Unit code                           Y/508/0599

Unit level                           QCF Level 5/ NFQ Level 6/7

Credit value                       15

Introduction

The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so. This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level.

In today’s globalised economy it is essential that marketing efforts are able to transcend international borders. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.

Learning Outcomes

By the end of this unit a student will be able to:

1. Demonstrate an understanding of how marketing contributes to business strategies in an international context.
2. Evaluate entry to a selection of international markets and define the key success factors.
3. Investigate how elements of the marketing plan can be adapted or standardised across international markets.
4. Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.).