving skills relevant to global brand management.

Seminars will also provide assessment support and dedicated Q&A sessions, helping you consolidate your learning, clarify key topics, and enhance your academic and professional skills.  

Assessment

This module will be assessed by a group poster (30%) and an individual report (70%).

30 credits

This module equips you with the skills and knowledge to harness data for informed marketing decision-making.

You will explore key analytical tools and techniques, including Microsoft Excel and Google Analytics 4 (GA4), to identify patterns, trends, and seasonality in marketing data. You will explore essential consumer metrics such as Customer Lifetime Value (CLV) and Net Promoter Score (NPS), analyse campaign performance using advanced Excel functions, and develop predictive models through linear regression.

You will be introdcued to web analytics, social listening, sentiment analysis, and big data concepts, enabling you to evaluate consumer behaviour and design data-driven marketing strategies.

Along with gaining analytical expertise, you will also engage in case study analysis, group discussions and PowerPoint presentations to gain comprehensive problem-solving skills, teamwork experience, and the ability to effectively communicate insights to diverse audiences.

Teaching and learning

The teaching delivery on this module consists of one hourly and one three hour workshop per week.

Lectures will cover all the key concepts and theories around data-driven marketing strategies, marketing analytics tools, big data, actionable insights advanced Microsoft Excel and GA4. 

Seminars will be computer lab-based, providing you with hands-on experience in using analytical tools and applying your learning to real-world datasets The module focuses on generating actionable insights by translating complex consumer data into effective marketing strategies and campaigns.

Assessment

This module will be assessed by an individual report (70%) and a group presentation (30%).

60 credits

You will apply your knowledge to a real-world business setting.

You will choose from three career pathways:

1. Consultancy challenge – collaborating with international businesses, NGOs, and community organisations, through a structured consultancy challenge, you will work in teams to tackle real-world business problems. This hands-on experience not only strengthens your professional skill set but also enhances your professional and social capital and competitiveness in the global marketplace.
   
   
2. Research internship - as a research intern, you will undertake a small research project under the supervision of experienced researchers from our Centre for Sustainability and Responsible Management. You will experience projects that are beneficial for a wide range of stakeholders, including local and central governments, businesses and charitable organisations.
   
   
3. Start-up pathway - if you're interested in becoming a entrepreneur, this pathway is specifically designed to support you with developing of a new venture idea.