SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN525490
Module Leader Ronnie Ballantyne
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)

Summary of Content

The aim of this module is to develop the student's theoretical knowledge and critical awareness of marketing issues necessary to the successful development and maintenance of the brand within the global environment. It will encourage students to apply their theoretical knowledge and will develop student's own personal skills of creativity to the development and maintenance of a successful global brand. An interactive problem solving approach will be used to develop student's awareness and marketing skills. The aim of the module is to facilitate a critical and enquiring approach to brand marketing and enable students to learn the skills necessary to gain an appreciation of the importance of theory and market knowledge in application to the global environment. Summary of how PRME related issues and topics are covered in the module. Issues of corporate social responsibility and ethical trading are particularly relevant within the manufacture, production and marketing of products and services. The PRME principles will be utilized to focus upon the ethical practices of brand managers in global markets.


b7 The development of global and international brands b7 The theories associated with internationalisation and brand management as they apply within the global environment. b7 The development of international market entry and expansion theories as they apply within the global retail environment b7 Analysis of ethical and cultural issues in the global environment b7 Marketing mix strategies for global marketing b7 Country of origin b7 Consumer perspectives in the development of the global brand b7 CSR and ethical policies as they apply within the retail environment b7 Strategies for brand protection, parallel trading, counterfeiting, legal protection and the impact on marketing decisions

Learning Outcomes

On successful completion the students should be able to: - Critically analyse the theoretical and ethical development and implementation of brand expansion strategies within the global marketing environment - Evaluate the symbolic importance of the brand to the global consumer - Evaluate the need for marketing mix adaptations and cultural awareness when entering an international marketing environment. - Demonstrate knowledge and understanding of the cultural issues (norms, values and social representations) that underlie consumption and how they may impact on consumer behaviour. - Evaluate issues concerning country of origin as they apply to the marketing and consumption - Demonstrate an understanding of corporate social responsibility and ethical practices in business organisations.

Teaching / Learning Strategy

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. Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars utilising case studies, presentations and group discussion. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. The teaching philosophy incorporates the use of VLE's (GCU Learn). Detailed feedback on assessments will be provided within three weeks of assessment submission. Group presenation will be made weeks 8 -12 of trimester. Assessment feedback strategy: both written and verbal feedback will be provided for all assessments and this will clearly highlight areas where students performed well and also areas for improvement. In accordance with University regulations all assessment feedback will be made available to students no more than 3 weeks after the submission date.

Indicative Reading

Books and articles: Aaker, D. (2002) Building Strong Brands, Free Press, New York. Alexander, N. and Docherty, A. M. (2009) International Retailing, Oxford University Press, UK De Chernatony, L. (2010) From Brand Vision to Brand Evaluation, Butterworth-Heinemann, Oxford. De Chernatony L. (2003) Creating Powerful Brands, 2nd ed, Butterworth Heinman, UK. Dunne, P.M, Lusch, RF, Carver, J.R (2014) Retailing, 8th ed International Hollensen, S. (2016) Global Marketing, 6th Edition, Prentice Hall Keegan, W.J & Green, M. (2016) Global Marketing Management, 5th Edit, Pearson, US Keller, K.L. (2013) Strategic Brand Management: A European Perspective , 3rd ed.Prentice Hall, US Usunier, J. and Lee, J.A. (2013) Marketing Across Cultures, 6th Pearson Education, Essex. Online sources: European Journal of Marketing Harvard Business Review Journal of Marketing Management Journal of Marketing Research Journal of Product and Brand Management Marketing Intelligence and Planning

Transferrable Skills

By the end of this module students will have gained competence in the following key area1. Problem solving skills utilised in research exercises, case studies and coursework assignment. Communication skills, oral presentation and report writing skills developed in student presentations, group-working exercises and in coursework. Planning and time management skills developed through student requirement to plan their learning and work in a timely manner throughout the module to meet pre-specified target dates.

Module Structure

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

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 30.00 35% Group presentation - 50 minutes
Exam (Exams Office) 2.00 70.00 35% Closed book exam