Module Code: H9MKG
Long Title Marketing in the Global Environment
Title Marketing in the Global Environment
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator: COLETTE DARCY
Module Author: Sinead O'Sullivan
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the major theories and views that characterise international marketing and apply the core conceptual models and theories within international marketing to selected real world cases
LO2 Evaluate critically the major components of international marketing strategy
LO3 Analyse the range of strategic and tactical tools available to assist international marketing decision-making particularly in light of the digital age.
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI 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
Co-requisite Modules
No Co-requisite modules listed
Entry requirements

There are no additional entry requirements for this module.  The programme entry requirements apply.  No pre-requisites or co-requisites apply.  


Module Content & Assessment

Indicative Content
Fundamentals of Marketing
What is Marketing? Marketing strategies and decision making Delivering customer value
Scope, Challenges and the Marketing Environment
Theories of internationalisation Scope and challenges of international marketing Creating a value-driven strategy for the international consumer
International Environments
Analysing international environments including Political environments Legal environments Cultural environments (cultural dynamics)
Global Visions and Global Markets
Developing a global vision Understanding/Engaging the international consumer Economic environments in the Americas Economic environments in Europe, Africa and the Middle East Economic environments in Asia-Pacific
Channels, Marketing Communications and Pricing
International channels (traditional channels and e-commerce) Integrated marketing communications (traditional media and social/digital channels) International pricing (understanding and capturing customer value in different markets)
Assessment Breakdown%


Full Time

Assessment Type: Continuous Assessment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3
Non-Marked: No
Assessment Description:
Internationalisation strategy project - students must create a marketing plan for taking a nationally focused business to an international market.
Assessment Type: Continuous Assessment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3
Non-Marked: No
Assessment Description:
Group CA: International Marketing case study with final presentation/poster.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Learners must achieve an average of 40% overall across both pieces of assessment to achieve a passing grade.  Where a learner fails to achieve 40% average overall, a second attempt is offered in the form of a written assignment which tests each of the learning outcomes.  Should a learner fail this repeat assignment, then they must repeat the module.

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


Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 30 Per Semester 2.50
Directed Learning Directed e-learning 30 Per Semester 2.50
Independent Learning Independent learning 65 Per Semester 5.42
Total Weekly Contact Hours 5.00

Module Resources

Recommended Book Resources
  • Hollensen, S. (2020), Global Marketing, 8th Ed. Pearson Education.
  • Opresnik, M.O. and Hollensen, S. (2021), International Marketing: Principles and Practice: A management oriented approach, Independently Published.
Supplementary Book Resources
  • Cateora, P.R., Money, R.B., Gilly, M.C. and Graham, J.L. (2019), International Marketing, 18th ed. McGrawHill.
  • Green, M. and Keegan, W. (2020), Global Marketing, 10th Ed. Global Edition, Pearson.
This module does not have any article/paper resources
Other Resources
  • [Journal], Journal of International Marketing.
  • [Journal], European Journal of Marketing.
  • [Journal], Journal of World Business.
  • [Website], Financial times.
  • [Website], Irish Times.
  • [Website], Forbes.
  • [Website], Fortune Magazines.
  • [Website],
  • [Website], Business Source Complete.
  • [Website], Academic Search Complete.
  • [Website], Emerald Insight.
  • [Website], Dawsonera e-books.
  • [Website], Mintel.
Discussion Note: