COURSE BASICS

Course Code BAMK4153

Credit Hours 3
Lectures [No. of Lec(s) Per 3 Duration 80 minutes Each
Week]
Lab Sessions N/A Duration N/A

[International Marketing]

COURSE DISTRIBUTION
Program(s) Attached To BBA
Core / Elective Elective
Course Pre-requisites Fundamentals of Marketing & Marketing Management

COURSE DESCRIPTION
International Marketing is an advanced level course offered to BBA students pursuing specialization in Marketing.
International marketing is important as the world becomes increasingly globalized. In an international context, marketing
managers plan and conduct transactions across borders to create exchanges that satisfy the objectives of individuals and
organizations.
The fact that a transaction takes place “across national borders” highlights the difference between domestic and international
marketing. This course will present various concepts and tools for analyzing international marketing strategies, and evaluating
the marketplace (competitors, external environment: cultural, economic, technological, political/legal, marketing opportunities,
etc.). Specifically, the focus will be on developing, evaluating and implementing international marketing strategy at the
corporate, regional and local levels. By learning about both theory and practice, the student will obtain a good conceptual
understanding of the field of international marketing as well as become firmly grounded in the realities of the global
marketplace.

COURSE OBJECTIVES
The course aims to:
To acquire the basic knowledge, concepts, tools, and international terminology necessary to understand
CO1:
international marketing related problems and issues.

To understand how companies, adjust their international strategies based on the global environmental
CO2:
changes (e.g., globalization).

To build skills and respect toward the understanding of cultures of nations by critically analyzing the
CO3:
social, political, legal, and economic forces that affect the business performance of international marketing

CO4: Increase knowledge and skills to help in developing international market entry strategies.

Understand how managers perform the functional tasks that constitute international marketing such as
CO5:
marketing intelligence and “mix” adaptations.

To familiarize students with extant “tools” of international marketing beyond the textbook such as the
CO6:
Internet, government databases, etc.

Analyze a real-world case study involving complicated international marketing issues and provide
CO7:
recommendations in both written form and in the form of a group presentation
COURSE LEARNING OUTCOMES

After completion of the course the students will be able to:

Have developed an understanding of major issues related to international marketing
CLO1:
Comprehend the different environments of international trade and international business.
CLO2:
Be familiar with the role of international marketing in today’s economy.
CLO3:
Be oriented towards concepts of standardization and adaptation of international marketing strategies.
CLO4:

CLO5: Identify and seize opportunities in today’s global economy.

BBA PROGRAM EDUCATIONAL OBJECTIVES

The program aims to:

Integrate knowledge of the functional areas of business and funnel into a coherent strategic whole to enable
students to see management problems in a holistic perspective and to inculcate the spirit of free inquiry
PEO1:
towards social, economic, political, and technological realities, which impact the local and global business
environment.

Build managerial cognition of the students with a variety of planning, organizing, controlling, leading, and
PEO2:
communication skills necessary to effectively manage business and influence society.

Nurture problem analysis and decision-making skills in students, required to handle challenges faced by the
PEO3: modern business world and equip them with quantitative and qualitative tools to evaluate local and global
business opportunities and successfully materialize new entrepreneurial ventures.

Impart an awareness of the ethical considerations and social responsibilities to the students, in the conduct of
PEO4:
business.

BBA PROGRAM LEARNING OUTCOMES

After completing BBA Program our graduates will be able to:

Knowledge Acquisition
Have adequate knowledge of the key areas of business, including management, marketing, finance, supply
PLO1: chain, and entrepreneurship.

Skill Development
Have the managerial, leadership, and interpersonal skills needed to effectively and efficiently run the
PLO2:
business operations.

Communication Skills
PLO3: Be able to effectively communicate with stakeholders.

Understanding Organizational Ecosystem

Manifest an understanding of the economic, legal, regulatory, technological, and social environment of the
PLO4:
organizations.
 Application
Have the capability to apply the
PLO5: knowledge and skills acquired during their degree program.

Ethical Considerations
PLO6: Behave ethically and be conscientious towards their moral and social responsibilities.

Improvisation and Proactiveness

Be able to formulate strategies to achieve the objectives through contingency planning, wherever the
PLO7:
conventional measures do not work.

Problem Solving
PLO8:
Be able to identify and analyze practical organizational problems to devise solutions with sound reasoning.
Team Work
PLO9: Be a team player leading to produce the results and achieve the set targets.

Decision Making
PLO10:
Have the capacity and competence to take initiatives and make sustainable decisions
Value Addition
PLO11: Be able to add value to the organizations, self-employed endeavors, and society.

Global and Domestic Awareness

PL12: Be able to demonstrate a good understanding of the domestic and global business environment.

Emotional Intelligence
PL13:
Be able to rationally analyze, respond sagaciously, and make decisions most suitable for the organization
Adaptability
PL14: Be resilient in changing business environments, absorb work pressures, and be flexible in challenging
conditions.
Entrepreneurial Orientation
PL15: Be able to think critically to develop and implement creative and innovative ideas, contributing to the
economy and society.
Research
Be able to conduct scientific business research.
PL16:

Continuous Learning
PL17:
Reflect willingness and eagerness for continuous improvement and lifelong learning

Map if course objectives or outcomes specifically relate to any program objectives (along with corresponding assessment item):

PROGRAM
COURSE COURSE LEARNING
EDUCATION COURSE ASSESSMENT ITEM
OBJECTIVE OUTCOMES
OBJECTIVES

PEO1 CO1, CO5 CLO1,CLO5

PEO2 CO2, CO4 CLO2

PEO3 CO3,CO6,CO5 CLO3, CLO4

PEO4 CO2 CLO1,CLO2

PRPGRAM DELIVERY METHOD

Method Application
Case Studies Yes
Business games and Role Play No
Film and Video clips No
Journal Article Reviews Yes
Project based learning Yes
Other No

