Supachart Iamratanakul
INTERNATIONAL MARKETING
Course Syllabus
Academic Year 2015
Kasestsart Business School
Kasetsart University
1. LECTURER:
SupachartIamratanakul, Ph.D.
Email:supachart9@gmail.com, fbussci@ku.ac.th
Office: BA 4, #910
Office hours:I have an open door policy. Normally, I am in my office every day. If you
need an appointment, send me an email.
Course location: TBA
Course Time: As shown in session schedule
2. COURSE DESCRIPTION
This course will present an overview of the unique aspects of marketing in the international
business environment and provide the framework upon which multinational marketing
management can be based. Emphasis will be placed on the role of the international marketing
manager in the development of marketing strategies for a variety of markets in diverse
cultural, political and economic situations. Focus will be on the decision making process in
the areas of foreign market analysis, target identification, product planning, promotion and
channels of distribution.
The course also offers the excitement, challenges, and controversies of global marketing.
Global Marketing reflects current issues and events while offering conceptual and analytical
tools that will help students apply the 4Ps to global marketing. The course examines the effect
of the global financial crisis on global marketing strategy. In today’s economic environment
marketing needs to justify its existence, which is why this course now includes a topic that
focuses on quantitative measures and analytics, such as return on investment.
Course Objectives
Upon successful completion of this course, students will:
1. Understand how the basic principles of marketing are applied in a variety of diverse
cultural, political, legal and economic environments
2. Be able to analyze foreign markets to determine their overall export potential
3. Understand the benefits that nations derive from unrestrained free trade
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International Marketing Management
Supachart Iamratanakul
4. Be able to design strategies for global competition
5. Be able to explain the various methods of entering foreign markets, the degree of
commitment required and the associated levels of risk
6. Understand and systemize the differences between country markets and learn how
to cope with the international variety to develop a strategy of global market
penetration
7. Familiarize students with the marketing research process and its implementation in
international contexts
8. Discuss the pros and cons of standardization vs. adaptation of marketing mix
elements across countries
9. Familiarize students with export management realities
Pre-requisite(s): none
2. COURSE DURATION:
From August 18th until December 18th 2015
Duration 15 weeks; module course
3. Course Textbooks:
Keegan W. and Green M. (2014): Global marketing, seventh edition, Prentice Hall.
Hollensen, S. (2004 or latter): Global marketing: A market-responsive approach. Prentice
Hall.
Additional reading (suggested):
Doole, I. & Lowe, R. (2001): International marketing strategy. Prentice Hall.
M. Kotabe, K. Helsen: Global Marketing Management, 4rd Edition, John Wiley, 2007.
G. Albaum, E. Duerr, J. Strandskov: International Marketing and Export Management,
5th Ed., Prentice Hall, 2005.
Journal and Magazines:
o Journal of Market Research
o Journal of International Marketing
Attached readings, class slides and texts on course website
Course website: TBA
Students are advised to check the course web site before each individual lecture!
4. FINAL GRADE STRUCTURE:
Group assignment/case study evaluation (1 case per group): up to 30% of the final course
grade
Team work project (3-8 members): up to 30% of the final course grade
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International Marketing Management
Supachart Iamratanakul
The group project is a simulated, hands-on experience in the development of a global
marketing case study.
You may form groups of 3-8 students to work on the project.
The Group Project has 2 components:
•
•
Final Report
Oral Presentation
60%
40%
100%
Project Details
Each group is required to develop a marketing report (a case study) for a designated
company. Select a specific product/brand and assume your group is the management
team running the company marketing the product/brand.
Your product/brand should NOT be marketed in that country yet. The product/brand
may be real or fictitious. Select any country, where your company will market your
chosen product/service. Each country can be chosen by only one group on a firstcome-first served basis. Let me know as soon as your group chooses a country.
The Final Report should contain:
1. Executive summary;
2. Product/service information/history;
3. Cultural analysis;
4. Economic analysis;
5. Market audit & competitive analysis;
6. Preliminary marketing plan;
7. Research methodology;
8. Results/Findings; and
9. Discussion and conclusion.
Hand in ONE Final Report hard copy and ONE soft copy per group in class on your
group’s Oral Presentation date. The Final Report hard copy should not exceed 40 pages,
double-spaced, and include names of all group members. Cite references appropriately.
Place your bibliography at the end of the report.
The Oral Presentation will be:
1. 15 minutes long (too long or too short will be penalized), followed by a 3
minute question-and-answer session;
2. Your presentation is evaluated by the instructor and all of your classmates.
These evaluations will constitute your grade for the presentation.
Hand in ONE PPT hard copy and ONE PPT soft copy per group in class on your
group’s Oral Presentation date
Take-home final written exam: up to 30% of the final course grade
An extra 10% for student participation on lecturer!
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International Marketing Management
Supachart Iamratanakul
5. SESSION SCHEDULE:
N
o.
Date
Topic
1.
TBA
Introductory lecture.
2.
TBA
What is international / global
marketing? The basic concepts
3.
TBA
The Global Economic
4.
TBA
The Global Trade Environment
5.
6.
7.
TBA
TBA
TBA
Social and Culture Environment
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Segmentation, Targeting,
Positioning
Supachart
Iamratanakul,
Ph.D.
TBA
Global Market Strategy
9
TBA
Importing, Exporting, and
Sourcing
TBA
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Information Systems and
Market Research
8.
10
Professor
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Reading
Ch 0
Ch 1
Ch 3
Ch 4
Ch 7
Ch 8
Case study:
Giovanni Buton
(HBS case)
Ch 9
Ch5
Ch 12
Ch14
TBA
International distribution
12
TBA
International pricing decisions
Supachart
Case study:
Disney Consumer
Products
(HBS case)
Case study:
SANY: Going
Global
(HBS case)
International product decisions
11
Set up your team
Ch 2
Supachart
Iamratanakul,
Ph.D.
Supachart
Iamratanakul,
Ph.D.
Assignments
Ch13
Case study:
Beenz.com
(HBS case)
Case study:
Global Beer
(HBS case)
Case study:
4
International Marketing Management
Supachart Iamratanakul
Iamratanakul,
Ph.D.
13
TBA
International marketing
communication
14
TBA
Project presentations
15
16
TBA
TBA
Supachart
Iamratanakul,
Ph.D.
Zucamor S.A.
(HBS case)
Ch10
Supachart
Iamratanakul,
Ph.D.
Final Exam DUE DATE
Review selected topics
Case study:
Chateau Margaux
(HBS case)
Group work
In addition to the provided course outline, we will cover case studies related to
different aspects of international marketing. The cases will be placed in the photocopy center
week before the due date. More details will be discussed in the first lecture.
Summary of Classroom Protocol
•
•
•
•
•
•
No cell phone calls or texting
No computers other than for taking notes
No refreshments
Arrive on time (i.e. at the beginning of class)
Leave on time (i.e. at the end of class)
No wandering in and out of class
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International Marketing Management