2012/13 Taught Postgraduate Module Catalogue

LUBS5409M Global Strategic Marketing

15 creditsClass Size: 264

Module manager: Simos Chari
Email: s.chari@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2012/13

This module is not approved as an Elective

Objectives

On completion of this module, students will be able to:

- Critically appraise the major concepts, theories and techniques in the application of marketing strategy in a global environment.
- Critically analyse the global business environments and its influence on the marketing activities of the firm.
- Apply methodologies for organisational marketing capabilities assessment
- Develop global strategic marketing plans based upon realistic, practical and internally consistent mixes
- To develop the skills to implement marketing strategies in an organisational context operating within a global environment
- Appreciate the criticality of delivering sustainable competitive advantage to targeted market segments to ensure long term success and differentiation in global markets
- Exhibit high quality written communication skills and improve students critical assessment skills

Syllabus

Accelerating environmental change and major shifts in the competitive environment of global markets mean that the formulation and implementation of effective marketing strategies is both extremely complex and essential to corporate survival. In such a context, the need for clear marketing strategies becomes crucial in order to guide organisations on where to compete (the targeting decisions) and how to compete (the competitive advantage decision). This module explores strategic orientation, marketing environmental analysis, competitor analysis, innovation and competitive advantage, global strategies for mature and growth markets, delivering customer satisfaction, and distribution strategies. This module is designed to assist students understand the global marketing processes and the challenges that a marketer faces and develop students' ability to assess and formulate appropriate global marketing strategies and recommend plans to achieve strategic goals.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Opportunities for Formative Feedback

Weekly presentation of case study material

Methods of assessment

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	3 hr	100.00
Total percentage (Assessment Exams)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 22/10/2013

Disclaimer

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