Module Details

Module Code: n/a
Full Title: Global Marketing Strategy
Valid From:: Semester 1 - 2023/24 ( September 2023 )
Language of Instruction:English
Duration: 2 Semesters
Credits:: 10
Module Owner::
  • Shane Hill
  • John Sisk
Departments: Management & Financial Studies
Module Description: Almost every business today competes in a global marketplace. While technology is bringing the world together, it is nevertheless critical that an enterprise be familiar with the factors that support and/or inhibit growth in markets other than the domestic one. Anyone intending to embark on a career in international activity must understand what is involved in Global Marketing. This module prepares learners for the challenges and opportunities that an ever-changing marketplace presents.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Evaluate the challenges and opportunities which a global perspective presents
MLO2 Critically assess international market opportunities.
MLO3 Formulate a fact-based Global Marketing plan
MLO4 Argue the pros and cons of a range of contemporary models and literature in the context of Global Marketing
MLO5 Defend his/her position and research findings in the context of professional presentations
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 DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Introduction To Global Marketing
The background to Global Marketing, why firms consider this as a growth option
Understanding The Global Marketplace
The growth of world trade, theories of world trade ,trade agreements and representative organisations, the Globalisation debate/controversy
Culture and Social Forces
The role of culture in global marketing activity.
Political and Regulatory Climate
How the politics of a host nation will impact upon the success of market entry, the range of regulations facing an enterprise intending to exploit a market.
Analysing Global Opportunities
Understanding international buyers and competitors, undertaking market research on the global scale.
Strategies For Market Entry
First mover advantage, foreign market entry strategies, expansion strategies in foreign markets.
Designing and Executing The Global Marketing Programme
Product enhancement strategies, why services are special cases, developing the global brand, social marketing activity.
Pricing For Global Marketing
The factors that determine pricing strategy in the host market(s)
Global Distribution Strategies.
The structure of global distribution, locating and dealing with global distribution partnerships.
Promotion Strategies at The Global Level
The promotion mix, account management, advertising in a global arena, the language barrier.
Organising The Global Marketing Effort
The management challenges at the global level.
The Strategic Global Marketing Plan
Developing a strategy for global expansion and growth. The components of a Strategic Marketing Pan on the Global stage.
Tracking Global Trends
What are the critical global trends that a business must monitor, where to go to know.
Resources used for this module:
There is a bountiful supply of relevant contemporary material available through on-line means that assist in maintaining state-of-the -art knowledge of movement in this dynamic field of study.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Portfolio % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing S1 Week 4 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Learners in teams will assess a series of cases ( live client and existing). these will form part of the assessment process. There will be 4 in all, 2 in each period. Each will attract 10%...giving 40% in total
Assessment Type Written Report % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Learners will prepare on an individual basis a paper of 4,000 words on an area of their choice relating to the subject matter of this module. They will get guidance in the first period and will submit and present in the second period.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 4
Duration in minutes 0
Assessment Description
There are 2 in-class tests,one in each period, each attracts 15%
No Project
No Practical
No Final Examination

Part-time

Course Work
Assessment Type Portfolio % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Learners in teams will assess a series of cases ( live client and existing). these will form part of the assessment process. There will be 4 in all, 2 in each period. Each will attract 10%...giving 40% in total
Assessment Type Written Report % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Learners will prepare on an individual basis a paper of 4,000 words on an area of their choice relating to the subject matter of this module.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 4
Duration in minutes 60
Assessment Description
There are 2 in-class tests, each attracts 15%
No Project
No Practical
No Final Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Learners are introduced to material and have the opportunity to interact with their lecturer who provides guidance, insights and clarification Every Week 3.00 3
Independent Study Non Contact Learners are required to familiarise themselves with material relevant to the activity of Global Marketing-current market activities, accessing relevant current media ( web, social media, print and traditional media et cetera. Every Week 3.00 3
Directed Reading Non Contact Learners will prepare for guest presentations by familiarising themselves with the relevant industry. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Learners are introduced to material and have the opportunity to interact with their lecturer who provides guidance, insights and clarification Every Week 2.00 2
Directed Reading Non Contact Learners will prepare for guest presentations by familiarising themselves with the relevant industry. Every Week 4.00 4
Independent Study Non Contact Learners are required to familiarise themselves with material relevant to the activity of Global Marketing-current market activities, accessing relevant current media ( web, social media, print and traditional media et cetera. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Gillespie & Hennessey. (2016), GLOBAL MARKETING, 4. ROUTLEDGE, p.571, [ISBN: 978076564250].
This module does not have any article/paper resources
Other Resources
  • Media Sites, Learners are encouraged to track activity in markets through following relevant platform feeds.
  • Seminal reading and other sources., Journal articles, video material ( ted talks, YOU TUBE), examples of succes and failure from practitioners.