Module Overview

International Marketing Applications

This module aims to provide students with a comprehensive understanding of the organizational processes, behavior and structures affecting modern marketing management.

Module Code

MKTG H2009

ECTS Credits


*Curricular information is subject to change

Services Marketing (20%)

The nature of services; the services marketing environment; the characteristics of services; the services marketing mix; delivering customer service; measuring customer satisfaction; services within the Irish economy.

International Marketing (20%)

Globalisation; The international marketing environment (PEST etc); Marketing Research in an international environment; the International Marketing Mix; Market Entry Strategies

Business-to-business Marketing (20%)

The nature of business-to-business marketing; a comparison between consumer and business-to-business markets; the buying process; business-to-business and the marketing mix; the role of the internet in business-to-business marketing

Strategic Marketing Planning (20%)

Strategic Planning; Introduction to Strategy; organising for marketing; creating competitive advantage; the role of the marketing plan.

Sustainable Marketing (20%)

Sustainable Marketing: Sustainable markets and alternative business models, Sustainable Innovation & Clean technologies; Green Issues, Sustainability in Strategy & Governance

Module Content & Assessment
Assessment Breakdown %
Formal Examination70