Short Title:Marketing Across Cultures
Full Title:Marketing Across Cultures
Module Code:MKTG H3020
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 6 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Joyce Byrne-Walsh
Module Description:This module aims to provide students with an understanding of international marketing from the perspective of market entry and product, promotion, price and distribution strategies.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Describe the nature of cross-cultural marketing
LO2 Explain the approaches to entering international markets
LO3 Identify the factors required for the successful management of products, promotion, pricing and distribution in cross-cultural markets
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The continuous assessment may take the form of group projects involving analysis, problem-solving and presentation of findings based on case studies illustrating marketing mix decisions in international markets. 3 30.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3 70.00 End-of-Semester

TU Dublin – Tallaght Campus 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 Instruction 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. 2017, Global Marketing, 7th edition Ed., Pearson Education
Recommended Book Resources
  • Ghauri, G.N. & Cateora, P.R. 2014, International Marketing, 4th edition Ed., McGraw-Hill
This module does not have any article/paper resources
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 6 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 6 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 6 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 6 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 6 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 6 Mandatory