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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

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%

International Marketing

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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