MKT300

International Marketing
-Introduction-
 -An Introduction-

0 Instructor’s Details

Tendy Matenge
Office: 245/226
Tel: 355 5203
Mail: matengetm@ub.ac.bw
Consultation: Open Door, just knock and enter
I prefer emails / Chats on the teams class platform
 -An Introduction-
0 House Keeping Issues

0 3 credit course
0 Pre-requisite is MKT100
0 MKT300 is a Core Course for MKT and INT students
0 An Elective course for other FOB students
0 73 students have registered for MK300
0 Most at level 300… a few at level 200/400…1 at level 100
0 Motheo Ketshabile
0 Most students are MKT/INT…some from Entrepreneurship (1),
Education (1), Media Studies (1)
0 Meeting times: MWF – 1100 to 1200hrs
0 Venue: Online, teams platform (228/001)
0 Is there anyone who has a course that clashes with MKT300?
 -An Introduction-
0 Objective of course
0 Bring into perspective the importance of international
marketing…. develop students on the dynamics of foreign
markets around the world…
0 Learning Outcomes
0 Knowledge: appreciate the diversity and complexity of
international markets… implications for decision making
0 Skills: Analyse and offer solutions to international
marketing problems…cross cultural communication
0 Competencies: Report writing…recommendations for
strategic plans/policy actions
 -An Introduction-
0 Meeting the objective
0 Learning resource text: Keegan, W. J., & Green, M. C.
(2017), Global Marketing (9th Ed), New Jersey: Pearson
Education
0 Why this book?
0 It is clear and easy to understand
0 It has many real-life examples
0 Each chapter has a case and discussion questions

0 Please buy the textbook…

 -An Introduction-
0 Meeting the objective
0 X-Culture Project
0 3rd time I’ve used it in this course – (past 2 years students
reported to have enjoyed it – initially they were intimidated…
☺)
0 Hear from former students…??
0 Designed to offer students an opportunity to work in global
virtual team for a real business client
0 Students experience real challenges of working in a
international team…learn best practices for global
collaboration….business consulting.
0 Each student has been assigned to a team of about 6-8
students all from a different country
0 Each team selects an international business challenge – to
be completed by 15th October.
 -An Introduction-
0 Meeting the objective
0 X-Culture Project
0 About 1 920 students in teams
0 303 teams formed, about 6 members from 6 or 7 countries
0 16 countries, 2 from Africa…
0 There is an X-Culture Certificate after completion

0 Common challenges
0 Time zone differences…email overload….conflicting copies
of the document on email attachment….language proficiency
differences….cultural differences….lack of leadership and
coordination…lack of commitment…poor quality of work
from some team members
 -An Introduction-
0 Assessment
0 7 pieces of assessment
0 6 are CA components 1 is the Final Exam
0 CA components (50%)
0 X-Culture readiness test – 5%
0 X-Culture Project Report – 15%
0 X-Culture Peer Evaluation – 5%
0 Weekly X-Culture Progress Reports – 5%
0 Quarter-Semester Quiz – 5%; 15th Oct, Venue: Online, Teams
0 Mid-Semester Exam – 15%; 12th Nov, Venue: 228/001

0 Final exam – 50% - 17th Dec, Venue: 228/001

 -My Expectations-

0 For you to be prepared for every class

0 We shall have updates on the X-Culture project from
different students every week.
0 Be proactive in the X-Culture Project
0 Lively class discussions are encouraged
0 Share you ideas/views even if they contradict popular
position (or my position)…
0 Ask questions where you don’t follow – we cannot all
move at the same pace…
-X-Culture Challenges-
 -Preparation-
0 Company introduction
0 In the challenge document
0 Webpage
0 Company story (youtube? Facebook? LinkedIn? Instagram?)
0 Profile (download?)
0 FAQs

0 Webinars 0 Additional questions

0 Recorded 0 Send email to X-Culture
0 In real time 0 Contact details of company
0 Check webinar schedule reps are given
 -The Challenge(s)-
0 Industry and competition analysis
0 Pick a framework to use
0 SWOT?
0 Porter’s 5 forces?
0 PEST Analysis?
0 Growth Share Matrix (BCG Group)?
0 Perceptual Mapping?
0 Strategic group analysis/ Strategic clusters?

0 Combine frameworks?
0 Highly likely that it will lead to confusion…
 -The Challenge(s)-

0 International Marketing Strategy

0 Components of strategy
0 The environment/context; Customers; Competitors;
Collaborators; The Company
0 Market Segmentation; Targeting; Positioning
0 Marketing Mix – Product; Place; Promotion; Pricing
0 How acquire new customers →How to retain customers
 -The Challenge(s)-
0 Making some selection
0 Country market to enter?
0 Segments to target?
0 Suitable entry mode?

0 The decision should be informed by the analysis done

0 Demonstrate objectivity in your selection
0 Decision matrix would come in handy
0 Some of your team mates may not know what this is…shine ☺
0 Some of your team mates may prefer a different tool…be
accommodative ☺
 -The Challenge(s)-
0 The best reports tell one story throughout the pages

Analysis

Market selection

Entry mode

4Ps
 -The Challenge(s)-
0 Structure
0 Executive summary (very important)
0 Headings/sub-headings for each section
0 Number of pages – don’t exceed 25 (20 is ideal)
0 Visually appealing
0 Use figures, graphs, tables…

0 Check formatting instructions at the end of the challenge

instructions.
- I look forward to a Great Semester -