The diminishing trade barriers between nations, the continuing enlargement process of the EU, the rapid and easy access to foreign markets, the ever increasing rate of global communication, the internet and the competitive imperative for firms to expand are all factors which emphasise the importance of understanding international marketing. This subject explores the theoretical elements of international marketing and assesses this theory in light of current developments in the practice of international marketing. Specifically, this subject builds on the semester one subjects of marketing, marketing research, and communications and conceptualises them in the international arena. This subject aims to introduce students to the complexities of the rapidly changing global marketing environment within which business now operates. The module introduces students to and familiarises them with essential international marketing strategies for competing in the global marketplace.
Introduction to key international marketing concepts: the definitions of international marketing, development of international marketing plan, glocalisation, internationalization motives.
International marketing strategies: Uppsala internationalization model, transaction cost analysis model, network model.
Market entry strategies: export modes, intermediate modes, hierarchical modes.
International product decisions: dimensions of international product offer, product lifecycle, product positioning.
International communication decisions: international communication process, types of communication tools, personal selling and sales force management in international marketplace, culture influence on digital marketing communications.
International distribution decisions: determinants of international channel decisions, channel width and channel structure, single channel and omni-channel distribution.
International pricing decisions: variables influencing international pricing decisions, international pricing strategies, countertrade and its types.
Lectures, class discussions, case studies, video material and guest lecturers will be used to develop students’ awareness and understanding of the increasing internationalisation and globalisation of markets and the challenges associated with marketing on an international level. In addition, students will be expected to undertake extensive reading of international business and international marketing journals and to become fully aware of current marketing practice in international companies. The module will be supported by TU Dublin’s virtual learning platform, Brightspace, which facilitates class discussion boards, live webinars and sharing of module content.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |