Module Details
Module Code: |
MKTG H4310 |
Module Title:
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International Marketing Strategy
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Title:
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International Marketing Strategy
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Module Level:: |
8 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Rita Kelly
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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.
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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 |
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.
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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 |
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.
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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.
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Step One; The Decision to Internationalise
Internal Analysis:
- Internal factors to be considered when deciding to go abroad.
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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
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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.
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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.
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Step Four; The International Marketing Programme
Key Success Factors & Best Practice in Marketing B2C, B2B & Services internationally,
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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.
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Module Content & Assessment
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Assessment Breakdown | % |
Project | 100.00% |
AssessmentsFull Time
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.
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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 |
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Contact |
No Description |
Every Week |
6.00 |
6 |
Independent Learning |
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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 |
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Non Contact |
No Description |
Every Week |
9.00 |
9 |
Total Weekly Contact Hours |
3.00 |
Module Resources
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Recommended Book Resources |
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Hollensen, Svend. (2020), Global Marketing, 8th. Pearson, [ISBN: 9781292251844].
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Cavusgil, S.T., Ghauri, P.N., Agarwal, M.R. (2013), Doing Business in Emerging Markets, Sage Publications Inc..
| Supplementary Book Resources |
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Doole, I, Lowe, R, Kenyon, A. (2019), International Marketing Strategy: Analysis, Development & Implementation,, 8th ed. Cengage.
| 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,
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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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