International Marketing

Universidad del Pacífico

Course Description

  • Course Name

    International Marketing

  • Host University

    Universidad del Pacífico

  • Location

    Lima, Peru

  • Area of Study

    International Business, International Marketing, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    UNIVERSIDAD DEL PACÍFICO
    INTERNATIONAL RELATIONS OFFICE
    INTERNATIONAL MARKETING
    Professor: Rossana Montero Santos

    __________________________________________________

    COURSE SYLLABUS

    I. COURSE DESCRIPTION
    This course will present an overview of the unique aspects of marketing in the International business environment and provide the framework upon which multinational marketing management can be based. Emphasis will be placed on the role of the international marketing manager in the development of marketing strategies for a variety of markets in diverse cultural, political and economic situations. Focus will be on the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution.

    II. COURSE OBJECTIVES
    The global objective of this course is to provide students with the necessary knowledge and tools to develop marketing strategies for a variety of markets in diverse cultural, political and economic situations.

    ? Examine the issues involved in conducting marketing operations on a global scale
    ? Be sensitive to economic, political, and cultural differences among nations
    ? Learn methods of identifying and evaluating opportunities in the global market
    ? Understand the consequences of making decisions to enter foreign markets
    ? Develop marketing plans in such markets; and
    ? Understand the issue surrounding implementation, control and coordination of marketing programs that have global scope

    III. SKILLS
    Students will develop a critical appreciation of the external forces that influence the work of an international marketing manager. They will learn when to use different strategies for market entry and to make decisions in an international context.

    IV. CAPABILITIES
    a. Identify the forces acting in the international environment and its relation to the formulation of an international marketing strategy.
    b. Select the best strategy for entering international markets according to the characteristics of the industry, business and chosen markets.
    c. Develop marketing strategies and business operations based on the new reality that faces a company in an international environment.
    d. Identify the organizational capabilities to be developed for the development of an organization in the global environment.
    e. Monitor and control the implementation of international marketing strategy.

    V. COURSE OUTLINE ? TOPIC AGENDA

    INTRODUCTION TO THE COURSE AND INTRODUCTION TO GLOBAL MARKETING
    1.- Introduction to the Course
    Introduction to Global Marketing
    Case 1-1: McDonald´s adjusts its local recipe Chap 1
    PART I: THE GLOBAL MARKETING ENVIROMENT
    2.- The Global Economic & Trade Environment
    Case 8-2: U.S. Sugar Subsidies: Too Sweet a Deal? Chap 2 & 3
    3.- Social and Cultural Environment
    Case 4- 2 Barbie: The American Girl Goes Global
    Chap 4
    4.- Political and Regulatory Environment
    Case: Mecca Coke (Video)
    Chap 5

    PART II: APPROACHING GLOBAL MARKETS
    5.- Global Information Systems and Market Research
    Chap 6
    6.- Segmentation, Targeting, and Positioning
    Case 7-2: Carmakers Target Gen Y
    Chap 7
    7.- Importing, Exporting and Sourcing
    Friedmand: The World is Flat
    Case 8-1: Concerns About Factory Safety and Worker Exploitation in Developing Countries
    Chap 8
    pp.3-8, 12-36,40-43, 126-136, 218-223
    8.- Global Market Entry Strategies: licensing, Investment and Strategic Alliances.
    Case 2-1: Vietnam´s Market Potential
    Case 9-1: DHL Shakes Up The Global Package Express Business
    Case 9-2: Harry Potter
    (*) 01 Case per Group

    MID TERM EVALUATION
    Chap 9

    PART III: THE GLOBAL MARKETING MIX
    9.- Product and Brand Decision
    Case 10-2: The Smart Car
    Chap 10
    10.- Pricing Decisions
    Case 11-2: LVMH and Luxury Goods Marketing Chap 11
    11.- Global Marketing Channels and Physical Distribution
    Case 12-1: Wal-Mart´s Global Expansion
    Chap 12
    12.-Global Marketing Communications Decisions I: advertising and Public Relations
    Case 13-1: Benetton Group SpA.: Raising Consciousness and Controversy with Global Advertising
    Case 13-2: Adidas ? Salomon AG Chap 13
    13.-Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication
    Case 14-1: Marketing and Industrial Products in Latin America
    (*) Communications Decisions: 01 Case per Group Chap 14
    14.-PAT IV: STRATEGY AND LEADERSHIP
    Competitive Advantage
    Leading, Organizing, and controlling the Global Marketing Effort
    Chap 15 & 16
    15.-May 21st, FINAL EXAM ? PRESENTATION

    VI. LEARNING ACTIVITIES

    ? Review and synthesis of previously selected reading material for each topic
    ? Active participation in class through discussions, debates and exhibitions
    ? Case resolution, debate and oral presentations
    ? Group discussion of marketing issues (strategies and tactics in international contexts).
    ? Writing, along the way, of a paper focused on a company with international activities (length: about 10 pages without annexes).

    VI. DIDACTIC STRATEGY

    The course will be developed in a modular fashion on the basis of four teaching units, tuned to allow the orderly assimilation of issues relating to global marketing.

    In order for students to achieve the above-mentioned learning objectives this course will use a combination of lectures, class discussion, and cases addressing marketing issues, firm strategies and market problems facing firms in the international environment of world markets.

    VII. METHODS OF EVALUATION

    ? Case Analysis and Debate 30%
    ? Class Participation/Attendance 15%
    ? Mid Term Evaluation 15%
    ? Individual Final Project
    Written Report 20%
    Presentation 20%
    Total: 100%

    VIII. BIBLIOGRAPHY

    AUTHOR Keegan, Warren J. and Mark C. Green
    TITTLE Global Marketing
    PUBLISHER Pearson Prentice Hall
    EDITION Fourth Edition

    AUTHOR Friedman, Thomas L
    TITTLE The World Is Flat
    PUBLISHER Picador
    EDITION 2007, Release 3.0

    In addition, a number of articles will be provided during the lecture