Module: Brand Marketing Strategy & Development

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Brand Marketing Strategy & Development
Module Code	MAD1036 (ITS: MG506B)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

Description

The course seeks to introduce the graduate to forefront issues in the area of international marketing. Through an engagement with seminal and contemporary research-based articles and related presentations and seminars students will develop a critical awareness of current problems and the strategic decisions facing the firm operating in international markets.

Learning Outcomes

1. Differentiate between the theories of internationalisation
2. Identify and assess the global environmental forces and trends within theses forces that affect the firm s ability to serve its customers
3. Assess the benefits of systematic international market selection and possess the ability isolate those markets that represent the best opportunities for a firm and its products
4. Evaluate the components and processes involved in framing the marketing mix for product and service offers in global markets.

*Type*	*Hours*	*Description*
Workload	Full time hours per semester
Lecture	24	No Description
Group work	24	Case study preparation
Independent Study	77	Study of course related materials and journal articles
Total Workload: 125

Section Breakdown
CRN	11854	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	John Connolly	Module Teacher

Type	Description	% of total	Assessment Date
Assessment Breakdown
In Class Test	In final week of Semester a 2 hour class test will examine some of the main issues covered in the course.	70%	Week 12
Extended Essay / Dissertation	Case Study Summaries (Mini-Reports): For each case study, each group is required submit a one-page summary of their recommendations for the company based on their case study analysis. The reports are due by 4.00pm on the day prior to class and should be submitted to Room Q214.	10%	As required
Assignment	Case Study Presentation: Course participants will be divided into small working groups to research and prepare a case study analysis.	15%	n/a
Written Exam	Case Study Response (Rebuttal): Following the case presentation by one group a second group responds to the group presentation with a series of comments and questions for the group.	5%	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

Initiation of Internationalisation: focus on Born Globals
Motives for internationalisation. Internationalisation barriers/risks.

Global Marketing Research
Linking global marketing research to the decision making process. Use of secondary research for estimationof froreign market potential. Primary research and problemswith using primary researching in international marketing research.

Global Marketing Environment
PESTLE. Foreign exchange risk exposure and how exchange rates influence business activities. Management of currency transactions and exposures. Hedging techniques

Foreign Market Entry Strategy
Export, Intermediate and Hierarchical foreign market entry modes. Explaining MNC control using transaction cost analysis and bargaining power theory.

Target Country/Market Selection
Preliminary foreign market assessment: country clustering versus country ranking techniques. globalEDGE. G.M.I.D.

Product Decisions in Designing Global Marketing Programmes
Appraising the products suitability to export. Product standardisation V’s adaptation. Branding decisions.

C.O.O.

Global Marketing Communications
The Tasks of Global Marketing Communications. The major international advertising decisions. Social media marketing. Viral marketing

Pricing Decisions in Designing Global Marketing Programmes
Pricing and corporate profitability. Approaches to managing pricing and corporate profitability.

Distribution Decisions in Designing the Global Marketing Programme
Selection of foreign market intermediaries. Managing and motivating intermediaries.Dealing with varying types of retailing infrastructure across international markets. Logistics of physical distribution of products.

Indicative Reading List

Books:

Hollensen, Svend: 2017, Global Marketing, 7th, Pearson, 9781292100111

Articles:

Harvard Business School: 0, Selected Cases (Supplied to all module participants),

Other Resources

None