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The University of Southampton

ARTD6157 Global Marketing

Module Overview

The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation.. The module situates the concepts and terminology of global marketing in a range of different contexts. i.e., advertising, communication, cyber marketing, public relations and product/services design. Course participants will have the opportunity to engage in theoretical debates on the global marketing environment and application of a global marketing strategy. Course participants will research the global macro and micro environment and engage with issues pertaining to the needs and importance of localisation and adaptation of design, brand and product/services portfolio.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • a range of marketing theories applied to the global marketing context;
  • systematic insight about global marketing environment and global marketing strategy.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • demonstrate a depth of critical and analytical thinking;
  • analyse theoretical perspectives about the issues relating to standardization, adaptation, localisation and internationalization in the context of global marketing.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • articulate complex ideas at an advanced level in written format;
  • research and apply academic theories, models and frameworks that relate to the global marketing environment and strategy.


Indicative module content will include: Introduction to Global Marketing concepts and theories • Theories of globalisation • Initiation needs and benefits of globalisation Global Marketing Environment • Global economic environment • Social and cultural environment in marketing • Political, legal and regulatory environment Global Marketing Strategy • Global marketing communication • Cyber- media in global marketing • Segmentation, targeting and positioning in global context • Product and branding decisions in global marketing • Consumer behaviour in global markets

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Formal in class lectures • Student-led presentations and discussion. • Seminars • Tutorials Learning activities include: • Peer-group learning • In this module learning and teaching activities focus on helping you to explore and analyse your ideas and work. Feedback on your progress and development will be given through seminars and tutorials.

Independent Study174
Total study time200

Resources & Reading list

Percy & Elliott. (2009). Strategic Advertising Management. 

Stone et al. (2005). Consumer Insight: How to use data and market research to get closer to your customer. 

Lee, K. (2012). Global Marketing Management. 

Doyle, P. and Stern, P. (2006). Marketing Management and Strategy. 

Wheeler, A. (2012). Designing Brand Identity: An essential guide for the whole brand team. 

Elliott, R. and Percy, L. (2007). Strategic Brand Management. 

Bamossy, S. Hogg, A. (2010). Consumer Behaviour: A European Perspective. 

Kapferer, J.N. (2010). The New Strategic Brand Management. 

Deresky, H. (2014). International Management: Managing across borders and cultures. 

Ulrich et al. (2008). Product Design and Development. 

Hollenson, S. (2017). Global Marketing. 

International Journal of Research in Marketing. International Journal of Research in Marketing. .

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing: An Introduction. 

Pelsmacker, P, Geuens,M. Bergh, J. (2010). Marketing Communication. 

Journal of International Marketing. Journal of International Marketing. .

Kotabe, M & Helson,K. (2016). Global Marketing Management. 

Kotler, P., Armstrong, G., (2016). Principles of Marketing. 

Porter, M.E. (1985). Competitive Advantage. 

Melewar, T.C. (2008). Facet of Corporate Identity Communication and Reputation. 

Keegan, W & Green, M. (2017). Global Marketing. 

Journal of Global Marketing. Journal of Global Marketing. .





MethodPercentage contribution
Individual report  (3000 words) 100%


MethodPercentage contribution
Individual report  (3000 words) 100%


MethodPercentage contribution
Individual report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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