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Module Specifications

Archived Version 2004 - 2005

Module Title International Marketing
Module Code MG302
School DCUBS

Online Module Resources

Module Co-ordinatorDr Michael GannonOffice NumberQ214
Level 3 Credit Rating 5
Pre-requisite MG101
Co-requisite None
Module Aims
The course introduces the student to the various aspects of international marketing with the principal objective of developing skills in the identification, analysis and solution of problems encountered in international marketing theories and the practice of international marketing in Ireland and abroad.

Learning Outcomes
All students will participate in a project designed to investigate the international marketing strategy in Irish companies. All case studies and project work will be prepared and assessed on a group basis.

Indicative Time Allowances
Lectures 24
Tutorials 0
Laboratories 0
Seminars 0
Independent Learning Time 51

Total 75
Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus
Indicative Syllabus: Internationalisation of the Firm Pre-export activity, internal determinants of export marketing behaviour, the internationalisation model. 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. Foreign Market Entry Mode Choice Selection of agents/distributors, licensing, franchising, turnkey contracts, management contracts, international joint ventures etc. Export payment methods and documentary procedures. International Marketing Mix Strategies Product and pricing policies, international selling operations, channels of distribution, promotion policies. The marketing standardisation versus globalisation debate. Organisation Structures for International Marketing Ethnocentrism, polycentrism, regrocentrism and geocentrism. Organisational alternatives.
Continuous Assessment40% Examination Weight60%
Indicative Reading List
Svend Hollensen (2001) Global Marekting - A Market-Responsive Approach Prentice Hall International Bradley, F., (2002) International Marketing Strategy, 4th Ed. Prentice Hall Young, Hamill, Wheeler & Davies, (1989) International Market Entry and Development, Prentice Hall
Programme or List of Programmes
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BSIBusiness Studies ( with INTRA )
BSSAStudy Abroad (DCU Business School)
BSSAOStudy Abroad (DCU Business School)
EBFBA in European Business (French)
EBGBA in European Business (German)
EBSBA in European Business (Spanish)
EBTBA in European Business (Trans.Studies)
ECSAStudy Abroad (Engineering & Computing)
ECSAOStudy Abroad (Engineering & Computing)
HMSAStudy Abroad (Humanities & Soc Science)
HMSAOStudy Abroad (Humanities & Soc Science)
IBLFGBA in Inter. Business & Lang. (Fr/Ge)
IBLFSBA in Inter. Business & Lang. (Fr/Sp)
IBLGSBA in Inter. Business & Lang. (Ge/Sp)
IBLJBA in Inter. Business & Lang. (Japanese)
SHSAStudy Abroad (Science & Health)
SHSAOStudy Abroad (Science & Health)