Module: International Marketing

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	International Marketing
Module Code	MAD1005 (ITS: MG302)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	5

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.

Learning Outcomes

1. Discuss the motives for firm internationalization and describe the different factors hindering export initiation.
2. Analyse and compare the range of major theories explaining a firm's internationalisation process.
3. Describe and discuss the environmental forces and trends within these 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 and matrix organizations as the key international structural alternatives, and discuss the key elements of the marketing control system.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	22	Atternd weekly lectures
Group work	15	Group assignment
Online activity	38	Study of recommended articles from DCU Library database
Directed learning	30	Study chapter(s) from essentail text
Independent Study	20	Review of journal articles and current media coverage of international marketing issues
Total Workload: 125

Section Breakdown
CRN	10963	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Marija Grishin	Module Teacher	Anita Wade

Type	Description	% of total	Assessment Date
Assessment Breakdown
Group assignment	Group assignment will be allocated in class	30%	Week 10
Assignment	Individual assignment (international market entry report) with students each assigned a country and industry combination for applied project	70%	n/a

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Content and Learning Activities

Internationalisation of the Firm
Pre-export activity, internal determinants of export marketing behaviour, three internationalisation models.

The Environment of International Marketing
The 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 Choice
Selection of agents/distributors, licensing, franchising, turnkey contracts, management contracts, international joint ventures etc.

The International Market Selection Process
Building a model for international market selection. Preliminary and "fine-grained" screening.

International Marketing Mix Strategies
Product and pricing policies, international selling operations, channels of distribution, promotion policies. The marketing standardisation versus adaptation debate.

Organisation and Control of the Global Marketing Programme
Organisation Structures for International MarketingEthnocentrism, polycentrism, regrocentrism and geocentrism. Organisational alternatives.

Indicative Reading List

Books:

Svend Hollensen: 0, Hollensen, 8th, 808, 9781292251806
Philip R. Cateora, Mary C Gilly, John Graham,: 2020, International Marketing, 18th, McGraw-Hill Education, 720, 9781259712357

Articles:

A list of recommended journal articles relating to topics in international marketing is included on the MG302 LOOP page. For example in week 3 please see article by Meyer, Erin: 2015, Getting to Sí, Ja, Oui, Hai, and Da: How to negotiate across cultures, Harvard Business Review, December, 93, 12, 74-80,

Other Resources

None