Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap
Tied to N1K017


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective. The module will place emphasis on extant theory, ensuring that students have an awareness of key concepts and principles that can be applied to contemporary situations.


  • The Importance of Global Marketing.
  • The International Environment - 1.
  • The International Environment - 2.
  • International Market Selection.
  • Foreign Direct Investment.
  • The Strategy of International Business.
  • Entry Strategy and Strategic Alliances.
  • Global Marketing and Research and Development.

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students will:
  • have a knowledge and critical understanding of the process of market selection;
  • have a knowledge and critical understanding of the process of internationalisation;
  • have a critical appreciation of the different forms of market entry;
  • have an advanced understanding of the international adjustment of the marketing mix;
  • have a critical awareness of the steps necessary for the implementation of a global marketing strategy.
Subject-specific Skills:
  • Upon successful completion of the module, the students will:
  • be able to critically evaluate the effect of the global environment on international marketing activities.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

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

  • Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of lectures, groupwork, case studies and discussion) 28
Preparation and Reading 122
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Written Assignment 4,000 words maximum 100%

Formative Assessment:

Students will receive feedback on their contributions to class and group discussions.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University