Module Title:International Marketing
Credits: 10
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Lectures - communication of knowledge and ideas from the lecturer to the student. Problem Solving Exercises - student will work as part of a team and will work together to resolve various legal scenarios. Class Discussion/Debate - Students will be encouraged to actively participate in the class sessions which will develop their analytical and communication skills. E-Learning - It is envisaged that the module will be supported with on-line learning materials. Self-Direct Independent Learning - the emphasis on independent learning will develop a strong and autonomous work and learning practices.
Module Aim: This subject aims to introduce the student to the dynamics and challenges of marketing products and services globally. It seeks to cover the principles of marketing, as some of the students will not have covered marketing previously. It aims to equip the student with a knowledge of how to analyse, select and evaluate appropriate conceptual frameworks in approaching the five main management decisions connected with the international marketing process.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Analyse and select the appropriate conceptual frameworks to be used during the international marketing process.
LO2 Assess the impact of the global business environment on a company’s international marketing strategy.
LO3 Determine the factors used to assess an organisation’s ability to go abroad.
LO4 Determine the elements of an effective international marketing strategy.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Introduction to International Marketing (25%)
• Practice: World Trade statistics & trends The Irish Situation • Ireland’s International Performance (Present & future) • Role of Irish State Agencies • Theory: • Overview of Subject, Core Principles of Marketing. • Definition of international marketing, Domestic and International Marketing compared and contrasted, Reasons to go abroad, Introduction to the international marketing process
Step One; The Decision to Internationalise (10%)
Internal Analysis: • Internal Factors to be considered when deciding to go abroad.
Step Two; International Marketing Environment & Market Selection Process. (25%)
Key Environmental Factors impacting on Strategy: • Political Factors, Legal Factors, Social / Cultural Factors, Demographic Factors, Economic Factors. • Market Selection Process: Systematic approach.
Strategic Options (5%)
• Standardisation V Localisation Strategy, • Generic Market Expansion Strategies: Concentration & Diversification, Waterfall & Shower Approaches to market expansion.
Step Four; How the Firm Enters International Markets: (15%)
5.1 Entering International Markets • Overview of various modes of market entry, • Factors which determine the most appropriate entry mode(s) 5.2 Exporting • Direct and Indirect, Use of Middle men, Trade barriers, Documentation, Preparation required, Most appropriate situations for Exporting. 5.3 E-Commerce • E commerce today and future predictions, International marketing strategy implications of marketing internationally via the Web. 5.4 Competitive Alliances • Marketing Partnerships, Management contracting, Contract Manufacturing, Joint Venture, Franchising, Licensing, • Appropriate situations for use of competitive alliance. 5.5 Foreign Direct Investment • Acquisitions, Organic, appropriate usage situations
Step Five; The International Marketing Programme (15%)
The Marketing Mix • Product Decisions, Pricing, Promotion, International Distribution Channels
Step Six ; Implementing the International Programme (5%)
7.1 Selling & Negotiating Internationally • Importance and relevance to international marketing, the negotiation process, Variations from country to country, the communication process within selling and negotiation process, Culture and communications, Characteristics of a successful international negotiator. 7.2 Managing International Marketing Operations • Implementation of the international marketing strategy, Performance evaluation, Controls, Organisation / structure of an international firm.
Assessment Breakdown%
Continuous Assessment10.00%
End of Module Formal Examination60.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Case studies, Essays. 1,2,3,4 10.00 n/a
Other Group Project- Final Market Report (60%), Conclusions Report (30%), Oral Presentation (10%) 1,2 30.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 60.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Time Every Week 4.00
Total Hours 7.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 5.50
Total Hours 7.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHIBU_B Bachelor of Business ( Honours) in International Business 3 Mandatory