International Marketing

Transcription

1 International Marketing Lecturer: Agnieszka Wilczak, PhD Office: B [email protected] (preferred method of contact) Class Schedule: COURSE OBJECTIVES: The purpose of the course is to examine the major issues involved in entering international markets and in conducting marketing operations on an international scale. Specific objectives include: To gain an understanding of the external issues affecting international marketing activities including the economic, social/cultural and political/legal environments. To be able to identify and assess global marketing opportunities in the international marketplace. To gain experience in developing international marketing strategies. To understand the process of implementing global marketing strategies and adapting marketing activities to specific market needs. REQUIRED MATERIALS Lecture notes in PowerPoint XP format can be downloaded from the course web site. EVALUATION Class participation 15% Individual case report 35% Project report 50%

2 Class Participation Participants are expected to participate actively, not only in the case discussions but also during the lecture sessions by sharing their knowledge and experience. High quality participation is encouraged. As a rough rule for how I grade participation, you can expect a mark between 0 and 5 for participating infrequently and/or making trivial points. A mark between 6 and 10 will be given to those participating moderately often, with contributions of high quality that adds to the learning of the class. A mark of between 11 and 15 will be given to those who contribute significantly and on a regular basis, bringing information from outside to the notice of the class, etc. Individual Case You will be given case or cases. Your analysis is to be submitted by the given date. Reports are to be typed on letter-sized paper, with one inch margins, 1 1/2 - spaced, and in a font size no smaller than 10 - point. The reports should be no longer than 5 pages each. Appendices may be added as appropriate, and are not limited by the page constraint. It is important that the report present clear, concrete, and actionable recommendations. Unfortunately, due to the nature of the assignment, late cases cannot be accepted. You may structure your analysis in one of two ways; if topics are given, you may address specific issues raised using a question-answer format. Otherwise, a more generally accepted approach to such a review should be utilized. Example: Introduction/Issue, Situational Analysis (corporate, environmental, competitive), Consumer Analysis, Targeting Analysis, Mix component(s) Alternative(s), Recommendations. Group Project A larger group project will be undertaken by groups of three (3) students. You have two options for the project as detailed below. Option 1: For this option you will have to contact a company that is already operating in or planning to enter international and develop a strategy or is going to undertake a market expansion project. In any event, the project involves developing a strategy for a real company; based on the brief given

3 by the company and facts provided to you by them, as well as information you have uncovered through your research. The details of your strategic plan should include product positioning and modifications, pricing strategy, distribution strategy, and promotional strategy (including a media plan, advertising copy, sales promotion and personal selling strategy -- where relevant). Guidelines concerning plan implementation, key strategic moves, and anticipated future developments should be included. The plan needs to be detailed and specific. Option 2: For this option, I would like you to research an interesting question in international marketing. The research would involve both library research and interviews with relevant managers. The objective would be to develop a good understanding of the issues in the area and identify a) potential solutions and, b) research questions for the future. The report should be typed, double-spaced, using a 12-point typeface and be no longer than 25 pages (excluding appendices, title page, bibliography, and other supporting materials). The assignments (case, report), will be graded based on the following criteria: comprehensive analysis and clear, actionable recommendations (for individual cases), successful development of a complete marketing strategy (for Option 1), clear understanding of the issues faced by firms and potential solutions (for Option 2), interpretation of information, writing and presentation clarity and effectiveness, comprehensiveness of the research, quality and quantity of sources consulted. OUTLINE OF COURSE CONTENT (30 hours): 1. The decision wheter to internationalize: international/global marketing initiation to internationalize development of the firm s international competitiveness 2 Deciding which markets to enter: the political and economic environment the sociocultural environment

4 the international market selection process 3. Market entry strategies: Export modes Intermediate entry modes Hierarchical modes International sourcing decisions and the role of the subsupplier Global e-marketing 4. Designing the global marketing program: Product decisions Pricing decisions Distribution decisions Communication decisions 5. Implementing and coordinating the global marketing program: Cross-cultural sales Organization and control of the global marketing program LITERATURE: Textbook: Hollensen S. (2004) Global Marketing, Prentice Hall Articles: Levitt, T. (1983), The globalization of marketis, (May/June), Harvard Business Review Hofstede, F.T., J-B Steenkamp and M. Wedel (1999), International market segmentation based on consumer product relations, Journal of Marketing Research, 36 (February), 1-17 Kumar, V., A. Stam and E.A. Jachimshtaler (1994) An interactive multicriteria approach to identifying potential foreign markets, Journal of International Marketing, 2 (1), Day, G.S., E.R. Fox and S. Huszagh (1988), Segmenting the global market for industrial goods: issues and implications, International Marketing Review, 5 (3), 14-27

5 Madden, T.J., K. Hewett and M.S. Rorh (2000), Managing images in different cultures: a crossnational study of color meanings and preferences, Journal of International Marketing, 8 (4), Samiee, S., T.A. Shimp and S. Sharma (2005), Brand origin recognition accuracy: its antecendents and consumers cognitive limitations, JBS, 36, Zou, S. and S.T. Cavusgil (2002), The GMS: a board conceptualization of global marketing strategy and its effect on firm performance, Journal of Marketing, 66 (October), 40-56, Schuiling, I. and J-N Kapferer (2004), Real differences between local and international brands: strategic limitations for international marketers, Journal of International Marketing, 12 (4), Jeong, I. (2003), A cross-national study of the relationship between international diversification and new product performance, International Marketing Review, 20 (4), Griffith, D.A., A. Chandra and J.K. Ryans (2003), Examining yhe intricacies of promotion standardization: factors influencing advertising message and packaging, Journal of International Marketing, 11 (3), Pae, Jae H., S. Samie and S. Tai (2002), Global advertising strategy: the moderating role of Brand familiarity and execution style, International Marketing Review, 19 (2),