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Parent Programme
Bachelor of Business (Honours) in International Business
MODULE NFQ
Level 8
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
International Marketing
Reference Code: BB8 807
STAGE
Award
Spring Semester
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.5 Hours per week

International Marketing Module

Introduction to International Marketing

The indicative syllabus for International Marketing is outlined in the units below:

  • 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.
  • Analyzing consumer markets.
  • Psychological and behavioural processes influencing buyer responses.

Marketing Strategic Planning

Corporate mission and vision

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

Selecting the Target Market and Product Positioning

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

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Explain significant analytical concepts, models and theories of international marketing.
LO 2
Analyse market potential, identify opportunities and formulate relevant, efficient and ethical marketing strategies.
LO 3
Critically analyse marketing problems, and develop a strategic marketing plan that is cognisant of local market conditions.
LO 4
Critically evaluate the relationship between marketing management and other organisational activities in operating internationally.

Assessment

MIMLOs
Assessment
Percentage
LO2, LO3
Project
60%
LO1, LO2, LO3, LO4
Final written examination
40%

Aims & Objectives

The aims of this module are to enable the learner to:

  • Evaluate the nature of marketing in an international context.
  • Critically evaluate how marketing activities can play a critical role in developing a brand in global markets.
  • Recognise how the marketing functions can support other business functions when operating internationally.
  • Analyse the theories and practices behind the marketing mix variables and how they apply in international markets.
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