MKTG07045 2016 International Marketing

General Details

Full Title
International Marketing
Transcript Title
Int Mark
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
Bill Crowe, Catherine McGuinn
Programme Membership
SG_B(ADD_J07 201600 Bachelor of Business in (Add On) L7 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_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BTOUR_B07 202200 Bachelor of Business in Tourism with Event Management SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management

This module introduces the learner to the complexity that arises when a firm starts to operate in several countries. The main sections of the module deal with issues such as the components of the international marketing environment. The student engages with core aspects of international marketing.

Learning Outcomes

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


Articulate the role of international marketing



Critique the impact of culture on international marketing practice


Assess the challenges of the international marketing environment


Interpret the relevance of corporate social responsibility and ethics in international marketing

Teaching and Learning Strategies


Guest lectures

In-class discussion

Student engagement and reflection

Module Assessment Strategies

Method of Assessment:

Mark Allocation:

Final Examination                                    60%

Continuous Assessment                           40%

Example of Assessment:

Review  and analyse a Case Study that introduces the learner to a business that is deciding on expansion into foreign markets.  The students will be given a number of questions to answer and will present findings to the class.


Repeat Assessments

As above or combination thereof.

Indicative Syllabus

The nature, role and development of international marketing

How culture and social factors impact international marketing practice

The impact of the international marketing environment

International considerations of corporate social responsibility and ethics


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group Project Project Continuous Assessment Group Project 40 % Week 9 1,2,3,4

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Term 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 4 Weekly 4.00
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.

Module Resources

Non ISBN Literary Resources

Recommended Reading





Global Marketing: A decision-oriented approach 5th edition

Hollensen, Svend

Prentice Hall


Global Marketing: Global Edition 6th edition

Keegan and Green

Prentice Hall


Other Resources

Supplementary Reading





Marketing Across Cultures, 5/E

Jean-Claude Usunier and Julie Lee,

Prentice Hall


International Marketing

Cateora, P. Gilly, M., Graham, J.

McGraw Hill


International Marketing

Clarke, G. & I. Wilson

McGraw Hill


International Marketing: An SME Perspective

De Burca, S., Brown, L., & R, Fletcher 

Financial Times Press


Additional Information