Bachelor 2020/2021

International Marketing

Type: Compulsory course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 3 year, 1, 2 module

Mode of studies: offline

Instructors: Ekaterina V. Buzulukova

Language: English

ECTS credits: 4

Contact hours: 40

Course Syllabus

Abstract

The course addresses global issues and describes concepts relevant to all international marketers. It highlights the importance of viewing international marketing management from a global perspective and provides an overview of the key management decisions on developing and executing a successful global marketing strategy. It is important to understand whether a company participates in international activities or not, nevertheless, it is under the influence of factors of the international environment and faces foreign competitors. The emphasis is made on case studies, real international business challenges, and understanding of cultural differences in marketing programs and marketing communications. The course is relevant for both future professional applications and scientific studies.

Learning Objectives

• To highlight the importance of view marketing from a global perspective.
• To develop an understanding of the basic concepts of international marketing management.
• To gain skills for international marketing strategy development
• To challenge students to shift from being a receiver of ideas, facts, concepts and techniques, to a style of generating ideas, identifying problems, analyzing and evaluating alternatives and thus to develop the most important international marketers’ skills.
• To provide students with models, theories, frameworks, perspectives, concepts to be successful in the global arena

Expected Learning Outcomes

• To use world reports for analysis of world economic situation.
• To apply BERI and CAGE model to select proper country to enter
• To differentiate entry modes
• To develop international marketing plan
• To adapt product to local consumers need
• To differentiate international pricing strategy
• To choose international pricing strategy for the particular case
• To choose the most effective channels and means for international distribution
• To adapt to local peculiarities and overcome misunderstandings in global negotiation
• To apply main practices of corporate responsibility
• To decide, where to place R&D, research and production facilities
• To understand cultural differences in managing multinational company

Course Contents

• Introduction to International marketing. Global Marketing Environment
  Globalization: opportunity or threat? Changes in the global market environment. Currents & Cross-Currents factors (Porter M.). Global trends and strategic responses. International marketing vs. domestic marketing. Issues of Successful Internationalization. Active and reactive reasons for market-ing abroad. Risks of internationalization. The global marketing environment. Factors within the global environment. Environmental analyses. Agents in the Global Market. Understanding global cultures and buyer behavior. Extended PESTLE analyses.
• Cultural aspects of international marketing. Cross-Cultural Competences. A cultural approach to consumers' behavior
  Culture: The word culture is used frequently in everyday language. But was does it mean? Are there different definitions of culture? And what are the different components of culture? This session explores culture from different scientific perspectives, and provides several models for ‘un-packing’ the culture of a group of people. Cultural Competence: Ironically, the thing which makes us who we are (culture), makes us intolerant of cultural differences. That is to say, people are naturally bad in cross-cultural situations. This session explores cross-cultural competence (sometimes called cultural intelligence), and provides a model for measuring cross-cultural competence. International Consumers: Consumption is universal. Indeed, people everywhere buy products, consume products, and dispose of their products. But where they buy, how they buy, what they buy, with whom they buy, what it means to buy, where they consume, how they consume, what they consume, and so on, are all influenced, no, controlled by culture. In short, consumption is cultural. This session promotes a cultural approach to consumers, by examining the role of culture in consumption.
• International Marketing plan development.
  International Marketing and strategic planning. Strategic planning. Tactical planning. Opera-tional plans. Types of International marketing organization structures. Emphasis and Structure of Inter-national Marketing plan. Domestic vs International Business Plan. Key Features of a Viable Plan. Mar-keting plan template. Control in global marketing.
• Opportunity Analysis and Selection of International Markets
  Global market selection. Market opportunity analysis. Competitive environment analyses. Con-sumer Behavior. International segmentation. Steps of selection the international market to enter. CAGE model. BERI Index. SLEPT analyses. GE/ McKinsey Matrix. Opportunity matrix.
• International Market entry modes
  Factors influence on Entry mode choice. Strategies of Foreign Market Entry. Choosing proper time of Entry. Foreign Market Entry Modes: Export, Associated, Investment. Advantages and disad-vantages of each mode. Types of Exporting. FDI Options. FDI Nowadays. Joint ventures. Types of Associated Entry Modes. NEM cooperation. International Franchising Entry Modes. Strategic Allianc-es. Comparing Different Entry Mode Options. Choosing the Right Entry Mode.
• Global Corporate Citizenship
  What is CSR. Major areas of CSC. What is sustainability and ethics. Challenges for CSR. Developing and implementing a sustainable strategy. Crisis management and consumer boycotts.
• International Product and Brand Management.
  The components of the international product. Product strategy. Standardization vs. adaptation issues. Customer-oriented international business strategies. Global expansion strategies. International product life cycle. Strategies to launch innovations. Global Branding. Best global Brands. International branding strategies. Country- of- origin effect.
• Global Pricing
  Price perception matrix. The Factors Affecting Global Pricing Decisions. Adaptation/ standard-ization in Pricing. Pricing strategies. International Pricing Policy. Price escalation problem. The global price setting decision process. Discriminatory pricing. Transfer Pricing. Grey market. Ethical Issues in International Pricing.
• Global Distribution.
  A new approach to managing supply chain and distribution. Factors affecting global supply chain decisions. Opportunities and threats of multi-channel strategies. Rules of international distribu-tion. Distribution strategies. How to build successful international supply chain.
• International Marketing Communications and negotiations.
  Marketing Communication Strategy. Standardize or localize marketing communication. Cultural Dimensions and Advertising Appeals. Advertising Models and Culture. Self-Reference Criterion and Cultural risk. Multicultural negotiations. The visible and invisible parts of culture. The different layers of culture. Interface with Local Culture. Multicultural negotiations and skills. Culture impacts on negotia-tions. The main non-verbal languages in international business. Hofstede theory and factors: PDI, IDV, MAS, UAI, LTO. Seven Dimensions of Culture by Trompenaars. Hall's cultural factors
• Coordinating global marketing operations and relations.
  Geographical extension. Major corporate and regional headquarters centers. Types of Interna-tional R&D facilities. R&D tendencies. Organizing TNC production units. Managing Global Marketing Relationships. Importance of Managing Relationships. Kanter’s 8 “Is” model. Modes of collaboration. Strategic alliances. Relationships and Networks.

