International marketing 2011/2012
Gestor: prof. Dr. Ing. Elena Horská
Office: Department of Marketing, Faculty of Economics and Management, SUA Nitra
Phone: +421903261081
E-mail: , Website: www.fem.uniag.sk/Elena.Horska
Course Objective: This class is designed to teach students how to move adomestic or new product into markets worldwide. Topics from initial market selection to price, promotion and distribution strategies are discussed.
Required Materials:
1. Lectures (available at the course), actualized course website: www.fem.uniag.sk/Elena.Horska/intmkt
2. Textbook: Sven Hollensen: Global marketing (available in the university library)
3. Other recommended sources:
a. Any textbook „International Marketing“ (by Czinkota, Ronkainen, Tesptra, Sarathy)
b. Rehman A.: Dubai& Co. Global Strategies for Doing Business in the Gulf States, 2008, Spulber, D.: Global Competitive Strategy, Cambridge Press 2007
c. Ghemawat, P: Redefining Global Strategy, Harvard Business School Press, 2007
Assignments, evaluation and structure of the course:
1. Active class participation (5 points)
2. Partial written exam – essey (October 17 – 21, 2011 - The decision whether to internationalize, Adaptation, Standardization, Glocalization) (10 points)
3. Market Entry Strategy and Designing the Marketing Programme at target markets – ACase of Selected Company: the analytical and comparative approach (25 points)
The project (group project work for 2 students) has to be presented at the end of the course. Evaluation consists of contents evaluation (analytical approach 10 points + scientific dispute + comparative approach combining the practice, theory, research results, experiences of other companies: 10 points) and project presentation evaluation (5 points).
Presentations: December 12 – 19, 2011
4. Final written exam/5 questions (60 points, minimum 30)
Syllabus:
1. Scope and Challenges of International Marketing in the current world.
The Decision to Internationalize, Motives of Internationalization
2. Internationalization theories: The Uppsala Internationalization model, Network model, Internationalization of SMEs, Born global
3. Standardization, adaptation and glocalization in marketing, AAA triangle
4. The Deciding which Markets to Enter
5. The International Environment of Global Markets and Marketing research
6. Market Entry Strategies, Territorial Expansion and Selected Strategic Approaches, Expansion and Value Added, international sustainable business
7. Opportunity formula, CAGE approach, Comparative studies: India versus China, Gulf
States, Middle East, EU and Eastern Europe
8. Designing the global marketing programme: Product decisions
9. Designing the global marketing programme: Pricing decisions and terms of doing business
10. Designing the global marketing programme: Distribution decisions
11. Designing the global marketing programme: Communication decisions
12. Implementing and Coordinating the Global Marketing Programme
Date - week / Lecture/Seminar/Visiting Lecturer26. – 30. 9. 2011 / L:Introduction to the theory of international marketing
Project introduction
S: Scope and Challenges of International Marketing in the current world.
The Decision to Internationalize, Motives of Internationalization
3.- 7. 10. 2011 / L:October, 3, 1:00 Visiting lecture of H.E. Mrs. Nongnuth Phetcharatana, Thai Royal Embassy Vienna, Austria, presentation of local food
S:Internationalization theories: The Uppsala Internationalization model, Network model, Internationalization of SMEs, Born global
10. – 14. 10. 2011 / L: Standardization, adaptation and glocalization in marketing, AAA triangle
S: The Deciding which Markets to Enter
17. – 21. 10. 2011 / L: International environment
S: Mid-term exam: Essay on topics annouced at the beginning of the semester
24. – 28. 10. 2011 / L: Selected aspects of Doing business in Europe (4 hours), prof. Pierre Morel, ESCP Europe – School of Management, Paris, France
S: International political environment, doc. Mansoor Maitah, PhD. CZU Praha
31.10 – 4.11. 2011 / Study week
7.11 – 11.11. 2011 / L: Substitute for alecture from last week (International Economics)
S: Opportunity formula, CAGE approach, Comparative studies: India versus China, Gulf States, Middle East, EU and Eastern Europe
14.11. – 18.11.2011 / L: (will be held on Saturday, November 19, 2011):
· Sustainable development practices, selected cases from India, role of foreing investments in inclusive developments
· International brand perception and country of origin effect, Dr. Rahul Singh, Birla Institute of Management, India
S: Discovering Business and Study Opportunities in Australia, Dr. Peter Vodvarka, Country manager, Australian Trade Commission
21. – 25. 11. 2011 / L: Designing the global marketing programme: Product and Brand decisions
S: Designing the global marketing programme: Pricing decisions and terms of doing business
28.11 – 2.12.2011 / L: Designing the global marketing programme: Distribution decisions
S: Designing the global marketing programme: Communication decisions
5. 12. – 9.12. 2011 / Study week
12.12. – 16.12 2011 / Project presentations
19 12. – 23. 12. 2011 / L: Implementing and Coordinating the Global Marketing Programme
S: Exam