MKT724 (47620) Global Marketing Module Handbook Sem2, 2025 | Ulster University

Table of Contents

Welcome
1.Module Overview and Communication
2.Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module
3.Aim and Learning Outcomes
4.Assessment and Feedback
5.Learning Resources
6.Organisation and Management
7.Student Voice and Support Services

1.Module Overview and Communication

2.Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

Sustainable Development Goals (SDGs)

The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.

The following SDGs are relevant in the context of this module:

Graduate Attributes (GAs)

3.Aim and Learning Outcomes

Module Rationale

This module examines exporting and broader forms of global business. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the international business environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.

Overall Aims of the Module

• To enable students to gain an appreciation of pertinent issues which affect marketing decisions in an international context.
• To examine the rationale for corporate involvement in overseas markets and for government policy support for the development of international trade.
• To explore the key elements of the international marketing environment and to examine how these environmental issues impact on the organization’s export marketing activities and global competitiveness.
• To explore the alternative international market entry modes and the key marketing decision areas.

Learning Outcomes

Successful participants will be able to:

1)Evaluate marketing management concepts within the global business environment
2)Critically research and evaluate specialist topics within the global marketing environment
3)Perform effectively within a team to undertake a real-life global marketing project using

appropriate decision-making techniques

4)Demonstrate high levels of personal effectiveness, critical self-awareness and self-management of multiple project topics within a global marketing setting.

4.Assessment and Feedback

Summary Assessment Information

Assessment Guidance

1)Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.
2)Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’.
3)We encourage you to make good use of all the support services offered by your Faculty Subject Librarian, further details are in the Learning Support Services Section.
4)You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.
5)In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.
6)We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.
7)Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.
8)Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found on your Course Support Area in Blackboard.

Coursework 1: International Market Presentation

Coursework 1 – BRIEF

In groups of four to six members, students will conduct background research into a potential new international market for a company originating from Northern Ireland. The company name will be allocated to each group by the module co-ordinator in class. Students will produce a group presentation summarising the key findings (2-3 minutes per member). The presentation will be followed by questions and answers. The presentation is worth 30% of the marks for the module (see marking criteria below). The overall mark will consist of group and individual parts worth 50% each.

The presentation should start with an overview of the business, its products, competitive strategy and its scope of operations, including details of any international sales it may have at present. It should then move on to examine one potential country and a rationale provided for the selection of the country.

Following this, a micro environment analysis will be undertaken. The micro environment analysis should include a focus on:

• Competition
• STP – segmentation, targeting, positioning)
• Product/packaging adaptations
• Pricing strategy
• Marketing communications plan (advertising and promotion)
• Market entry strategy (evaluation of entry mode choices).

In addressing the above areas, reference should be made as appropriate to country level macro factors, such as legislation, economic conditions and culture.

The presentation should conclude with a number of market entry recommendations for the company based on the preceding analysis. Within the presentation reference should be made to relevant international marketing concepts and literature where appropriate.

Assignment Submission Details:

The presentation will take place on Friday 3rd May, in Room BA-01-009, Belfast Campus (presentation times will be confirmed once groups have been finalised). Presentations slides must be submitted to Blackboard one day in advance of the presentation. All submitted assignments should have the file name: MKT724 Presentation. All group members are required to take part in the presentation. Failure to do so will result in no mark being awarded to the individual for this assessment. If any group member is unable to participate in the presentation due to extenuating circumstances, then approval must be obtained from the Course Director in advance of the presentation date, with the Module Co-ordinator (Prof. Barry Quinn) copied into the request. In such case, if the group member can show that he/she contributed to the presentation slides, then their work may be assessed, allowing the remaining group members to continue with the presentation on the given date.

Marking of Group Coursework Assessment:

Groupwork has considerable benefits for student learning on this module. It will allow you to undertake an assessment linked to a more comprehensive element of the module content than possible through an individual assignment. It will enable you to develop interpersonal and teamworking skills while taking part in a project that would typically be encountered in a management/consultancy team environment.

The module co-ordinator will provide guidance on group membership and will make the final decision on group membership. Any groups with concerns regarding the equal and fair contribution of a group member(s) should contact the module co-ordinator at the earliest possible stage – not at or after submission. The matter will then be addressed by all group members with the module co-ordinator, and this is expected to lead to a satisfactory resolution of the matter.

Coursework 1 FEEDBACK

Verbal feedback on the presentation assessment will be provided immediately following the presentation and written feedback will be available via Blackboard on Tuesday 7th May, 2024.

Coursework 1 Assessment Rubric / Marking Proforma

Group presentation (50% of overall assessment mark)

Individual part (50% of overall assessment mark)

Coursework 2: International Market Report

Coursework 2 – BRIEF

The report should follow the content and structure as indicated for the group presentation (see Coursework 1 assessment guidelines above).

Assignment Submission Details:

Completed assignments must be submitted via Turnitin by 12.00 midday on Tuesday 7th May. This date/time is final, and a late submission will be penalised by the deduction of marks unless there are clear extenuating circumstances that have been approved in advance of the deadline by the Course Director. All submitted assignments should have the file name: MKT724 Report. View additional ‘Standard Assessment Guidance,’ for further guidance applicable to all coursework elements.

Coursework 2 FEEDBACK

Feedback on the report assessment will be provided via Blackboard by Tuesday 28th May.

Plagiarism

Please note that a random sample of students will be required to attend an academic discussion in relation to the work that they have produced and the references that they have sourced and used. In respect of group work you will be expected to answer questions on all of the work submitted on your behalf. If you are unable to discuss your work satisfactorily it is likely that we will move to apply
the usual plagiarism\third party collusion penalties.

Coursework 2 – ASSESSMENT RUBRIC/MARKING PROFORMA

Teaching and Learning Plan

The teaching plan/order of topics is subject to change. The list below provides an outline summary of activities and further information is available on BBL. Students will be expected to engage in all prescribed activities that contribute towards final assessment.

Block Delivery