• Demonstrate analytical skills and apply them to different aspects of global marketing theory and practice to achieve research informed decision making in varying situations in international context with consideration of ethical and sustainability dimensions linked to global marketing activities (intended knowledge learning outcome 1); and
• Conduct an individual marketing research and present findings derived from different data sources in a professional format (intended skill learning outcome 2).
Purpose of the section: to introduce the company/organisation which will be analysed.
Proposed content: outline the context and introduce the company/organisation you are
focusing on, by indicating only information relevant for global marketing aspects (e.g. main products/services, markets, market share, but not organizational structure, financial information etc.)
2. Analysis of the effects of globalisation (of the chosen organisation)
Purpose of the section: to analyse the effects of all four aspects of globalisation (economic, political, technological, cultural) on the main groups of the chosen organisation’s stakeholders.
Suggestion: try to identify not more than three main groups of subjects (stakeholders) that are affected by globalisation of the chosen company, and centre your analysis around them
2.1. Analysis of the effects of economic globalisation
2.2. Analysis of the effects of political globalisation
2.3. Analysis of the effects of technological globalisation
2.4. Analysis of the effects of cultural globalisation
3. Conclusion – summarise the positive and negative aspects of globalisation identified
in your critical analysis and provide answer to the main question: “Is globalisation a
force for good or evil?”, reflecting your own critical perspective on globalisation.
4. List of References in Harvard @ Newcastle notation (not included in the word count) should include peer-reviewed academic articles (published in journals or presented on academic conferences), relevant books, industry reports of influential international organisations (e.g. Eurostat), databases (e.g. Passport, Mintel), reputable media outlets (e.g. TheEconomist). N.B. List of References and citations in text should be formatted
according to Harvard @ Newcastle style, please see:
5. Appendices – optional and not included in the word count.