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MGMT7008 - Global Marketing Strategy

Title:Global Marketing Strategy
Long Title:Global Marketing Strategy
Module Code:MGMT7008
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2020/21 ( September 2020 )
Module Delivered in 4 programme(s)
Next Review Date: September 2025
Module Coordinator: Katie Power
Module Author: Elaine OBrien
Module Description: This module aims to provide students with an understanding of marketing strategies and practices in a global context.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Analyse the options available to companies when seeking to internationalise their business
LO2 Discuss the international market entry strategies available to businesses
LO3 Recommend appropriate global segmentation and positioning strategies
LO4 Assess the issues involved in developing effective global marketing strategies in a traditional and digital context
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 MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

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

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
Internationalising Marketing Operations
Reasons for internationalisation, evolution of internationalisation, targeting emerging, developing and developed markets, lead markets and must-win markets
Global Market Entry Strategies
Exporting, licensing, franchising, contract manufacturing, mergers and acquisitions, greenfield operations
Global Segmentation and Positioning Strategies
Demographic, geographic, psychographic and behavioural segmentation bases. Global, local and foreign consumer-culture positioning
Designing Global Marketing Programmes
Global product/service, distribution, pricing and promotional campaigns considering standardisation or adaptation.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Written report, e.g. assess the market entry strategies of a firm involved in global marketing 1,2,3 60.0 Week 8
Exhibition Evaluation Digital presentation of consumer and marketing mix strategies for a brand in a chosen market. 3,4 40.0 Week 13
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 Class Based instruction 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Study 5.0 Every Week 5.00
Lecture Class based instruction 2.0 Every Week 2.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00

Module Resources

Recommended Book Resources
  • Pervez Ghauri & Philip Cateora 2014, International Marketing, 4th Ed., McGraw Hill [ISBN: 9780077148157]
  • Tracy L. Tuten 2019, Principles of Marketing for a Digital Age [ISBN: 9781526423344]
Supplementary Book Resources
  • Masaaki (Mike) Kotabe, Kristiaan Helsen 2020, Global Marketing Management, 8th Ed., Wiley & sons [ISBN: 9781119563112]
  • Michael R. Czinkota and Illka A. Ronkainen 2013, International Marketing, 10th Ed. [ISBN: 9781133627517]
  • Kiefer Lee, Steve Carter, 2012, Global Marketing Management, 3rd Ed. [ISBN: 9780199609703]
This module does not have any article/paper resources
Other Resources
  • Journal: Harvard Business Review
  • Journal: Journal of International Marketing
  • Journal: Journal of Global Marketing
  • Journal: Management International Review

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBADM_8 Bachelor of Business (Honours) in Business Administration 1 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 7 Mandatory
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory
CR_BMKTG_7 Bachelor of Business in Marketing 5 Elective

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