Indian Institute of Management, Bangalore
International Marketing Course
December 2010 to February 2011
Dr. Ramya Neelamegham
Email:rneelamegham@gmail.com
Course Description:
International Marketing will take basic marketing fundamentals and instill an international and/or global
perspective. The case and lecture materials will cover a diverse range of country contexts and product
types. A group project is designed to give students firsthand experience in designing comprehensive
marketing strategies and plans for entering a selected product or service in a new country. Students will
thus learn about and make marketing decisions relating to assessment of international marketing
opportunities, planning the model of entry, charting out a strategy for product development,
communications, research and distribution channels.
Classes are a mix of interactive lecture, case analysis, in-class exercises, written quizzes and student
presentations.
Text:
International Marketing by Philip Cateora, Graham Jones, Salwan Prashant, 2008
Publishers: Tata McGraw-Hill
Learning Objectives:
1. Develop an appreciation of the international marketing environment. In particular, gain knowledge of
the economic, political and cultural differences among nations and regions as they affect marketing
opportunities, strategies, structures, and operations.
2. To acquire skill in identifying and evaluating specific international market opportunities.
3. To understand and apply international marketing concepts and tools. In particular, to gain skill in
planning the introduction of a product/service in a foreign country.
Administrative Policies
1. The course consists of lectures, in-class exercises and case discussions. Case analyses and in-class
exercises are very critical components of the learning process for this course, and students are
expected to come fully prepared. Given the nature of the course and in order not to disrupt case
discussions, students should expect to attend every class, arrive on time, and stay until the end.
Absence from class will be sufficient for adjusting the class participation grade.
2. All written assignments are due in class on the dates specified in the syllabus. They are to be written
out in full in paragraph form, typed, and double-spaced with 1 inch margins on all sides.
3. Dates for written assignments, class activities and exams have been carefully sequenced and
scheduled to make the most of our time together. Please schedule your personal activities so they will
not conflict with your class performance.
Course Requirements and Evaluation:
Students will be evaluated on their performance on a final examination, a midterm exam, a group project
and class participation and presentations, with the following weights:
Quizzes (2 @ 20% each)
40%
Group Project:
40%
(Report 1: 10% Report 2 :10% Final report: 20%)
Class Participation
20%
Superior Performance will be graded A; commendable performances B; Competent Performances, C; and
poor performances, D.
Tests
2 @ 20% each
The exams will evaluate your understanding of concepts and techniques, and your ability to synthesize
what you have learned and apply it to international marketing problems and cultural contexts. They
consist of objective and essay format questions. Objective questions test knowledge of concepts and
recognition of their appropriate application; essay questions evaluate your ability to evaluate a problem
situation and your reasoning behind the recommended course of action.
Group Project:
40%
The group project involves the following steps:
1. Form teams of 5 to 6 members and choose a company and product of interest.
2. Gather information on the company’s international operations and products and finalize a set of
potential markets.
3. Evaluate potential markets and choose the most attractive market.
4. Design a marketing plan for this market.
The final report should describe the four steps outlined above and while no particular length is expected,
term projects are typically 16-24 pages in length. Do not use a binder or cover. Further details about the
group project will be provided in class.
Class Participation:
20%
Class participation is an essential means of learning. This portion of your overall grade is evaluation in
terms of your level of preparation and the quality and quantity of your contributions to class discussion
relative to other students throughout the semester. Note that you cannot get an “A” without participating
in class.
Helpful hints:
 Regular attendance and punctuality is extremely important. You are expected to attend every class
and to notify me in advance if it is impossible for you to do so.
 When in class, your comments should not simply consume scarce “air time”. Rather, they should
enhance the class experience.
If you have questions about something that is not likely to be of interest to the entire class or you feel you
are not clear about a concept that your classmates seem to have grasped, please send me email or set up a
time to meet with me in my office. I will be happy to talk with you.
Ethics
Please make sure you submit your original work only for the group project and all assignments. You
will earn an “F” in the class if your project is found to be even partially cut-and-pasted from other
projects available in public domain or from other sources. Please be passionate about learning and honest
with yourself.
For case discussions – please do NOT use outside sources of information for preparing for case
discussion. Outside sources of information include the library, mass media, notes from previous years,
inputs from students other than those in your learning group, the Internet. If you use other sources, you
are cheating yourself as well as your colleagues.
Enjoy the learning process, contribute your best for your own benefit as well as for the benefit of your
class mates. Good luck! 
COURSE OUTLINE AND ASSIGNMENTS
MODULE 1
INTRODUCTION AND EVALUATING INTERNATIONAL MARKET OPPORTUNTIES
SESSION
1
TOPICS
READINGS,
ASSIGNMENTS
DUE
Course Introduction &
Overview
CLASS ACTIVITY
Introduction
2
The Scope of International
Marketing
Group Project details
Chapter 1
Prepare for Case
3
Primary and
Secondary Research
Chapter 8
Group Project:
Team members &
product name
4
Market Evaluation
Chapter 8 (contd)
HBS reading Country Analysis
Framework
5
In-class exercise on Market
Evaluation
Case 1-1 Starbucks – Going
Global Fast
In-class Exercise
MODULE 2
INTERNATIONAL MARKET ENVIRONMENT
6
Market Evaluation results
discussion
International Trade
Complete exercise
and be ready to
present the results
Chapter 2
Discussion of exercise and
learning points
Video Case: Yahoo
7
History & Geography
Political Environment
Chapter 3
Chapter 6
Prepare for case
Chapter 4
Group Report 1 Due
Case: Google in China
8
What is culture?
9
Culture and
Business customs
Chapters 4 & 5
Video Case: Cultural Diversity
10
Emerging Markets
Chapter 9
Prepare for debate
Where is the Challenge? Class
Debate
In class exercise: BARGNA
Mid-Term
MODULE 3:
DEVELOPING GLOBAL MARKETING STRATEGIES & PROGRAMS
11
Global Marketing Management
Chapter 11
Prepare for debate
Globalization vs.
Standardization: Class Debate
12
Product
Chapter 12
Group Report 2 Due
Video Case: Doc Martens’
13
Product (contd.)
Chapter 12 & 13
Prepare for Case
Boeing and Airbus Case –
distributed in class
14
Pricing
Chapter 18
Bring text book to
class
Pricing Cross word
15
Advertising & Promotion
Chapter 16
Video example: BP
Advertising
16
Advertising & Promotion
Chapter 16 (contd)
In-class exercise
17
Integrated Marketing
Communications & Distribution
Chapter 14
18
Distribution & Integrating the
Mix
Chapter 14
19
Course and Student Presentations
Group Project:
Turn in final project
20
Student Presentations
Video Case: Whirlpool
Final Exam