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Parent Programme
Bachelor of Business (Honours) in International Business
NFQ Level & Reference
Level 8 / Ref: 4.7
Duration
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.5 Hours per week
MODULE TITLE
International Marketing
STAGE
Award
Module Credit Units
ECTS: 5

International Marketing Module

Introduction to International Marketing

This International Marketing module will explore and discuss the nature of marketing in a global context. It critically evaluates the role of marketing in brand development in international markets, examines how marketing supports other business functions globally, and analyses the application of marketing mix theories and practices in international settings.

Indicative Syllabus

Introduction to International Marketing

  • The nature of the marketing for organisations operating internationally
  • Marketing’s relationship with other functions inside organisations: coordinate and integrate plans
  • Main marketing channels: communication, distribution and service channels

Conducting international marketing research. Situational analysis and the Competitive Environment

  • Market Information Systems (MIS): Research sources and business data bases
  • SWOT analysis for a selected international market
  • Environmental audit (PESTLE) for a selected international market
  • Analysing local competitors’ strategies 

Understanding Consumer and Business Markets

  • Value, satisfaction, expectations
  • Needs, wants and demands
  • Analysing consumer markets
  • Psychological and behavioural processes influencing buyer responses
  • International Marketing Mix in foreign markets

Marketing Strategic Planning

  • Corporate mission and vision
  • Developing marketing strategies and plans: goals, objectives, strategies and tactics
  • Establishing Strategic Business Units (SBU)
  • Assigning resources (GE / McKinsey, BCG matrix, contemporary methods)
  • Assessing growth opportunities (Intensive, Integrative, Diversification)
  • Product planning
  • Pricing segmentation.

Selecting the Target Market and Product Positioning

  • Market segmentation
  • Selecting the target
  • Product / service positioning and repositioning strategies
  • Building strong brands and Differentiation strategies

Cultural Impact in Global Marketing

  • Society, Culture and Global Consumer Culture
  • Marketing implications of cultural & social environments
  • Impact of culture in global marketing 

Global Digital Marketing Concepts

  • Current digital marketing landscape
  • Social Media Advertising
  • Importance of E-commerce for Global Marketing
  • Assessing growth opportunities (Intensive, Integrative, Diversification)
  • Product planning
  • Pricing segmentation

Selecting the Target Market and Product Positioning

  • Market segmentation
  • Selecting the target
  • Product / service positioning and repositioning strategies
  • Building strong brands and Differentiation strategies

Cultural Impact in Global Marketing

  • Society, Culture and Global Consumer Culture
  • Marketing implications of cultural & social environments
  • Impact of culture in global marketing 

Global Digital Marketing Concepts

  • Current digital marketing landscape
  • Social Media Advertising
  • Importance of E-commerce for Global Marketing

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
MIMLO1
Evaluate significant analytical concepts, models and theories of international marketing.
MIMLO2
Analyse market potential, identify opportunities and formulate relevant, efficient and ethical marketing strategies.
MIMLO3
Critically analyse marketing problems, and develop a strategic marketing plan that is cognisant of local market restrictions including sustainably, pricing and also general conditions.
MIMLO4
Critically evaluate the relationship between marketing management and other organisational activities in operating internationally.

Assessment

MIMLOs
Assessment
Percentage
1, 2, 3, 4
Project & Final written examination
Total 100%

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board Meeting and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

The aims are to provide an in-depth analysis of the theories and practices behind the marketing mix variables, exploring their application in international markets to equip learners with a robust understanding of global marketing dynamics.

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