Download International Business and Global Marketing Management

International Summer School
Taiwan Comprehensive University System(TCUS)
International Business and Global Marketing Management
Dr.-Ing. Christian Seiter
Department of Management and Engineering/University of Applied Sciences,
Karlsruhe, Germany
HS2014_S2_7
Credit(s): 1
Offering session & time
2014/7/16-2014/7/29
Afternoon 14:00-17:00
Goal of this course
• Gain theoretical insights and practical knowledge of international business, concepts,
strategies
• Enhance knowledge about management practices of companies, large and small,
seeking global market opportunities
• Raise consciousness about the importance of viewing domestic and international
business, marketing strategies and human resources from a global perspective
Course description
Globalization has become a major socioeconomic force and topic of debate in the
twenty-first century. The course examines the forces that are driving this phenomenon,
as well as the criticisms of the process, both from a macro- and microeconomic
perspective.
First, the seminar provides a conceptual foundation for the exploration of the
international trade process. It examines the basic theories of mercantilism, absolute
advantage, and comparative advantage. Then it explores patterns of trade in light of
the theories of country size, factor proportions, and country similarity. It also
considers the role of distance and discusses factor mobility and its relationship to the
international trade process. Efficient Market Theory, the law of one price and the
balance of payments are introduced. Protectionism and the development and goals of
the World Trade Organization are discussed.
Second, the course reviews the objectives that firms pursue when they engage in
international business activities. The country evaluation and selection process
determines the geographical opportunities firms choose to pursue. The course
International Summer School
Taiwan Comprehensive University System(TCUS)
describes the various modes of entry that may be used. It goes on to
examine the process by describing the choice and weighting of variables used for
opportunity and risk analysis as well as the inherent problems associated with data
collection and analysis. Next concepts for country comparison purposes are
introduced and resource allocation possibilities are discussed. The cultural and legal
foundations of ethical behavior are examined.
Third, the course examines the ways in which marketing managers analyze country
market potential in order to develop effective international marketing mix strategies,
including frameworks like PEST and SWOT analysis, Porters’ Five Forces Model, or
portfolio modeling. The course reviews the adaptation vs. standardization debate and
also considers the rationale for selecting nationally responsive vs. globally integrated
marketing strategies. The seminar discusses each of the marketing mix variables (4P
analysis) from an international perspective and concludes with a note about
international e-commerce.
Targeted group(s)
Undergraduate
postgraduate
Course content / outline
1. Introduction to Course
Introduction to International Markets
The Dynamic Environment of International Trade
International Trade Models
Case
2. WTO and IMF
Efficient Market Theory
Law of one Price
Power Purchase Parity
Interest Rate Parity
Case
3. Balance of Payments
Introduction to International Marketing
Case
4. The Scope and Challenge of International Marketing
Global Awareness and Self-Reference Criterion
Developing Global Marketing Strategies
International Summer School
Taiwan Comprehensive University System(TCUS)
Case
5. International Market Selection
Case
6. Pricing for International Markets
Products and Services for Industrial Markets and Consumers
The Global Advertising and Promotion Effort
Case
Exam
Assessment / grading policy
• Class Participation (20%)
• Exam 30 Minutes (80%)
Teaching methods for this course
Interactive seminar Focus on theory
Case Study Method
Textbook & other reference
• Paul R. Krugman, Maurice Obstfeld
International Economics: Theory and Policy, 9/e
Prentice Hall, 2012
• Warren J. Keegan
Global Marketing, 7/e
Prentice Hall, 2007
• Philip R. Cateora
International Marketing 14/e
Mcgraw-Hill, 2009
• Masaaki Kotabe
Global Marketing Management 5/e
John Wiley & Sons, 2010
• Philip Kotler
Marketing Management 14/e
Prentice Hall, 2011