International Marketing

International Marketing

Objective:
International Marketing involves recognizing that people all over the world have different needs. Companies like Coca-Cola, BIC, ...have brands that are recognized across the globe. While many products that these businesses sell are targeted at a global audience using a consistent marketing mix, it is also necessary to understand regional differences , hence the importance of international marketing. The objective of this program is to introduce and enable the student to understand the complex issues involved in commercial operations in international markets. Special attention will be paid to the influence to cultural differences. Students will be issued with the relevant material for each unit.

Unit 1. What is International Marketing? Introduction and history of International Marketing. Social, cultural, political and economic contexts in the International Marketing.

Unit 2. International Marketing and globalization. Different cultures and different markets.

Unit 3. The international product. International product strategy: from little or no modification to moderate or high modification. Targets in the global products and global brands. Adaptation and standardization. Product lifecycle. (Product)

Unit 4. Strategy of International Communication. Information system in the international markets. Market research in International Marketing. Elements of international communication. Advertising and publicity examples. (Promotion)

Unit 5. Internet and International Marketing. Internet, an important element for commercial promotion.

Unit 6. Practice cases in International Marketing. How do we make a marketing plan in the global strategy?

Unit 7. Prices and rules for an international product.(Price)

Unit 8. Distribution decisions. (Place)

*Course content subject to change

Reference Works:
• Burnett; J. (2011) Introducing Marketing; Global Text.
• Cateora, P. (2008) International Marketing, McGraw Hill.
• Czinkota and Ronkainen (2002), International Marketing, Thomson SouthWestern.
• De Mooij (2003), Global Marketing and Advertising, Understanding Global Paradoxes, Sage.
• Doole, and Lowe (2006), International Marketing Strategies, Cengage Learning.
• Jeannet and Hennessey (1995), Global Marketing Strategies, Houghton Miffling.
• Keegan and Green (2005), Global Marketing, Prentice Hall.
• Kotler and Armstrong (2013), Principles of Marketing, Prentice Hall.
• Usunier (2000), Marketing across Cultures, Prentice Hall.
• Manual of International Marketing Strategy, (2006) Advanced Diploma in Marketing Management.
• Periodicals: Journal on Marketing Research, The Economist, Journal of Marketing, …
• Electronic Sources.

Course Assessment:
Class participation and attitude & Quizzes and assignments (glossary, webquests, etc) 10%
Academic Article presentation 15%
Case Study A 15%
Case Study B 15%
Group Project (essay+presentation) 25%
Final Exam 20%

Course Policies:
* All homework assignments are due and must be handed in during lecture.
* Homework assignments will be handed out in lecture and are discussed in sections.
* Homework is graded 1-10, following the Spanish national university regulations. There is a significant penalty for NOT handing in the homework.
* No make-up exams will be provided. Consider to drop the course if you have conflicts with the midterm or final exam dates.
* Exams are ‘closed book’ with a mixture of short answer and short essay questions (500-1000 w.). The final is cumulative with a greater weight on material from the second part of the course.