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Module Aims
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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.
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Learning Outcomes
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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.
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Indicative Time Allowances
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Hours
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Lectures |
24
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Tutorials |
0
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Laboratories |
0
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Seminars |
0
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Independent Learning Time |
51
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Total |
75
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Placements |
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Assignments |
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NOTE
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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.
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Indicative Syllabus
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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.
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| Assessment | | Continuous Assessment | 40% | Examination Weight | 60% |
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Indicative Reading List
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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
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Programme or List of Programmes
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| AF | BA in Accounting & Finance |
| BS | Bachelor of Business Studies |
| BSI | Business Studies ( with INTRA ) |
| BSSA | Study Abroad (DCU Business School) |
| BSSAO | Study Abroad (DCU Business School) |
| EBF | BA in European Business (French) |
| EBG | BA in European Business (German) |
| EBS | BA in European Business (Spanish) |
| EBT | BA in European Business (Trans.Studies) |
| ECSA | Study Abroad (Engineering & Computing) |
| ECSAO | Study Abroad (Engineering & Computing) |
| HMSA | Study Abroad (Humanities & Soc Science) |
| HMSAO | Study Abroad (Humanities & Soc Science) |
| IBLFG | BA in Inter. Business & Lang. (Fr/Ge) |
| IBLFS | BA in Inter. Business & Lang. (Fr/Sp) |
| IBLGS | BA in Inter. Business & Lang. (Ge/Sp) |
| IBLJ | BA in Inter. Business & Lang. (Japanese) |
| SHSA | Study Abroad (Science & Health) |
| SHSAO | Study Abroad (Science & Health) |
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