Universitat Internacional de Catalunya

Global Retail Marketing

Global Retail Marketing
Second semester
Main language of instruction: English

Teaching staff

Professor (semester 2, 2022-23): Dr Nicoletta Occhiocupo

Please get in touch via email to arrange an appointment: nocchiocupo@uic.es


This course focuses on learning and understanding global marketing concepts applied into the context of retailing, which, within the services industries, has been expanding across the world at a fast pace particularly over the past two decades. 

Some of the most international companies have also used retailing as mean to get closer to their customers and create a unique experience for them. At the same time, while markets have become more globalised, organizations had to increasingly adapt their offer to local customer needs, focusing on understanding cultural differences and similarities. 

The course will also explore how companies expand internationally, the use of omnichannel retailing and how traditional distribution channels work together with new technologies.

Pre-course requirements

A basic knowledge of marketing concepts.

This is an elective course in English, hence a good level of spoken and written English is expected. 


  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
  • 32 - To acquire problem solving skills based on quantitative and qualitative information.
  • 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
  • 41 - To be able to descriptively summarise information.
  • 46 - To acquire the ability to understand and participate in conferences and lectures in an academic context.
  • 50 - To acquire the ability to relate concepts, analyse and synthesise.
  • 51 - To develop decision making skills.
  • 52 - To develop interpersonal skills and the ability to work as part of a team.
  • 53 - To acquire the skills necessary to learn autonomously.
  • 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
  • 55 - To adopt good time management skills.
  • 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
  • 57 - To acquire skills which favour reading comprehension.
  • 58 - To be able to develop self-assessment exercises.
  • 60 - To acquire knowledge that promotes respect for other cultures and habits.
  • 64 - To be able to plan and organise one's work.
  • 65 - To acquire the ability to put knowledge into practice.
  • 67 - To be able to express oneself in other languages.

Learning outcomes

At the end of this course, you will be able to understand and apply concepts and knowledge relating to global marketing and retailing. At the same time, you'll be developing transferrable skills such as conducting research, presenting ideas, analysing cases and working as part of a team.


Indicative Content:

  • Introduction to global retail marketing
  • Retail Strategy and Operations
  • Key Elements of Global Marketing
  • Operating in a global context:
  • Standardization vs. adaptation
  • Reasons to expand globally
  • Entry modes
  • Ethics and Corporate Social Responsibility (CSR) in global retail
  • The changing face of retailing: from traditional to omni-channel retailing

Teaching and learning activities

In person

This course requires regular attendance and active participation during each session. 

As such, teaching and learning activities aim at being inclusive, ensuring as much participation as possible from students. 

Sessions will include a combination of:

  • Lectures
  • In-class discussions
  • Case study analysis/discussion
  • Individual and group exercises
  • Students presentations

Evaluation systems and criteria

In person

Evaluation on this course includes the following assessment components:
  • 40% Exam
  • 40% Coursework/presentations
  • 20% In-class participation and activities

In order to qualify for a mark on this course, you must attend at least 70% of the classes.

Bibliography and resources

You can consult the following books:

  • Hollensen, S. (2019 or 2017) Global Marketing, 8th (or 7th) ed., Pearson Education (Harlow)

  • Alexander, N. and Doherty, A.M. (2009) International Retailing, Oxford University Press (Oxford)

  • Goworek, H. and McGoldrick, P. (2015) Retail Marketing Management. Principles and Practice, Pearson Education (Harlow)