module specification

MN5006 - Serving Customers in Global Markets (2017/18)

Module specification Module approved to run in 2017/18
Module title Serving Customers in Global Markets
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
81 hours Scheduled learning & teaching activities
219 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 0%   Formative Assessment task for Reflective Learning
Coursework 30%   Individual report on an element of consumer behaviour
Practical Examination 30%   Closed book in-class test
Group Presentation 40%   Group Presentation
Running in 2017/18
Period Campus Day Time Module Leader
Year City Friday Morning

Module summary

The Chartered Institute of Marketing (2001) defines marketing  as ‘the management process of anticipating, identifying and satisfying customer requirements profitably’.   This module reflects that broad definition.  It picks up the ’marketing’ thread introduced at level 4 and  examines  the challenges involved in marketing services and products both nationally and globally.   The module explores the entire customer experience and examines the range of tools, techniques and innovations that ensure customer needs are satisfied in a global market place.  
The module explicitly addresses the following Quality Assurance Agency benchmarks for Business and Management, that is, subject knowledge and understanding which in terms of the marketing discipline includes, the psychology of consumer behaviour and expectations, the management of resources and operations, along with contemporary and persuasive issues, including globalisation, business innovation and creativity.

In terms of developing skills students will engage in problem solving and decision making, both oral and written communication, and the critical and analytical skills required by professional marketeers.

Module aims

  • To provide students with an understanding of the nature of the global market and current key business drivers;
  • To help students to examine the psychology of the B2C and B2B customer in making purchasing decisions;
  • To examine customer expectations and perceptions, ways of assessing customer needs and responding to them;
  • To develop students understanding of approaches to communicating with the customer;
  • The examine the role of  operations, quality and supply chain management in supporting the effective delivery of customer satisfaction;
  • Explore how service  standards and offerings are specified and delivered  in a global marketplace;

The module also aims to assist students in the acquisition of the following skills: Researching; Analysing data; Cross cultural awareness; Being creative, and the application of knowledge and presentation of  data.


The module syllabus includes the following topics:

  • Understanding theories of consumer behaviour
  • Understanding customer expectations and perceptions
  • Global customers, differences and similarities, the impact of culture
  • Internal and external customers
  • The ‘not for profit’ customer
  • Specifying service  standards and offerings
  • Delivering the  appropriate  products and services and measuring performance
  • Communicating effectively with customers
  • The role of  operations management, quality and supply chain

Learning and teaching

This module will be delivered through weekly workshops which will be enhanced with additional learning activities during the course of the academic year.   The weekly workshops will consist of a combination of theoretical input and problem-based –learning (PBL).  Theoretical input will focus on defining and clarifying the topic content to the appropriate depth and breadth. 
The workshops will be interactive in that students, sometimes in groups and sometimes individually, will be required to work through a series of global marketing challenges. 

Students will have an opportunity to test their theoretical understanding and decision making skills by participating in a business simulation.  In small groups they will be required to compete with groups of like students and to use their knowledge and skills to the best advantage of their immediate group.  

Blended learning:  Along with the business simulation the module will utilise a variety of approaches to teaching and learning including Blogs, e-journals, podcasts and multimedia.  Weblearn will be used for the distribution of class material and also as an interactive mechanism between students and tutors.

Learning outcomes

On completing the module students will be able to:

  • Identify and evaluate the traditional and non-traditional approaches to learning about markets
  • Understand the challenges involved in the marketing and management of products and service operations both domestically and internationally and the key differences between them 
  • Use, in a discriminating way, a range  of the key analytical tools relevant to the customer experience
  • Appreciate the impact of cultural influences on the marketing of products and  the delivery of services 
  • Understand the role of operations  and supply chain management in local, national and international organisations
  • • Understand  and recognise current  approaches to quality management and lean manufacturing processes

Assessment strategy

The assessment strategy is designed to test the module learning outcomes. It aims to encourage students to participate in the module, stimulating the development of an enquiring mind-set and management style. Accordingly, the module will be assessed by a series of items which together will form a portfolio.      

Students are required to participate in a business simulation. The outcome of their participation will provide them with formative feedback.  One of their summative assessments will be based on their performance on the business simulation and will take the form of either a group presentation or individual coursework.


1.  Customer Psychology & Influences on Buyer Behaviour
Schiffman, L.G., Kanuk, L.L. & Hansen, H. (2012). Consumer Behaviour – A European Outlook.
2nd. ed. Harlow: Pearson.

2. Managing Marketing
Jobber D. (2012) Principles & Practice of Marketing 7th ed. London: McGraw Hill

3. Managing Operations
Slack N & Brandon-Jones A & Johnson R (2014) Operations Management  7th. ed. Harlow: FT Prentice Hall (also in e-book format)

Additional Reading:
Blythe J. (2008) Consumer Behaviour. Thompson
Bowe  H & Martyn K. (2007) Communication Across Cultures. Cambridge University Press.
Buttle. F. (2007) Customer Relationship Management. Elsevier
Dibb,S., Simpkin, L., &  Ferrell, O.C. (2006) Marketing Concepts and Strategies, Boston : Houghton Mifflin
Donnelly, R.& Harrison G, (2009)  The Marketing Planning Process, Butterworth-Heinemann, London
Gronroos, C (2007) Service Management and Marketing: Customer Management in Service
Competition, 3rd ed, Wiley
Hill A. & Hill T. (2011) Essential Operations Management Basingstoke: Palgrave Macmillan
Janson-Boyd, C.V. (2010). Consumer Psychology. Maidenhead : Open University Press
Johnson R  & Clark G. (2008) Service Operations Management. Prentice Hall
Meredith J R (2010) Operations Management 4th Ed. John Wiley
Palmer A (2011) Principles of Service Marketing 6th Ed. McGraw Hill
Rapaille C (2007) The Culture Code. Broadway Books
Shaprio, A. (2011) Users Not Customers. Penguin.
Slack, N. & Lewis, J. O (2011) Operations Strategy
Solomon, M et al. (2010). Consumer Behaviour – A European Perspective. 4th ed. Harlow: Prentice Hall.
Trompenaas F & Wooliams P (2003) Business Across Cultures. Capstone.
Wilson, A (2006) Marketing Research An Integrated Approach, 2nd ed. FT Prentice Hall
Zeithaml, et al (2008) Services Marketing: Integrating Customer Focus Across the Firm, First European Edition, McGraw-Hill