MK9413 - Global Marketing and Communications

What will I learn on this module?

This module will examine a range of contemporary global marketing communication concepts within the current vibrant world trading environment. Within this module you will analyse the differences within aspects of local and international marketing planning. It will provide you with an understanding of key academic debates and marketing tools and will enable you to appreciate the multifaceted structure of global marketing and communications decisions.

This module will address a range of global marketing areas, more specifically will explore the following themes:

• Introduction to International Macro Environment
• Global trading environment: globalisation, localisation, glocalisation
• International marketing research
• Cross cultural issues
• Adaptation of marketing mix in the global context
• International marketing communication strategies
• International advertising and communication messages
• Traditional and digital media in global environment
• Ethical considerations in global marketing
• Global electronic marketing tools and strategies

How will I learn on this module?

You will learn through a range of lectures, seminars, webinars, independent learning and work-based learning. Two-hour weekly lectures will be used as the starting point for providing you with a foundation for further directed study and independent learning. Lectures will cover main content of the topics, use case studies and current examples, and discuss theoretical concepts and contemporary research within global marketing.

One weekly seminar will be give you an opportunity to apply global marketing principles to a variety of global companies and environments. Seminars will help to assess your participation, understanding, and presentation of case study analysis. This will offer formative feedback and provide part of the final summative assessment.

You will be able to follow up on these lectures and seminars through a one-hour weekly webinar with the members of the teaching team and fellow students to reinforce both the practical and theoretical learning of the module.

The module is supported by a Teaching and Learning Plan which outlines the structure of the sessions. The module’s e-learning portal will provide you with the main module material, which consists of lecture and seminar material, Teaching and Learning Plan, assessment strategy and information on further reading. There will be links to useful websites which discuss current issues within global marketing around the world. It will be updated with topical news items by both teaching team and students. There will be opportunity for students to use communication tools on e-learning portal and other online platforms (e.g. Padlet) to offer feedback and discussion on the assessment and seminar work.

There will be several additional exercises located on the module's e-learning portal that will permit you to undertake further practice
Your directed study will support the work you have undertaken in the contact sessions. Directed learning will include a range of activities including pre-reading, preparation for seminar activity, preparing for presentations and so on.

Independent learning time is set aside for learning activities, self-identified by you, to gain a deeper and broader knowledge of the subject. You may search for current news within marketing around the globe, research current academic publications within global marketing, look for the information on specific global brands by searching and analysing their company reports.

How will I be supported academically on this module?

Support will be provided to you by a Module Tutor and teaching team. A team of academic staff are allocated seminar groups of about 20 students, which provides closer, more personal academic support. These seminar groups are typically based on study programme cohorts, so you will be taught here alongside fellow members from your specific programme. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Your module is supported by an e-learning portal, which houses lecture materials, seminar tasks, links to current news within the subject, alongside assessment details and various support facilities such as recordings of certain lectures and details on the module reading list.

You will have a wide-ranging electronic reading list that comprises of various textbooks whose contexts will reinforce the lecture and seminar inputs. The list will include top academic journals within the subject of global marketing, specific academic journal article, relevant textbooks and other publications which will help to enhance the module content.

The module assessment consists of several components which will be communicated at the beginning of the semester and an element of it is to be presented throughout the semester. This will encourage your active participation in the learning process throughout the semester.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
* Demonstrate understanding and application of the role of global marketing in the global business context. [MLO1]

* Identify and apply marketing theories and concepts within the context of global environment, thereby evaluating key issues when making international marketing decisions. [MLO2]

Intellectual / Professional skills & abilities:
* Develop team working skills in analysing different theoretical frameworks within global marketing and presenting the findings of this analysis. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
* Develop an awareness of the cultural and ethical contexts relating to Global Marketing. [MLO4]

How will I be assessed?

Formative Assessment:
The seminars will be used to apply international marketing and communications principles to a variety of international companies and scenarios; to assess students' participation, understanding, and presentation of case study analysis. This will offer instant feedback and provide part of the final summative assessment.
Summative Assessment:

Assessment will consist of two stages. First stage includes group presentations (30%) and will be assessed during the seminar sessions. We will give feedback on presentations that you make at seminars.

This component will address MLO1 and MLO3.

The second part consists of an individual report (1500 words) submitted during the assessment period.
This component will address MLO2 and MLO4.





Module abstract

No matter where you live, you’ll be familiar with global brands. The growth of global marketplaces (in part owing to the huge increase in digital channels) presents marketers with many opportunities to do business transnationally. On this module, you’ll be introduced to a range of global marketing topics and key elements of international marketing theory, which are accompanied by practical cases across different cultural backgrounds. This will include how an organisation might adapt its product offering and marketing campaigns to different regions or opt for a standardised global offering. You’ll develop your ability to identify and analyse global marketing opportunities and challenges.

Course info

UCAS Code N180

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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