MKTG06059 2016 Global Business Environment

General Details

Full Title
Global Business Environment
Transcript Title
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
10 - 10 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Carol Moran, Catherine McGuinn

The aim of the module is to provide the learner with the knoweldge, skills and insight to anaylse the global business environment.

Learning Outcomes

On completion of this module the learner will/should be able to;


Assess the political environment from an international market perspective


Critique how the global economic environment can impact international business


Understand the role and impact that socio-cultural factors have on global business


Evaluate how technological developments effect international trade


Demonstrate understanding of how ecoological issues require global business response


Discuss how international legal considerations effect global business practice


Articulate how ethics presents challenges and opportunities for global business

Teaching and Learning Strategies

Lectures are the key learning mode for this module.

Guest lectures may be invited to address topics.

The use of case studies, peer reviewed articles and business magazines may be used to support learning.

Module Assessment Strategies

Final exam 100%

Repeat Assessments

Final exam 100%

Indicative Syllabus

1. International business

  • Rationale for internationalising
  • Barriers to international business
  • Internationalisation process
  • International trade theories - comparative and absolute advantage

2. Globalisation

  • Dimensions of globalisation - economic, political, social
  • Globalisation measures
  • Pro and anti-globalisation perspectives

3. International Trade Facilitation 

  • World Trade Organisation
  • Liberalisation of trade conditions
  • Free trade areas
  • Developed, developing and least developed economies

4. International Political Environment

  • Political ideologies and systems
  • Evaluation of freedom (civil, political and business)
  • Political risk and product vulnerability
  • Opportunities in wartorn countries

5. Socio Cultural Environment 

  • Characteristics and layers of culture; individual, organisation, industry, nation
  • High and low context cultures
  • Adapting business strategy to facilitate cultural difference
  • Manners, customs, values and attitudes

6. Technology and Global Business

  • Technological advances since 1980s
  • Interconnectivity of business environment
  • Infrastructure, hardware and information systems 
  • Interdependence between business and technology
  • Future developments or possible retrenchment internet access

7. Ethical considerations, climate and standards

  • Ethical differences and ethical standards
  • Emissions trading and climate control
  • National and internatioal standards and regulation

Coursework & Assessment Breakdown

End of Semester / Year Formal Exam
100 %

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Learning outcomes Final Exam Closed Book Exam 100 % End of Semester 1,2,3,4,5,6,7

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture delivery 6 Weekly 6.00
Total Full Time Average Weekly Learner Contact Time 6.00 Hours

Required & Recommended Book List

Recommended Reading
2012-05-23 Global Marketing Management Oxford University Press, USA
ISBN 0199609705 ISBN-13 9780199609703

Featuring a perfect balance of theoretical and practical examples, Global Marketing Management, Third Edition, shows students how organizations navigate through today's rapidly changing and challenging global trading environment. Adopting a strategic management framework, the text enables students to identify, evaluate, and integrate a wide range of management concepts in order to create and execute highly effective global marketing programs. It also discusses how to analyze and solve management problems in global operations.

The third edition addresses such key contemporary issues as climate change and sustainable development, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. Authors Kiefer Lee and Steve Carter examine the implications of these issues and consider how they may be applied to the management of global marketing programs. The Companion Website offers numerous resources for students and instructors.

Recommended Reading
2007-01-01 International Marketing, 13th Edition McGraw-Hill/Irwin
ISBN 0071105948 ISBN-13 9780071105941

Cateora and Graham's "International Marketing" is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Recommended Reading
2007-01-09 Global Marketing Management Wiley
ISBN 0471755273 ISBN-13 9780471755272

Global Marketing Management, 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment.The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.

As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues.
Marnik Dekimpe, Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven

This text has developed a rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager. It has combined research with applications and presented these frameworks in a form that makes it possible for academics to deliver and students to digest. Examples, cases and vignettes span the globe with Europe, Latin America, and Oceania. This is an excellent text.
Amal R. Karunaratna, University of Adelaide, Australia

Relevant, timely, scholarly, and enjoyably readable-Kotabe and Helsen is a must for my Global Marketing Management course. The blend of solid research frameworks and comprehensive cases provide a rich forum for class analysis and discussion. The authors deliver far more than other textbooks with provocative discussions of emerging economies, changes in country innovativeness, and global politics. Students enjoy the in-depth discussions of the market strategies of major corporations in countries such as China and India. The text is always up-to-date and is supported by an excellent instructor web site. I have used all earlier editions and will continue to recommend this text for its lively and interesting coverage.
Carol Kaufman-Scarborough, Rutgers University

I like the Kotabe and Helsen book very much! Their book really has a global approach in which the concepts, examples and cases being discussed are from many different countries-a very positive aspect because many other textbooks I have read are somewhat regionally biased. Kotabe and Helsen discuss Big Emerging Markets (BEMs) throughout the text, and their discourse is very useful to international marketing decision makers for both developed and developing countries. The book is very up-to-date with discussion of the most recent developments in marketing (i.e. CRM, E-Commerce, etc) as applied to the international arena. These are some of the reasons we continue to use the Kotabe and Helsen book as our text in our International Marketing course.
Carlos Ruy Martinez, Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico (ITESM)

As global business structures change, the demands in our classrooms change with them. Kotabe and Helsen enables us to address the increasingly sophisticated business problems that will face our marketing graduates. By integrating real world experiences, leading edge research, and contemporary cases, this text will significantly enhance the learning experience of future global marketing managers.
Matthew B. Myers, University of Tennessee-Knoxville

Professors Kotabe and Helsen have done a superb job in putting together materials from across various disciplines including marketing, economics, and trade. It is a well-structured text book, useful for students in marketing, international business as well as economics. I highly recommend it.
Shi Zhang, University of California-Los Angeles

Recommended Reading
2008-08-29 International Marketing: Strategy and Theory Routledge
ISBN 0415772621 ISBN-13 9780415772624

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.

The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.

Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecdotal or descriptive one.

A companion website provides additional material for lecturers and students alike:

Module Resources