1. Evaluate global branding, sustainability and responsible business principles within international business contexts

Knowledge and Understanding

2. Analyse global brand and business scenarios, using ethical, sustainable and responsible marketing frameworks, and recognising implications for entrepreneurial practice and personal development.

Critical Reasoning and Collaboration

Personal development & entrepreneurship

3. Conduct contextual secondary research on global markets, responsibility frameworks and sustainability practices.

Research Skills

4. Present critical analyses of responsible and global brand management in both academic and professional formats

Communication

Assessment 1: Group Presentation

Global Brand Responsibility Analysis

In an increasingly globalised business environment, organisations are under growing pressure to operate responsibly across international markets. Global brands are no longer judged solely on profitability, but also on their ethical behaviour, environmental impact, and social responsibility. Consumers, governments, and investors now expect businesses to be transparent, sustainable, and accountable for the consequences of their global operations.

You will deliver a 10-minute presentation (with 5 additional minutes of questioning) analysing the responsible, ethical and sustainable practices of a chosen global brand. Your presentation must provide a critical evaluation of how the brand operates across international markets and how effectively it addresses global responsibility challenges.

Using recognised international frameworks (for example the UN Sustainable Development Goals, Triple Bottom Line, ESG indicators, and ethical marketing principles), you will:

explain the brand’s global positioning, sustainability claims and responsible business activities

analyse ethical, cultural and market-based risks or issues faced in international contexts

evaluate how responsibly the brand manages its global footprint

identify opportunities for improvement backed by evidence

present a clear, professional, engaging explanation using visual slides

This is an applied, real-world style assessment designed to help you build confidence presenting responsible business issues in a professional format.

Formative Feedback Opportunities may include:

Brand and framework selection activity
Early confirmation of brand choice and responsibility framework(s), with tutor guidance on suitability, scope and international relevance.

In-class case analysis workshops
Structured workshops analysing exemplar global brands, enabling students to practise applying ethical, sustainability and responsibility frameworks with tutor feedback.

Draft slide or outline feedback
Optional formative feedback on presentation structure, depth of analysis and use of evidence during scheduled support sessions.

Peer feedback and rehearsal activities
Supported rehearsal sessions with peer and tutor feedback focusing on clarity, professional tone, argument coherence and effective use of visual materials.

These formative activities support students in developing confidence in professional presentation and critical analysis of responsible global business practices.

Assessment 2 Individual Report

Title: Responsible Business Strategy

As global businesses operate across diverse markets and cultures, developing a responsible business strategy has become a key requirement for long-term success. Organisations must balance profitability with ethical decision-making, environmental sustainability, and social responsibility while responding to different cultural, legal, and market expectations around the world.

You will create a responsible global brand strategy for the same (or different) organisation from assessment 1 that incorporates:

recommended ethical improvements

sustainability opportunities

global market considerations

cultural sensitivities

implementation steps

By outlining practical implementation steps, your strategy will demonstrate how responsible business principles can be applied in real-world international contexts. This assessment also encourages reflection on strategic thinking and professional development, highlighting the importance of responsible leadership in modern global business.

Formative Feedback Opportunities may include:

Strategy scoping and focus workshops
Guided sessions supporting students in refining the organisational focus, ethical challenges and strategic direction of their report.

Framework application exercises
In-class activities applying ESG, CSR, SDGs and ethical marketing frameworks to international business scenarios, with tutor-led feedback.

Draft structure or proposal feedback
Optional formative feedback on report structure, research focus or integration of responsibility frameworks.

Peer discussion and review activities
Facilitated peer discussions focusing on strategic coherence, ethical justification and use of secondary research evidence.

Formative feedback supports students in developing research-informed, ethically grounded and professionally structured strategies, preparing them for graduate-level roles involving responsible leadership and global decision-making.

The aim of this module is to develop your understanding of responsible global branding and to equip you with the ability to critically analyse and design ethical, sustainable, and socially responsible business strategies for international markets. The module enables you to apply recognised global responsibility frameworks, evaluate real-world brand practices, and communicate strategic ideas professionally, supporting your development as responsible future business leaders.

