Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)


Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Available in 2020/21 Module Cap
Tied to N1KS17
Tied to N1KR17


  • None


  • None

Excluded Combination of Modules

  • Global Marketing (Taught)


  • To provide an analytic decision-oriented framework for the development and implementation of global marketing programmes.
  • To provide students with a knowledge and critical understanding of the global competitive marketplace, and international business activity within it, from a marketing perspective.
  • To develop students’ skills by linking the teaching to a range of case examples to assist them to link theory with practice.


  • Initiation of Internationalisation
  • Internationalisation Theories
  • The Political/Legal and Economic Environment
  • Cultural Environment of International Marketing
  • The International Market Selection Process
  • Market Entry Strategies
  • Products Decisions
  • Pricing for International Markets
  • Distribution Decisions
  • International Promotion Strategies
  • Cross-cultural sales negotiations

Learning Outcomes

Subject-specific Knowledge:
  • On completion of the module students should have:
  • a knowledge and critical understanding of the process of market selection;
  • a knowledge and critical understanding of the process of internationalisation;
  • a critical appreciation of the different forms of market entry;
  • an advanced understanding of the international adjustment of the marketing mix;
  • a critical awareness of the steps necessary for the implementation of a global marketing strategy.
Subject-specific Skills:
  • By the end of the module, students should:
  • be able to critically evaluate the effect of the global environment on international marketing activities.
  • be able to design and implement global marketing strategies
Key Skills:
  • In addition, students will have had the opportunity to further develop the following key skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced skills in the interpretation of data
  • advanced computer literacy skills

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

  • The module is delivered via online learning across a six month period, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email).
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, directed reading, self-assessed assignments and guidance for further reading 150
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment based around the development of an international marketing plan 4,000 words 100% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

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