International Marketing

COURSE OUTLINE

I. THE INTERNATIONAL MARKETING ENVIRONMENT

a. The Global Marketing Imperative
i. The International Marketplace
ii. What International Marketing is?
iii. The Importance of World Trade
iv. Opportunities and Challenges in International Marketing
b. Trade Institutions and Trade Policy
i. The International Marketplace
ii. The Historical Dimension
iii. Transnational Institutions Affecting World Trade
1. WTO
2. IMF
3. World Bank
4. Regional Institutions
iv. The Impact of Trade and Investment
v. Policy Responses to Trade Problems
c. The Cultural Environment
i. Culture Defined
ii. Elements of Culture
iii. Cultural Analysis
iv. The Training Challenge
v. Making Culture Work for Marketing Success
d. The Economic Environment
i. Market Characteristics
ii. Impact of Economic Environment to Social Development
iii. Regional Economic Integration
iv. Emerging and Developing Markets
e. The Political and Legal Environment
i. Home Country Legal and Political Environment
ii. Host Country Legal and Political Environment
iii. Legal Differences and Restraints
iv. Politics and Laws
v. Ethical Issues and Corporate Governance

II. INTERNATIONAL MARKET ENTRY AND DEVELOPMENT

a. Strategic Planning
i. Globalization Drivers
ii. The Strategic Planning Process
iii. Global Marketing Programs and Implementation
b. Marketing Organization, Implementation, and Control
i. Organizational Designs and Structures
ii. Implementation
iii. Control
 c. Research
i. Recognizing the Need for Research
ii. International and Domestic Research
iii. The Benefits of Research
iv. Research Objectives
v. Research Data
vi. The Primary Research Process
vii. The International Information System
d. Market Entry and Expansion
i. Stimuli to Internationalize
ii. Change Agents
iii. E-commerce
iv. Licensing and Franchising
v. Foreign Direct Investments

III. EXPORT MARKETING MIX

a. Product Adaptation
i. Product Variables
ii. Government Regulations
iii. Product Characteristics
b. Export Pricing
i. Price Dynamics
ii. Setting Export Prices
iii. Terms of Sales and Payments
iv. Managing Foreign Exchange Risk
v. Sources of Export Financing
vi. Price Negotiations
c. Marketing Communication
i. The Process
ii. Marketing Communication Strategies
iii. Communication Tools
d. Distribution Management
i. Channel Structure and Design
ii. Selection of Intermediaries
iii. Channel Management

IV. THE GLOBAL MARKETING MIX

a. Global Product Management and Branding
b. Global Services
c. Global Logistics and Material Management
d. Global Pricing
e. Global Promotional Strategies