MK9709 - Global Consumers and Marketplaces

What will I learn on this module?

Owing to changing migration patterns and digital media, we live in an increasingly global society. Whilst posing many opportunities for business, the decision to internationalise a company’s offering involves as range of complex business decisions. In this module, you will explore how marketing practices can be applied to global business, and in doing so develop a thorough commercial appreciation of the complexities of marketing across nations.

The module is broadly composed of three themes:

• The Global Consumer: Consumers across the globe differ on a wide range of factors, including education levels, cultural norms, religious beliefs and wider lifestyle preferences. You will be introduced to some of these core differences, explore how cultural values differ across regions and the emergence of a global consumer culture. You will also explore how consumers tend to favour products from certain countries based on principles of country-of-origin and national identity.

• International Marketing Strategy: This theme will introduce you to the various market entry strategies utilised by organisations, including export, intermediate and hierarchical modes. Here you will explore the complexities of the global marketing environment (encapsulating political and economic differences) and developing international buyer-seller relationships.

• Global Marketing Decisions: Once an organisation chooses to internationalise, you will explore the range of marketing decisions that need to be made, including queries over product, pricing, marketing communications and branding. As part of this, you will be introduced to the ‘standardisation versus adaptation’ debate, which considers whether organisations should offer identical offerings across markets or implement a more tailored approach.

How will I learn on this module?

This module will combine an academic introduction to the core principles of global marketing. At the same time be very practice-focused, ensuring you develop the necessary skills to contribute to the field of international marketing. The Teaching and Learning Plan will provide a detailed week-by-week guide to the curriculum, alongside suggested directed reading to supplement your in-class learning.

You will be introduced to the principles through a lecture programme, where concepts will be discussed in an interactive manner. This will be complemented by a seminar and workshop programme which will allow you to apply the concepts to a range fo global marketing scenarios, as well as use this time to generate ideas and research for use in your assessment. You can therefore expect the reflective-practitioner approach to learning to be embedded in all seminar sessions, through undertake varied activities which facilitate critical analysis.

Independent learning will centre upon you identifying and pursuing areas of interest in relation to the subject area through further reading, research and reflection.

The module will draw heavily on real-life examples and case studies that will identify best practice in global marketing practice, and we will actively encourage you to follow global news networks to identify emerging trends and global challenges that can impact on marketing decisions.

How will I be supported academically on this module?

You will be thoroughly supported through this module by the Module Tutor and wider teaching team. Both lecture and seminar / workshop content will be delivered by a range of staff with relevant expertise in that subject area.

You will have access to a fully populated Blackboard site for the module, which will provide you with learning materials, recorded assessment guides, links to industry developments and a discussion board to address module queries.

A full electronic reading list will be made available, allwoi9ng you to easily access relevant textbooks, journal articles and also suitable trade press material.

For the assessment, in-class time will be dedicated to ensuring students are fully prepared for each component, with students able to make 1-2-1 appointments with the module team if necessary.

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:
• To critically appraise the values of the global consumer (ML01)
• To appreciate the complexities of establishing business relationships to facilitate market entry (ML02)
• To consider factors which impact upon global marketing decisions (ML03)

Intellectual / Professional skills & abilities:
• To research and present market data and market proposals to a professional standard (ML04)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop awareness and appreciation of how consumers think and behave across national, cultural and religious borders (ML05)

How will I be assessed?

The assessment will feature 2 components (both completed individually) and is base on the students identifying an organisation and preparing a plan for them to expand their operations to a new country.

Component One: Infographic Presentation (30%)
Students are required to produce a professional infographic which provides key information on the national market they have chosen. Students are required to print this poster and display in seminars (week 6 and 7), answering questions from the academic team.
(ML01, ML04)

Component Two: Business Plan proposal (70%)
Students will produce two pieces of work that come together to come an international marketing plan
- A 5 minute video which outlines and justifies their proposed market entry strategy
- A 2,000 word marketing plan which addresses key marketing decisions to support the market entry.
(ML02, ML03, ML05)





Module abstract

Have you ever wondered how brand make their products and services available in four corners of the world? How companies co-ordinate their multi-million pound advertising campaigns across national TV networks and time zones? Even how consumers in different parts of the world think about products and brands in a world dominated by digital media?

Global Consumers and Marketplaces will explore such questions and provide you with a thorough appreciation of how the marketing function supports businesses in doing business internationally. You will explore global consumer trends, assess suitable market entry strategies and how international marketers make decisions on products, prices and promotion.

Through a practical piece of assessment, you will develop skills in identifying market opportunities in other countries, collating research to support your ideas and presenting a professional standard business plan to outline your ideas.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years full-time (with advanced practice in second year)
3 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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