Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024
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Description This course seeks to advance the student's knowledge of the various aspects of international marketing with the principle objective of developing skills in the identification, analysis and solution of international marketing problems which internationalising firms may face. | |||||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Discuss the motives for firm internationalization and describe the different factors hindering export initiation. 2. Analyse and compare the three theories explaining a firm s internationalization process. 3. Describe and discuss the environmental forces and trends within theses forces that affect the firm s ability to serve its customers in international markets. 4. Discuss how international marketers screen potential markets/countries using secondary and primary data. 5. Identify and classify different market entry modes and discuss the factors that impact the international marketers choice of entry mode. 6. Evaluate the components and processes involved in framing the international marketing mix. 7. Debate the impact of the internet on international marketing. 8. Describe and evaluate functional, geographic, product ad matrix organizations as the key international structural alternatives, and discuss the key elements of the marketing control system. | |||||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
Internationalisation of the FirmPre-export activity, internal determinants of export marketing behaviour, three internationalisation models.The Environment of International MarketingThe overseas economic environment, the socio-cultural environment, the political/legal environment and political risk reduction strategies. Foreign Exchange Risk Reduction Strategies: matching, forward contracts, hedge market, foreign currency borrowings, cross-currency deals, currency options etc. Export payment methods and documentary procedures.Foreign Market Entry Mode ChoiceSelection of agents/distributors, licensing, franchising, turnkey contracts, management contracts, international joint ventures etc.The International Market Selection ProcessBuilding a model for international market selection. Preliminary and "fine-grained" screening.International Marketing Mix StrategiesProduct and pricing policies, international selling operations, channels of distribution, promotion policies. The marketing standardisation versus adaptation debate.Organisation and Control of the Global Marketing ProgrammeOrganisation Structures for International MarketingEthnocentrism, polycentrism, regrocentrism and geocentrism. Organisational alternatives. | |||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||||