Postgraduate education online

online marketing courses

MA in Strategic Marketing (Global Marketing)

Next intake:
  • December 2014
Duration:
  • Minimum: 18 months
  • Maximum: 3 years
Fees:
  • £7500
  • For information about our instalment plans or applying for a partial bursary please fill in the enquiry form on the right

The London School of Business & Finance offers a well-developed MA in Strategic Marketing (Global Marketing) online. It appreciates modern trends and constant changes in an international market, explores market differences and opportunities while developing effective integrated marketing strategic plans. The programme prepares you to keep up with global changes, exploit opportunities available in the global arena while developing appropriate global strategies.

The MA in Strategic Marketing (Global Marketing) provides you with an in-depth knowledge of overall strategic marketing management and communication techniques. It also explores concepts in the framework of international marketing environments and their implementation in culturally sensitive global strategies and effective project management. The programme is aimed to provide all students with practical expertise which can be immediately applied in the field. To ensure your practical expertise, InterActive utilises the latest teaching methods, and builds on kinaesthetic learning.

Expertise acquired upon completing the programmeread more

With our online postgraduate degree you will become proficient at:

  • Creating, executing and interpreting distinct marketing campaigns
  • Identifying and utilising differences in consumer behaviour
  • Identifying differences in consumer psychology and successfully applying carefully developed strategic campaigns
  • Understand global marketing concepts, including marketing environments, strategies and other components utilised in global marketing plans.
  • Effective cross-cultural communication for gaining a competitive advantage in the global economy
  • Effective and efficient project management, considering the time and budget available

The InterActive learning platform will provide you with vast study resources such as:

  • Video lectures in HD quality including case studies and downloadable notes covering the full programme syllabus
  • Monthly live online chat sessions with your tutor, mentor and classmates
  • Online tutor support via forums and discussion groups
  • Lecture notes and revision kits to enhance your learning
  • Self-assessed mock assignments
  • Additional online resources such as a library and e-journals provided by the London School of Business and Finance

Study with InterActive and become a member of a truly global community where expert tutors and quality academic content will ensure your career success.

 
 

The MA in Strategic Marketing (Global Marketing) programme structure is designed to educate you on various aspects of international marketing, including the valuation of the marketing environment, strategy development, cross-cultural communication and project management. The course blends essential theoretical knowledge with practical skills, while exploring how the field works.

You will start the programme with the core modules, which you can view by clicking on the relevant module in the section below. After completion of the core modules, you will specialise based on your choice of 3 specialist modules.  In order to complete the programme, you have to finish all 6 modules and the Integrative Research and Consultancy Project.

Postgraduate Certificate in Strategic Marketingread more
Strategic Marketing Management

Learning outcomes

On successful completion of the module, you should be able to:

  • Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
  • Make a judgment in the application and adaptation of marketing principles across a wide range of markets
  • Engage critically with and evaluate the role of marketing from a general management perspective
  • Critically assess marketing key performance indicators and diagnose problems accurately
  • Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management

Topics covered

  • Assessing the competitiveness of the firm: identification of the firm's core competences & development of the firm's competitive advantage
  • Assessing the external marketing situation: customer behaviour (revisited), competitor analysis, business intelligence and analysing relationships in the value chain
  • Developing marketing strategies: SWOT analysis, strategic marketing planning and portfolio analysis, segmentation, targeting, positioning and competitive strategies and CSR strategy and the sustainable global value chain
  • Developing marketing programmes: establishing, developing and managing buyer-seller relationships and product and service decisions, pricing decisions, distribution decisions and communication decisions
  • Organising, implementing and controlling the marketing campaign: organizing and implementing the marketing campaign; budgeting and reviewing the marketing campaign
Consumer Behaviour and Research

Learning outcomes

On successful completion of the module, you should be able to:

  • Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies
  • Critically analyse and distil the results of a consumer research project
  • Evaluate the success of current models in predicting the consumer purchase decision
  • Analyse patterns and processes of consumer behaviour in the contemporary and international business context
  • Critically evaluate consumer and customer management practices in organisations in different sectors

Topics covered

  • The consumer in marketing management I: consumer psychology; core concepts of consumer behaviour
  • The consumer in marketing management II: importance of consumer insight in marketing management; consumer behaviour in global context
  • Consumer research: requirements, methods of consumer data collection, ethical issues in consumer research, interpretation and analysis of qualitative and quantitative data
  • Personality of consumer and environmental context: demography, psychography and culture, consumer awareness, loyalty and motivation; factors that impact on consumer behaviour, opinion leaders and trendsetters
  • Purchase and consumption: purchase decision making process: stages, factors, explanatory models; purchase and consumption behaviour in consumers
  • The customer: B2B and B2C and consumers as customers; customer relationship management
Integrated Marketing Communications

Learning outcomes

On successful completion of the module, you should be able to:

  • Critically analyse advantages and limitations of the main marketing communications concepts and be able to apply them to current marketing scenarios
  • Identify and appraise various approaches to the design of marketing communications strategies
  • Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making
  • Critically analyse and evaluate marketing communications strategies employed by organizations in different contexts
  • Use and apply the appropriate knowledge and skills to develop an integrated marketing communications strategy using a ‘live’ brief

