Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2017-2018 (archived)


Department: Business School (Business)


Type Tied Level 3 Credits 20 Availability Available in 2017/18 Module Cap Location Durham
Tied to N501
Tied to N505
Tied to N507
Tied to N500
Tied to N506
Tied to N508
Tied to N201
Tied to N203
Tied to N207
Tied to NN12
Tied to N205
Tied to N208
Tied to N509
Tied to N510
Tied to N511


  • Marketing Principles BUSS1151 OR Marketing Principles BUSI1131


  • Strategic Management BUSS3261 OR Strategic Management BUSI3181

Excluded Combination of Modules

  • None.


  • To provide a decision-oriented framework for the development and implementation of global marketing programmes.
  • To equip students with the skills to analyse, select and evaluate the appropriate conceptual frameworks for approaching the five main management decisions connected with the global marketing process (1. whether to internationalise; 2. deciding which markets to enter; 3. determining how to enter a foreign market; 4. designing the global marketing programme; 5. implementing and organizing the global marketing programme).
  • To develop students’ skills by linking the teaching to a range of case examples to assist them to link theory with practice.


  • PART 1: THE DECISION TO INTERNATIONALISE: Global marketing in the firm; Initiation of internationalization; Internationalization theories; Development of the firm’s international competitiveness
  • PART 2: DECIDING WHICH MARKETS TO ENTER: The political and economic environment; The social cultural environment; The international market selection process
  • PART 3: MARKET ENTRY STRATEGIES: Selecting market entry mode; Export, intermediate and hierarchical entry modes; International buyer-seller relationships
  • PART 4: DESIGNING THE GLOBAL MARKETING PROGRAMME: International buyer-seller relationships; Exploring suitable marketing mixes; Seeking marketing effectiveness and resource efficiency (Glocal approaches)
  • PART 5: IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME: Organisation and control of the global marketing programme

Learning Outcomes

Subject-specific Knowledge:
  • Have an in-depth understanding of how a firm can achieve global competitiveness through the design and implementation of market-responsive programmes.
  • Have acquired both knowledge and know-how to develop and implement global marketing plans.
Subject-specific Skills:
  • Be able to design and implement global marketing strategies.
  • Be able to characterise and compare management styles in SMEs (small and medium-sized enterprises) and LSEs (large-scale-enterprises).
  • Be able to identify the drivers for ‘global integration’ and ‘market responsiveness’.
  • Be able to explain the role of global marketing in the firm from a holistic perspective.
  • Be able to examine how firms build their organizational structure internationally and what role headquarters can play.
  • Be able to evaluate the functional, geographic, product and matrix organizations as the key international structural alternatives.
  • Be able to apply a range of techniques for planning, budgeting and marketing control
Key Skills:
  • In addition, students will have had the opportunity to further develop the following key skills:
  • effective written and oral communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • skills in the interpretation of data
  • computer literacy skills

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

  • Teaching will be via lectures, seminars and group-work. The lectures will discuss the key concepts of Global Marketing and draw heavily on practical case studies. These ideas will be put into practice through group-work and seminar discussions. Students will be expected to prepare for lectures through identified readings, and prepare for seminars through case study preparation and other exercises. Group work will form an integral part of formative assessment - a series of team-based exercises built around the development of an international marketing plan.
  • Summative assessment is by means of one individual poster presentation and one individual essay.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 20 1 per week 1 hour 20
Seminars 8 4 in term 1, 4 in term 2 1 hour 8
Preparation, group-work, reading 172
Total 200

Summative Assessment

Component: Assignment Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Individual poster presentation on an international marketing plan 100% 2000 word international marketing plan
Component: Assignment Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
One individual essay addressing a particular issue in global marketing 3000 words 100% Same

Formative Assessment:

A series of team-based exercises built around the development of an international marketing plan.

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