SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525562
Module Leader Mandy Sheridan
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

Pre-Requisite Knowledge

Foundations of Marketing or equivalent

Summary of Content

The International Marketing Strategy module aims to provide an understanding of the strategic marketing planning process. Initially students' analytical and evaluative skills are developed through examination of theoretical concepts, tools and techniques which aid strategic marketing decision. Emphasis is placed on the application of these techniques in the context of marketing analysis and the importance of these in strategy development. In addition, responsible leadership and professionalism are embedded within the programme content which analyses the political, social, economic and environmental factors that organisations have to address when considering their future marketing strategy.


Introduction to the Strategic Marketing Planning Process Adopting a Market Orientation Marketing Analysis tools and techniques Segmentation, Targeting and Positioning Mission, vision and marketing objectives (SMART) Ansoffs growth matric/ Porters generic strategies Tactics in marketing strategy Implementation and control Financials for marketing planning (P&L statements) Responsible leadership in marketing and awareness of sustainable marketing strategies

Learning Outcomes

On successful completion of the module, the student should be able to:1. Demonstrate an understanding of the strategic marketing planning process 2. Understand and evaluate an organisations internal and external environments using a range of techniques3. Develop creative solutions to strategic marketing problems4. Explain the characteristics of and the processes involved in creating and maintaining a customer -led organisation 5. Have a critical awareness of responsible leadership and sustainable marketing strategies

Teaching / Learning Strategy

The teaching and learning strategy will adopt a blended learning approach. The theoretical concepts will be delivered in weekly lectures and directed reading. Seminars will allow student to consolidate their knowledge using practical examples and case studies. The module will be supported by GCU Learn alongside other educational technologies that enhance the student experience and support the blended learning approach. The assessed marketing plan is a major learning exercise and this begins in week one. This is a group exercise allowing students the ability to develop their skills in autonomy, accountability and working with others which are all key in employability and professionalism in a marketing role. Students will practice their awareness of their own role and responsibilities in a group task and well as others by undertaking peer assessment. A final exam will take place in the exam period. Student will receive both formative and summative feedback both in written and verbal formats. In accordance with University guidelines feedback will be received within the three weeks of submission.

Indicative Reading

Books and articles: The lecture programme is based upon a recommended text - -360 Hooley, Graham J.; Piercy, Nigel; Nicoulaud, Brigitte; Rudd, John M. (2017) Marketing strategy & competitive positioning Baker (2014) Marketing Strategy and Management, Plagrave macMillan Kotler, P. Et al (2015) Marketing Management: Analysis, Planning, Implementation and Control, 15th 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 Doyle & Stern (2006) 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
Lectures (FT) 24.00
Seminars (FT) 12.00
Independent Learning (FT) 114.00
Assessment (FT) 50.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% Group Marketing Plan including peer assessment - 5000 words
Coursework 2 2.00 50.00 35% exam 2 questions for 2 hours (School)