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.
COURSE OBJECTIVES
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 in the international framework
3. The international dimensions of marketing
4. The importance of international marketing
Some of the subjects to be covered in this course include:
1. The International Environment: Economic, Cultural, and Political
environments
2. International Marketing Management: Global Strategies, Marketing Intelligence, Product Policy, Distribution Policy, Promotional Policy, Pricing Policy
3. Coordination of Marketing Activities: Planning, Information Technology, The Future of International Marketing
The means to attain these objectives include a thorough study of class notes, case analysis, and in-class small group discussions. The textbook will be used as a guideline. Reading assignments will be given every day. DO NOT attempt to pass quizzes and examinations by just reading the textbook. Material for quizzes and examinations will be from lectures, cases, and group discussions.
GRADING SYSTEM
Midterm Examination 25%
Final Examination 30%
Homework 10%
Quizzes 10%
Presentation (and paper*) 15%
Attendance & Participation 10%
Note: All assignments, quizzes, and examinations will be announced in class.
PRESENTATION
Following the International Marketing Plan handout given in class, students (Groups of 2-3) will have to pick any country in the world (Except the US) and they will have to introduce a product and/or service in it. After doing so they will have to present this project in class for about 20 minutes.
* A paper will only be necessary if required by your university or college. It will be 7-12 pages and will cover this project. Once again following the International Marketing Plan Outline.
Class Attendance is mandatory: students will be allowed to have 2 unjustified absences. 5% will be deducted from your final grade from any unjustified absence beyond 2.
COURSE OUTLINE
1. Introduction to International Marketing & Business
2. Economic Environment of International Marketing: The domestic and the World Economy
3. The Cultural Environment of International Marketing
4. The Political Environment of International Marketing
5. The Legal Environment of International Business
6. International Marketing Planning
7. International Marketing Research
8. International Product Development
9. International Pricing
10. International Promotion
11. International Logistics
12. Implementing Global Marketing Strategies.
TEXT BOOKS
- Phillip Cateora, John Graham, International Marketing, Madrid: Irwin
Professional 2000 USA. (photocopies in English, available in Spanish at the library)
Terpstra, Vern, and Ravi Rarathy. International Marketing. 8th Edition, 2000.
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