International Business Development Management | MBA SS 2014
International Business Development Management (IBDM)
Contact details
Dr. Patrick Planing
E-mail: planing@gmx.de
Dennis Schlegel
E-mail: mail@dennis-schlegel.de
Introduction
It is the aim of this lecture to offer its students a framework for understanding and
successfully working within the field of international business development, covering the
subjects of business strategy, marketing and sales.
Course Objective
Participants are to understand the basic course material and, with a deeper view, be
able to know and differentiate different and conflicting schools of thought as well as
diverse cross-cultural management approaches. In order to facilitate and support
elementary management skills, participants are encouraged to apply course subjects to
case studies as well as to real life examples conjointly with managers in class. In the
end, successful participants learn how to simultaneously perform a number of elements
requiring understanding of the entirety international business development management
rather than an individual component. In order to achieve that goal, students, who enroll
the seminar should deliver basic knowledge in business and management strategy as
well as sound understanding of basic marketing and sales management techniques as,
even more important, the ability and willingness to prepare analytically material in
advance as well as participate within a culture of dialogue in class.
Course Methodology
The course is set up as a dialogue-based learning environment. In addition to power
point slides and flip chart notes, short videos and Internet-Sites are used to give a visual
understanding and demonstration of state-of-the-art examples in the field of International
Business Development Management.
The course is enhanced by student activities in form of brief case studies to be worked
on during and between the sessions. At the beginning of the course, students are asked
to establish working groups. At the beginning of each session, one of the groups will
present their solution to the previous session’s case study. However, all students are
asked to prepare the sessions’ case studies.
Proposed Course Schedule
Overall Structure





Part I – The Decision whether to Internationalize
Part II – Deciding which Markets to Enter
Part III – Market Entry Strategies
Part IV – Designing the Global Marketing Program
Part V – Implementing and Coordinating the International Business
Development Program
Syllabus
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International Business Development Management | MBA SS 2014
Session-by-session topics/activities with required readings and coursework
Part I
1
(03-21)
2
(03-28)
Part II
3
(03-31)
4
(04-04)
Part III
5
(04-11)
6
(05-02)
Part IV
7
(05-09)
Syllabus
The Decision whether to Internationalize
Introduction to International
Text: Chapter 1, 2
Business Development
Case Study:
 Course structure and learning
Hunter Boots
objectives
(Case 1.2)
 The internationalization process
 Internationalization as a managerial
decision
Internationalization Theories/
Text: Chapter 3, 4
Competitive Models
– Three theories explaining firms’
Case Study:
Microsoft ‘Surface’ tablet
internationalization process
(Case 4.2)
 Uppsala model
 Transaction cost theory
 The network model
– Micro and macro analysis of
competitiveness
 The Porter Diamond
 Porter’s Five Forces
 Value Chain Analysis
Deciding which Markets to Enter
Political, economic and socioText : Chapter 6 and 7
cultural environment
Case Study:
 Political risk analysis
Gerolsteiner
 Trade barriers
(Case II.3)
 Major trading blocks
 Cultural dimensions
International market selection
Text : Chapter 8
 International market selection
Case Study:
process
Porsche
 MACS Matrix
(Case II.4)
 Developing a global
product/market portfolio
Market Entry Strategies
Choice of market entry mode
Text : Chapter 9, 10, 11
 Overview of entry modes
Case Study:
 Factors influencing the choice of
Parle Products
entry mode
(Case 10.2)
 Export entry modes
Choice of market entry mode
 Intermediate entry modes
 Hierarchical modes
Text : Chapter 12
Lecturer:
Planing /
Schlegel
Schlegel
Planing
Planing
Schlegel
Schlegel
Case Study:
Polo Ralph Lauren
(Case 12.1)
Designing the Global Marketing Program
Product decisions
Text : Chapter 14
 Developing international product
Case Study:
strategies
Dyson
 The product life cycle in an
Planing
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International Business Development Management | MBA SS 2014
international context
8
(05-15)
9
(05-16)
10
(06-18)
11
(06-20)
Part V
12
(06-27)
(xx-xx)
Pricing decisions
 Developing international pricing
strategies
 Current trends: implications of the
Internet for pricing across borders
(Case IV.3)
Text : Chapter 15
Planing
Case Study:
Harley-Davidson
(Case 15.1)
Distribution decisions
Text : Chapter 16
Planing
 Structure of the channel (intensive,
Case Study:
selective and exclusive)
De Beers
 Managing and controlling
(Case 16.1)
distribution channels
 Most common export documents
 Internationalization of retailing
 Grey markets
Communication decisions
Text : Chapter 17
Planing
 The communication process
Case Study:
 Communication tools:
Morgan Motor Company
Advertising, Public relations,
(Case 17.2)
Sales promotion, Direct
marketing, Personal selling,
Viral marketing
 Standardization versus adaptation
strategies (examples
Global Market Research
Text : Chapter 5
Schlegel
 The role of marketing research in
Case Study:
the internationalization process
Teepack Spezialmaschinen
 Research methods
 Current trends (e.g. Big Data, Web GmbH
(Case 5.1)
2.0 / Social Media)
Implementing and Coordinating the International Marketing Program
Organization and control of the
Text : Chapter 19
Schlegel
international marketing program
 Different organization structures
for different international activities
 Global Account Management
Exam
Documents for download
The Syllabus and the lecture script are ready for download on the E-learning-Platform under
http://elearning.hs-pforzheim.de. Please sign in with your name and your password, and go
to lecture “International Business Development Management/IBDM” where you
will find all the material.
The course is mainly based on the textbook by Hollensen (see below). The recommended
readings for each session are indicated in the table above.
Assessment method
The final grade will consist of the following:


Exam at the end of the semester (90 minutes):
Presentation of case studies (in groups)
Syllabus
66%
33%
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International Business Development Management | MBA SS 2014
Please note that you have to pass the exam in order to pass the course! The exam will
be held during lecture times in the assigned lecture room (if not given other notice
beforehand). The exam will contain the theoretical background to International Marketing, but
also the content of the case studies.
Literature
Key literature:
 Hollensen, S. (2014): Global Marketing, Pearson, 6th edition.
Further recommendations:
 Easterby-Smith, M./ Thorpe, R./ Jackson, P. R. (2012): Management Research, Sage
Publications, 4th edition.
 Kotler, P./ Keller, K. L. (2011): Marketing Management, Pearson Eductaion, 14th
edition.
 Cateora, P./Gilly, M./Graham J. (2012): International marketing, McGraw-Hill, 16th
international edition.
 Deresky, H. (2013): International Management. Managing Across Borders and
Cultures, Pearson international edition, 8th edition.
 Doole, I./Lowe, R. (2012): International Marketing Strategy. Analysis, Development
and Implementation, South-Western, 6th edition.
 Griffin, R. W./Pustay, M. W. (2009): International Business, Pearson international
edition., 6th edition.
 Johansson, J. K. (2010): Global Marketing. Foreign Entry, Local Marketing & Global
Management, McGraw-Hill, 5th international edition.
 Keegan, W./Green, M. (2013): Global Marketing, Pearson international Edition, 7th
edition.
 Mühlbacher, H./Leihs, H./Dahringer, L. (2006): International Marketing, Thomson
Learning, 3rd edition
Syllabus
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