Module Details

Module Code: STGY C4310
Module Title: Global Marketing Strategy
Title: Global Marketing Strategy
Module Level:: 8
Credits:: 5
Module Coordinator: Martin Meagher
Module Author:: Rita Kelly
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.
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 Evaluate and formulate an effective global marketing strategy in a traditional and digital context.
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
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.
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
3. New Market Selection
Opportunistic & Systematic Approaches to Market Selection.
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
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.
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.
4.4 Competitive Alliances
Marketing Partnerships, Managements Contracting, Contract Manufacturing, Joint Venture, Franchising, Licensing. - Appropriate situations for choosing competitive alliance.
4.5 Foreign Direct Investment
Acquisitions, Organic/ Greenfield, appropriate usage situations.
5. The International Marketing Programme
Global Segmentation and Positioning Strategies Demographic, geographic, psychographic and behavioural segmentation bases. Global, local and foreign consumer-culture positioning
5.1 Designing Global Marketing Programme
Global product/service, Distribution, Pricing, Promotional, Place, People, Process and Physical Evidence. B2B, B2C, Services strategies.
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.
6.1 Managing International Marketing Operations
Implementation of the international marketing strategy, Performance evaluation, Controls, Organisation/Structure of an international firm.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment30.00%


Full Time

Continuous Assessment
Assessment Type Examination % of Total Mark 30
Timing n/a Learning Outcomes 1,2,3
Non-marked No
Assessment Description
In class Exam
Assessment Type Project % of Total Mark 70
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Group Project - International Marketing strategy
Written and Oral Presentation
No Practical
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.

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 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 Non Contact No Description Every Week 3.00 3
Total Weekly Contact Hours 1.50
Module Resources
Recommended Book Resources
  • Doole, I, Lowe, R, Kenyon, A. (2019), International Marketing Strategy: Analysis, Development & Implementation,, 8th ed. Cengage.
Supplementary Book Resources
  • Hollensen, Svend. (2020), Global Marketing, 8th. Pearson, [ISBN: 9781292251844].
Recommended Article/Paper Resources
Other Resources
Discussion Note: