Module Details

Module Code: MKTG H4310
Module Title: International Marketing Strategy
Title: International Marketing Strategy
Module Level:: 8
Credits:: 10
Module Coordinator: Myles Kelly
Module Author:: Rita Kelly
Domains:  
Module Description: This subject aims to introduce the student to the dynamics of the global business environment and Ireland's position within it. To enable students to gain an appreciation of pertinent issues that affect internationalisation decisions and strategies of SMEs in particular. The learning objective is to provide students with the necessary knowledge skills and techniques to identify, analyse and resolve critical issues encountered in international marketing.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Formulate solutions to issues/problems encountered in the international marketing process.
LO2 Select and apply appropriate conceptual frameworks to international companies and international markets
LO3 Critically evaluate the elements of the global business environment and assess their impact on a company's international marketing strategy.
LO4 Evaluate/appraise the potential of an overseas market for company operating internationally.
LO5 Evaluate / formulate an international marketing plan for company.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Introduction to International Marketing & The Irish situation
IRELAND'S INTERNATIONAL MARKETING PERFORMANCE: World Trade Statistics & Trends. The Irish Situation: - Ireland's International Performance. -Key Irish International Marketing companies - The Future, Irish Public Policy and Role of Irish State Agencies.
Overview & Introduction to the International Marketing Decision Making
Definition of international marketing, domestic and international marketing compared and contrasted, EPRG framework, reasons to go abroad, introduction to the 5 stages of the international marketing process. Review and appraisal of the academic models of internationalisation.
Step One; The Decision to Internationalise
Internal Analysis: - Internal factors to be considered when deciding to go abroad.
Strategic Options
- Standardisation V Localisation Strategy. - Generic Market Expansion Strategies: Concentration & Diversification, Waterfall & Shower Approaches to Market Expansion. - Market Segmentation, Cross-cultural segmentation. - Portfolio Management
StepTwo ; New Market Selection & Market Environment Assessment
Opportunistic & Systematic Approaches to Market Selection. Assessment of the Key Environmental Factors - impact on Market Selection and International Marketing Strategy: - Political Factors, Legal Factors, Social/Cultural Factors, Demographic factors, Economic factors- New Key Emerging Markets: Assessment of Opportunities, Challenges & Effective Strategies.
Step Three; How the Firm Enters International Markets:
Entry Modes - Options and Assessment of Each mode: - Overview of various modes of market entry. - Factors which determine the most appropriate entry mode(s) Exporting - Direct and indirect, Export Plans, use of Middle men, Distributor Selection, Trade barriers, Documentation, Preparation required, Most appropriate situations for Exporting. Global E-Commerce - E-commerce today and future predictions, the internet as a resource for an international business, E- commerce Strategy for Overseas markets, How to create a winning global marketing website. Competitive Alliances - Marketing Partnerships, Managements Contracting, Contract Manufacturing, Joint Venture, Franchising, Licensing. - Appropriate situations for use of competitive alliance. Foreign Direct Investment - Acquisitions, Organic, appropriate usage situations.
Step Four; The International Marketing Programme
Key Success Factors & Best Practice in Marketing B2C, B2B & Services internationally,
Step Five; Implementing the International Programme
Selling & Negotiating Internationally - Importance and relevance to international marketing, the negotiation process, variations from country to country, the communication process within selling and negotiation process, culture and communications, characteristics of a successful international negotiator. 7.2 Managing International Marketing Operations - Implementation of the international marketing strategy, Performance evaluation, Controls, Organisation/Structure of an international firm.
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

No Continuous Assessment
Project
Assessment Type Project % of Total Mark 100
Timing Sem 1 End Learning Outcomes 1,2,3,4,5
Non-marked No
Assessment Description
Group Project
Part 1 Overseas Market Evaluation 50%
Part 2 - International Marketing strategy 50%
Written and Oral Presentation
Reflective Log
No Practical
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 6.00 6
Independent Learning Non Contact No Description Every Week 9.00 9
Total Weekly Contact Hours 6.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 9.00 9
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Hollensen, Svend. (2020), Global Marketing, 8th. Pearson, [ISBN: 9781292251844].
  • Cavusgil, S.T., Ghauri, P.N., Agarwal, M.R. (2013), Doing Business in Emerging Markets, Sage Publications Inc..
Supplementary Book Resources
  • Doole, I, Lowe, R, Kenyon, A. (2019), International Marketing Strategy: Analysis, Development & Implementation,, 8th ed. Cengage.
Recommended Article/Paper Resources
Other Resources
Discussion Note: