UCL School of Management

Module Fact Sheet

MSIN7018: Global Marketing Strategy


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This is a past version of this module for MSIN7018 16/17.
Click here for the current version.
Taught by
None; Some prior knowledge of marketing and/or strategic management will be useful but not essential.
2nd, 3rd, 4th year undergraduates from all departments
Term 1
Delivery method
2-hour lecture (x 10 weeks) and 1-hour seminar (x 9 weeks)
40% Individual Assignment; 20% Individual Contribution and Participation in Class; 30% Group Assignment; 5% Group Presentation; 5% Peer Evaluation of Group Members

Course overview

The module consists of a mix of lectures, seminars, and workshops providing a framework for understanding and analysing key issues involved in developing a marketing strategy and in conducting marketing operations on an international scale. Special attention is paid on how to balance global and local considerations when developing the marketing mix as well as the interaction between technological innovation and marketing in global contexts and emerging markets (particularly China, India and Africa).

The focus of lectures is on theory while the seminars apply theory to real-life situations faced by firms operating in multiple markets. Seminars involve some preparation each week including readings from the course text book and the analysis of a particular business case. Each student is assigned a set of questions to answer in relation to the seminar readings; this makes class discussion more substantial and enables students to obtain marks for class participation.

Students apply the knowledge learned over the course of the module by working in groups to develop an integrated international expansion plan for a real brand.

Learning outcomes

Upon successful completion of the module, a student will be able to:

  • Understand and critically evaluate the antecedents and consequences of the globalization process;

  • Evaluate business opportunities based on both country and market related dynamics;

  • Understand inter- and intra-country differences in the structure of consumption;

  • Assess a firm’s competitiveness based on the characteristics of local, regional and global competitors;

  • Evaluate options for entering international markets with an existing or new product/service;

  • Understand how to take into account global and local considerations when developing the marketing mix from scratch;

  • Evaluate strategic options for leveraging brands across markets and to expand/restructure marketing organizations;

  • Understand the interactions between technological innovation and marketing operations in global markets;

  • Develop an integrated strategic plan for international entry/expansion.

Topics covered

  • The globalization debate

  • Identifying and assessing market opportunities

  • Segmentation, targeting and positioning

  • International entry/expansion

  • Standardization and localization strategies

  • Brands and brand management

  • Product development, product life-cycle and innovation

  • Cultural differences, technology and global marketing communications

  • Impacts of technological innovation on marketing operations

  • Trademarks and counterfeiting

Assessment summary

60% is awarded on the basis one individual assignment (40%) and individual class participation in the form case study analysis and discussion during the weekly seminars (20%); 40% is awarded on the basis of an international market entry group project (30%), group presentation (5%), and peer evaluation of group members (5%).

Essential reading

Alon I., Jaffe E. (2013) Global Marketing: Contemporary Theory, Practice, and Cases, McGraw Hill ISBN: 0078029279 http://www.mhhe.com/alon1e

Journal articles will also form part of the essential reading.

Past versions of this module

MSIN0061 18/19

MSIN7018 17/18

MSIN7018 16/17

Last updated Friday, 27 September 2019