INTERNATIONAL MARKETING STRATEGY

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N522520
Module Leader Mandy Sheridan
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • A (September start)

Pre-Requisite Knowledge

Foundations of Marketing or equivalent

Summary of Content

The module addresses the marketing strategy formulation and marketing planning process and the role of marketing in organisations. Emphasis is placed on marketing analysis and the development of marketing plans plus customer satisfaction.

Syllabus

Role of marketing in organisations, the customer led business, strategic issues in segmentation and positioning, marketing planning process and analytical techniques, product innovation, services marketing, channel management.

Learning Outcomes

On successful completion of the module, the student should be able to:" Demonstrate understanding of the strategic marketing planning process " Evaluate the techniques for appraising organisational performance in the marketplace" Develop creative solutions to strategic marketing problems" Construct an in-depth marketing plan " Explain the characteristics of and the processes involved in creating and maintaining a customer -led organisation in a domestic and international setting.

Teaching / Learning Strategy

Lectures are used to explain principles and and frameworks with emphasis on examples from domestic and international organisations. These are held each week. Seminars offer a range of learning exercises based on case studies, articles and customer satisfaction data. The assessed marketing plan is a major learning exercise and this begins in week one and is supported via progress checks and question and answer sessions in seminars. The feedback strategy allows coursework to be marked and two-way feedback given to students in week 12 in line with GCU policy. At the end of the module there is a 2 hour exam covering the main lectures themes. Revision sessions are provided in lectures and seminars. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: The lecture programme is based upon a recommended text - Doyle P and Stern P (2006) Marketing Management and Strategy, Prentice Hall Kotler, P. Et al (2015) Marketing Management: Analysis, Planning, Implementation and Control, 15 th Edition, Prentice Hall MacDonald, M. (2011) Marketing Plans: How To Prepare Them, Elsivier De Chernatony L and McDonald M (2011) Creating Powerful Brands, Butterworth Heinemann Relevant journals include Journal of Marketing; Journal of Marketing Management; European Journal of Marketing; and the Journal of Strategic Marketing. However, students are encouraged to use the university library systems to conduct online searches. In addition, a long list of websites is available under External Links on the GCU Website.

Transferrable Skills

By the end of the module student may gain competence in the following key areas: group work, oral and written communication, use of information technology, evaluation and creative problem solving.

Module Structure

Activity Total Hours
Independent Learning (FT) 114.00
Seminars (FT) 12.00
Assessment (FT) 50.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% Group Marketing Plan. Submission Week 9
Exam (Exams Office) 2.00 50.00 35% Exam