Learning Outcomes:
On completion of the module students are expected to have a better understanding of the global marketing environment and global marketing mix, being able to analyze the comparative advantage of Irish food products, and being able to develop a preliminary international marketing plan for a selected food product and a company.
Indicative Module Content:
• Discuss the driving and restraining forces affecting global marketing decisions
• Describe how companies in global industries pursue competitive advantage
• explore cultural environment and global marketing strategy
• Evaluate global market entry strategies
• Understand global Market segmentation
• Explore marketing 4P’s mix decisions in global context
• Group project-based learning to develop practical understanding for marketing food products internationally