Module Details

Module Code: MRKT7020
Title: International Market Launch
Long Title: International Market Launch
NFQ Level: Intermediate
Valid From: Semester 1 - 2020/21 ( September 2020 )
Duration: 1 Semester
Credits: 10
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 7 programme(s)
Module Description: This module will allow the learner to develop a detailed plan for the launch of an indigenous Irish product in a foreign market(s). The module develops insights to allow the identificiation of appropriate export markets, explore associated opportunities and exploit same in a detailed market development and product launch plan for an overseas market(s).
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critique the driving forces behind product internationalisation.
LO2 Evaluate the opportunities and threats posed by overseas markets.
LO3 Analyse the environmental issues to influence export market choice for indigenous Irish products.
LO4 Create a product launch plan for an indigenous Irish product.
LO5 Analyse concepts pertaining to the operationalisation of launching a product in a new foreign market.
LO6 Identify risks which may effect project success or failure.
LO7 Operate as part of an effective team in the design, planning, development and presentation of a product launch plan.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Internationalising Market Operations
Evolution of internationalisation. Forces driving product internationalisation. Challenges and opportunities of global business.
Market Analysis
Market gap analysis techniques. Forecasting market potential. Environmental issues influencing export market choice. Timing of entry. Test market strategies. Risk analysis. Competitor Analysis.
Strategies for Entering and Developing International Markets
Exporting, E-Exporting, Export-import transactions. Identifying and working with foreign intermediaries. Negotiation strategies.
Global Branding and Promotional Strategies
Global branding and changeover strategies. Product adaptations, distribution, pricing and global account management. Promotional strategies tailored to overseas market.
Trade Procedures, Regulations and Finance
Pricing, quotas and shipping terms. Custom requirements. International payments and foreign exchange markets. Protecting your intellectual property. Navigating local regulations. Examination of state agency support. Financing options.
Mobilising Your Team
The role of sales, sales team buy-in, training the sales team, post launch activities.
Export Plan Development
Case analysis of successful and failed export attempts. Export Plan – how your product matches customer problem to be solved, target market and channels to market, competition and market analysis, marketing strategy, legal and financial considerations.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Every Week Learning Outcomes 1,2,3,4,6
Assessment Description
Team based preparation of a product launch plan where students work on a live industry case and are allocated markets based on client requirements.
Assessment Type Exhibition Evaluation % of Total Mark 30
Timing Week 13 Learning Outcomes 3,4,5,6,7
Assessment Description
Skills demonstration where students produce a launch event poster for exhibition which details their foreign market plans. Students will present the event and accompanying launch plan into the selected market to the industry client.
Assessment Type Reflective Journal % of Total Mark 20
Timing Sem End Learning Outcomes 1,2,3,4,5,6,7
Assessment Description
Individual review of module learning, group work and product launch planning.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Overview of course material Every Week 3.00 3
Lab Contact Workshop accomodating groups of 20 approximately, supporting project planning through implementation and teamwork activities. Every Week 1.00 1
Lecturer Supervised Learning (Non-contact) Non Contact Independent study Every Week 11.00 11
Total Hours 15.00
Total Weekly Learner Workload 15.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Overview of course material Every Week 3.00 3
Lab Contact Workshop accomodating groups of 20 approximately, supporting project planning through implementation and teamwork activities. Every Week 1.00 1
Independent Learning Non Contact Independent Study Every Week 11.00 11
Total Hours 15.00
Total Weekly Learner Workload 15.00
Total Weekly Contact Hours 4.00
 
Module Resources
Supplementary Book Resources
  • David Arnold. (2003), Mirage of Global Markets, The: How Globalizing Companies Can Succeed as Markets Localize, FT Press, USA, [ISBN: 0-13-047066-].
  • Michael Passanante Jr. (2015), The Product Launch Primer: Go-to-market stronger, avoid common mistakes, and get your team to go all-in, CreateSpace Independent Publishing Platform, [ISBN: 151732047X].
  • Charles W Hill. (2012), International Business: Competing in the Global Market Place, 9th. McGraw Hill Irwin, UK, [ISBN: 9780077140656].
  • Euromonitor International. (2010), International Marketing Data & Statistics 2011, 35th. Euromonitor PLC, [ISBN: 1842645382].
  • Gillie Bolton. (2014), Reflective Practice, 4th. Sage Publications, [ISBN: 9781446282359].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 6 Group Elective 3
CR_BACCT_8 Bachelor of Business (Honours) in Accounting 6 Group Elective 2
CR_BBISY_8 Bachelor of Business (Honours) in Information Systems 6 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 6 Group Elective 1
CR_BACCT_7 Bachelor of Business in Accounting 6 Group Elective 2
CR_BBTCO_7 Bachelor of Business in Business Technology and Communications 6 Group Elective 1
CR_BMKTG_7 Bachelor of Business in Marketing 6 Group Elective 3