Taught In English

There is no language prerequisite for courses at this language level.

UNIVERSITY OF THE PACIFIC
OFFICE OF INTERNATIONAL RELATIONS
MARKETING INTERNACIONAL
Professor: Maria Elena Kobayashi Ando
APRIL – MAY 2009

PROGRAM

I. Summary

This course offers a study in the profundity of the most important aspects that one confronts in international marketing. Looking to achieve two principal objectives: to amplify the sensibility of the students in the different cultural, socioeconomic and legal environments that one finds in international markets and to develop the abilities of the students in the development and implementation of marketing strategies in diverse contexts.

II. Overview

At the end of the course, the students will develop a critical appreciation of the external forces that influence the work of the manager of international marketing, and they will learn when to utilize the different strategies of entering, of penetration of the markets, and in making decisions in the international context.

III. Objectives

a. To develop the ability to resolve practical problems in marketing and in businesses through the cases and homework in the course.
b. To develop the ability to formulate strategies of marketing and business operations, that are reflected in the final project.

IV. Contents and calendar

Topic I: Introduction.
Session 1 (Mon. Apr. 6 - 2h): Introduction to International Marketing and to the course.

Topic II: Context of Marketing International
Session 2 (Tues. Apr. 7 - 2h): Competitive global analysis
Session 3 (Mon. Apr. 13 - 2h): Competitive global analysis – Case Discussion (Ikea)
Session 4 (Mon. Apr. 14 - 2h): Competitive global analysis
Session 5 (Thurs. Apr. 16 – 2h): Competitive global analysis – Case Discussion (Whirlpool)

Topic III: Marketing Strategies (1)
Session 6 (Mon. Apr. 20 - 2h): Investigation of the Global Market
Session 7 (Tues. Apr. 21 - 2h): Entering in foreign markets
Session 8 (Thurs. Apr. 23 - 2h): Entering in foreign markets – Case discussion (SAB Miller)
Session 9 (Mon. Apr. 27- 2h): Marketing in mature markets

Session 10 (Tues. Apr. 28 - 2h): Revision of the first part of the course
Session 11 (Thurs. Apr. 30 - 2h): Mid-term exam

Tepic IV: Marketing Strategies (2)
Session 12 (Mon. May 4 - 2h): Marketing in immerging markets
Session 13 (Tues. May 5 - 2h): Marketing in immerging markets – Case discussion (Truchas en Perú)
Session 14 (Thurs. May 7 – 2h): Global segmentation
Session 15 (Fri. May 8 – 2h): Global segmentation – Case discussion (Levis)

Topics V: Marketing Tactics
Session 16 (Mon. May 11 - 2h): Global products and brands
Session 17 (Tues. May 12 - 2h): Global products and brands – Case discussion (Pert)
Session 18 (Thurs. May 14 - 2h): Prices and global distribution
Session 19 (Fri. May 15 - 2h): Prices and global distribution– Case discussion (LMVH)
Session 20 (Mon. May 18 - 2h): Global promotion
Session 21 (Tues. May 19 - 2h): Global promotion– Case discussion (Producto Industrial)

Sessions 22 and 23: Final Presentations

V. Learning Activities

a. Case analysis, in short presentations and oral interventions.
b. Group discussion on marketing themes (strategies and tactics in international contexts).
c. Editing, throughout the course, from a paper focused on a company with international activities (extension: approximately 10 pages without annexes).

VI. Didactic Strategy

The classes will consist of the theoretical discussion of the diverse aspects that should cover an international marketing strategy, such as the diverse tactics to use. These aspects will be complemented with a discussion of a real case, related with the subject centers on the mentioned session, which will be prepared by a group by an individual (depending on the number of students in the course). In this sense, the group discussion will be instigated after the group presentation or the individual in charge.

The participation of the students will be instigated throughout the class.

VII. Evaluation

The grades will be assigned on the basis of the following requirements and corresponding weights:

 Case work: 30%
 Mid-term: 20%
 Oral Participation: 10%
 Individual project:
Written paper 20%
Presentation 20%

Total: 100%

VIII. Bibliography

1. Johnsson, Johnny K., Global Marketing, Boston, 2005.
2. Keegan, Warren, Global Marketing, New York, 2005.