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EMK 4063 International Marketing


Course Description

Examines marketing from a global perspective. Focuses on the effects of international trade and the political, legal, financial and cultural environments on marketing mix decisions. Studies the analysis and design of marketing strategies for diverse international environments.

Course Objectives

After completing this course, students will be able to

  • Explore concepts relevant to all international markets, regardless of the extent of the student’s personal international experience and involvement
  • Develop an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region, so as to not overlook the impact of crucial cultural issues
  • Examine management practices of large and small companies which seek market opportunities outside the home country
  • Explain international marketing management strategies from a global perspective
  • Analyze the culture and the economy of a single foreign market for a domestic product utilizing a structured format and outline

Week 1


Lecture: Introduction to the Course

Outcomes

  • Read the Syllabus
  • Post your bios to the discussion board
  • Meet your classmates
  • Explain the course topics
  • Describe expected course outcomes
Lecture: The Global Marketing Management, Economic, and Trade Environment

Outcomes

  • Explain, with examples, different global marketing strategies available to companies
  • Identify the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations
  • Explain, with examples, the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism
  • Use public websites for research on specific countries
  • Identify key regional economic agreements
  • Discuss the similarities and differences between a free trade area, a customs union, a common market, and an economic union

Week 2


Lecture: The Global Marketing Cultural, Political, Legal, and Regulatory Environment 

Outcomes

  • Analyze the elements that make up culture. Define how these are expressed in the cultural heritage of the individual student
  • Compare and contrast the culture, traditions, organizational behavior, and norms of the United States and that of the country chosen for the Final Project
  • Define and explain, with examples, what forms political risk can take
  • Identify and describe several legal issues that relate to global commerce

Week 3


Lecture: Global Information Systems and Market Research: Segmentation, Targeting, and Positioning

Outcomes

  • Explain how information technology puts powerful tools in the hands of global marketers
  • Evaluate various market research analytical techniques used by global marketers. Identify when it is appropriate to use each technique
  • Compare and contrast standardized, concentrated, and differentiated global marketing
  • Define positioning strategies. Analyze and evaluate positioning strategies of specific global firms

Week 4


Lecture: Global Trading, Supply Chain Management, and Market Entry Strategies

Outcomes

  • Summarize the stages a company typically goes through as it learns about exporting
  • Define the criteria a company should use when making sourcing decisions
  • Analyze the advantages and disadvantages of using licensing as a market entry tool
  • Explain the strategic options for market entry into a new country that a small company would be likely to use

Week 5


Lecture: Product, Brand, and Pricing Decisions

Outcomes

  • Identify the criteria that global marketers should consider when making product design and packaging decisions
  • Explain how buyers’ attitudes about a product’s country of origin can affect marketing strategy
  • Evaluate the critical success factors for leading global brands
  • Define the various types of pricing strategies and objectives available to global marketers
  • Explain the difference between ethnocentric, polycentric, and geocentric pricing strategies

Week 6


Lecture: Channels/Physical Distribution and Advertising/Public Relations

Outcomes

  • Explain the factors that influence the channel structures and strategies available to global marketers
  • Identify the global issues associated with physical distribution and transportation logistics
  • Demonstrate how the “standardized vs. localized” debate applies to global advertising
  • Explain why PR is especially important for global companies

Week 7


Lecture: Selling: Long Term Competitive Advantage Model

Outcomes

  • Identify the main tools of sales promotion. Discuss what issues and problems can arise in country markets
  • Explain how management’s orientation (e.g., ethnocentric, polycentric, or regiocentric) correlates with decisions on the nationality and compensation of their direct sales force
  • Demonstrate how Porter’s five forces model of industry competition can be applied in Global marketing
  • Explain the connection, if any, between national competitive advantage and company competitive advantage

Week 8


Lecture: Global Marketing Management: E-Marketing

Outcomes

  • Explain the alternatives for structuring and managing global marketing activities
  • Identify ways in which global companies demonstrate their commitment to corporate social responsibility (CSR)
  • Define and evaluate the key issues that must be addressed by companies engaged in global e-commerce
  • Identify web design issues as they apply to global marketing

The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. December 2013