Module Details
Module Code: |
STGY C4304 |
Module Title:
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Global Marketing Strategy
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Title:
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Global Marketing Strategy
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Module Level:: |
8 |
Module Coordinator: |
Martin Meagher
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Module Author:: |
Rita Kelly
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Module Description: |
This subject aims to enable students to gain an appreciation of pertinent issues that affect internationalisation decisions and strategies of small, medium and large firms. The learning objective is to provide students with the necessary knowledge, skills and techniques to identify, analyse and resolve critical issues encountered in global marketing.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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 |
Evaluate and formulate an effective global marketing strategy in a traditional and digital context. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
1. Overview of the International Marketing Process
Definition of Global marketing, international marketing and Export 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.
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2. Strategic Decisions in Global Marketing
Standardisation V Localisation Strategy v Glocalisation.
Generic Market Expansion Strategies: Concentration & Diversification, Waterfall & Shower Approaches to Market Expansion.
Market Segmentation, Cross-cultural segmentation.
Portfolio Management - Products & Markets
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3. New Market Selection
Opportunistic & Systematic Approaches to Market Selection.
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4.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 modes
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4.2 Exporting
Direct and indirect Exporting, Export Plans, use of Middle men, Distributor Selection, Trade barriers, Payment terms, Documentation, Preparation required, Most appropriate situations for Exporting.
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4.3 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.
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4.4 Competitive Alliances
Marketing Partnerships, Managements Contracting, Contract Manufacturing, Joint Venture, Franchising, Licensing. - Appropriate situations for choosing competitive alliance.
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4.5 Foreign Direct Investment
Acquisitions, Organic/ Greenfield, appropriate usage situations.
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5. The International Marketing Programme
Global Segmentation and Positioning Strategies
Demographic, geographic, psychographic and behavioural segmentation bases. Global, local and foreign consumer-culture positioning
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5.1 Designing Global Marketing Programme
Global product/service, Distribution, Pricing, Promotional, Place, People, Process and Physical Evidence. B2B, B2C, Services strategies.
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6.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.
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6.1 Managing International Marketing Operations
Implementation of the international marketing strategy, Performance evaluation, Controls, Organisation/Structure of an international firm.
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 30.00% |
Project | 70.00% |
AssessmentsFull Time
No End of Module Formal Examination |
Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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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 |
3.00 |
3 |
Independent Learning |
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Non Contact |
No Description |
Every Week |
6.00 |
6 |
Total Weekly Contact Hours |
3.00 |
Workload: Part Time |
Workload Type |
Workload Category |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
Lecture |
|
Contact |
No Description |
Every Week |
1.50 |
1.5 |
Independent Learning |
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Non Contact |
No Description |
Every Week |
3.00 |
3 |
Total Weekly Contact Hours |
1.50 |
Module Resources
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Recommended Book Resources |
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Doole, I, Lowe, R, Kenyon, A. (2019), International Marketing Strategy: Analysis, Development & Implementation,, 8th ed. Cengage.
| Supplementary Book Resources |
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Hollensen, Svend. (2020), Global Marketing, 8th. Pearson, [ISBN: 9781292251844].
| Recommended Article/Paper Resources |
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Donnelly, Noelle. (2013), The Emergence and Internationalisation
of Irish SME's, International Studies of Management
& Orgasnisation, Volume 43, Issue 1, [ISSN: 0020-8825].
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Department of Jobs, Enterprise and
Innovation. (2015), Enterprise 2025 Ireland's National
Enterprise Policy 2015 - 2025,
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DPD Group. (2017), E Shopper Barometer Report,
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Whatley, H. (2012), Standardised and localized marketing
strategies and their effects on
consumerism, SMC University.
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Mackrill, James. (2010), Are you ready to Export, The Market, Enterprise Ireland, April / May.
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Sweetman, Mary. (2010), The Winning Formula, The Market, Enterprise Ireland, June / July.
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Gregson, J. (2017), Emerging Markets 2020 Future Stars,
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Dana. (2017), Long Term Growth in emerging Markets:
Challenges and Opportunities,
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McKinsey. (2003), Brand building in emerging markets,
Special Edition.
| Other Resources |
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, IT Carlow Library,
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, Enterprise Ireland. Enterprise Ireland,
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, Enterprise Ireland Magazine. The Market,
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, World trade Organisation,
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, CIA,
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, World Bank. World Bank,
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, United Nations,
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, European Union,
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, The Economist Magazine,
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, Marketing Resources,
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