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MRKT7020 - International Market Launch

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Title:International Market Launch
Long Title:International Market Launch
Module Code:MRKT7020
 
Credits: 10
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 6 programme(s)
Module Coordinator: CAROLINE O REILLY
Module Author: CAROLINE O REILLY
Module Description: This module will allow the learner to develop a detailed plan for the launch of an indigenous Irish product in a foreign market(s). The module develops insights to allow the identificiation of appropriate export markets, explore associated opportunities and exploit same in a detailed market development and product launch plan for an overseas market(s).
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critique the driving forces behind product internationalisation.
LO2 Evaluate the opportunities and threats posed by overseas markets.
LO3 Analyse the environmental issues to influence export market choice for indigenous Irish products.
LO4 Create a product launch plan for an indigenous Irish product.
LO5 Analyse concepts pertaining to the operationalisation of launching a product in a new foreign market.
LO6 Identify risks which may effect project success or failure.
LO7 Operate as part of an effective team in the design, planning, development and presentation of a product launch plan.
Pre-requisite learning
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 CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
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
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Internationalising Market Operations
Evolution of internationalisation. Forces driving product internationalisation. Challenges and opportunities of global business.
Market Analysis
Market gap analysis techniques. Forecasting market potential. Environmental issues influencing export market choice. Timing of entry. Test market strategies. Risk analysis. Competitor Analysis.
Strategies for Entering and Developing International Markets
Exporting, E-Exporting, Export-import transactions. Identifying and working with foreign intermediaries. Negotiation strategies.
Global Branding and Promotional Strategies
Global branding and changeover strategies. Product adaptations, distribution, pricing and global account management. Promotional strategies tailored to overseas market.
Trade Procedures, Regulations and Finance
Pricing, quotas and shipping terms. Custom requirements. International payments and foreign exchange markets. Protecting your intellectual property. Navigating local regulations. Examination of state agency support. Financing options.
Mobilising Your Team
The role of sales, Sales team buy-in, training the sales team, post launch activities.
Export Plan Development
Case analysis of successful and failed export attempts. Export Plan – how your product matches customer problem to be solved, target market and channels to market, competition and market analysis, marketing strategy, legal and financial considerations.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Prepare a product launch plan choosing from a selection of predefined indigenous Irish products. 1,2,3,4,6 50.0 Week 7
Exhibition Evaluation Team project where students who have completed product launch plans for the same product, collate and synthesise their proposals and produce a report and poster for exhibition which details their combined and synthesised foreign market plans. 3,4,5,6,7 30.0 Week 11
Reflective Journal Individual review of module learning, group work and product launch planning. 1,2,3,4,5,6,7 20.0 Sem End
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 institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Overview of course material 2.0 Every Week 2.00
Lab Workshop accomodating groups of 20 approximately supporting project planning through implementation and teamwork activities. 1.0 Every Week 1.00
Lecturer Supervised Learning (Non-contact) Independent study 11.0 Every Week 11.00
Total Hours 14.00
Total Weekly Learner Workload 14.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Overview of course material 2.0 Every Week 2.00
Independent Learning Independent Study 11.0 Every Week 11.00
Lab Workshop accomodating groups of 20 approximately supporting project planning through implementation and teamwork activities. 1.0 Every Week 1.00
Total Hours 14.00
Total Weekly Learner Workload 14.00
Total Weekly Contact Hours 3.00
 

Module Resources

Supplementary Book Resources
  • David Arnold 2003, Mirage of Global Markets, The: How Globalizing Companies Can Succeed as Markets Localize, FT Press USA [ISBN: 0-13-047066-]
  • Michael Passanante Jr 2015, The Product Launch Primer: Go-to-market stronger, avoid common mistakes, and get your team to go all-in, CreateSpace Independent Publishing Platform [ISBN: 151732047X]
  • Charles W Hill 2012, International Business: Competing in the Global Market Place, 9th Ed., McGraw Hill Irwin UK [ISBN: 9780077140656]
  • Euromonitor International 2010, International Marketing Data & Statistics 2011, 35th Ed., Euromonitor PLC [ISBN: 1842645382]
  • Gillie Bolton 2014, Reflective Practice, 4th Ed., Sage Publications [ISBN: 9781446282359]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 6 Group Elective 3
CR_BACCT_8 Bachelor of Business (Honours) in Accounting 6 Group Elective 2
CR_BBISY_8 Bachelor of Business (Honours) in Information Systems 6 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 6 Group Elective 1
CR_BBADM_7 Bachelor of Business in Business Administration 6 Group Elective 1
CR_BMKTG_7 Bachelor of Business in Marketing 6 Group Elective 3

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Email: help@cit.edu.ie