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2022/23 Taught Postgraduate Module Catalogue

LUBS5408M Global Strategic Marketing

15 creditsClass Size: 264

Module manager: Jieke Chen

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

This module is not approved as an Elective


This module aims to provide students with the skills and knowledge to critically appraise the major concepts and theories associated with global strategic marketing, apply methodologies for organisational marketing capabilities assessment and recognise the criticality of delivering sustainable competitive advantage to targeted market segments to ensure long term success.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- relevant theories and frameworks of marketing theory
- marketing strategy case analysis techniques relevant to the discipline and the marketing planning process;
- the importance of delivering sustainable competitive advantage to targeted market segments to ensure long-term success in a global setting

Skills outcomes
Upon completion of this module students will be able to:
Transferable skills
-Work as an effective team player
- Apply academic theories and present reasoned and logical arguments
- Prepare and deliver a professional presentation

Subject specific
- Sensitively apply techniques for the analysis of environmental and competitive market forces in a global setting
- Develop comprehensive strategic marketing options based upon realistic, practical and internally consistent mixes
- Make justifiable recommendations for the resolution of complex marketing problems


Indicative content
Introduction to the module – Introduction to Global strategic marketing and the marketing planning process
International Environment Analysis
Customer analysis and segmentation
Competitor analysis and the resource-based view: seeking sustainable competitive advantage
International Product and service management 1
International Product and service management 2
International Distribution and pricing management
International Promotion management
International Relationships and Alliances

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours121.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

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

The resit for this module will be 100% examination

Reading list

The reading list is available from the Library website

Last updated: 29/04/2022 15:28:11


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