NBS8124 : Strategic Global Marketing

Semester 1 Credit Value: 10
ECTS Credits: 5.0


To encourage students to develop a critical understanding of the strategic role of marketing within an organisation. There are some practical components when students interact with managers to experience the problems and issues facing businesses today.

The module encourages students to critically apply the theoretical frameworks to a ’real-life’ case study. It also assesses the importance of marketing in relation to other internal functions to facilitate business success and sustainability. The importance of both the internal and external customer to the organisation is studied and students will develop team work, consultancy and presentation skills.

Outline Of Syllabus

- Defining marketing, understanding marketing management and marketing planning
- Exploring the global marketing environment and modern marketing research
- Segmenting markets and understanding consumer buying behaviour
- Building strong global and local brands
- Shaping marketing offerings
- Utilising marketing channels
- Designing and integrating marketing communications
- Creating market offerings for global markets
- Mastering future marketing challenges in modern society

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture14:304:30Teaching (on site of a company, if feasible), company visit, engaging in discussions with managers
Guided Independent StudyAssessment preparation and completion123:0023:00N/A
Scheduled Learning And Teaching ActivitiesLecture93:0027:00Case study teaching, students frequently work in small groups leading to interactive debates.
Guided Independent StudyDirected research and reading120:3020:30N/A
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Developing practical experience with the aim of encouraging students to apply the theoretical marketing perspective to a ‘real life’ business situation.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report1M50Group case study written marketing plan report (2000 words)
Written exercise1M50Individual written exercise related to the case study (1500 words)
Formative Assessments
Description Semester When Set Comment
Case study1MCase study practice for final marketing plan.
Assessment Rationale And Relationship

The assessment allows students to demonstrate their ability to research and write their strategy for the case study company and to highlight issues the company may encounter when implementing the strategy.

Formative feedback will be provided through practice case study session. Feedback on ideas and understanding will also be provided through Q & A sessions with practitioners.

Reading Lists