Registry
Module Specifications
Archived Version 2015 - 2016
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Description 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. | |||||||||||||||||||||||||||||||||||||
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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. | |||||||||||||||||||||||||||||||||||||
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 Initiation of Internationalisation: focus on Born GlobalsMotives for internationalisation. Internationalisation barriers/risks.Global Marketing ResearchLinking 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 EnvironmentPESTLE. Foreign exchange risk exposure and how exchange rates influence business activities. Management of currency transactions and exposures. Hedging techniquesForeign Market Entry StrategyExport, Intermediate and Hierarchical foreign market entry modes. Explaining MNC control using transaction cost analysis and bargaining power theory.Target Country/Market SelectionPreliminary foreign market assessment: country clustering versus country ranking techniques. globalEDGE. G.M.I.D.Product Decisions in Designing Global Marketing ProgrammesAppraising the products suitability to export. Product standardisation V’s adaptation. Branding decisions. C.O.O.Global Marketing CommunicationsDRIP – The Tasks of Global Marketing Communications. The major international advertising decisions. Digital marketing.Pricing Decisions in Designing Global Marketing ProgrammesPricing and corporate profitability. Approaches to managing pricing and corporate profitability.Distribution Decisions in Designing the Global Marketing ProgrammeSelection of foreign market intermediaries. Managing and motivating intermediaries.Dealing with varying types of retailing infrastructure across international markets. Logistics of physical distribution of products. | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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