Assessment Elements

• Individual and group Assignments & Participation
  4 home tasks: World reports, Selecting countries to enter, Entry modes, Intercultural communications
• Intermediate test
  Article control test devoted to main issues of recommended articles that should be thoroughly read by students. It consists 4 articles from supplementary readings materials of the course. The test will be held at the end of 1 module. Only self-made written notes are allowed to use. The test consists only open questions.
• X-culture project
• Case study
• Final exam
  The Exam is in a written form and should be performed strictly individually. The Exam consists of closed and open questions, mini-cases, and calculation tasks. It lasts for 80 minutes. No materials or phones, or smartwatches are allowed, only calculators. During examinations, you must do your own work. Talking or discussion is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, that will lead to failure of the course and University disciplinary action.

Interim Assessment

• Interim assessment (2 module)
  0.1 * Case study + 0.3 * Final exam + 0.2 * Individual and group Assignments & Participation + 0.15 * Intermediate test + 0.25 * X-culture project

Bibliography

Recommended Core Bibliography

• A multi-faceted examination of the export product adaptation—customer value creation relationship [Abstract]. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.ED6E52B3
• Alon, I., Jaffe, E. D., & Vianelli, D. (2016). Global Marketing : Contemporary Theory, Practice, and Cases (Vol. Second edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417364
• Anatolii Mazaraki, & Ganna Duginets. (2017). Supply chains in global production. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.4B8E4845
• Athukorala, P., Dixon, P. B., & Rimmer, M. T. (2018). Global Supply Chains: Towards A Computable General Equilibrium Analysis. Economic Papers, 37(3), 198–219. https://doi.org/10.1111/1759-3441.12213
• Carla Hapsari, Jol Stoffers, & Agus Gunawan. (2017). The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case Study of Telkom Indonesia International. International Review of Management and Marketing, (3), 238. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eco.journ3.2017.03.31
• Catalin Mihail BARBU. (2011). Cultural Adaptation of Products. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B431C7BF
• Chen, L. (2017). Intercultural Communication. Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1504955
• Choice of Market Entry Mode is Contingent on Environment: Integrating the Resource Dependence and Contingency Theory Perspectives. (2019). https://doi.org/10.5281/zenodo.3415346
• Chong Wu, Fang Huang, Caihong Huang, & Huiming Zhang. (2018). Entry Mode, Market Selection, and Innovation Performance. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C2E6C172
• Companies’ contribution to sustainability through global supply chains. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.38A01A7E
• Daniel Kinderman. (2018). Corporations and global standards of corporate social responsibility. Chapters, 365. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.h.elg.eechap.16821.23
• Essila, J. C. (2019). Managing Operations Throughout Global Supply Chains. Hershey, PA: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2166048
• Ferri, G. (2018). Intercultural Communication : Critical Approaches and Future Challenges. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1709221
• Giuseppe Berlingieri, Claudia Steinwender, & Frank Pisch. (2019). Organizing Global Supply Chains: Input-Output Linkages and Vertical Integration. 2019 Meeting Papers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.p.red.sed019.1570
• Global supply chains and social relations at work: Brokering across boundaries. (2018). https://doi.org/10.1177/0018726718756497
• Hackert, A. M., Krumwiede, D., Tokle, J., & Vokurka, R. J. (2012). Global Corporate Social Responsibility Practices and Cultural Dimensions. SAM Advanced Management Journal (07497075), 77(4), 33–41. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=88168633
• Hapsari, C., Stoffers, J., & Gunawan, A. (2017). The influence of perceived cultural and business distance on international marketing strategy decisions : a case study of Telkom Indonesia International. International Review of Management and Marketing, 7(3), 238–245. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edshbo&AN=edshbo.sharekit.zuyd.oai.surfsharekit.nl.efb34b11.dc57.4ed4.b84a.d237fefa26cc
