Registry
Module Specifications
Archived Version 2018 - 2019
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Description 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. | |||||||||||||||||||||||||||||||||||||||||
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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. | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities Internationalisation of the FirmPre-export activity, internal determinants of export marketing behaviour, three internationalisation models.The Environment of International MarketingThe 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 ChoiceSelection of agents/distributors, licensing, franchising, turnkey contracts, management contracts, international joint ventures etc.The International Market Selection ProcessBuilding a model for international market selection. Preliminary and "fine-grained" screening.International Marketing Mix StrategiesProduct and pricing policies, international selling operations, channels of distribution, promotion policies. The marketing standardisation versus adaptation debate.Organisation and Control of the Global Marketing ProgrammeOrganisation Structures for International MarketingEthnocentrism, polycentrism, regrocentrism and geocentrism. Organisational alternatives. | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
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