Download International Marketing syllabus

International Marketing
Optional Subject
Instructor: Carolus L.C. Praet
Credits: 4 (2 hours per week)
1. Course objectives and Method
The aim of this course is to provide students with a general understanding of the various topics facing international
and global marketers and to provide them with the analytical tools necessary to become successful international
marketers. In the first three quarters of the course, students will learn the theoretical concepts that they will then use to
analyze actual cases at the end of the course.
After an initial sketch of globalization of markets and competition, we look in detail at the economic and cultural
environment in which international and global marketers operate.
The course then discusses global marketing research, global segmentation and positioning, global marketing
strategies and market entry strategies available to global marketers.
We will also take a closer look at the elements of the global marketing mix: product, price, distribution, and
marketing communications. We will also deal with the issues that make planning and managing the marketing mix in
an international context such a challenge, including finding a balance between standardization and adaptation of the
marketing mix across borders. We will discuss the increasing importance of emerging markets and will review the
challenges when marketing in these markets. Finally, the course also devotes attention to the increasing importance of
the Internet in global marketing. Towards the end of the course, students will be divided into a number of groups that
will take turns to present and discuss a number of selected international marketing cases that illustrate how companies
concretely face and deal with he theoretical concepts that have been introduced throughout the course.
Classes use the lecture format for discussing theoretical concepts, and illustrate these through concrete examples and
cases.
2. Course plan – Each class meeting is 90 minutes in length
Week 1
Class 1: Course outline
The instructor gives an overview of the course, discusses the schedule, materials, expectations for
student participation and performance, and answers student questions about the course.
Class 2: Globalization
§ Why Global Marketing is Imperative
§ Globalization of Markets: Convergence and Divergence
§ Evolution of Global Marketing
Kotabe & Helsen, Chapter 1
Week 2
Class 3: Global Economic Environment
§ Intertwined World Economy
§ Country Competitiveness
§ Emerging Economies
§ Evolution of Cooperative Global Trade Agreements
Kotabe & Helsen, Chapter 2
Class 4: Global Economic Environment
§ Information Technology and the Changing Nature of Competition
§ Regional Economic Arrangements
§ Multinational Corporations
Kotabe & Helsen, Chapter 2
Week 3
Class 5: Cultural Issues and Buying Behavior
§ Definition of Culture
§ Elements of Culture
§ Cross-Cultural Comparisons
Kotabe & Helsen, Chapter 4
Class 6: Cultural Issues and Buying Behavior
§ Adaptation to Culture
§ Culture and the Marketing Mix
Kotabe & Helsen, Chapter 4
Week 4
Class 7: Global Marketing Research
§ Research Problem Formulation
§ Secondary Global Marketing Research
§ Primary Global Marketing Research
Kotabe & Helsen, Chapter 6
Class 8: Global Marketing Research
§ Leveraging the Internet for Global Market Research Studies
§ Market Size Assessment
§ New market Information Technologies
§ Managing Global Marketing Research
Kotabe & Helsen, Chapter 6
Week 5
Class 9: Global Segmentation and Positioning
§ Reasons for International Market Segmentation
§ International Market Segmentation Approaches
§ Segmentation Scenarios
Kotabe & Helsen, Chapter 7
Week 6
Class 10: Global Segmentation and Positioning
§ Bases for International Market Segmentation
§ International Positioning Strategies
§ Global, foreign, and Local Consumer Culture Positioning
Kotabe & Helsen, Chapter 7
Class 11: Global Marketing Strategies
§ Benefits of Global marketing
§ Limits of Global Marketing
§ Kotabe & Helsen, Chapter 8 (partly)
Week 7
Class 12: Global Market Entry Modes
§ Target Market Selection
§ Choosing the Mode of Entry
§ Exporting
§ Licensing
§ Franchising
§ Contract Manufacturing
Kotabe & Helsen, Chapter 9
Class 13: Global Market Entry Modes
§ Joint Ventures
§ Wholly Owned Subsidiaries
§ Strategic Alliances
§ Timing of Entry
§ Exit Strategies
Kotabe & Helsen, Chapter 9
Week 8
Class 14: Global Product Development
§ Global Product Strategies
