HOLY CROSS OF DAVAO COLLEGE Sta. Ana Avenue, Davao City Bachelor of Science in Business Administration (BSBA) Major: Marketing Management COURSE OUTLINE International Marketing I. Course Number: MM-‐E2 Credit: 3 units II. Course Title: International Marketing Pre-‐Requisite: MM 2 III. Course Description: International marketing provides a host of topics on international trade agreements, trade policies and restrictions, counter trade, world trade, tariffs, foreign exchange and balance of payments. This course provides materials to students to enable them to capsulize their knowledge of international trade especially entered into by ASEAN-‐member nations. The course also equips students with fundamental knowledge on trade among nations in preparation for globalization. IV. Course Objectives: At the end of the course, the student should be able to: 1. Define international marketing and other international marketing technical terms necessary in the study. 2. Explain the different modes of entry to international business. 3. Analyze marketing strategies and philosophies that govern international marketing. 4. Appreciate the different cultures and values of other countries that should be studied before entry. 5. Describe the different environments of global markets. 6. Develop appropriate values. 7. Decide on the appropriate way of entering a chosen foreign market. 8. Develop an appropriate international marketing negotiation strategy. 9. Explain how to implement the selected international marketing strategies through proper methods of pricing and distribution. V. Course Outline No. of Hours A. International Marketing: An Overview 13.5 hours 1. The Marketing Concept 2. Three Marketing Principles 3. International Marketing Defined 4. The New Global Environment 5. Theory and Practice in International Marketing a. Absolute Advantage and the International Trade b. Comparative Advantage and the International Firm c. Comparative Resource Theory of International Marketing
d. Theory of Competitive Advantage B. International Marketing Environment 1. The Global Economic Environment 2. Social and Cultural Environment 3. The Political, Legal and Regulatory Environments of Global Marketing C. Assessing Global Market Opportunities 1. Global Customers a. Regional Market Characteristics b. Marketing in Transitional Economies; Less Developed Countries and Emerging Markets D. Developing Global Marketing Strategies 1. Decision Criteria for International Business 2. Entry and Expansion Decision Model a. Exporting b. Internet c. FDI d. Strategic Alliances e. Joint Venture 3. Cooperative Strategies and Global Strategic Partnerships a. The Nature of Global Strategic Partnerships b. Alliances between Manufacturers and Marketers c. Beyond Strategic Alliances 4. Environmental Influence on Pricing Decisions 5. Global Pricing Objectives and Strategies 6. Transfer Pricing Global Pricing 7. Global Marketing Channels and Physical Distribution a. Channel Objectives and Constraints b. Distribution Channels Terminology and Structure c. International Channel Innovation d. Channel Strategy for New Market Entry 8. Global Advertising a. Global Advertising and Branding E. Competitive Analysis and Strategy 1. Industry Analysis Forces Influencing Competition 2. Global Competition and National Competitive Advantage
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3. Competitive Advantage and Strategic Models 4. Strategic Positions 5. Competitive Innovations F. Creating Global Marketing Programs
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1. Product Decisions a. Product Concept b. Product Positioning c. Product Design Consideration 2. Pricing Decisions a. Basic Pricing Concept 3. Global Advertising Content: Extension vs. Adaption a. Selecting an Ad Agency b. Advertising Appeals and Product Characteristics c. Creating Advertising 4. Global Promotion a. Personal Selling b. Sales Promotion c. Direct Marketing d. Trade Shows and Exhibit e. Sponsorship Promotion 5. Global E-‐Marketing a. The Death of Distance b. Targeting the individual Customers c. Relationship Marketing
G. Implementing/Managing Global Marketing Strategies/Programs
1. Leading, Organizing and Monitoring the Global Marketing Effort a. Leadership b. Organization c. Global Marketing Audit 2. Other Issues Affecting International Marketing References A. Bibliography a. Books Huang, W Wayne, Y Huang and J. Day (2008) Global Mobile Commerce Strategies: Implementation and Case Studies. USA Information Science Reference Johansson, Johny K. (2009) International Marketing. McGraw, 5th edition. Kotler, Philip et.al. (2009) Marketing Management: An Asian Perspective 5th edition, Singapore Pearson Education South Asia Pte Ltd.
Marketing Management, Philip Kotler, 10th edition (2010) Peng, Mike (2012) Global Business. Cengage Learning Asia Pte Ltd. b. Others Newsweek, Asia Week, Time Magazine Internet VII.
Course Requirements A. Assignments B. Individual/Group Reports (Written Analysis Of Case, Country Analysis, Marketing Plan) C. Quizzes D. Periodic Examinations E. Company Visits (Educational Exposure) Grading System Midterm Grade Tentative Final Grade Prelim Examination 25% Semi-‐final Examination 25% Midterm Examination 25% Final Examination 25% Class Standing 50% Class Standing 50% Total 100% Total 100% Midterm Grade + Tentative Final Grade Final Grade = 2