The central focus of this module is the examination of the strategic and operational marketing issues facing firms in an increasingly complex, volatile and challenging international arena.
The study of alternative firm perspectives in International Marketing is concerned with the strategic and operational marketing issues which arise in responding to and coping with the key forces at work in the international context, namely those of globalization, changes in communications technologies, increased consumer power and the emergence of the emerging economies. There are few companies that are not affected by trends in international markets.To succeed in such an environment, managers must be able to conduct international marketing research to identify variable opportunities, and to develop and implement dynamic international marketing. It is necessary therefore to understand alternative firm perspectives whether they are service, manufacturing or B2B focused activities, and also to appreciate the challenges faced by smaller indigenous firms and the facilitating services available to them. All strategies are affected and constrained by the environment within which they are implemented, and the content of this module reflects on the key environmental issues affecting firms operating internationally.
Module Content
Market Groupings & Economic Integration and Strategic Implications for International Marketing
Theories on and forms of economic integration. Characteristics of some regional markets. Strategic implications of regional markets for international marketing. European Union and implications of an expanded EU, NAFTA etc.
The Irish Foreign Trade & FDI, and Opportunities and Challenges to the Irish Indigenous Firms
Overview of the Irish foreign trade. The role of foreign-invested firms in the Irish economy. The opportunities and challenges to the Irish indigenous firms in trade. Overview of the Irish outward FDI. The opportunities and challenges to the Irish indigenous firms in FDI in the international arena.
Export Trade Mechanics, International Distribution & Logistics
Export regulations. Inco-terms. Trade restrictions. Methods of payment. The challenges in managing an international distribution strategy. Selection of foreign market intermediaries. Foreign market channels.
International Marketing Research & Opportunity Analysis
Primary research in international markets. Validity of primary and secondary data. International marketing segmentation. Identification of business opportunity. Opportunity analysis.
The Services Firm in International Markets
Growth in services trade world-wide. Issues in the International marketing of services. Internationalising the service firm and market entry modalities for services.
The Industrial Products Firm in International Markets
Nature of industrial markets. Selling & promoting industrial products. Network perspective on internationalising business firms.
The Impact of e-commerce on International Marketing
The development of e-commerce and its effects on international marketing. Impact of e-commerce on the marketing programme and entry strategies and market modalities. Components of the electronic value chain.
Personal Selling & Negotiations in International Markets
Personal selling in International markets. The international selling sequence. Understanding cross-cultural communications, recruitment and management of an international sales force. Cross-cultural negotiations.
Lectures, class discussions, case study analysis and presentations will be used to develop students’ awareness and understanding of the key issues and challenges in the international arena.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |