SCHOOL OF MANAGEMENT AND MARKETING
MODULE OUTLINE
MG4043/MG6324 International Marketing
Available to: B.Comm IV, B.Comm International IV, VSUS, VSEU, MBS
Class times:
Wednesday 10.00 – 12.00
Venue: WGB 107
Lecturer
Dr. Helen McGrath
Contact Details:
Dr. Helen McGrath, Room 2.65, email Helen.McGrath@ucc.ie ext 3372
These offices are in the Department of Management & Marketing, Block B, Level 2,
of the O’ Rahilly Building on Main Campus.
Introduction
International trade has been a feature of world commerce for thousands of years,
and increasingly even those firms who wish only to trade domestically are faced with
the need to be aware of international marketing issues. International events such as
the opening up of new Chinese markets, the continuing harmonisation and
expansion of the European market and the effects of international bodies such as
WTO affect all businesses. Therefore an awareness and appreciation of international
business trends is essential to all business people.
This course is designed to:
 Introduce students to the complexities of marketing internationally
 Develop an understanding of the application of marketing theory in
international settings
 Identify methods of market entry and consider their application
Course Outline
This course (from September to December) will focus on developing an
understanding of the nature of the international marketing environment. This
section of the course will be led by Dr. Helen McGrath, and is available to visiting US
and EU students for 5 credits.
Course readings will be assigned on a weekly basis.
Dates
10th Sept
17th Sept
24th Sept
Topics to be covered
Introduction to module and assessment
Course administration
Introduction to blackboard site
What is International Marketing?
International Market Research
Douglas, S. P., & Craig, C. S. (2011). The role of context in assessing
international marketing opportunities. International Marketing Review,
28(2), 150-162.
1st
October
Historical background to international marketing
Theoretical bases
Starbucks Case Material
Readings: Levitt, T. (1993).
The globalization of markets. Readings in international business: a
decision approach, 249.
Theodosiou, M., & Leonidou, L. C. (2003). Standardization versus
adaptation of international marketing strategy: an integrative
assessment of the empirical research. International Business Review,
12(2), 141-171.
8th Oct to
22nd Oct
Cultural variety, models for understanding cultural diversity/ critiques
of these models, impact of culture on marketing
Mondovino video material
Hofstede, G. (1994). The business of international business is culture.
International business review, 3(1), 1-14.
29th Oct
to 5th Nov
Political and legal environment, including TRIPs
Trinh, V. D., & Phau, I. (2012). The Overlooked Component in the
Consumption of Counterfeit Luxury Brands Studies: Materialism-A
Literature Review. Contemporary Management Research, 8(3).
Wang, Y., & Song, Y. (2013). Counterfeiting: Friend or Foe of Luxury
Brands? An Examination of Chinese Consumers’ Attitudes Toward
Counterfeit Luxury Brands. Journal of Global Marketing, 26(4), 173-187.
12th to
19th Nov
Ethics and International Marketing
Nestlé case study
Saeed, M., Ahmed, Z. U., & Mukhtar, S. M. (2001). International
marketing ethics from an Islamic perspective: a value-maximization
approach. Journal of Business Ethics, 32(2), 127-142
Murphy, P. E. (1999). Character and virtue ethics in international
marketing: An agenda for managers, researchers and educators. Journal
of Business Ethics, 18(1), 107-124.
26th of
Nov
International trade agreements and trade groups
Lovelock, C. H. (1999). Developing marketing strategies for
transnational service operations. Journal of services marketing, 13(4/5),
278-295.
Readings and Textbooks
The textbook recommended for this course is “Global Marketing Management” by
Lee and Carter, which is available in the college bookstore. In addition to the text,
there are a number of required readings, typically journal articles, accompany this
course. The readings for sections will be listed on the blackboard site for this module
and the journal articles mentioned can all be accessed through Business Source
Premier, Science Direct or Emerald in the electronic resources section of the Library
website.
Before taking this course
While it is not an official pre-requisite for this course, students who have not taken a
‘principles of marketing’ course (or its equivalent) should seek to increase their
knowledge in this area. There are many good basic marketing texts, any of which
would help students to develop an understanding of the key concepts of marketing,
and the terminology.