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Session: 2021/22

Last modified: 07/04/2021 13:20:00

Title of Module: Global Marketing Environment

Code: MARK07010 SCQF Level: 7
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Xiuli  Guo

Summary of Module

Developing a comprehensive understanding of the global marketing environment which a company operates in and having the ability to use this information to inform decision making is fundamental to the success of the business (West, Ford and Ibrahim, 2016).

Successful companies use marketing activities to satisfy the needs and wants of their customers (CIM, 2017). Their abilities are influenced by the marketing environment (Stokes, 2004). This module will examine the concept of global e_scanning and analysis. Both the internal environment and the external environment will be explored; introducing theoretical models used to assess the current global marketplace situation.


  • The purpose of the module is to help students to develop the necessary skills required to assess the global marketing environment.

Module Delivery Method
Face-To-FaceBlendedFully Online
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2check markTerm 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Identify the key components of the marketing environment.

L2. Understand the main theoretical concepts used to assess the global marketing environment.

L3. Apply marketing environment models and concepts to develop and deploy an effective global market entry strategy.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 7.

Demonstrate a broad knowledge of the marketing environment and understand the purpose it has in relation to the success of the company

Knowledge of the theoretical models used to assess the marketing environment

Practice: Applied Knowledge and Understanding SCQF Level 7.

The ability to carry out an environmental scan

Professional skills of active listening, working in groups, written communication and self-reflection

Generic Cognitive skills SCQF Level 7.

Evaluating specific theories and utilising them in a way designed to produce a detailed and cohesive assessment of the marketing environment

Communication, ICT and Numeracy Skills SCQF Level 7.

Communications skills will be developed via the assessment and in class discussions

ICT skills will be utilised for submission of the final report

Autonomy, Accountability and Working with others SCQF Level 7.

Working as part of a team, taking responsibility for individual tasks, co-operation, resolving conflict and developing a team spirit

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Tutorial/Synchronous Support Activity12
Asynchronous Class Activity64
Independent Study100
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Green, M. and Keegan, W. (2020) Global Marketing. 10th edn. Harlow: Pearson Education Ltd.

Dibb, S., Simpkin,L., Pride, W. and Ferrell, OC (2019) 'Marketing Concepts and Strategies', (8th ed) Cengage Learning

Wood, M (2017) 'Essential Guide to Marketing Planning’. 4th ed. Pearson Education Ltd

West, D., Ford, J and Ibrahim, E (2015) ‘Strategic Marketing: Creating Competitive Advantage’, (3rd edn), Oxford University Press, Oxford

Details of further resources, including textbooks, journals and online resources will be identified at the beginning of each delivery in the module handbook and made available via Moodle

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Attendance Requirements

In line with the Academic Engagement and Attendance Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on Moodle, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link: Academic engagement and attendance procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorJames Watt
External ExaminerSarah Forbes
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Presentation (30%)
Report (70%)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentationcheck markcheck mark 300

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical work  check mark700
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.

UWS Equality and Diversity Policy

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.