BM3309 International Marketing

Introduction:
Dr. Riliang Qu
Office: Rm 227 Nelson Bldg
Office Hours (please check the appointment
sheet on the door)
Extension: 3135
r.qu@aston.ac.uk
Course objectives

• Develop an understanding of key international

marketing theories.
• Recognize the diversity of international
marketing practice.
• Develop skills and ability to analyze
international marketing issues.
Course content

Core Text: Global Marketing (Hollensen, 2007)

(Online resources www.pearsoned.co.uk/hollensen)
Key Issues in International Marketing Decisions in
Relation to
– Whether?
– Where to enter/operate?
– How to enter/operate?
– What to market?
– How to organise?
Learning Resources

• “Blackboard” course website

• Office hours
• Reading list (textbooks/journals, research
reports, newspapers, magazines, etc)
• website of the Core Text book (extra cases;
quiz; etc)
Lecture Topics
1. Internationalisation Theories
2. International Marketing Environment
3. Cultural environment
4. International Marketing Research
5. Market Selection
6. Market Entry Modes
7. International product decisions
8. International Communication strategies
9. Distribution strategies
10. Pricing strategies
 Assessment
1. Coursework (30%)

2. Exam (70%)
 Coursework

write an essay of 2500 words on a topic from the

following three choices:

1. Select a country where English is not the main language of

the majority of the population. Drawing on relevant
international marketing theories and practice, discuss the
key differences in the business environment between UK
and your selected country that should be taken into
consideration by a UK exporter when exporting to your
chosen country for the first time.
 Coursework

write an essay of 2500 words on a topic from the

following three choices:

2. Select a well-known international blue-chip

company (e.g., McDonalds, Starbucks, Nestle,
etc). Drawing on relevant international
marketing theories and practice, critically
evaluate the effectiveness of your chosen
company’s international marketing strategies.
 Coursework

write an essay of 2500 words on a topic from the

following three choices:

3. A key challenge for international marketers is

to develop a good understanding of the
international business environment. Identify
the key environmental factors that are of
importance to the success of international
marketing and discuss their impacts on
international marketing decisions.
Examination only

• 2 hours
• closed book
• Essay Questions
• answer two questions out of a choice of
four. Each question carries equal weight.
 Sample Question
As opposed to advertising in domestic
market, international marketers need to deal
with some unique challenges when using
advertising as a communication tool in
international markets.

1. Explain these challenges (10 marks)

2. Discuss the benefits of standardisation in international marketing
communication. (15 marks)
3. Discuss the factors companies need to consider when deciding whether
to use standardisation or adaptation in their international marketing
communication strategy. Illustrate your answer with examples. (25 marks)
Point to Ponder
What INTERNATIONAL marketing practice
do the exam questions link to?
Model Answer (a)
1. Explain these challenges (10 marks)

Challenges include:
• Legal Considerations
• Language Limitations
• Cultural Diversity
• Production and Cost limitations
Model answer (b)
• Benefits include:
– cost-savings from economies of scale (in
advertising creative work, media buying) and
experience effect
– customer perception of added value
– awareness reinforcement
Model Answer (c)
Factors need to be considered include:
• Product type (universal selling points)
• PLC
• Homogeneity of markets
• Characteristics and availability of media
• Type of agency service available
• Government and legal restrictions
 My expectations

• Prior preparation (readings)

• Class rules (no disruptive behaviours, e.g.,
chattering/eating…)
• Class participation
questions?
Have a nice day!