The learning outcomes detailed above will be achieved through the following teaching methodologies;
• Lectures: communication of knowledge and ideas from lecturer to student. Students will be encouraged to engage in active discussion of the material during lectures.
• Problem Solving Exercises; Students will be working in small teams on an assigned project. They will apply the theory to their project on a topic by topic basis. They will also be given mini case studies where application of the theory will be demonstrated and illustrated.
• Class Discussion / Debate; All classes will involved active engagement and discussion with the material.
• E- Learning; There will be on-line learning materials provided.
• Self Directed Independent Learning; Students will complete an evaluation of an International Market . This will require independent learning. It will develop their analytical , research, project management, written and oral communication skills.
Module Aim:
This subject aims to introduce the student to the dynamics of the global business environment and Ireland's position within it. To enable students to gain an appreciation of pertinent issues that affect internationalisation decisions and strategies of small, medium and larger firms. The learning objective is to provide students with the necessary knowledge, skills and techniques to identify, analyse and assess its readiness to go abroad and the international markets it should enter.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Select and apply appropriate conceptual frameworks to international companies and international markets
LO2
Critically evaluate the elements of the global business environment and assess their impact on a company's international marketing strategy.
LO3
Evaluate/appraise the potential of an overseas market for company operating internationally.
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
Requirements
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
1. Introduction to Global Marketing & The Irish situation
IRELAND'S INTERNATIONAL MARKETING PERFORMANCE:
World Trade Statistics & Trends.
The Irish Situation:
- Ireland's International Performance.
-Key Irish International Marketing companies
- The Future, Irish Public Policy and Role of Irish State Agencies.
2. Overview - Global Marketing & the internationalisation process
Definitions of Export Marketing, International Marketing, Global Marketing.
Domestic and international marketing compared and contrasted,
EPRG framework, reasons to go abroad, introduction to the 5 stages of the international marketing process.
Review and appraisal of the Academic models of internationalisation.
3. The Decision to Internationalise
Assessment/ Audit of Capability to go abroad
Internal Company Analysis
4.Selection of Overseas Markets for Entry
Opportunistic & Systematic Approaches to Market Selection.
5.Global Marketing Environment Assessment
Assessment of the Key Environmental Factors & their impact on Market Selection and Global Marketing Strategy.
5.1 Poltical Factors
Assessment of Home, Host & General Political environments, Major types of Political Risks faced by Global Companies, How to manage & minimize risk
5.2 Legal Factors
Assessment of the major legal systems in the world, Impact of the law on the international marketing strategy of a company.
5.3 Demographic & Socio Cultural Factors
Global trends in demographics, Framework for the assesment of Culture, Cultures impact on consumer buying behaviour, COE effect, Impact of culture on New Product diffusion /launches, Impact on the international marketing strategy.
5.4 Economic Factors
Key economic indicators for overseas market assessment, Stages of Economic Development, Trading Bloc's & Economic Integration.
5.5 New Emerging Markets
Assessment of Opportunities, Challenges and Effective Market Strategies
Assessment Breakdown
%
Continuous Assessment
20.00%
Project
80.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Written Report
Part 1 - Assessment of a Company and creating a set of overseas market selection criteria.
1
20.00
Week 4
Project
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Part 2 Overseas Market Evaluation
Written and Oral Presentation
Reflective Log
1,2,3
80.00
Sem 1 End
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment