Study Guide

Teaching methods

Objectives:
The main objective of this course is to prepare students to become effective marketers in a global business environment.
After completing the course, the student is able to:
- identify the global market and its complexities, including cultural differences, economic systems, legal regulations, and political issues.
- manage the marketing mix and how it can be adapted for different international markets.
- develop skills in conducting market research, analyzing data, and identifying opportunities in international markets.
- understand the importance of branding, positioning, and communication in international marketing.
- explore the challenges and opportunities of doing business in different markets.
- appreciate the ethical and social responsibilities of international marketers, including issues related to sustainability, consumer protection, and cultural sensitivity.
- use skills such as critical thinking, problem-solving, and communication skills in the context of international marketing.

Contents:
- Introduction to international marketing: Overview of global marketing, its importance, and challenges, and the impact of globalization on marketing.
- International business environment's affect in marketing. Research and planning process of international marketing, levels of integration/standardization, and international marketing strategies and tools. International marketing mix decisions and objectives.
- Cultural and environmental analysis: Understanding cultural differences, political and legal systems, economic systems, and market entry strategies.
- International market research: Conducting market research to identify market opportunities and assess competition.
- Product and brand strategy: Developing product and brand strategies for international markets, including product adaptation, branding, packaging, and labeling.
- Pricing strategy: Pricing strategies for international markets.
- Distribution strategy: Identifying and selecting distribution channels.
- Promotion and communication strategy: Developing promotional strategies and communication plans for international markets.
- Ethics and social responsibility in international marketing.

Methods:
Seminars, literature review, discussions, workshops

Assessment Methods:
- Group Case Study Work 40% (Presentation mid- April, Submission end of April)
- Individual Reflection Report 10%
- Peer Assessment 10%
- Exam 40% (Late April)

Student workload

Lectures with contact hours takes around 40 hours
Independent studying around 90 hours, that includes revision after classes, reading source books, and preparing for upcoming lectures, and activities.

Materials

Hollendsen, S. 2020. Global Marketing. Harlow, UK: Pearson.
Keegan, W. & Green, M. 2020 Global Marketing. Boston: Pearson
Kotler, P, Armstrong, G, Harris, L & He H. 2020 Principles of Marketing, UK: Pearson. (International eight edition)

Addtional material provided by the teacher.