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Module Specifications

Archived Version 2010 - 2011

Module Title International Marketing
Module Code MG302
School DCUBS

Online Module Resources

Module Co-ordinatorDr Michael GannonOffice NumberQ214
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

INACTIVE - 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

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.

Workload Full-time hours per semester
Type Hours Description
Lecture24Atternd weekly lectures
Group work15Presentation on allocated topic in international marketing
Group work15Essay
Online activity24Study of recommended articles from DCU Library database
Directed learning24Study chapter(s) from essentail text
Independent Study23Review of journal articles and current media coverage of international marketing issues
Total Workload: 125

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.

Assessment Breakdown
Continuous Assessment40% Examination Weight60%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
Indicative Reading List

  • Bradley, Frank: 2005, International Marketing Strategy, 5th, Financial Times / Prentice Hall, 13: 978-0-273-68688-0
  • Young, Stephen, James Hamill, Colin Wheeler & Richard Davies: 1989, International Market Entry and Development, Prentice Hall, 0-7450-0379-6
  • Sean De Burca, Richard Fletcher and Linden Brown: 2004, International Marketing: An SME Perspective, 1st, Financial Times / Prentice Hall, 0-273-67323-8
  • Svend Hollensen,: 2010, Global Marketing, 5th, FT Prentice Hall, 978-0-273-72622-7
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