Short Title:Global Marketing
Full Title:Global Marketing
Module Code:BSST H4026
ECTS credits: 5
NFQ Level:8
Module Delivered in 5 programme(s)
Module Contributor:Tara Rooney
Module Description:- To enable students to gain an appreciation of pertinent issues that affect internationalisation decisions and strategies of SMEs and Large firms. The learning objective is to provide students with the necessary knowledge skills and techniques to make such decisions.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Demonstrate an extensive conceptual and practical understanding of the dynamics and impact of the global marketing environment across a variety of industry contexts.
  2. Possess an in depth knowledge and understanding of current best practice in global marketing strategy, market opportunity analysis, global positioning and segmentation and the application of the marketing mix in global markets.
  3. Display an ability to synthesise and integrate complex marketing theory, conceptual marketing tools and technical skills to the external global marketing environment and the internationalisation process across a range of international marketing scenarios.
  4. Apply the cognitive skills of critical thinking and professional judgement to analyse, interpret and manipulate information in the external global marketing environmental and apply it across an array of global planning and marketing decision making situations.
  5. Demonstrate an ability to function in a group environment and be capable of synthesising and applying the concepts of global marketing planning to develop innovative business solutions and presenting those solutions to peers.
  6. Exhibit a self awareness and sensitivity to a range of diverse global marketing management and programme implementation issues and be cognisant the challenges and ethical concerns faced by global firms in undertaking international marketing programmes.
  7. Display a capacity for reflective and collaborative learning across a range of global marketing concepts so as to appropriately analyse a variety of global marketing scenarios and design appropriate international marketing programmes to suit.

Module Content & Assessment

Indicative Content
The Global Marketing Environment
Introduction to the Global Marketing Environment, Regional and Emerging Markets, Globalisation Issues, Assessing the Global Political and Legal Environment, Understanding Global Cultures and Buyer Behaviour, Understanding Global Social and Ethical Issues, The Global Competitive Environment, Technology in Global Markets, Regional and Emerging Markets.
Global Marketing Strategies
Benefits of Export Marketing, Theories of Internationalisation, Resources and Managerial Capacity, Triggers of Internationalisation, Initiation and Development of Export Activities, Motivation to Internationalize, Barriers to Export Initiation, Creating, Developing and Maintaining Competitiveness, SME’s and Internationalisation.
Analysing Global Market Opportunities
Global Customers, International Market Research, Information Technology and Business Intelligence, Sources of Global Market Information, Analysis of International Competitors.
Segmentation, Targeting and Positioning in Global Markets
International Market Selection Process, International Markets and Customers, Global Market Segmentation, Assessing Market Potential, Selecting Target Markets and Segments, Strategic Segment Options, Positioning in Global Markets, International Niche Marketing for SMEs.
Global Market Entry Strategies and Channel Choice
Exporting decisions, Agents and Distributors, Strategic Alliances, Foreign Direct Investment, Licensing and Franchising, International Sourcing and Sub-Suppliers
The Global Marketing Programme
Brand and Product Decisions in Global Markets, Pricing Decisions and Terms of Access, Global Marketing Channels and Distribution, Global Integrated Marketing Communications Decisions, The Digital Era, Global Services Marketing, Managing Global Marketing Relationships.
Implementing & Coordinating the International Marketing Programme
International Sales Negotiations, International Sales Force Management, Organising Global Marketing Activities, Global Account Management, Control and Evaluation of the Global Marketing Programme, The Global Marketing Plan
Indicative Assessment Breakdown%
Course Work Assessment %40.00%
Final Exam Assessment %60.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Case Analysis Report 1,2,3,7 10.00 Week 4
Other Written Case Study Submission 3,4,7 15.00 Week 8
Other Team Case Study Presentation 5,6 10.00 Week 8
Other Peer Questioning Capabilities 6,7 5.00 Week 8
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,6,7 60.00 End-of-Semester
Indicative Reassessment Requirement
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.
Reassessment Description
Examination: 100% of overall marks Continuous Assessment: Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

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


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 2.00
Every Week 1.00
Recommended Book Resources
  • Keegan, W. J 2014, Global Marketing Management, 8th Ed., Prentice Hall [ISBN: 9780136157397]
  • Kiefer, L and Carter, S 2012, Global Marketing Management, 3rd Ed., Oxford University Press
  • Svend Hollensen, 2014, Global Marketing, 6th Ed., Pearson
Supplementary Book Resources
  • David A. Aaker, Damien McLoughlin, 2010, Strategic Market Management, 1st Ed., Wiley and Sons [ISBN: ISBN: 978-0-470-68975-2]
  • Jean-Claude Usunier, Julie Anne Lee. 2013, Marketing across cultures, Boston; Pearson [ISBN: 9780273757733]
Recommended Article/Paper Resources
  • Light, L 2013, How organisations manage gobal brands in an increasingly local world, Journal of Brand Strategy, Vol 1, No 2 Autumn, 228
Supplementary Article/Paper Resources
  • Choukroune, L. 2009, ‘”Harmonious” Norms for Global Marketing the Chinese Way’,, Journal of Business Ethics, Vol 88, Supplement 3, 411-432,
  • Viswanathan, N. K. and Dickson, P.R. 2007, 'The fundamentals of standardizing global marketing strategy’, International Marketing Review, Vol. 24 Iss: 1, 46 – 63
Other Resources
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Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 8 Elective
BN_BACFN_8 Bachelor of Business (Honours) in Accounting & Finance [240 ECTS credits] 8 Elective
BN_BACFN_B Bachelor of Business (Honours) in Accounting & Finance [Add on 60 ECTS credits] 2 Elective
BN_BBSST_8 Bachelor of Business (Honours) [240 ECTS credits] 8 Elective
BN_BBSST_B Bachelor of Business (Honours)[Add on 60 ECTS credits] 2 Elective