Short Title:International Marketing Applications
Full Title:International Marketing Applications
Module Code:MKTG H2009
Credits: 5
NFQ Level:6
Field of Study:Marketing and advertising
Module Delivered in 10 programme(s)
Module Author:Ciara Graham
Module Description:This module aims to provide students with a comprehensive understanding of the organizational processes, behavior and structures affecting modern marketing management.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Interpret the influences at work in the macro environment for specific marketing applications
LO2 Describe a range of marketing applications
LO3 Explain the issues that should be taken into account when engaging in specific marketing applications
LO4 Recognise the adaptation in marketing practice required for certain applications
LO5 Describe the activities involved in marketing planning
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) %
Services Marketing (20%)
The nature of services; the services marketing environment; the characteristics of services; the services marketing mix; delivering customer service; measuring customer satisfaction; services within the Irish economy.
International Marketing (20%)
Globalisation; The international marketing environment (PEST etc); Marketing Research in an international environment; the International Marketing Mix; Market Entry Strategies
Business-to-business Marketing (20%)
The nature of business-to-business marketing; a comparison between consumer and business-to-business markets; the buying process; business-to-business and the marketing mix; the role of the internet in business-to-business marketing
Strategic Marketing Planning (20%)
Strategic Planning; Introduction to Strategy; organising for marketing; creating competitive advantage; the role of the marketing plan.
Sustainable Marketing (20%)
Sustainable Marketing: Sustainable markets and alternative business models, Sustainable Innovation & Clean technologies; Green Issues, Sustainability in Strategy & Governance
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
No Course Work
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   70.00 End-of-Semester
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.

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 Students are expected to undertake additional reading, project work and other learning activities that will account for another 6 hours per week in addition to the time spent in class. 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 No Description 2.00 Every Week 2.00
Independent Learning No Description 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00

Module Resources

Required Book Resources
  • Jobber, D & Fahy J 2015, Foundations of Marketing, 5th edition Ed., McGraw-Hill Higher Education
  • Rogan, D. 2011, Marketing: An Introduction for Irish Students, 4th ed Ed., Gill & Macmillan Dublin
This module does not have any article/paper resources
Other Resources
  • Various: Relevant Articles, Case Studies, Documentary and other Audio-visual material will be stored on the class Moodle page and introduced throughout the course

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 3 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 3 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 3 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 3 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 3 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 3 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 3 Mandatory
TA_BMADM_D Certificate in Applied Digital Marketing (60 credit Minor Award) 1 Elective
TA_BPDMK_C Certificate in Digital Marketing (30 credit Special Purpose Award) 1 Elective
TA_BMKTG_C Higher Certificate in Business in Marketing 3 Mandatory