INTERNATIONAL MARKETING STRATEGY

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMW226525
Module Leader Thomas Peschken
School GCU London
Subject GCU London
Trimester
  • B (January start)

Summary of Content

Core to organizational success is strategic planning, implementation and evaluation. This module considers the challenges facing organizations in the contemporary global marketplace and explores the creation and consideration of solutions that arise. Adopting a marketing planning perspective, this module will equip students with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic international marketing plan. As a starting point, the module will reflect upon nature and dynamics of the international marketplace and the characteristics of businesses operating within it. The module addresses the issue of market analysis (including domestic, international and global perspectives) as the backdrop for strategic decision-making. It then considers the resource based view of the firm, with an emphasis upon the resource capability combination as a means of creating sustainable competitive advantage by offering superior benefits and thus generating economic value. Specifically, the modules explores the strategic option of B2B and B2C retail and service internationalisation including the role of global pricing decisions, critical pathways of market entry and adaptation of other elements of the marketing mix. Overall the aim of the module is equip students with the skills to critically evaluate the dynamic global marketplace, identify and exploit opportunities globally through development of sustainable competitive advantages and appraise strategic marketing options.

Syllabus

- The Marketing Planning Process - The Marketing Audit - Segmentation, Targeting & Positioning - Mission Statement & Objectives - Financial Aspects of Strategic Marketing - Formulating Strategy - Managing the Marketing Mix in the Global Context - International Expansion and Global Considerations - Implementation and Control

Learning Outcomes

On successful completion of the module the student should be able to:-1. Demonstrate an in-depth and practical understanding of the analytical frameworks for strategic marketing planning CW1, CW22. Critically evaluate strategic opportunities using qualitative and quantitative data. CW1, CW23. Critically appraise alternative competitive marketing strategies in the global marketplace to identify an optimal marketing strategy CW24. Develop a strategic marketing plan and demonstrate the ability to design methods of monitoring and evaluating plan implementation. CW2

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. The assessment process is supported with strategic marketing game simulating time-condensed decision making. The simulation facilitates a learning cycle with immediate feedback on knowledge application and dedicated tutor-led seminars; further, a reflective presentation takes place for formative feedback and transition into the individual coursework assessment. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. Online learning can be used to complement face-to-face learning in a blended delivery and also as a pure online mode through the GCU Learn Blackboard VLE. The online pedagogic approach involves the use of uploaded learning materials, learning activities and engagement through both synchronous and asynchronous tools; including discussion boards, padlet, quizzes and Collaborate.

Indicative Reading

Key Reading (Latest Editions of): - - Hollensen, S., Global Marketing, Prentice Hall - McDonald, M, (2011), Marketing Plans: How to Prepare Them, How to Use Them, London, Butterworth-Heinemann Supplementary Reading (Latest Editions of): - Baker, M.J., The Marketing Book, London, Elsevier - Bradford, E., Erickson, S., McDonald, M., Marketing Navigation: How to keep your marketing plan on course to implementation success , Goodfellow Publishers - Codling, S., Benchmarking, Aldershot, Gower - Czinkota, M.R. & Ronkainen, I.A., International Marketing, London, Dryden Press - Dicken, P., Global Shift, London, Sage Publications Ltd - Doyle, P. and Stern, P., Marketing Management and Strategy, London, Prentice Hall - Drummon, G. and Ensor, J., Strategic Marketing: Planning and Control, Oxford, Butterworth-Heinemann - Gilligan, C and Wilson, R., Strategic Marketing Planning, Butterworth and Heinemann, Oxford. - Hooley, G., Piercy, N. F. and Nicouland, B., Marketing Strategy and Competitive Positioning, FT Prentice Hall, London - Keegan, W.J & Green, M., Global Marketing Management, Pearson, US - Kotler, P., Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall - McKenzie, W.,Using and Interpreting Company Accounts, FT Prentice Hall - Moore, W.L. and Pessemier, E.A., Product planning and Management, Singapore, McGraw-Hill International - Mudie, P., Marketing: An Analytical Perspective, Edinburgh, Prentice Hall - Piercy N., Market-led Strategic Change, Butterworth-Heinemann - Trebilcock, M. and Howse, R., The Regulation of International Trade, London, Routledge - Usunier, J. and Lee, J.A., Marketing Across Cultures, Pearson Education, Essex. - Vaitilingam, R., Using the Financial Pages, FT Prentice Hall, London - Walso, C., Key Management Ratios, FT Prentice Hall, London Key Journals: - Journal of Marketing - Journal of Marketing Research - Journal of Consumer Research - Marketing Science - Journal of Retailing - Strategic Management Journal - Advances in Strategic Management - International Journal of Research in Marketing - Journal of International Marketing - Journal of Business Research - Marketing Letters - Journal of Marketing Management - Journal of International Business Studies

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: TRADITIONAL ACADEMIC SKILLS - - Ability to apply knowledge - Logical thinking - Critical analysis - Problem-solving - Written and spoken communication - Ability to use numerical data - Computer literacy and research skills PERSONAL DEVELOPMENT SKILLS - Self-confidence - - Self-discipline - Self-reliance - Awareness of strengths and weaknesses - Creativity - Independence - Knowledge of international affairs - Ability to reflect - Reliability, integrity, honesty and regard for others ENTERPRISE OR BUSINESS SKILLS - Entrepreneurial skills in the context of opportunity recognition - Ability to prioritise tasks - Time management - Interpersonal skills - Presentational skills - Ability to work in teams and leadership skills - Commercial awareness - Independence and risk-taking

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Tutorials (FT) 2.00
Independent Learning (FT) 72.00
Lectures (FT) 24.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Report n/a 70.00 45% Report (Individual) - 3000 words, strategic marketing plan
Presentation n/a 30.00 45% Presentation (Group) - strategic decision making debrief (15-20 mins)