MKTG 331 - International Marketing

Objectives

Firms that do business across borders need to understand how to develop, market, and manage global products.

This course provides the knowledge and skills that are necessary to develop and implement marketing strategies and programs in international contexts. It presents an integrative framework for global marketing strategies and broadens the basic marketing “tool kit”. It includes an analytical survey of the culture, institutions, functions, policies, and practices in international marketing.

A key goal of the course is for participants to gain a basic understanding of the mechanisms of international product management. Participants also learn the methodologies for successful international branding, foreign market entry and establishing and maintaining international sales channels.

Because international marketing decisions frequently require collecting, sifting, analysing and interpreting market data, the methodology of international market research is also emphasized. A goal is to clarify the adjustments required for cultural influences.

The principles of international marketing and market research are integrated and applied with the help of a market research project. Participants select a concrete international marketing case related to product planning, promotion and branding, global sales or export channels. The participants develop market research instruments to help solve the case. The key goal here is to develop the participant’s capacity for independently applying scientific methods to solving international marketing problems.

Content

• International Aspects of Marketing
• What does international mean?
• Why are cultural differences an important aspect of Internationalization?
• Why do companies internationalize their businesses?
• Global Products and Product Planning
• Finding Core Competencies
• The Marketing Programs
• International product definition process
• Cases

• The P’s and C’s of International Marketing
• Promotion and Branding
• Principles of Branding
• Designing International Communication Programs
• Realizing International Communication Programs
• Cases

• Global Selling
• Global sales and export channels
• International market selection process
• Market Entry Strategy
• Sales Channels
• Cases

• International Marketing Research
• Paradigms of Social Research
• International Marketing Research
• The Nature of Marketing Research
• The Marketing Research Process

• Research Designs:
• Issues in International Research Design
• Exploratory Research (Characteristics, Information Types and Sources, Data Collection Methods, Sampling and Data Analysis)
• Descriptive Research (Characteristics, Information Types and Sources, Designing Data Collection Methods,
• Applying Data Collection Methods, Sampling, Data Analysis and Presentation)
• Experimental Research (Characteristics, Information Types and Sources Designing Data Collection Methods, Applying Data Collection Methods Sampling, Data Analysis and Presentation)

• Culture and Consumer Behavior
• What is Culture?
• The Elements of Culture
• Cultural Change
• Fundamental Processes
• Trends and Perspectives
• Postmodernism