Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	International Marketing
Module Code	MG302
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Louise Maguire Semester 2: Louise Maguire Autumn: Louise Maguire
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

INACTIVE - The course introduces the student to the various aspects of international marketing with the principal objective of developing skills in the identification, analysis and solution of problems encountered in international marketing theories and the practice of international marketing in Ireland and abroad.

Learning Outcomes

1. Discuss the motives for firm internationalization and describe the different factors hindering export initiation.
2. Analyse and compare the three theories explaining a firms internationalization process.
3. Describe and discuss the environmental forces and trends within theses forces that affect the firms ability to serve its customers in international markets.
4. Discuss how international marketers screen potential markets/countries using secondary and primary data.
5. Identify and classify different market entry modes and discuss the factors that impact the international marketers choice of entry mode.
6. Evaluate the components and processes involved in framing the international marketing mix.
7. Debate the impact of the internet on international marketing.
8. Describe and evaluate functional, geographic, product ad matrix organizations as the key international structural alternatives, and discuss the key elements of the marketing control system.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Atternd weekly lectures
Group work	15	Presentation on allocated topic in international marketing
Group work	15	Essay
On-line learning	24	Study of recommended articles from DCU Library database
Directed learning	24	Study chapter(s) from essentail text
Independent learning	23	Review of journal articles and current media coverage of international marketing issues
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Internationalisation of the Firm.
Pre-export activity, internal determinants of export marketing behaviour, three internationalisation models..

The Environment of International Marketing.
The overseas economic environment, the socio-cultural environment, the political/legal environment and political risk reduction strategies. Foreign Exchange Risk Reduction Strategies: matching, forward contracts, hedge market, foreign currency borrowings, cross-currency deals, currency options etc. Export payment methods and documentary procedures..

Foreign Market Entry Mode Choice.
Selection of agents/distributors, licensing, franchising, turnkey contracts, management contracts, international joint ventures etc..

The International Market Selection Process.
Building a model for international market selection. Preliminary and "fine-grained" screening..

International Marketing Mix Strategies.
Product and pricing policies, international selling operations, channels of distribution, promotion policies. The marketing standardisation versus adaptation debate..

Organisation and Control of the Global Marketing Programme.
Organisation Structures for International MarketingEthnocentrism, polycentrism, regrocentrism and geocentrism. Organisational alternatives..

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Essay	Group essay	20%	Week 10
Presentation	Group presentation and associated essay on allocated topic in international marketing (One group per week)	20%	Every Week

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Bradley, Frank: 2005, International Marketing Strategy, 5th, Financial Times / Prentice Hall, 13: 978-0-273-68688-0
Young, Stephen, James Hamill, Colin Wheeler & Richard Davies: 1989, International Market Entry and Development, Prentice Hall, 0-7450-0379-6
Sean De Burca, Richard Fletcher and Linden Brown: 2004, International Marketing: An SME Perspective, 1st, Financial Times / Prentice Hall, 0-273-67323-8
Svend Hollensen,: 2010, Global Marketing, 5th, FT Prentice Hall, 978-0-273-72622-7

Other Resources

None

Array

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

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BSSA

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BSSAO

Study Abroad (DCU Business School)