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2021/22 Taught Postgraduate Module Catalogue

LUBS5462M Global Marketing

15 creditsClass Size: 275

Module manager: Vasileios (Bill) Davevetas

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2021/22

This module is not approved as an Elective


This module aims to provide student with the skills and knowledge to assess and integrate the key concepts of international marketing given the increasing globalization that is taking place worldwide.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- the issues and complexities facing business when moving into international markets
- the internationalisation process and how the impacts on selection of market(s) and entry modes
- the importance of understanding different international culture traits, noting the implication for business
- the relevance of key academic literature within international marketing

Skills outcomes
Upon completion of this module students will be able to:
- Work as an effective team player, especially in intercultural settings
- Critically appraise and apply academic theories and present reasoned and logical arguments taking international aspects in mind
- Prepare and deliver a professional presentation to international audiences

Subject specific
- Apply techniques for the analysis of environmental and competitive forces in an international setting


Indicative content
Introduction to international marketing
Internationalisation process
International economic, political and legal environment
International sociocultural environment
International market selection
International product strategy
International pricing strategy
International distribution strategy
International marketing communications
Hot issues in international marketing

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Exam typeExam duration% of formal assessment
Online Time-Limited assessment48 hr 100.00
Total percentage (Assessment Exams)100.00

Students will have to complete an online assessment at the end of the module. This will take place during the examinations period and will be time bound. The assessment will not take 48 hours to complete, but students will have a 48 hour time period in which to complete it. The resit for this module will be 100% by examination

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:03


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