Programme/Approved Electives for 2023/24
Available as a Free Standing Elective
Given the rapid globalisation of business activities, an understanding of the issues affecting marketing decisions at a global level is a key requirement for a marketing or management career. This module aims to facilitate such development through engaging students with the theory, nature and practice of decisions faced in the global business arena. The objective is for students to gain an understanding of the factors that are shaping marketing activities on a global scale. This is achieved by encouraging students to ask searching questions about the power of multinational companies, the relationship between global production and consumption and local cultures, the impact of political and ideological change on consumption patterns, consumer resistance to Western brands, the anti-globalisation movement and the possibilities of fair trade.
The overall aim of this module is to enhance students┐ skills and knowledge within the Marketing discipline. The module aims to provide students with opportunities to understand with how theory works in practice, through application of theory to a range of global organisational contexts. The module will also encourage students to reflect critically on these issues and on Marketing in general.
Intended Learning Outcomes
Evaluate the impact of global marketing activities on a broad range of stakeholders: 1,2Analyse the global marketplace in order to inform the development of marketing strategies and programmes: 1,2Critically evaluate marketing concepts and issues within the context of the global marketplace: 1,2
Interactive lectures (12) hoursSeminars/group work (12) hoursLecture reading in advance (30) hoursSeminar/group work preparation (30) hoursAssignment preparation (30) hoursIndependent learning (36) hours
1: Essay weighted 50%
Description of Module Assessment
Individual essay2,000 word critical essay discussing contemporary global issues and evaluating their impact on marketing and consumption activities.2: Open Book Examination weighted 50%
Open-Book Assessment with a 28-hour windowOpen-Book assessment which will be available on the KLE for a 28-hour assessment window. Students should answer 2 of 5 questions and submit their answers via Turnitin. Although students have been given significant time to complete this assessment, we expect an active working time of no more than 2-3 hours. Answers should be as accurate and concise as possible. The paper has a 1,000-word limit. Any aspect of module content may be covered.