Registry

Module Specifications

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

Module Title	Global Marketing
Module Code	MG506
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Michael Gannon Semester 2: Michael Gannon Autumn: Michael Gannon
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

The course seeks to introduce the marketing graduate to forefront issues in the area of international marketing. Through an engagement with seminal and contemporary research-based articles and related presentations and seminars students will develop a critical awareness of current problems and the strategic decisions facing the firm operating in international markets.

Learning Outcomes

1. Differentiate between the theories of internationalisation
2. Identify and assess the global environmental forces and trends within theses forces that affect the firm s ability to serve its customers
3. 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
4. Evaluate the components and processes involved in framing the marketing mix for product and service offers in global markets.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	No Description
Group work	24	Case study preparation
Independent learning time	77	Study of course related materials and journal articles
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

Initiation of Internationalisation: focus on Born Globals.
Motives for internationalisation. Internationalisation barriers/risks..

Global Marketing Research.
Linking global marketing research to the decision making process. Use of secondary research for estimationof froreign market potential. Primary research and problemswith using primary researching in international marketing research..

Global Marketing Environment.
PESTLE. Foreign exchange risk exposure and how exchange rates influence business activities. Management of currency transactions and exposures. Hedging techniques.

Foreign Market Entry Strategy.
Export, Intermediate and Hierarchical foreign market entry modes. Explaining MNC control using transaction cost analysis and bargaining power theory..

Target Country/Market Selection.
Preliminary foreign market assessment: country clustering versus country ranking techniques. globalEDGE. G.M.I.D..

Product Decisions in Designing Global Marketing Programmes.
Appraising the products suitability to export. Product standardisation V’s adaptation. Branding decisions.C.O.O..

Global Marketing Communications.
DRIP – The Tasks of Global Marketing Communications. The major international advertising decisions. Digital marketing..

Pricing Decisions in Designing Global Marketing Programmes.
Pricing and corporate profitability. Approaches to managing pricing and corporate profitability..

Distribution Decisions in Designing the Global Marketing Programme.
Selection of foreign market intermediaries. Managing and motivating intermediaries.Dealing with varying types of retailing infrastructure across international markets. Logistics of physical distribution of products..

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Assignment	Case Study Presentation: Course participants will be divided into small working groups to research and prepare a case study analysis. To guide each case presentation a number of questions will be supplied in advance. It is intended that the presenting group will provide a robust response to the questions posed. Prior to beginning their presentation each presenting group will hand up a written response to the case questions to the lecturer for assessment.	30%	As required
Assignment	Case Study Response: Following the case presentation a second group respond to the group presentation with a series of comment and questions for the group.	10%	As required
Assignment	Case Study Summaries: For each case study each group (Other than the presenting group) is required submit a one-page summary of their recommendations for the company based on their case study analysis. Each submission will be graded out of 1.5%. The reports are due by 10.00am on the day of class and should be submitted to Room Q214. Late reports will not be given credit. A second copy of the mini-report should be brought to class.	10%	As required

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