AERD40020 International Food Marketing

Academic Year 2021/2022

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. A company that engages in global food marketing focuses resources on global market opportunities and threats. An effective marketing strategy, based on the analysis of global market needs and wants, technology, communication, culture difference, world economic trends, as well as the firm’s own comparative advantage, can enhance firm’s worldwide performance.

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Curricular information is subject to change

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

Student Effort Hours: 
Student Effort Type Hours


Autonomous Student Learning




Approaches to Teaching and Learning:
- Lectures and discussions on related marketing topics,
- Cases studies
- Group project-based learning to investigate real marketing strategies and practices
- Students presentations
Requirements, Exclusions and Recommendations
Learning Requirements:

Introductory marketing module such as AERD20060 or equivalent.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Individual assignments that require independent research on module related topics and reporting Throughout the Trimester n/a Graded No


Group Project: Group project and presentations Throughout the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

1. Grading strategies and criteria will be communicated to the students before the assessments. 2. Grades to individual assignments will be posted online. 3. Feedback to group assessments will be given either verbally or in written post-assessment.

Global Marketing: A Decision-oriented Approach, Svend Hollensen, Prentice Hall.

Global Marketing (6th or 7th edition), Warren Keegan & Mark Green, Prentice Hall.