International Marketing

Fall 2015
Instructor:

Renee Kim, Ph. D

Email: Kimrby@gmail.com

Lecture Time: Monday

Required Text: W.J. Keegan and M.C. Green, Global Marketing Management, 7th
edition, Pearson, Global Edition.
Other references:
Isobel Doodle and Robin lowe, International Marketing Strategy (4th Edition)
2004 Thompson Business Press (ISBN 1-86152-472-2)
P. Cateora and P.Ghauri, International Marketing (12th Edition) 2005 McGraw
Hill (ISBN 0072833718)
Course Objective:
The purpose of this course is to learn how to identify and satisfy global customer
demand better than the competition across international borders. This course
emphasizes both individual and collaborative learning through the use of individual
and group work, and seeks to stimulate each students understanding of global
marketing and opportunities and problems, of the implications of global
environmental factors for international business, and of global marketing strategies
and management practices.
Upon completion, the students will be able to:
1. understand the implications of international macro-economic and cultural
factors on international marketing,
2. identify and evaluate marketing opportunities abroad,
3. Learn how to develop a strategic marketing plan for international business
management
4. Develop skills in gathering information, analyzing and presenting the material.
Course Format: This course will use variety of methods including lectures, case
studies, class and group discussions, Q & A sessions to introduce various elements of
international marketing.
In class participation: attendance and active participation by all members is
essential, particularly in case analysis discussion. Being prepared to talk
about the cases and readings is required in this course.
Group project: collaborative effort on developing a strategic marketing plan
with your team members. The group should identify their target market at
the beginning of the report and presentation. Each group will be expected to
give a 30 minute presentation.

Examinations: two exams will be written for this course. A mixture of multiple
choices and short answer questions will be asked. A comprehensive review
will be given prior to each exam.
Case analyses: tentatively seven international marketing and management
cases will be covered in this course. Some of the cases are take-home
assignments and some will in-class Q & A exercise. Case assignments need to
be word-processed and written in formal English. Satisfactory reports will
require on your own research effort. I do emphasize the importance of
PROPER CITATIONS. You must provide the source of information in your
report. Copying and pasting off websites without proper citation will be
severely penalized.
Grading:
Exam I
Exam II
Case study: in-class discussion and memos
Group marketing plan presentation
Written marketing plan

25%
25%
20%
10%
20%

Course Policies: all assignments are due on the dates indicated, unless arrangements
are made with me in advance. Late assignments will receive only half credit. There
are no make up for presentations. Details on Group project and other course material
related issues are to be discussed thoroughly on the first day of the class. Schedule
on assignments and exams will be announced with due notice.
Course Topics (subject to change)1

I. Analysis
1. Introduction to International Marketing:
a. What is international marketing?
b. Major trading nations
c. Importance of international trade
i. The theory of comparative advantage
ii. The international product life cycle
iii. Barriers to international trade
2. Macro
a.
b.
c.
d.
e.

factors for international trade

Political and legal factors
Economic factors
Social factors
Technological factors
Cultural factors
i. Consumers preferences and product attributes
ii. Type of product attributes

3. International marketing research and opportunity analysis

a. What is SWOT analysis?
b. International market research method
1

Adjustmentsmaybemadetothesyllabusinordertoimprovetheclass.

c. Segmentation analysis
i. Market development and expansion
4. Introduction to Strategic Marketing Plan
a. Components of marketing plan
b. How to develop an effective marketing plan

II. Strategy Development

5. Niche Marketing vs. Global Marketing
a. Globalization
b. Generic marketing strategies
i. Segmentation, targeting, positioning
ii. Competitive strategies
iii. Growth strategies
6. Strategic marketing
a. Michael Porters Competitive Advantage
b. Blue-ocean Strategy framework
7. International market entry strategies
a. Indirect exporting
b. Direct exporting
c. Foreign manufacturing without FDI
d. Foreign manufacturing with FDI
e. Cooperative strategies
i. JV
ii. Strategic alliance
iii. Reciprocal share holdings
8. International Product and Service Management
a. Concept of 4Ps
b. Product Differentiation vs. Standardization
c. Branding and positioning
i. Country of origin effects
ii. Global brand
iii. Brand equity
d. Packaging
e. Product Life Cycle analysis for product strategies
f. new product development
i. Product innovation and management

III. Implementation
9. International Marketing Communication and Promotion
a. International marketing communication strategy
b. The challenges for international marketing communication
i. Standardization vs. adaptation
10. International distribution and logistics
a. Indirect and direct channels

b. Trends in international retailing

11. Pricing strategies for international markets
a. Factors affecting international pricing decisions
b. Role of market structure on pricing strategies
c. Concept of price elasticity
d. The impact of price on international competitiveness
Academic Integrity
The University policy strictly prohibits plagiarism and cheating as outlined in the
2015 University Undergraduate Calendar (associated with Academic Integrity).