International Marketing Issues *
Name of module: International Marketing Issues *
Exam number: 6259
Duration of the module: Ein Semester
Form of the module (i.e. obligatory, elective course): Wahlpflicht
Frequency of module offer: Winter semester 2009/2010
Applicability of module for other modules and study programmes:
Verwendbar als G-Modul. Serviceveranstaltung für Masterstudierende der Kultur- bzw. Rechtswissenschaften.
Person responsible for module: Michael C. Pedley MBA MCIM (Manchester Metropolitan University)
Name of the professor: Michael C. Pedley MBA MCIM (Manchester Metropolitan University)
Language of teaching: Englisch
ECTS-Credits (based on the workload): 7 (T-Modul); 5 (G-Modul)
Workload and its composition (self-study, contact time):
T-Modul: Kontaktzeit (Vorlesung, Übung, Seminar etc.) 60 Std.; Selbststudium: 150 Std. / G-Modul: Kontaktzeit (Vorlesung, Übung, Seminar etc.) 37,5 Std.; Selbststudium: 112,5 Std.
Contact hours (per week in semester): 3+1
Methods and duration of examination:
It is possible to earn a course requirement. Provided that you successfully complete
- the final examination and an assignment (T-Modul (7 ECTS-Credits)) or,
- the final examination (G-Modul (5 ECTS-Credits)).
Emphasis of the grade for the final grade: 2/29 (T-Modul); 1/29 (G-Modul)
Aim of the module (expected learning outcomes and competencies to be acquired):
The module is designed to ensure that students understand and can analyse, using appropriate tools and models, the international economic, political, technological, and social environment in which companies may operate. The module will make students aware of the movements and successes that have resulted in lower tariffs and conventional barriers to trade, resulting in culture becoming a decisive aid or barrier to exchange. International Marketing is also defined as having three elements:
- traditional export model
- the opportunity to take advantage of outside resources to gain domestic competitive advantage.
- Acknowledge and understand the need indigenous domestic operator to understand International Marketing strategies used by foreign challengers to defend their market share.
Students will be made aware of the application of their existing marketing knowledge as applied to the chosen market opportunities.
Contents of the module:
Students will gain awareness, knowledge and debate:
1. The evolution of World Trade, with attention to:
- Economic development across the globe.
- World trade organisations, and growth of Trading Blocs.
- Emerging Economies, (BRIC and G20)
- “Traidic” dominance of the EU, North Americ, and East Asia.
2. The debate concerning Adaptation versus Standardisation:
- company position as regards economies of scale.
- the analysis and application of the models “Adapstand” and “B.E.S.T.” (Vrontis)
- effect on Marketing Mix; “home versus the host market positions”.
- investigating the areas of consumer (inc retailing), industrial, service, and e-trade sectors.
3. Product and Brand Strategies
- Product Extension versus Product development.
- Brand decisions including global or local branding.
- Product and Brand protection: issues of copying and fakes.
4. Market entry strategies:
- market selection, scattergun versus rifle approach, matrix solution.
- Direct v Indirect export: Direct v Indirect Investment; risk and reward analysis.
- Portfolio Analysis of entry strategies.
- internal market distribution “channels available – channels used.”
5. Communications Strategies:
- matching to culture, language, and media channels available.
- availability of agencies and associated support.
- communication planning and agency selection
6. Pricing Strategies:
- Standardised, Adaptive, or Strategic pricing.
- Gray or Parallel Importation.
- payment methods inc. countertrade.
- current restraints or opportunities due to the Credit Crunch.
7. Review of Strategic (International) Marketing models, including segmentation, (aid to standardisation or product positioning change).
8. Developing The International Marketing Plan:
- developing an International Marketing Research Resource
- utilising the 7 Step Process(MacDonald) or the International Marketing Planning Process (Vignalli, Pedley 2000) or the computer analysis game based on Matrix Marketing.
- the need to structure and establish global, regional, management structures.
- the need for figures (not always there) and forecasting.
9. Multi-National Enterprises:
- growth and development especially in 2nd half of 20th century.
- “Friend or Foe” to Host or Home country.
- economic imperialist; partner in development.
10. Ethics in/for International Marketing:
- definition of ethics (corporate, personal, cultural).
- Free Trade; Fair Trade: Ethical Trading.
- Climate change and Sustainability.
- IM-Opportunity or Threat.
- The relationship to outsourcing for competitive advantage.
11. International Retailing:
- growth of the world class retailer.
- use of retailing to overcome barriers to entry (a Trojan horse).
- Global E- tailing
12. Development of the web and electronic systems to aid (or hinder) International Marketing and management.
Teaching and learning methods:
A combination of lectures, debates, and tutorial seminars will be utilised, in which relevant case studies in written or DVD/video form will be used. It is also expected that students will spend time on reading, researching and generally preparing for the sessions which will be interactive in style.
Sample Case studies and Video material:
The Simpsons – A Multi-cultural Product? (Pedley 2009).
Body Rituals amongst the Nacirema (Usiunier (2005) Marketing Across Cultures (4th Edition) FT Prentice Hall.).
Muslim Cola: Cola Wars or Cola Crusades (Faulke S. and Usiunier J. (2005) Marketing Across Cultures (4th Edition) FT Prentice Hall.).
People vs Coke. Trouble at the Top Series BBC 2. UK.
The Fake Trade. Channel 4 TV UK.
Communicating Across Business Cultures. Inter Act International supported by Eu Leanardo da Vinci programme.
Inside Satchi and Satchi . BBC 2. UK.
Literature (compulsory reading, recommended literature):
Czinkota M. and Ronkainen I. (2008) International Marketing, (8th Edition) Harcourt Brace.
Usunier J. (2005) Marketing Across Cultures ,(4th Edition) FT Prentice Hall.
Jeannet J, and H D Hennessey H. D., (2004) Global Marketing Strategies (6th Edition) Houghton Mifflin.
Rugimbana R. and Nwankwo S. (2003) Cross-cultural Marketing Thompson.
Cateora, P.R. and Graham J.L. (2009) International Marketing (14th Edition) McGraw Hill.
Kotabe M, and Helson K. (2007) International Marketing, (4th Edition) John Wiley.
International Journal of Marketing.
European Journal of Marketing.
Journal of Global Marketing.
Journal of Product and Brand Management.
Harvard business Review.
Press, Magazines, Radio and TV:
Financial Times and national Broadsheets.
The Economist and National equivalents.
BBC World Service Radio Business programmes and equivalent domestic services. Utilise podcasts from these stations to overcome time differences.
TV business programmes from stations as for Radio, and look out for podcasts, and time shift facilities such as the BBC iPlayer.
other sites advised during sessions.
Registration in Moodle required.