Module Details

Module Code: MKTG C3323
Module Title: Global Market Assessment and Selection
Title: Global Market Assessment and Selection
Module Level:: 7
Credits:: 5
Module Coordinator: Martin Meagher
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 small, medium and larger firms. The learning objective is to provide students with the necessary knowledge, skills and techniques to identify, analyse and assess its readiness to go abroad and the international markets it should enter.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Select and apply appropriate conceptual frameworks to international companies and international markets
LO2 Critically evaluate the elements of the global business environment and assess their impact on a company's international marketing strategy.
LO3 Evaluate/appraise the potential of an overseas market for company operating internationally.
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
1. Introduction to Global 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.
2. Overview - Global Marketing & the internationalisation process
Definitions of Export Marketing, International Marketing, Global 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.
3. The Decision to Internationalise
Assessment/ Audit of Capability to go abroad Internal Company Analysis
4.Selection of Overseas Markets for Entry
Opportunistic & Systematic Approaches to Market Selection.
5.Global Marketing Environment Assessment
Assessment of the Key Environmental Factors & their impact on Market Selection and Global Marketing Strategy.
5.1 Poltical Factors
Assessment of Home, Host & General Political environments, Major types of Political Risks faced by Global Companies, How to manage & minimize risk
5.2 Legal Factors
Assessment of the major legal systems in the world, Impact of the law on the international marketing strategy of a company.
5.3 Demographic & Socio Cultural Factors
Global trends in demographics, Framework for the assesment of Culture, Cultures impact on consumer buying behaviour, COE effect, Impact of culture on New Product diffusion /launches, Impact on the international marketing strategy.
5.4 Economic Factors
Key economic indicators for overseas market assessment, Stages of Economic Development, Trading Bloc's & Economic Integration.
5.5 New Emerging Markets
Assessment of Opportunities, Challenges and Effective Market Strategies
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment20.00%
Project80.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Written Report % of Total Mark 20
Timing Week 4 Learning Outcomes 1
Non-marked No
Assessment Description
Part 1 - Assessment of a Company and creating a set of overseas market selection criteria.
Project
Assessment Type Project % of Total Mark 80
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Part 2 Overseas Market Evaluation
Written and Oral Presentation
Reflective Log
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.
  • Cavusgil, S.T., Ghauri, P.N., Agarwal, M.R. (2013), Doing Business in Emerging Markets, Sage Publications Inc..
  • Hollensen, Svend. (2020), Global Marketing, 8th. Pearson, [ISBN: 9781292251844].
Recommended Article/Paper Resources
Other Resources
Discussion Note: