Module Details
Module Code: |
MKTG C3323 |
Module Title:
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Global Market Assessment and Selection
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Title:
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Global Market Assessment and Selection
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Module Level:: |
7 |
Module Coordinator: |
Martin Meagher
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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 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.
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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 |
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.
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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. 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.
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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.
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3. The Decision to Internationalise
Assessment/ Audit of Capability to go abroad
Internal Company Analysis
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4.Selection of Overseas Markets for Entry
Opportunistic & Systematic Approaches to Market Selection.
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5.Global Marketing Environment Assessment
Assessment of the Key Environmental Factors & their impact on Market Selection and Global Marketing Strategy.
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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
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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.
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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.
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5.4 Economic Factors
Key economic indicators for overseas market assessment, Stages of Economic Development, Trading Bloc's & Economic Integration.
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5.5 New Emerging Markets
Assessment of Opportunities, Challenges and Effective Market Strategies
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 20.00% |
Project | 80.00% |
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 |
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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 |
|
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.
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Cavusgil, S.T., Ghauri, P.N., Agarwal, M.R. (2013), Doing Business in Emerging Markets, Sage Publications Inc..
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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,
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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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