Below lists the indicative content associated with this module and where your studies are linked to the wider University offering:

Introduction to Global Branding

Characteristics of global vs local brands

Brand identity, positioning and cultural adaptation

Standardisation vs localisation in global markets

Case studies of successful and unsuccessful global branding strategies

Responsible Business Principles

Corporate Social Responsibility (CSR)

Environmental, Social and Governance (ESG) frameworks

Triple Bottom Line (People, Planet, Profit)

UN Sustainable Development Goals (SDGs) and their application to brands

Ethical marketing principles in international contexts

Sustainability in Global Business

Sustainable supply chains and responsible sourcing

Circular economy principles

Environmental impact across international operations

Greenwashing and ethical transparency

Regulation and compliance in global markets

Ethics, Culture and International Markets

Cultural intelligence and global consumer expectations

Business ethics across cultural and political environments

Human rights considerations

Marketing ethics in emerging markets

Managing reputational risk and global crises

Frameworks for Responsible and Ethical Analysis

ESG indicators

The Triple Bottom Line

SDG alignment tools

Ethical decision-making models

Stakeholder analysis frameworks

Evaluating Global Brand Performance

Assessing responsible innovation and sustainable value propositions

Benchmarking against ethical and sustainability standards

Analysing environmental and social impact reports

Interpreting brand reputation metrics

Strategic Approaches to Responsible Brand Management

Designing responsible brand strategies

Integrating sustainability into brand narratives

Communicating responsible practices to global audiences

Managing partnerships (NGOs, governments, industry bodies)

Long-term value and responsible leadership models

Research and Evidence for Responsible Global Marketing

Conducting structured secondary research on global markets

Analysing responsibility reports and cross-national data

Evaluating sources for accuracy, credibility and ethical relevance

Professional Communication and Global Leadership

Professional presentation of responsible business analysis

Writing for professional global audiences

Reflecting on leadership, responsibility and employability

Developing personal values and ethical awareness in business practice

What does it mean to build a brand that is truly global, ethical and sustainable?

In this module, you will examine how international brands navigate cultural differences, sustainability expectations and responsible business challenges. You will examine real cases of global branding, apply ethical and sustainability frameworks to guide decision-making, and develop the skills to evaluate and improve responsible business practices. This module strengthens your global awareness, critical thinking and professional insight, preparing you for roles in marketing, brand management, CSR and international business.

The learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 72 hours of direct contact with a tutor and 228 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Employability, Enterprise and Professional Practice

This module is strongly aligned to employability through its focus on responsible global branding, ethical leadership and strategic decision-making. Students develop professional skills in critical analysis, strategic thinking, research, presentation and reflective practice, all of which are essential for careers in international business, marketing, sustainability and management roles.

Simulation

Simulation is embedded through applied, real-world assessment tasks that require students to analyse global brands using recognised responsibility and sustainability frameworks. The group presentation and individual strategy report replicate professional consultancy-style activities, enabling students to evaluate and design responsible business strategies within realistic international contexts.

Sustainability

Sustainability is a core pillar of the module. Students engage critically with environmental, social and economic responsibility through the application of frameworks such as ESG, the Triple Bottom Line and the UN Sustainable Development Goals. Ethical decision-making, long-term value creation and responsible leadership are embedded throughout both content and assessment.

Idowu, S.O., Kasum, A.S. and Mermod, A.Y. (2014) People, planet and profit : socio-economic perspectives of CSR. 1st ed. Surrey, England ; Gower. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/rlkpvs/alma991000902511306826

Pollák, F. and Markovič, P. (eds.) (2022) Brand Management. London: IntechOpen. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/rlkpvs/alma991000911707006826

Brennan, K.J., Hendrickx, F. and Godwin, S. (2022) Digital product management. Swindon, England: BCS Learning and Development Ltd. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/rlkpvs/alma991000902480506826

Eagle, L. and Dahl, S. (2015) Marketing ethics & society. Los Angeles: SAGE. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/rlkpvs/alma991000967952806826

Byars, S.M. and Stanberry, K. (2018) Business Ethics. Houston, Texas: OpenStax College, Rice University. https://libstaff.primo.exlibrisgroup.com/permalink/44STA_INST/rlkpvs/alma991000844555306826