International Marketing

  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administra...

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  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      


No.  of  Hours  


   13.5  hours  


  3. Competitive  Advantage  and  Strategic  Models     4. Strategic  Positions     5. Competitive  Innovations     F. Creating  Global  Marketing  Programs      




   13.5  hours  



No.  of  Hours  



   13.5  hours  

  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   (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