Module Details

Module Code: MRKT7026
Title: Intl Marketing Week in MTU
Long Title: International Marketing Week in MTU
NFQ Level: Intermediate
Valid From: Semester 2 - 2024/25 ( January 2025 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: no programmes
Module Description: Students will both organise and participate in an International Marketing Week project hosted by MTU for a large group of international students from partner universities in Europe and beyond. As part of the module students will plan and run specific elements of the International Marketing Week. They will also participate, along with their international peers, in a Live Case. Finally students will reflect on their learnings from the experience.
During the module students will improve their project and event planning skills, practice reflective learning and develop their appreciation of the concept of Global Citizenship.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate project planning and event management skills in an international marketing environment.
LO2 Assess and react to dynamic and changing project requirements in the context of a marketing project.
LO3 Develop marketing strategies that integrate concepts from a variety of disciplines.
LO4 Apply innovative marketing techniques through the use of critical thinking.
LO5 Describe the concepts of global citizenship and cultural diversity, and how they impact marketing.
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
Project Planning And Event Management
Identifying relevant objectives, allocation of metrics & KPIs, risk management planning, budget allocation, post-event analysis. 5C’s Framework (Concept, Coordination, Control, Culmination, Closeout).
Marketing Strategies & Techniques
Development of Marketing Insights through traditional and electronic Market Research. Segmentation, Targeting and Positioning. 4Ps and 7Ss of marketing. Impact of European culture on marketing, proposals (solutions).
Marketing Planning
Use of a marketing planning framework within a live case or simulated environment.
Teamwork in an International Context
European perspectives on ethical practices in marketing. Models of cultural understanding such as Hofstede and Edward Hall.
Learning Through Reflection
Development through reflection of personal skills including confidence, adaptability / flexibility and self reliance. Gibbs Reflective Cycle or similar.
Global Citizenship
Global citizenship as a mindset with emphasis on responsibility, empathy, and action beyond national boundaries.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 4 Learning Outcomes 1,2,5
Assessment Description
Develop and execute an event-based project for international students
Assessment Type Presentation % of Total Mark 60
Timing Week 4 Learning Outcomes 3,4
Assessment Description
Presentation of work done on a live case or business simulation run by MTU and carried out in as part of a group of International Students
Assessment Type Reflective Journal % of Total Mark 10
Timing Week 13 Learning Outcomes 1,2,3,4,5
Assessment Description
A reflection on the learnings developed as part of the module
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 Project and event management planning - classroom based learning Once per semester 0.53 8
Lecture Contact Project undertaken at MTU Once per semester 1.87 28
Independent Learning Non Contact Preparation for project, reflection Every Week 4.00 4
Total Hours 40.00
Total Weekly Learner Workload 6.40
Total Weekly Contact Hours 2.40
This module has no Part Time workload.
 
Module Resources
Recommended Book Resources
  • Ruth Dowson, Bernadette Albert, Dan Lomax. (2022), Event Planning and Management, Kogan Page, p.384, [ISBN: 978-1398607101].
Supplementary Book Resources
  • Michael R. Solomon, Soren Askegaard, Margaret K. Hogg, Gary J. Bamossy. (2019), Consumer Behaviour: A European Perspective, 7th Edition. Pearson, [ISBN: 9781292245423].
  • Erin Meyer. (2016), The Culture Map, Public Affairs, p.288, [ISBN: 978-1610392761].
This module does not have any article/paper resources
Other Resources