Short Title:Global Business
Full Title:Global Business
Module Code:BUSS H4002
Credits: 5
NFQ Level:8
Field of Study:Marketing and advertising
Module Delivered in 6 programme(s)
Module Author:Joyce Byrne-Walsh
Module Description:This module aims to provide students with a comprehensive understanding of the key business drivers in the global business environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explain the nature of global business
LO2 Identify the bases of global business
LO3 Describe the different elements of the global environment, in particular economic, socio-cultural, political/legal and competitive
LO4 Understand the impact of technology on a firm’s global strategy
LO5 Identify the sources of information for global business decisions
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Nature of Global Business
History and development of global business, recent world trade patterns, export marketing planning and strategy, goals of individual business
The Global Economy
Potential benefits of exporting, global trade theory, barriers to trade, financial environment, stages of marketing development
Understanding the Global Marketing Environment
Economic factors, socio-cultural, political/legal, economic integration, competition
The Information Technology Environment
The new information infrastructure, global diffusion of innovation, global opportunities for SMEs through the internet
Information for Global Business Decision Making
Sources of information, assessing market potential, export market research, common global research mistakes, the global research process, research in developing countries, interpretation of research
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The continuous assessment will take the form of a group projects involving analysis, problem-solving and presentation of findings based on case studies illustrating economic, socio-cultural, political/legal, competitive, technological and information drivers in the global business environment. 1,2,3,4,5 40.00 n/a
Essay This individual 2000 word essay will examine macro environmental factors from the perspective of an individual country of the student's choosing. Particular emphasis will be required on the change drivers within the environment and their implications in terms of marketing. 3,4,5 60.00 n/a
No End of Module Formal Examination

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class Based Instruction 3.00 Every Week 3.00
Independent Learning Reading/Study 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based 2.00 Every Week 2.00
Total Weekly Learner Workload 2.00
Total Weekly Contact Hours 2.00

Module Resources

Required Book Resources
  • Hollensen, S. 2011, Global marketing: a decision-oriented approach, 5th edition Ed., Pearson Education
Recommended Book Resources
  • Ghauri, G.N. & Cateora. P.R. 2010, International Marketing, 3rd edition Ed., McGraw-Hill
  • Doole, I. & Lowe. R. 2012, International marketing strategy: analysis, development and implementation, 6th edition Ed., Cengage
This module does not have any article/paper resources
Other Resources
  • Various: Video and Case Studies

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 5 Mandatory
TA_HEURS_B Bachelor of Arts (Honours) in European Studies 7 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 5 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 5 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 5 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 5 Mandatory