ASSESSMENT STRUCTURE
Assessment Items Percentage
Quiz(s) 10%
Assignments(s) 10%
Class Participation N/A
Midterm Examination 20%
Final Examination 40%
Project/Presentation 20%
Case studies (s) N/A
Any specific teaching/learning strategies:

COURSE CONTENT AND DELIVERY PLAN

Application (Course Application
Learning Outcomes (Course objective Assessment Item
Sr. No Topics
achieved through this achieved through (Used for this
topic) this topic) topic)
Introduction of the instructor and class.
1 Course outline to be discussed. Introduction
to the course.
Introduction to International Marketing. CLO1 CO2
2 Significance and Benefits of International
Marketing
International Marketing Dimensions CLO3 CO3
3
The applicability of Marketing.
INTERNATIONAL MARKETING CLO2 CO4
4 ENVIRONMENT. The International
Economic Environment.
Economic cooperation. Economic CLO2 CO3
5
agreements. Economic Systems.
6 Case Study CLO2 CO3
Lays: Halal/Haram Crisis.
Source: IBA Business Review . Jan-
Jun2014, Vol. 9 Issue 1, p122-130. 9p.
Author(s): Moiz, Jami; Khan, Nida Aslam

SDG 16
Promote peaceful and inclusive societies for
sustainable development, provide access to
justice for all and build effective,
accountable and inclusive institutions at all
levels
 Trade Restrictions CLO2 CO3
and International Trade Institutions.
7 Dynamic environment of International trade.
Bases of international trade. “Should we
expand internationally?” – Activity.
Social and Cultural Environments. Society, CLO2, CLO3 CO3
Culture, and Global Consumer Culture. The
8 Most Important of the Environments to Gain
Leadership Role. American Culture vs.
Japanese Culture
Social and Cultural Environments. CLO3 CO4
9 Marketing Implications of Social and
Cultural Environments.
Social and Cultural Environments. CLO3 CO4
10 Marketing Implications of Social and
Cultural Environments.
Culture. Case Study. “McDonald’s Food CLO4 CO3
11
Throughout the World” – Activity.
The Political, Legal, and Regulatory CLO3 CO2
12 Environments of International Marketing.
Multiplicity of Political Environments
The Law and Jurisdiction and Playing By CLO3 CO3
13 the Rules. Type of Government: Political
Systems
APPROACHING INTERNATIONAL CLO2 CO4
14 MARKET(S). International Information
System and Market Research.
Developing a Global Vision Through Market CLO4 CO3
15
Research. “Going Glocal – Activity.
CLO4 CO4
16 Reviews and Reflections
17 Mid Term
18 Mid Term
Segmentation, Targeting, and Positioning in CLO3 CO5
17 Global Marketing. Multinational Market
Groups/Regions.
The Economic Environment, Regional CLO3 CO6
19
Integration, and Marketing Management
THE INTERNATIONAL MARKETING CLO3 CO6
20 MIX. Product and Brand Decisions. Local
versus International products and Brands.
International Branding Strategies CLO4 CO5
Products & Services for Consumers &
21
Businesses. Packaging and Labeling
considerations
Pricing Decisions in International CLO3 CO4
Competition. International Pricing
22 Strategies
and Challenges. Environmental Influences on
Pricing. Pricing considerations.
The Role of Price. Pricing Decisions CLO5 CO7
23 Counter Trade. Price Quotation. Methods and
Means of Payment.
Placement around the globe. Global CLO5 CO7
24 marketing channels and physical distribution.
Supply chains and Logistics Management.
25 International Channels of Distribution CLO4 CO5
 International
Physical
Distribution
Distribution considerations.
Modes of Transportation
Promotional decisions. International CLO3 CO6
marketing communication, advertising and
26 public relations. Cultural considerations.
Legal, ethical, moral, cultural and other
considerations.
International Promotion, Publicity, CLO2 CO7
Promotion Mix. International Advertising.
27
The Role of Advertising. Advertising Media
Standardized International Advertising
International Market Entry CLO3 CO7
28
Strategies/Channels.
Strategic Alliances and their future. Strategic CLO4 CO6
Alliances and Global Competition. Case
29 Study.
Where to step into Global Marketing?
Partnership and alliance strategies.
CLO1 CO1
30 Presentations
CLO1 CO1
31 Presentations

32 Guest Speaker Session

Final Exam

LEARNING RESOURCES
Books:
Textbook : International Marketing 18th Edition.
1. Philip R. Cateora, R. Bruce Money, Mary C. Gilly, John L. Graham. Published by McGraw Hill.
2. Global Marketing 8th Edition eBook Authors: Keegan and Green, Publishers: Pearson
3. International Management, Culture, Strategy, and Behavior 8th Edition: Fred Luthans and Jonathan P. Doh

Reference Book : International Marketing – Analysis and Strategy by Onkvisit, Sak, and John B. Shaw; 5th Edition;
Published by W. Routledge
Web Resources
Study Material (Case Study, Article, Journal etc)

1. Escandon-Barbosa, Diana, Agustin Ramirez, and Jairo Salas-Paramo. "The Effect of Cultural
Orientations on Country Innovation Performance: Hofstede Cultural Dimensions
Revisited?." Sustainability 14, no. 10 (2022): 5851.

2. Shin, Donghee, Veerisa Chotiyaputta, and Bouziane Zaid. "The effects of cultural dimensions on
algorithmic news: How do cultural value orientations affect how people perceive
algorithms?." Computers in Human Behavior 126 (2022): 107007.