The central focus of this module is the examination and development of strategies for the firm competing in European and international markets. The module examines the tactical and strategic issues arising in the management of the firms international marketing operations. The main sections of the module deal with issues such as firm motivations to export and assistance available to such firms; the nature and significance of International Marketing to the Irish and European economy and the components of the international marketing environment and how these impact firm actions. As the marketing programme alters dramatically outside of the domestic sphere, managing the international marketing mix is examined in detail as is the area of distribution channel management.
1 Nature and Significance of International Marketing
International marketing defined. The international marketing task. Domestic versus international marketing. The internationalisation of the firm. Motivations to export/internationalise. Exporting as a strategy for international market entry. Determinants of export behaviour. The export decision process. Assessing export competitiveness. Role and significance of International Marketing activities to the Irish economy. International marketing orientations. The multinational and global marketing paradigm.
2 Supporting Firms in International Markets
Change agents in international markets. The role, function and services of main agencies supporting exporting and international marketing; Enterprise Ireland, Bord Bia. Relevant change agents; Irish Exporters Association, International Chambers of Commerce, the commercial banks, the Ireland-China organisation etc.
3 The Impact of Culture on International Marketing
Characteristics and elements of culture; language, religion, values, communication, education, social institutions and material culture. Contextual backgrounds of various cultures; high and low context cultures. Operating in multi-cultural environments; business customs and practices. Cultural influences and implications for marketing strategy.
4 Multinational Market Regions and Market Groups
Patterns of multinational co-operation. Forms of economic integration; free trade area; customs union; common market; economic union; political union. The European Union and expansion policies. Building business in the EU accession states; opportunities and challenges. Future multinational market groupings. Strategic implications for conducting trade and engaging in international marketing activities.
5 Developing Consumer Products for International Markets
Product: Product design considerations. Product constituents and branding. International Product Life Cycle. Standardisation and adaptation considerations for product strategy. Branding decisions and brand strategies in international markets.
6 Pricing for International Markets
Setting export prices. Factors influencing price escalation. Approaches to managing price escalation. Price dynamics; skimming and penetration pricing. Differential pricing strategies. Pricing terms; transfer pricing; dumping; counter-trades. Grey marketing and parallel imports.
7 International Advertising and Promotion
Promotion: Standardisation versus adaptation debate. Creative challenges of international advertising. Media planning and analysis. The international communications process. Developing, managing and implementing international brand strategies.
8 The International Distribution System
Nature of international channels of distribution. Determinants of channel structure and relationships. Channels design considerations. The impact of the Internet on distribution options and management. Level of exporter involvement in international sales; indirect and direct exporting options. Characteristics of alternative middlemen choices; export management company, agents and distributors. Selection criteria and contractual concerns.
Lectures, case study analysis and presentation, as well as guest lecturers will be used to develop students’ awareness and understanding of the increasing internationalisation of markets and the challenges associated with marketing in this context.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |