International Marketing

OBJECTIVES
The overall objective of the Course is to introduce students to the marketing decisions within an
organization, from a global perspective. With this aim in mind, we will train participants to apply the
basic concepts and techniques in marketing, so that they become familiar with the duties of a marketing
manager. More specifically, students will be exposed to the development, evaluation, and
implementation of marketing management in a global business environment.

SYLLABUS
This Core Course in Marketing has been structured in terms of four didactic Parts, each of them
corresponding to 12 hours of class and made up of two Units. The four Parts are:
Part 1. To introduce the participant to the fundamental principles of marketing, to the basic concepts
and tools used in marketing, and to the importance of building customer relations.
Part 2. To develop a marketing plan, including: the firm’s operating environment (macroenvironment
and microenvironment), SWOT analysis, marketing strategy elements (segmentation, targeting, and
positioning), as well as marketing mix elements (product, price, place, and promotion). To this end, we
will assist students in learning how to apply these concepts and to practice making decisions through inclass
case analyses.
Part 3. To discuss how the international trade system, as well as economic, political-legal, and cultural
environments affect a company`s international decisions, to describe the key approaches to entering
into international markets, to explain how companies adapt their mixes as far as international markets
are concerned, and to identify the major forms of international marketing organization.
Part 4. To explain the importance of information for companies which expand their geographical market
coverage, to define the international marketing information system, and to outline the steps in the
marketing research process within a global environment.

PART 1. DEFINING MARKETING
Unit 1. Marketing Concepts
1.1. What Is Marketing?
1.2. Core Marketing Concepts.
1.3. Marketing Management Orientations.
Unit 2. Customer Relations Management
2.1. Customer Relations.
2.2. Consumer and Business Buyer Behavior.
2.3. The New Marketing Landscape.
PART 2. DEVELOPING A MARKETING PLAN
Unit 3. Environment and Internal Analysis
3.1. Executive Summary.
3.2. Situational Analysis.
3.3. SWOT Analysis.
Unit 4. Marketing Plan
4.1. Objectives.
4.2. Marketing Strategies.
4.3. Action Programs.
4.4. Implementation Controls.

PART 3. THE GLOBAL MARKETPLACE
Unit 5. To Be or Not to Be International
5.1. Global Marketing.
5.2. Looking at the Global Marketing Environment.
5.3. Deciding Whether to Go International and Which Markets to Enter.
Unit 6. How to Be International
6.1. Deciding How to Enter the Market.
6.2. Deciding on the Global Marketing Program.
6.3. Deciding on the Global Marketing Organization.
PART 4. MARKETING RESEARCH IN A GLOBAL ENVIRONMENT
Unit 7. International Marketing Research
7.1. Complexity of International Marketing Research.
7.2. Importance of Research for International Marketing Decisions.
7.3. The International Marketing Information System.
7.4. Designing International Marketing Research.
Unit 8. International Information Sources
8.1. Data Sources.
8.2. Nonsurvey Data Collection Techniques.
8.3. Survey Instrument Design.
8.4. Analysis of Multicountry Data.
Through cases and through an in-depth semester project, students will be given opportunities to
perform the role of a marketing manager.