Module Details

Module Code: MRKT9010
Title: Global Marketing Management
Long Title: Global Marketing Management
NFQ Level: Expert
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 3 programme(s)
Module Description: This course explores the development of global marketing programmes from the determination of global branding objectives through to the design of marketing communications, distribution, and pricing activities. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political and social dimensions of the environment.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically appraise the impact of elements of the global marketing environment on the operations of an international business.
LO2 Evaluate the role of social and cultural influences on consumer decision-making, consumer values, attitudes and beliefs.
LO3 Assess the benefits of systematic international market selection and possess the ability isolate those markets that represent the best opportunities for a firm and its products
LO4 Critically appraise the strategic alternatives for market entry.
LO5 Evaluate the components and processes involved in global marketing strategy formulation, implementation and evaluation for both products and services.
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
Introduction to Marketing
1. Introduction to the Marketing Environment. 2. Introduction to the Traditional Marketing Mix
Understanding the Global Marketing Environment
1: The Global Marketing Environment 2: Understanding Globalization 3: Understanding Global Cultures and Buyer Behaviours 4: Understanding Global Social and Ethical Issues
The Development of Global Marketing Strategies
1: Opportunity Analysis and Selection of Markets 2: Market Entry Strategies 3: Creating, Developing and Maintaining Competitive Advantage 4: Product and Brand Management 5: Management of Global Communications 6: Managing Supply Chains and Distribution 7: Global Pricing and Terms of Access
Implementing and Coordinating Global Marketing Operations
1:Organizing and Controlling Global Marketing Operations
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Critique % of Total Mark 50
Timing Every Second Week Learning Outcomes 1,2,3,5
Assessment Description
Analysis and critique of selected case studies.
Assessment Type Project % of Total Mark 50
Timing Week 13 Learning Outcomes 1,4,5
Assessment Description
Analysis and evaluation of an international business' marketing strategy.
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 lecture Every Week 2.50 2.5
Independent & Directed Learning (Non-contact) Non Contact Independent study and research Every Week 4.50 4.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent study and research Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Sven Hollensen. (2020), Global Marketing, 8th. Pearson Education, Harlow, United Kingdom, p.808, [ISBN: 1292251808].
Supplementary Book Resources
  • Philip Kotler. (2020), Principles of Marketing, 8th. Pearson Education, Harlow, United Kingdom, p.689, [ISBN: 9781292269566].
  • Philip Kotler. (2019), Marketing Management, 4th. Pearson Education, Harlow, United Kingdom, p.802, [ISBN: 9781291148448].
  • Sean Duffy. (2021), International Brand Strategy: A Guide to Achieving Global Brand Growth, Kogan Page, p.272, [ISBN: 1789666295].
Supplementary Article/Paper Resources
  • Towhidul Islam, Nigel Meade and Ashish Sood. (2022), Timing Market Entry: The Mediation Effect of Market Potential, Journal of Internatioanl Marketing, Vol. 30.
  • Constantine Katsikeas, Leonidas Leonidou, Athina Zeriti. (2020), Revisiting International Marketing Strategy in a Digital Era, International Marketing Review, Volume 37 Issue 3.
  • Yoel Asseraf, Aviv Shoham. (2019), Crafting strategy for international marketing : outside-in or inside-out?, International Marketing Review, Volume 36 Issue 6.
  • Mark Peterson, Elizabeth A. Minton, Richie L.Liu and Darrell E. Bartholomew. (2021), Sustsainable Marketing and Consumer Support for Sustainable Business, Sustainable Production and Consumption, Volume 27.
Other Resources
  • Journal, Journal of International Marketing.
  • Journal, Research in International Business and Finance.
  • Journal, International Marketing Review.
  • Journal, Journal of International Consumer Marketing.
  • Journal, Journal of Global Marketing.
  • Journal, Journal of Global Marketing Management.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBADM_9 Master of Business Administration 1 Mandatory
CR_BIBUS_9 Master of Science in International Business 1 Mandatory
CR_BINBU_9 Postgraduate Diploma in Science in International Business 1 Mandatory