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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