Module Details

Module Code: MGMT7008
Title: Global Marketing Strategy
Long Title: Global Marketing Strategy
NFQ Level: Intermediate
Valid From: Semester 1 - 2020/21 ( September 2020 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 4 programme(s)
Module Description: This module aims to provide students with an understanding of marketing strategies and practices in a global context.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the options available to companies when seeking to internationalise their business
LO2 Discuss the international market entry strategies available to businesses
LO3 Recommend appropriate global segmentation and positioning strategies
LO4 Assess the issues involved in developing effective global marketing strategies in a traditional and digital context
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 Marketing Operations
Reasons for internationalisation, evolution of internationalisation, targeting emerging, developing and developed markets, lead markets and must-win markets
Global Market Entry Strategies
Exporting, licensing, franchising, contract manufacturing, mergers and acquisitions, greenfield operations
Global Segmentation and Positioning Strategies
Demographic, geographic, psychographic and behavioural segmentation bases. Global, local and foreign consumer-culture positioning
Designing Global Marketing Programmes
Global product/service, distribution, pricing and promotional campaigns considering standardisation or adaptation.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 60
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Written report, e.g. assess the market entry strategies of a firm involved in global marketing
Assessment Type Exhibition Evaluation % of Total Mark 40
Timing Week 13 Learning Outcomes 3,4
Assessment Description
Digital presentation of consumer and marketing mix strategies for a brand in a chosen market.
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 Class Based instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Study Every Week 5.00 5
Lecture Contact Class based instruction Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Pervez Ghauri & Philip Cateora. (2014), International Marketing, 4th. McGraw Hill, [ISBN: 9780077148157].
  • Tracy L. Tuten. (2019), Principles of Marketing for a Digital Age, [ISBN: 9781526423344].
Supplementary Book Resources
  • Masaaki (Mike) Kotabe, Kristiaan Helsen. (2020), Global Marketing Management, 8th. Wiley & sons, [ISBN: 9781119563112].
  • Michael R. Czinkota and Illka A. Ronkainen. (2013), International Marketing, 10th. [ISBN: 9781133627517].
  • Kiefer Lee, Steve Carter,. (2012), Global Marketing Management, 3rd. [ISBN: 9780199609703].
This module does not have any article/paper resources
Other Resources
  • Journal, Harvard Business Review.
  • Journal, Journal of International Marketing.
  • Journal, Journal of Global Marketing.
  • Journal, Management International Review.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBTCM_8 Bachelor of Business (Honours) in Business Technology and Communications 1 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 7 Mandatory
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory
CR_BMKTG_7 Bachelor of Business in Marketing 5 Elective