• Hockley, L. R. (2010). Global Operations Management. New York: Nova Science Publishers, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=387471
• Hollensen, S. (2016). Global Marketing (Vol. 0007). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419709
• Holliday, A., Hyde, M., & Kullman, J. (2017). Intercultural Communication : An Advanced Resource Book for Students (Vol. Third edition). Milton Park, Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1424446
• Holliday, A., Kullman, J., & Hyde, M. (2010). Intercultural Communication : An Advanced Resource Book for Students (Vol. 2nd ed). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=476453
• International trade, global supply chains and compliance. (2019). Springer. https://doi.org/10.1007/978-3-319-92447-2_7
• Jamali, D., & IGI Global. (2017). Comparative Perspectives on Global Corporate Social Responsibility. Hershey, Pennsylvania [701 E. Chocolate Avenue, Hershey, PA 17033, USA]: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1338230
• Janell NaKia Harvey. (2019). Localizing Global Marketing Strategies : Emerging Research and Opportunities. Hershey: Business Science Reference. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2316537
• Keegan, W. J., & Green, M. C. (2017). Global Marketing, Global Edition (Vol. Ninth edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419675
• KIM, Y. H., & DAVIS, G. F. (2016). Challenges for Global Supply Chain Sustainability: Evidence from Conflict Minerals Reports. Academy of Management Journal, 59(6), 1896–1916. https://doi.org/10.5465/amj.2015.0770
• Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). Advances in Global Marketing : A Research Anthology. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1620761
• Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing, 20(4), 289–312. https://doi.org/10.1080/0965254X.2012.657224
• Michael Neubert. (2017). International Pricing Strategies for Born-Global Firms. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.EC5A9F08
• No-size-fits-all: Collaborative governance as an alternative for addressing labour issues in global supply chains. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.76807173
• Park, K. M., Meglio, O., & Schriber, S. (2019). Building a global corporate social responsibility program via mergers and acquisitions: A managerial framework. Business Horizons, (3), 395. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.bushor.v62y2019i3p395.407
• Piller, I. (2011). Intercultural Communication : A Critical Introduction. Edinburgh: Edinburgh University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=370802
• Piller, I. (2017). Intercultural Communication : A Critical Introduction (Vol. Second edition). Edinburgh: EUP. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1585003
• Schlegelmilch, B. B. (2016). Global Marketing Strategy : An Executive Digest. Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1175378
• Scollon, R., Jones, R. H., & Scollon, S. W. (2011). Intercultural Communication : A Discourse Approach (Vol. 3rd ed). Hoboken: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=471145
• Tatiana Seregina, Svetlana Zubanova, Viktor Druzhinin, & Guzalia Shagivaleeva. (2019). The Role of Language in Intercultural Communication. Space and Culture, India, (3). https://doi.org/10.20896/saci.v7i3.524
• Yeming Gong. (2013). Global Operations Strategy. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.sptbec.978.3.642.36708.3

Recommended Additional Bibliography

• International marketing : strategy and management, Gilligan, C., 2013
• International marketing, Baack, D. W., 2013
• Lin, F.-J., & Ho, C.-W. (2018). The knowledge of entry mode decision for small and medium enterprises. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.103C0010
• MALESKY, E. J. (2015). Transfer Pricing and Global Poverty. International Studies Review, 17(4), 669–677. https://doi.org/10.1111/misr.12269
• Mykhaylenko, A., Wæhrens, B., & Johansen, J. (2015). Managing Evolving Global Operations Networks. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.8CE4152F
• Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731