MMM006: Global Marketing Management

MMM006: Global Marketing Management

Module code: MMM006

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 2

Module convenor: Dr Melisa Mete, email:

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: No

Talis reading list: No

Last updated: 28 May 2024


Module aims and purpose

This module will introduce students to marketing in a global context, and will enable students to understand the complexity and variety of factors playing a role in designing and implementing global marketing programmes. This module has a group project and an examination. The group project provides students with an opportunity to apply concepts and tools acquired in the module in challenging team task of planning a global marketing plan to be executed in a new market. Guidance for this task will be provided through the term. Similarly, the group project will enable students to prepare for the exam. The lectures explore and discuss theories and marketing practices related to cross-cultural marketing.



This module aims to provide students with an in-depth understanding of marketing strategies and practices in a global context, by analysing the global marketing environment, marketing opportunities and strategy options, and the global marketing mix.

Module learning outcomes

By the end of the module students will be able to:

  1. Demonstrate a systematic evaluation of market considerations in a global environment.
  2. Evaluate strategic options in the design and implementation of global marketing programmes.
  3. Critically assess the marketing strategies adopted by a range of global and small enterprises.
  4. Demonstrate the ability to draw together and assess complex arguments and offer possible solutions with a global marketing project.

Additional outcomes:
Students will develop their skills on group work through the completion of a group project, and this module also help them to improve several essential soft skills such as critical thinking, independent and group research, presentation, and information technology. 


Module content

  • Analysing Global Market Opportunities and Market Entry Modes
  • Global Market Segmentation & Positioning
  • The global marketing environment
  • Ethics and responsibility in global marketing
  • Designing and implementing a Global Marketing Strategy
  • Global Product Strategies
  • Global Marketing Pricing and Distribution Strategies
  • Global Communications Strategies


Teaching and learning methods

The module consists of lectures and tutorials. During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars and workshops involve group work on a particular case or topic followed by presentations and/or discussions. Students are expected to read key assigned reading and to do a significant amount of independent research using the Internet, journals, and other academic resources.

Study hours

At least 26 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

 Scheduled teaching and learning activities  Semester 1  Semester 2  Summer
Lectures 20
Project Supervision 6
Practical classes and workshops
Supervised time in studio / workshop
Scheduled revision sessions
Feedback meetings with staff
External visits
Work-based learning

 Self-scheduled teaching and learning activities  Semester 1  Semester 2  Summer
Directed viewing of video materials/screencasts
Participation in discussion boards/other discussions
Feedback meetings with staff
Other (details)

 Placement and study abroad  Semester 1  Semester 2  Summer
Study abroad

Please note that the hours listed above are for guidance purposes only.

 Independent study hours  Semester 1  Semester 2  Summer
Independent study hours 174

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.


Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Type of assessment Detail of assessment % contribution towards module mark Size of assessment Submission date Additional information
Oral assessment Team presentation 40 15 min of a presentation, followed by a 5 minutes Q&A Week 11, Semester 2 Team
Online written examination Exam 60 Two questions ( maximum 1200 words per question) should be answered. During the university assessment period Individual

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
  • the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
  • where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
  • where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

  • where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
  • where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at:

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Discussion/feedback during the small activities in class, and in every tutorial and support for the teamwork.


Type of reassessment Detail of reassessment % contribution towards module mark Size of reassessment Submission date Additional information
Online written examination Exam 100 Two questions (1200 words per question, maximum for each) should be answered During the university resit period

Additional costs

Item Additional information Cost
Computers and devices with a particular specification
Printing and binding
Required textbooks £60-80
Specialist clothing, footwear, or headgear
Specialist equipment or materials
Travel, accommodation, and subsistence


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