MKTG07036 2016 Applied International Marketing

General Details

Full Title
Applied International Marketing
Transcript Title
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Clodagh Crowe, Catherine McGuinn
Programme Membership
SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BINTR_J07 201900 Bachelor of Business in Business in International Marketing Erasmus SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On) SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management

This subject aims to provide an appreciation of the essential practices of international marketing.

Learning Outcomes

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


The student will demonstrate an appreciation of the application of international marketing.


The student will be able to plan, examine and formulate international marketing research.


The student will demonstrate the ability to design international marketing plans.

Teaching and Learning Strategies


Guest lectures

In-class discussion

Module Assessment Strategies

Continuous assessment 100%


Group/individual project 50%

Group/individual presentation 50%


Repeat Assessments

As above or combination thereof.

Indicative Syllabus


1. International marketing research

  • Design and evaluate international marketing research plans
  • Critically assess international marketing research techniques



  2. International marketing mix                                                                                      

  • Critique current issues in international pricing
  • Evaluate factors of distribution in the international context
  • Understand international marketing communication strategy and application
  • Debate international advertising challenges
  • Evaluate international product considerations
  • Assess the process of international branding



3.  International competition              

  • Debate competitive challenges in the international context
  • Evaluate the impact and role of international competitive analysis

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Project Group Project 50 % Week 8 1,2
2 Continuous Assessment Continuous Assessment Group Project 50 % Week 14 1,3

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 5.00 Hours

Required & Recommended Book List

Recommended Reading
2014-01-01 International Marketing McGraw Hill Higher Education
ISBN 0077148150 ISBN-13 9780077148157

Now in its fourth edition this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging, and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: the importance of international marketing to creating growth and value; the management practices of companies, large and small, seeking market opportunities outside their home country; why international marketing management strategies should be viewed from a global perspective; the role of emerging economies in today's business environment; and the impact of increased competition, changing market structures, and differing cultures upon business. Key Features: an extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate; 'Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples; further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study. Features: key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

Recommended Reading
2014 International Marketing John Wiley & Sons Inc
ISBN 1118830288 ISBN-13 9781118830284
Recommended Reading
2012-05-23 Global Marketing Management Oxford University Press
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
2012 International Marketing 10/e n/a
ISBN 8131520722 ISBN-13 9788131520727

Key features focus on the physical environment and geography: updated maps provide context in terms of social and economic data, including electronic maps. An appendix directly addresses the relationship between geography and international marketing. New cases: each part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum. Video cases: video cases are located within the case section and are available on dvd for instructors. These cases further illustrate chapter topics and have been expanded from previous editions. Recommended readings: found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource. Internet exercises: included at the end of each chapter, internet exercises give readers online experience at the international and global issues that arise in marketing. E-commerce and technology: the impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text. Culture and government: the text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments role in international marketing. Figures and tables: the chapter content, tables, figures, maps, and examples have been thoroughly updated in this new edition to reflect the changes happening in the world around us. New parsimony of structure: the book now covers the marketing issues of both small- and medium-sized firms, as well as multi-national corporations.

Recommended Reading
2013-12-28 Global Marketing (6th Edition) Prentice Hall
ISBN 027377316X ISBN-13 9780273773160

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. 


This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications.

  • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking.
  • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment.
  • Video cases featuring firms such as Nivea, Reebok, Starbucks, Hasbro and McDonald's accompany every chapter and are available at
  • Real-world examples and exhibits enliven the text and enable the reader to relate to marketing models.

Module Resources

Non ISBN Literary Resources

Global Marketing Management

Lee, K. and Carter, S.

Oxford University Press







Global Marketing Management

Kotabe, M. & Helsen, K.

Wiley Publications


 Global Marketing Strategies


 Houghton Mifflin


Supplementary Reading






Connecting with China

 Turley, J.

Wiley Publications


International Business

Czinkota, M., Ronkainen, I., Moffett, M., Marinova, S. and Marinov, M.

Wiley Publications


Blunders in International Business


Ricks, D.

Wiley Publications


























Luxury China

Chevalier, M. & Lu, P. X.

Wiley Publications


Elite China

Lu, P. X.

Wiley Publications


India Business Checklists

An Essential Guide to Doing Business

Bose, R.

Wiley Publications








Global Marketing Management

Kotabe M. & Helsen K.

Wiley Publications


Global Marketing Management (Case Studies Text)

Quelch J. & Bartlett C.

Prentice Hall


International Marketing Strategy

Bradley, Frank

Prentice Hall


Other Resources


Additional Information