International marketing 2011/2012
Gestor: prof. Dr. Ing. Elena Horská
Office: Department of Marketing, Faculty of Economics and Management, SUA Nitra
Phone: +421 903 261 081
E-mail: Elena.Horska@gmail.com, Website: www.fem.uniag.sk/Elena.Horska
Course Objective: This class is designed to teach students how to move a domestic or new product
into markets worldwide. Topics from initial market selection to price, promotion and distribution
strategies are discussed.
Required Materials:
1. Lectures (available at the course), actualized course website:
www.fem.uniag.sk/Elena.Horska/intmkt
2. Textbook: Sven Hollensen: Global marketing (available in the university library)
3. Other recommended sources:
a. Any textbook „International Marketing“ (by Czinkota, Ronkainen, