Download international marketing management

MBA IN INTERNATIONAL BUSINESS
INTERNATIONAL MARKETING MANAGEMENT
COURSE SYLLABUS AND WORKPLAN
Supervisor and Lecturer
Irena Vida, Ph.D., Professor of Marketing
E-mail: [email protected]
Credits
The International Marketing course is worth 2,5 credits
1. Course Content
This course is designed to provide you with a framework within which international marketing operations
can be analyzed, understood, and undertaken. We will recognize in this course that most business issues
addressed in the cross-cultural context are somewhat similar to those firms implicitly or explicitly face in their
domestic operations.
The main differences between domestic and cross-cultural/multinational operations are usually matters of
degree, variation, and complexity of controllable (e.g., marketing mix elements, management issues) and
uncontrollable forces (i.e., various aspects of the national and socio-cultural environments). Given the
intense nature of this class, the emphasis is on understanding diverse cultural, social and economic contexts
in which consumption practices occur, and on translating this knowledge into actionable marketing strategies
and practices.
2. Course Objective and Intended Learning Outcomes
The main learning experience in this course is placed on international marketing decision-making with respect
to products/brands and marketing communications. Students successfully completing this course will be able
to:
 Apply knowledge paradigms in international marketing to gain insights into similarities/differences
across cross-cultural markets and their marketing implications.
 Gain an understanding of international marketing effort related to market entry and marketing mix
strategies.
 Demonstrate an appreciation for designing and managing in international marketing programs in
consumer markets.
 Identify, interpret and evaluate information sources related to consumer marketing with the emphasis
on the use of information technologies (Internet).
3. Teaching Methods/ Background readings
Through interactive class discussions, pre-course readings, in-class exercises and assignments, class materials
(videos, cases, reading materials) and independent research participants will expand their knowledge and
build competencies required in international marketing management.
4. Class Environment
In the interest of providing meaningful learning experience and creating an exciting class environment,
students' thoughtful participation is expected, whereby pre-course class-reading materials, students' own
experiences and ideas are to be shared, and relevant issues and questions raised in class. Considering the
intensive nature of this module and heavy emphasis on class discussion and interaction, the attendance of
all sessions is essential.
5. Student Learning Assessment
Grade distribution is based on the following activities:
Class Participation and Preparation (read the CASE study before the course)
20%
PRE-CLASS assignment - Individual work (Assignment due before the course begin)
20%
*POST-CLASS Team project (guidelines will be provided in the course)
60% or
** Post-class Individual Reflective paper (guidelines will be provided)
60%
*for students taking the course as a mandatory subject ONLY - submissions deadline will be set in the course
** for participants taking this course as an elective ONLY (executive management, etc)
6. Course Reading Materials
a) Pre-class reading materials (provided prior to the course in an e-form):
 TEXT: Johny K. Johansson (2009). Global Marketing: Foreign Entry, Local Marketing, and Global
Management, 5th Edition, McGraw-Hill/ Irwin. The text is available free of charge on the internet.
Selected chapters only: Ch 1, Ch3, (Ch4), Ch 7-8, Ch 12-13, Ch 16.
 CASE STUDY: Adapted from Amine, L.S. (2011). The Not-So-Wonderful World of EuroDisney- Things Are
Better Now at Disneyland Resort Paris In Cateora, P. R., Gilly, M.C. & Graham, J.L. International
Marketing, 15th Disneyland Resort Paris ed. McGraw-Hill Irwin.
b) Lecture notes prepared for this course will be available prior to each class session
c) Other Recommended Readings (not in the Course Readings packet; available per request):
 Usunier, J-C. & Lee, J. A. (2009). Marketing Across Cultures (5th ed.- International Edition). Harlow,
England, Prentice Hall Financial Times, Pearson Education.
 Deresky, Helen (2014). International Management: Managing Across Borders and Cultures (8th or 7th
ed.- International Edition). Upper Saddle River, NJ, USA, Chapters 3-4.
 Peter, J. P. & Olson, J,C. (2014). Consumer Behavior and Marketing Strategy, Madison, WI, USA: IrwinMcGraw
 De Mooij, M. (2011). Consumer Behavior and Culture: Consequences for Global Marketing and
Advertising. Second Edition. Sage Publications.
 De Mooij, M. & G. Hofstede (2010). The Hofstede model - Applications to global branding and advertising
strategy and research, International Journal of Advertising, 29(1), 85-110.
7. Workplan
Time frame
Lecture Topic- Description
Activity/Material
10 days before the
course
Course Reading materials available to students
Detailed guidelines for Pre-class assignments are
provided
CLASS DISCUSSION:
 Marketing Strategies in global environment. Issues
in cross-border (international, global) Marketing
 International market opportunity analysis
 Country/Market selection and Market Entry Modes
CLASS DISCUSSION:
 Management of Standardization vs. Adaptation
Approaches
 International Marketing Strategy and Effective
Cross-cultural Communications. Conceptual
Framework. Communication and organizational
culture
 Prepare pre-class assignments
 Read the course readings/materials
DAY 1: February 3rd
morning
9.00 am – 1.00 pm
DAY 1: February 3rd
afternoon
2.00 pm – 5.00 pm
 Course and participants introduction
 Business cases and examples
Class Discussion
CASE STUDY DISNEY IN FRANCE
AND HONG KONG
Read Amine (2011) reading BEFORE
the course
DAY 2: February 4th
morning
9.00 am – 1.00 pm
DAY 2: February 4th
afternoon
2.00 pm – 5.00 pm
DAY 3: February 5th
morning
9.00 am – 1.00 pm
CLASS DISCUSSION:
• Cross-cultural Consumer Behavior as an input into
localization of the marketing mix – Product
development decisions; Product/Service Positioning
& Marketing Communications
CLASS DISCUSSION:
• Integrated Marketing Communication. Advertising
and Promotional Strategies in cross-cultural markets.
CLASS DISCUSSION:
Navigating Competing Forces of Globalization and
Localization in the future. In-class discussion
Convergence vs Divergence of world cultures?
• Business cases and examples
• Pre-class Assignment Discussion
• Team work
• Work on Team Projects. Team Project.
Q & A.
• Project Consultations.
8. Course Assignments
A- INDIVIDUAL PRE-CLASS ASSIGNMENT – to be submitted PRIOR to the course beginning by ALL
participants in the course – regardless whether this course is taken as an elective of not
This course requires individual preparation prior to the beginning of the course – due to its intense module
nature. First, participants are expected to have read the following case study to be able to participate in the
class discussions: CASE written by Amine, L.S. (2011). The Not-So-Wonderful World of EuroDisney- Things
Are Better Now at Disneyland Resort
Second, the participants must prepare (individually) a written analysis on advertising across cultures (2-3
pages) and submit it to the instructor via e-mail 24 hours before the beginning of the first class
([email protected]) AND as a hard-copy on the first day of class. Your e-documents should be saved in
Word and titled “YOUR LAST NAME Assignment IM 2016”. Your e-mail Subject line to the instructor should
read: “IM MIB 2016”.
CROSS-CULTURAL ADVERTISING ANAYLSIS – WRITTEN PRE-CLASS ASSIGNMENT GUIDELINES
The purpose of this assignment is to make you think about the strategic and tactical issues involved in
international marketing management prior to the course start. Since the participants may have various
managerial experiences on this topic, the assignment is focused on issues that any consumer can relate to.
First, select a product category1 (or a product, service, brand) you wish to focus on and then find
advertisements for this product category in two different cultures or different national country markets. The
two advertisements (preferably in print/still images) may come from a local and/or international source, your
own culture and/or other cultures (e.g., from a German/Italian magazine, newspaper, newsletter, the
Internet, etc). While any two advertisements from different cultures featuring your selected
product/service offering would do, it is recommended that you focus on culturally distant two markets
(countries) or on culturally more sensitive products to ensure that you can adequately respond to the
questions below.
