| Title: | International Market Launch |
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| Long Title: | International Market Launch |
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| Field of Study: |
Marketing & Advertising
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| Valid From: |
Semester 1 - 2020/21 ( September 2020 ) |
| Module Coordinator: |
CAROLINE O REILLY |
| Module Author: |
Elaine OBrien |
| 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). |
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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 |
Module Content & Assessment
| Indicative Content |
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Internationalising Market Operations
Evolution of internationalisation. Forces driving product internationalisation. Challenges and opportunities of global business.
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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.
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Strategies for Entering and Developing International Markets
Exporting, E-Exporting, Export-import transactions. Identifying and working with foreign intermediaries. Negotiation strategies.
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Global Branding and Promotional Strategies
Global branding and changeover strategies. Product adaptations, distribution, pricing and global account management. Promotional strategies tailored to overseas market.
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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.
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Mobilising Your Team
The role of sales, sales team buy-in, training the sales team, post launch activities.
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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.
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Project |
Team based preparation of a product launch plan where students work on a live industry case and are allocated markets based on client requirements. |
1,2,3,4,6 |
50.0 |
Every Week |
| Exhibition Evaluation |
Skills demonstration where students produce a launch event poster for exhibition which details their foreign market plans. Students will present the event and accompanying launch plan into the selected market to the industry client. |
3,4,5,6,7 |
30.0 |
Week 13 |
| 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.
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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 |
3.0 |
Every Week |
3.00 |
| 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 |
15.00 |
| Total Weekly Learner Workload |
15.00 |
| Total Weekly Contact Hours |
4.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Overview of course material |
3.0 |
Every Week |
3.00 |
| Lab |
Workshop accomodating groups of 20 approximately, supporting project planning through implementation and teamwork activities. |
1.0 |
Every Week |
1.00 |
| Independent Learning |
Independent Study |
11.0 |
Every Week |
11.00 |
| Total Hours |
15.00 |
| Total Weekly Learner Workload |
15.00 |
| Total Weekly Contact Hours |
4.00 |
Module Resources
| Supplementary Book Resources |
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- 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 |
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| Other Resources |
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- Website: Harvard Business Review
- Website: Enterprise IrelandEnterprise Ireland
- Journal: Journal of International Business
- Journal: Journal of Global Marketing
- Journal: Journal of International Marketing
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Module Delivered in
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