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Module Specifications

Archived Version 2014 - 2015

Module Title
Module Code

Online Module Resources

NFQ level 9 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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.

Workload Full-time hours per semester
Type Hours Description
Lecture24No Description
Group work24Case study preparation
Independent Study77Study of course related materials and journal articles
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

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
DRIP – The Tasks of Global Marketing Communications. The major international advertising decisions. Digital 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.

Assessment Breakdown
Continuous Assessment% Examination Weight%
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

  • 2013: Global Marketing, 6th, Pearson,
Other Resources

Programme or List of Programmes