International Marketing (in English)

Course Description

This course is an introduction to international marketing. Topics include analytical techniques used in international market research, determining prices and distribution channels in an international context, marketing across linguistic and cultural borders.  This course will be taught both online and on-site (except for those few who will follow this whole course online). 

Course Goals and Methodology
The main objectives of the course are to enable you to understand in some depth:
1. The complexity of global marketing environment in which multinational enterprises operate.
2. The theoretical framework of international marketing.
3. The international dimensions of marketing.
4. The importance of international marketing.
The means to attain these objectives include a thorough study of class notes, slides, case analysis, and in-class small group discussions.

Learning Objectives
Through this course, students will:
-Develop understanding about what is involved in making international marketing decisions, including product, price, promotion, and place decisions to create a marketing plan.
-Evaluate different cultural, political, and legal environments influencing international trade.
-Develop creative international market entry strategies.
-Communicate effectively about marketing issues in group discussions, oral presentations and written reports.
-Discover sources of information for searching and evaluating international market.

Course Requirements and Grading

Your final grade will be calculated as follows:

• Mid-term Exam    20% (between, October 16-26)

• Final Project     30% (between, Nov 30-Dec 12)

 • Final Exam           25% (between, December 14-19)

• Quizzes     10%

• (*) Class Participation & Articles  15% 

Course Contents
UNIT I: UNDERSTANDING MARKETING AND INTERNATIONAL MARKETING

• Domestic Marketing

• International Marketing

• Why International Marketing

• Core Marketing concepts  

UNIT II:  INTERNATIONAL MARKETING ENVIRONMENT

• The Cultural Environment

• The Economic Environment

• The Political and Legal Environment  

UNIT III: STRATEGIC PLANNING AND ANALYZING OPPORTUNITIES  

• Strategic marketing process: planning, implementation and control phases.

• International market expansion: Phases

• Strategic options for international Expansion

• Market Entry Method Options  

UNIT IV: IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS  

• International Marketing Research

• International Segmentation 

• Differentiation and Positioning in international markets.  

UNIT V:  CROSS-CULTURAL CONSUMER BEHAVIOR  

• Culture and Consumer Behaviour

• The influence of culture on certain aspects of behaviour

• The global convergence of consumption patterns

• Mixed local/global consumer behaviour  

UNIT VI: INTERNATIONAL MARKETING MIX

• International Product: Standardization vs Adaptation

• International Pricing

• International Promotion

• International Distribution management  

Required Texts

Basic Course Bibliography

- Cateora, P.R., Gilly, M.C., & Graham, J.L (2016). International Marketing, 17th Edition

- Usunier, J.C. & Lee, J.A. (2013). Marketing Across Cultures. 6th edition. Prentice-Hall: England.  

References for basics on Domestic Marketing

- Kotler, P. Marketing Management. 10th Ed. Prentice Hall.

- Kotler, Philip, and Gary Armstrong. Principles of Marketing. 13rd edition. Pearson Prentice Hall; New Jersey.