Full Course Name INTERNATIONAL MARKETING

Dr. Hanane ELZEINY Hanan.elzeiny@alexu.edu.eg

COURSE OBJECTIVES:

By the end of the course, the student should be able to:

▪ Providing students with a broad picture of the global environment within which
business operates today and in the future
▪ Show how the globalization of markets affects professional futures of participant
regardless of where they work in business
▪ Illustrate the scope of international marketing
▪ Apply international marketing concepts through case studies discussions, class
discussions and term project

COURSE DESCRIPTION:

• Analyze international problems

▪ Understanding the environmental influences on a firm's international
markets
▪ Segment international markets, identify and analyze opportunities
• Strategy development:
▪ Develop appropriate international marketing strategies for small and
medium sized firms and global players
▪ Decide on Market entry strategies and determine product portfolio
• Implementation:
▪ Build added value through communication, distribution and pricing
▪ Using enabling technologies
• Evaluate alternative solutions
• Propose necessary actions and present proposals
DETAILED COURSE OUTLINE:

TOPICS
1 The Scope and Challenge of International Marketing
2 The Dynamic Environment of International Trade
3 The Cultural Dynamics in assessing Global Markets
4 Culture, management style and business systems
5 Global marketing management: planning and organization
6 Products and services for consumers
7 Global marketing channels
8 Political/Legal Environment
9 IMC and International Advertising
10 International Promotion Strategy

GRADING SYSTEM AND COURSE REQUIREMENTS:

Attendance and participation 10

Assignments 15
Quiz 20
Project presentation 15
Final exam 40
Total 100

TEXTBOOKS, READING LIST, SUPPORTING MATERIALS:

- P. Cateora, M. C. Gilly, J. L. Graham, International Marketing, 16th Ed.,

McGraw Hill/Irwin, NY, 2013
- S. Hollensen, Global Marketing: A Decision Oriented Approach, 5th Ed.,
Financial Times/Prentice Hall, Harlow, 2011
- G. S. Albaum, E. Duerr, International Marketing and Export Management, 7th
Ed., Financial Times/Prentice Hall, Harlow, 2011
- M. R. Czinkota, I. A. Ronkainen, Global Marketing: The New Realities,
Routledge, London, 2009