Please SUBMIT 1-2 page WRITTEN REPORT addressing the following questions that will be elaborated in
the class:
1. Ad analysis: First present and describe the story or the content of each of the two advertisements and
provide sources of each ad (.i.e, citation and date of publication).
2. Culture specificity of the Ads: Compare and contrast the two ads with respect to the SYMBOLS used in
your ads and the IMAGES communicated. Do these symbols and images carry the same meaning across
different cultures? What overt or covert cultural traits are reflected in your two advertisements (such as
symbols, colors, cultural artifacts, persons, national/ regional cultural characteristics?
3. Product analysis: Looking in the way the same product is presented in each of your two country
advertisements, would you say the product/service FEATURES desired by consumers in the different country
markets the same? Are the USAGE conditions for the product/service similar/different across the two cultural
markets?
Should you decide to use video advertisements rather than still images, then you must bring your own
tablets/computers to class to discuss the ad with the assigned group of students. You may wish to refer to
Johansson’s (2009) textbook (Chapters 16- 17) for further information on marketing communications across
cultures.
1
Product category can be as broad as e.g., soft drinks or as specific as a carbonated drink, or a specific brand such as
Coke, Illy, Ikea, etc. – your choice.
B- POST-CLASS ASSIGNMENTS – two options depending on the status of course participant (mandatory
vs. elective course). Guidelines will be provided on the first day of class.
a) Participants taking this course as a mandatory program subject: they will develop a team project essay
by applying theoretical concepts on the course and submit it to the instructor by the deadline
b) Participants taking this course as an elective course: Attendance of the last – 5th session is NOT
necessary. Instead of team project presentation, they will write a short reflective essay (cca. 700-1000
words long paper) on how the topics in this course can be applied to their own management realities.
LEARNING OBJECTIVE: After the core-module students should be able to demonstrate awareness of key
managerial frameworks that apply to international marketing processes and activities, knowledge of why
they can be useful, and some practice responding to them in ways that can lead to efficacious outcomes in
international marketing management.
Lecturers’ profile
Irena VIDA, Ph.D., Professor of Marketing Faculty of Economics, University of Ljubljana, Slovenia
Irena
Vida, Ph.D.
(1997)
University of Tennessee (UT) Knoxville, USA, held a tenuretrack post at the University of
Wisconsin-Madison, USA, prior to
joining the Faculty of Economics
University of Ljubljana (FELU),
Slovenia. Between 2003- 2007
she served as a chair of
Department of Marketing at
FELU. Since 2012 she has been in charge of the Master
program in Marketing at FELU. She teaches courses
related to the international aspects of Marketing
Management, Global Consumer Behavior and Crosscultural Communications at FELU. She has been an
international visiting professor at the University of
Economics and Business Administration in Vienna,
Austria since 2000, and a visiting professor at ESCPEuropean School of Management in Paris, France in
2004-2014. In addition to Austria and France, she
regularly offers courses at other European universities
and higher institutions of learning, including Italy,
Germany, Finland, Bosnia, Croatia and Macedonia. She
has taught at various universities in the USA such as the
University of Wisconsin-Madison (WI), Virginia Tech (VA),
University of Tennessee (TN) and most recently at the
University of Northern Colorado (CO).
Dr. Vida is involved in consultancy and project work with
domestic and international companies, and conducts incompany management training courses in various
sectors, including insurance, retailing, pharmaceutical
and fast-moving consumer-goods (e.g. Triglav, Mercator,
Krka, Illy, Generali).
Professor Vida’s research focuses on application of
behavioral theories and models in cross-cultural settings
and on organizational and strategic issues in
international business and marketing. She published
articles in top international academic journals such as the
Journal of International Marketing, International
Marketing Review, International Business Review,
Journal of Business Ethics, and regularly presents her
current research at various conferences in Europe, USA
and in Asia. She received international research and
teaching awards, and gained research funding and grants
at the national and EU level. She holds memberships in
American Marketing Association, the European
Marketing Academy (EMAC), the European Association
of International Business (EIBA) and Academy of
International Business (AIB-USA).