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MKTG07067 2022 International Marketing

General Details

Full Title
International Marketing
Transcript Title
International Marketing
Code
MKTG07067
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
BUS - Business
Level
07 - Level 7
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Kerry Dolan, Marie Keane
Programme Membership
SG_BBUSS_B07 202200 Bachelor of Business in General Business SG_BBUSG_B07 202300 Bachelor of Business in General Business
Description

This subject aims to develop an appreciation of the principles of International Marketing. The focus is on the development of a global marketing process, which will include looking at the decision to internationalise, deciding which markets to enter, deciding how to enter the foreign market, designing the global marketing program and implementing and co-ordinating the global marketing program.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Analyse International Marketing environments

2.

Evaluate the different modes of entry available to Irish companies wishing to enter foreign markets

3.

Appreciate the different methods of payment available for Irish companies in International markets

4.

Demonstrate the ability to carry out International marketing research.

5.

Plan, examine and formulate an international marketing strategy for an organisation

Teaching and Learning Strategies

Combination of lectures, workshops, case studies, tutorials  

Module Assessment Strategies

 Method of Assessment:

  • Continuous Assessment                                                                                             40%
  • International Marketing project and presentation             25%
  • Mid term assessment                                                       15%
  • Final Examination, supervisied  3 hour exam                                                             60%

 

Repeat Assessments

Project and Exam

Indicative Syllabus

Initiation of Internationalisation 

  • Triggers of export initiation
  • Internationalisation barriers in Ireland
  • Analysis of National competitiveness

The International Marketing Environment                                                                                         

  • Examine how the socio-cultural environment will affect the attractiveness of a potential market 
  • Examine the elements of Culture in foreign market  
  • Outline how political and legal factors can affect the attractiveness of a potential market
  • Examinine the economic environment of the foreign market, outline the various tariff and non-tariff barriers present in the foreign market 
  • Examine regional economic integration and identify different levels of integration Outline the major trading blocks.
  • Carrying out market research and competitor analysis in a foreign country
  • The International market selection process

Market Entry Strategies

  • Appraise various market entry strategies including exporting , contract manufacturing, the use of agents and distributors, licensing , franchising , joint ventures, strategic alliances, foreign direct investment
  • Examine the elements of distributor agreements  
  • International sourcing decisions and the role of the subsupplier
  • Global e-marketing

The International Marketing Mix    

  • The product decisions in International markets
  • The Pricing decision and terms of doing business, cross cultural sales negotiation
  • The distribution decision in international markets
  • Promotional strategies in international markets, the role of Enterprise Ireland in assisting Irish exporters
  • Payment instruments available to Irish exporters
  • Organisation and control of the global marketing program

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Other Exam 3 hour Exam Coursework Assessment Closed Book Exam 60 % End of Term 1,2,3,4,5
2 Continuous Assessment Group project and Presentation Coursework Assessment UNKNOWN 25 % Week 8 1,2,3,5
3 Continuous Assessment 1 hour Exam Coursework Assessment UNKNOWN 15 % Week 7 1,2,3,4,5

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lectures and case studies 3 Weekly 3.00
Tutorial Flat Classroom Project Work and case-studies 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Required Reading
1920-01-14 Hollensen
ISBN 1292251808 ISBN-13 9781292251806

"Globalization is the growing interdependence of national economies - involving primarily customers, producers, suppliers and governments in different markets. Global marketing therefore reflects the trend of firms selling and distributing products and services in many countries around the world"--

Required Reading
2019-02-19 International Marketing McGraw-Hill Education
ISBN 1259712354 ISBN-13 9781259712357

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 18th, including the following over 100 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Educations Connect with adaptive SmartBook. Additional updates include:NEW Cases: New cases accompany the 18e, enlivening the material in the book and class discussions while broadening a students critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE. Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.

Module Resources

Non ISBN Literary Resources
Journal Resources
URL Resources
Other Resources
Additional Information

None