§ Standardization Versus Customization
§ Multinational Diffusion
§ Developing New Products for Global Markets
§ Truly Global Product Development
Kotabe & Helsen, Chapter 10
Week 9
Class 15: Marketing Products and Services
§ Global Branding Strategies
§ Management of Multinational Product Lines
§ Product Piracy
§ Country-of Origin (COO) Effects
§ Global marketing of Services
Kotabe & Helsen, Chapter 11
Week 10
Class 16: Global Pricing
§ Drivers of Foreign Market Pricing
§ Managing Price Escalation
§ Pricing in Inflationary Environments
§ Global Pricing and Currency Fluctuations
§ Transfer Pricing
§ Global Pricing and Anti-dumping Regulation
§ Price Coordination
§ Countertrade
Kotabe & Helsen, Chapter 12
Class 17: Communicating with the World Customer
§ Global Advertising and Culture
§ Setting the Global Advertising Budget
§ Creative Strategy
Kotabe & Helsen, Chapter 13
Week 11
Class 18: Communicating with the World Customer
§ Global Media Decisions
§ Advertising Regulations
§ Choosing an Advertising Agency
§ Other Forms of Communication
§ Globally Integrated Marketing Communications (GIMC)s
Kotabe & Helsen, Chapter 13
Class 19: International Distribution and Retailing
§ International Distribution Channels
§ International Retailing
Kotabe & Helsen, Chapter 15 pp.523-535.
Week 12
Class 20: Marketing in Emerging Markets
§ Emerging markets
§ Competing with the New Champions
§ Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP
§ Entry Strategies for Emerging Markets
Kotabe & Helsen, Chapter 18
Week 13
Class 21: Marketing in Emerging Markets
§ Product Policy
§ Pricing Strategy
§ The Distribution Challenge
§ Communication Strategies for Emerging Markets
Kotabe & Helsen, Chapter 18
Class 22: Global Marketing and the Internet
§ Barriers to Global Internet Marketing.
§ Competitive Advantage and Cyberspace
§ Global Internet Consumers
§ Globally Integrated versus Locally Responsive Internet Marketing Strategies.
Kotabe & Helsen, Chapter 19
Week 14
Class 23: Global Marketing and the Internet
§ The Internet and Global Product Policy
§ Global Pricing and the Web.
§ Global Distribution Strategies and the Internet
§ The Role of the Internet for Global Communication Strategies
Kotabe & Helsen, Chapter 19
Class 24: Student case presentations
Week 15
Class 25: Student case presentations
Class 26: Student case presentations
Week 16
Class 27: Student case presentations
3. Teaching materials
Each student who attends in this course is required to obtain a copy of the following textbook:
Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management, 5th edition International Student Version.
Wiley. (ISBN: 978-0-470-50574-8)
PDF files of each lecture will be posted on the instructor’s Web site after each class. Students are strongly encouraged
to review the lecture material before each lecture.
4. Grading and Grading Criteria
Grading will be based on class attendance, group case presentations, a mid-term exam, and a final exam.
§
Class attendance: 10%.
Students are required to attend all classes. Points will be deducted for missing classes without a valid reason.
§
Group case presentations: 25%
Students will form groups to present case studies using power point presentations.
§
Midterm exam: 30%
A mid-term exam is given during the mid-term exam period. Students will be given the choice between answering
multiple-choice questions in English or essay-style questions in English/Japanese.
§
Final Exam: 35%
A final exam for this class is given during exam week. Students will be given the choice between answering
multiple-choice questions in English or essay-style questions in English/Japanese.
Grading Criteria
90-100: Has an excellent command and understanding of the course topics and displays a superior ability to critically
and creatively apply the acquired knowledge.
80-89: Has a good command and understanding of the course topics and displays a good ability to critically and
creatively apply the acquired knowledge.
70-79: Understands the course topics and displays a reasonable amount of knowledge and a reasonable ability to
critically and creatively apply the acquired knowledge.
60-69: Has a limited understanding and knowledge regarding the course topics.
0-59: Has insufficient basic understanding and knowledge of the course topics.
5. Remarks
All classes are conducted in English. Students attending this class must have the ability to present and discuss cases in
English. It is assumed that students will have taken an introductory class in marketing.