International Marketing (in English) 45
DESCRIPTION
Nowadays, companies need to make their decisions in a changing and complex environment. Among a galaxy of changes, consumers alter their purchase and shopping habits (due to an increasing number of potential choices regarding what and where to buy), national markets become smaller, leading to globalization, technological improvements reduce time and distance, distribution evolves, brands multiply, media become more and more fragmented and increase their power, at a time when the importance of different stakeholders is growing.
Under these circumstances, the key challenge companies have to face is acquire and nourish profitable relationships with their customers. Organizations with a strong marketing orientation and a clear brand strategy are the strongest competitors in the market and are typically the leaders in their sector. Effective marketing management is an increasingly key ingredient in corporate success.
This course is an introduction to the theory and application of marketing in a global marketplace. Marketing topics covered include marketing research, marketing strategies, marketing policies (product development, pricing, channels and communication) among others.
CONTENTS
1. Marketing in a changing world. Creating customer value and satisfaction.
2. Marketing research and information systems
3. Consumer market and consumer behavior
4. Market segmentation and positioning for competitive advantage
5. Product strategy and new product development
6. Services marketing
7. Pricing strategy: pricing considerations and approaches
8. Distribution channels
9. Integrated marketing communications
10. Marketing in the global marketplace
11. Marketing and society. Social responsibility and marketing ethics
METHODOLOGY
The course combines presentations, cases, discussions, and readings to provide a mix of integrating concepts and hands-on problem solving. The methodology is dynamic and innovative: an open forum in which each participant plays an active role. The exchange of business experience, experimentation, case study development and discussion, and team projects form the foundation of the teaching model.
Students are expected to actively participate in the classes, and to write essays to be assigned throughout the course. All this, together with the final exam, will determine the students’ final grade.
ASSESSMENT
The final grade will be calculated according to the following percentages:
- Assignments and essays: 20%
- Attendance and participation: 30%
- Final exam: 50 %
Bibliography
Basic
BEST, R. (2006): Market-based management. Prentice Hall. 4th edition.
KEEGAN, W. J. & GREEN, M. (2003): Global marketing. Prentice Hall. New Jersey. 3rd edition.
KOTLER, P. & ARMSTRONG, G. (2006): Principles of marketing. Prentice Hall. London. 11th edition.
Advanced
AAKER, D. & JOACHIMSTHALER, E. (1999): “The Lure of Global Branding”, Harvard Business Review, November-December, 137-144.
AAKER, D. A., KUMAR, V. & DAY, G. S. (2004): Marketing research. Wiley. 8th edition.
BERMAN, B. & EVANS, J. R. (2004): Retail management. Prentice Hall. 9th edition.
BURNS, A. C. & BUSH, R. F. (2000): Marketing research. Prentice Hall. 3rd edition.
CALANTONE, R., KIM, D., SCHMIDT, J.& SHIN, G. (2002): “The influence of internal and external firm factors on export performance and international product strategy”, AMA educators’ proceedings, American Marketing Association.
CERVELLON, M. & DUBE, L.(2000): “Standardisation versus cultural adaptation in food advertising: insights from a two-culture market”, International Journal of Advertising, 19, 429-447.
CHETTY S. & CAMPBELL-HUNT, C. (2003): “Paths to internationalisation among small- to medium-sized firms: A global versus regional approach”, European Journal of Marketing, 37, 5/6.
DAWAR, N. & PARKER, P. (1994): “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality”, Journal of Marketing, 58, April, 81-95.
HASSAN, S. S., CRAFT, S. & KORTAM, W. (2003): “Understanding the new bases for global market segmentation”, The Journal of Consumer Marketing, Vol. 20, Issue 4/5.
JAMES, W. L. & HILL, J. S. (1991): “International Advertising Messages: To Adapt or Not to Adapt (That Is the Question)”, Journal of Advertising Research, Jun/Jul, Vol. 31, Issue 3.
FILL, C. (2006): Marketing communications. Prentice Hall. 4th edition.
KAPFERER, J. (2004): The new strategic brand management. Kogan Page. London. 3rd edition.
KOTLER, P. (1986): “Global Standardization-Courting Danger”, Journal of Consumer Marketing, 3, Spring, 13"15.
KOTLER, P. & ANDREASEN, A.R.(1991): Strategic marketing for nonprofit Organizations. Editorial Prentice Hall. New Jersey. 4th edition.
KOTLER, P., HAIDER, D.H. & REIN, I. (1993): Marketing places. The Free Press. New York.
KOTLER, P., BOWEN, J. & MAKENS, J. (1996): Marketing for hospitality & tourism. Prentice Hall International Inc. New Jersey.
LEVITT, T. (1983): “The Globalization of Markets”, Harvard Business Review, 61, May"June, 92-102.
LOVELOCK, C.H. & WEINBERG, C.B. (1984): Marketing for public and non-profit managers. New York, John Wiley.
LOVELOCK, C. & WRIGHT, L. (2002): Principles of service marketing and management. Prentice Hall. 2nd edition.
MEDINA, J. & DUFFY, M. (1998): “Standardization vs. globalization: a new perspective of brand strategies”, Journal of Product & Brand Management, Vol. 7, nº 3, 223-243.
MALHOTRA, N. (2003): Marketing research: An applied orientation. Prentice Hall. New Jersey. 4th edition.
MORGAN, M. (1996): Marketing for Leisure and Tourism. Prentice Hall. London.
SCHIFFMAN, L. & LAZAR KANUK, L. (2000): Consumer behaviour. Prentice Hall. 7th edition.
SOLBERG, C. A. (2002): “The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance”, Journal of International Marketing, Vol. 10, Issue 3, 1.
WAHEEDUZZAMAN, A. N. & DUBE, L. (2004): “Trends and Development in Standardization Adaptation Research”, Journal of Global Marketing, Vol. 17, Issue 4.
WORTH, S., BALESTRERO, G. Cross-border collaboration. Association Management. Washington: Nov 2003.Vol. 55, Iss. 11; pg. 36
YAMIN, M & ALTUNISIK R. (2003): “A comparison of satisfaction outcomes associated with adapted and non-adapted products”, International Marketing Review, 20, 6.
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