Universidad de Piura - Lima
Area of Study
International Business, International Marketing, Marketing
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
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
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.
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
4.- Political and Regulatory Environment
Case: Mecca Coke (Video)
PART II: APPROACHING GLOBAL MARKETS
5.- Global Information Systems and Market Research
6.- Segmentation, Targeting, and Positioning
Case 7-2: Carmakers Target Gen Y
7.- Importing, Exporting and Sourcing
Friedmand: The World is Flat
Case 8-1: Concerns About Factory Safety and Worker Exploitation in Developing Countries
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
PART III: THE GLOBAL MARKETING MIX
9.- Product and Brand Decision
Case 10-2: The Smart Car
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
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
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%
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
EDITION 2007, Release 3.0
In addition, a number of articles will be provided during the lecture