MKTG07067 2016 International Marketing

General Details

Full Title
International Marketing
Transcript Title
International Marketing
N/A %
Subject Area
MKTG - Marketing
BUS - Business
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Marie Keane
Programme Membership
SG_BBUSS_B07 201600 Bachelor of Business in Business L7 SG_BBUSS_B07 202100 Bachelor of Business in Business L7 SG_BADDO_J07 202100 Bachelor of Business in Business

This subject aims to develop an appreciation of the principles of International Marketing. The focus is on the development of a global marketing process, which will include looking at the decision to internationalise, deciding which markets to enter, deciding how to enter the foreign market, designing the global marketing program and implementing and co-ordinating the global marketing program.     

Learning Outcomes

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


Analyse International Marketing environments


Evaluate the different modes of entry available to Irish companies wishing to enter foreign markets


Appreciate the different methods of payment available for Irish companies in International markets


Demonstrate the ability to carry out International marketing research.


Plan, examine and formulate an international marketing strategy for an organisation

Teaching and Learning Strategies

Combination of lectures, workshops, case studies, tutorials  

Module Assessment Strategies

 Method of Assessment:

  • Continuous Assessment                                                                                             40%
  • International Marketing project and presentation             25%
  • Mid term assessment                                                    15%
  • Final Examination, supervisied  3 hour exam                                                                60%


Repeat Assessments

Project and Exam

Indicative Syllabus

Initiation of Internationalisation 

  • Triggers of export initiation
  • Internationalisation barriers in Ireland
  • Analysis of National competitiveness

The International Marketing Environment                                                                                         

  • Examine how the socio-cultural environment will affect the attractiveness of a potential market 
  • Examine the elements of Culture in foreign market  
  • Outline how political and legal factors can affect the attractiveness of a potential market
  • Examinine the economic environment of the foreign market, outline the various tariff and non-tariff barriers present in the foreign market 
  • Examine regional economic integration and identify different levels of integration Outline the major trading blocks.
  • Carrying out market research and competitor analysis in a foreign country
  • The International market selection process

Market Entry Strategies

  • Appraise various market entry strategies including exporting , contract manufacturing, the use of agents and distributors, licensing , franchising , joint ventures, strategic alliances, foreign direct investment
  • Examine the elements of distributor agreements  
  • International sourcing decisions and the role of the subsupplier
  • Global e-marketing

The International Marketing Mix    

  • The product decisions in International markets
  • The Pricing decision and terms of doing business, cross cultural sales negotiation
  • The distribution decision in international markets
  • Promotional strategies in international markets, the role of Enterprise Ireland in assisting Irish exporters
  • Payment instruments available to Irish exporters
  • Organisation and control of the global marketing program

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 Continuous Assessment Group project and Presentation Continuous Assessment UNKNOWN 25 % Week 8 1,2,3,5
2 Continuous Assessment 1 hour Exam Continuous Assessment UNKNOWN 15 % Week 7 1,2,3,4,5

End of Semester / Year Assessment

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

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lectures and case studies 3 Weekly 3.00
Tutorial Flat Classroom Project Work and case-studies 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

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.

Recommended Reading
2015-11-09 International Marketing McGraw-Hill Education
ISBN 0077842162 ISBN-13 9780077842161

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content. Click "Features" below for more.

Module Resources

Additional Information