Dundalk Institute of Technology Programmes and Modules

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.

Assessment Breakdown	%
Module Assessment
Course Work	100.00%

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