Topics covered

  • Integrated Marketing Communication within the Marketing framework - integration of marketing communication messages and channels
  • Segmentation and planning: Managing the segmentation process & managing integrated marketing communications planning:
  • Managing expectations and the communications mix
  • Branding and identity in integrated marketing communication
  • Technology and the environment – impact on integrated marketing communication
Postgraduate Diploma in Strategic Marketingread more
Global Marketing Management

Learning outcomes

You will be able to:

  • Critically assess the main approaches to global marketing and evaluate the  information required to establish and implement effective global marketing decisions, policies and strategies
  • Critically evaluate the key marketing practices employed by global organisations in various contexts;
  • Synthesise and critically evaluate a marketing plan and the range of advanced skills required to design and implement the marketing plan for a global organisation
  • Assess the global marketing environment and critically evaluate its impact on marketing strategy formulation for a given global organisation
  • Identify management problems in the area of global marketing, including an evaluation of market entry strategies and courses of action within the situation-dependent context

Topics covered

  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research I: The Global Marketing Environment and Cross Cultural Issues
  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research II: Marketing Research - Finding Local and International Spaces
  • Marketing Entry and Global Expansion Strategies I: Marketing Entry Strategies
  • Marketing Entry and Global Expansion Strategies II: Global Expansion Strategies
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context I: Competitive Advantage and Business Strategy
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context II: Organisational structure in a global context
  • International marketing strategic planning process I: Segmentation and Targeting in International Marketing
  • International marketing strategic planning process II: Positioning in International Marketing
  • International Marketing Mix Decision and Constructing the International Value Chain I: Constructing the International Marketing Mix
  • International Marketing Mix Decision and Constructing the International Value Chain II: Constructing the International Value Chain
Cross-Cultural Management

Learning outcomes

You will be able to:

  • Discuss critically the concept of culture and approaches to the study of culture, explaining its usefulness and relevance to a range of issues of management and organisation
  • Provide a critical account of the main theoretical approaches to cross-cultural management.
  • Use these theories to analyse problems and issues of organisation and management in a context of increasing cultural diversity, and to recommend how they may be addressed.
  • Evaluate the implications of culture and/or language for business communication
  • Identify the effect of global communications on disparate cultures
  • Appraise the problems of managing across cultures and propose considered solutions

Topics covered

  • Analytical Frameworks of Cross Cultural Comparisons I
  • Analytical Frameworks of Cross Cultural Comparisons II
  • Cultural Intelligence and Competence I
  • Cultural Intelligence and Competence II
  • Expatriation and Repatriation I
  • Expatriation and Repatriation II
  • Cross-Cultural Leadership I
  • Cross-Cultural Leadership II
  • Culture and Negotiations
  • Culture and Communication
Project Management and Leadership

Learning outcomes

You will be able to:

  • Assess the project life cycle and explore and critically appraise alternative approaches to management of projects
  • Critically evaluate the relationship between effective project management techniques, leadership, project implementation and the project planning process and successful project management
  • Evaluate the current project management practices and leadership styles in an organisation and identify and critically evaluate suggestions for improvement of these practices
  • Identify and critically assess the criteria for measuring successful performance of a given project and the impact leadership can have on project success
  • Evaluate and apply the appropriate approaches, tools and techniques to project planning, monitoring, control, evaluation, and risk analysis and risk management of a given project

Topics covered

  • Project Selection and Portfolio Management: Project Selection and Portfolio Management, Leadership and the Project Manager Scope Management
  • Cost Estimation/ Budgeting and Risk Management in Project Management I: Cost Estimation / Budgeting in Project Management
  • Cost Estimation/ Budgeting and Risk Management in Project Management I: Risk Management in Project Management
  • Project Scheduling I: Project Scheduling: Networks, Duration Estimation, and Critical Path and Project Scheduling: Lagging, Crashing, and Activity Networks
  • Project Scheduling II: Critical Chain Project Scheduling
  • Resource Management and Project Evaluation I: Resource Management
  • Resource Management and Project Evaluation I: Project Evaluation and Control and Project Closeout and Termination
  • Leading Diversity (Human Relations and Communications) I: Cross-Cultural Leadership Intelligence
  • Leading Diversity (Human Relations and Communications) II: Conflict Management and virtual teams in project management
Masters of Arts in Strategic Marketingread more
Integrative Research and Consultancy Project

Learning outcomes

At the end of the module you should be able to:

  • Formulate a research proposal and design this into a workable research plan
  • Design and manage a business critical independent applied research in their chosen discipline and present their findings, to a professionally acceptable standards
  • Critically evaluate and analyse their findings, reporting on their conclusions in clear and acceptable standard in the form of an engagement report
  • Synthesize theory in a practical context to evidence knowledge, understanding and transferrable skills with regards to the taught components of their studies

Topics covered

  • The nature of business and management research/consultancy
  • Formulating and clarifying the research/consultancy topic
  • The practice of management consulting
  • Negotiating a scope of work; developing a research proposal
  • Consulting as a profession; business research methods and practice;
  • Formulating the research design and negotiating access and research ethics
  • Understanding research philosophies and approaches
  • Critically reviewing the literature
  • Applicable models for consulting and research
  • Selecting samples and using secondary data
  • Collecting primary data through observation
  • Collecting primary data using semi-structured, in-depth and group interviews
  • Collecting primary data using questionnaires
  • Analysing quantitative data and qualitative data
  • Writing and presenting your project report

Please note: you can only graduate with one award (the highest level achieved), and it will only be issued once you have formally completed your studies.

 
 
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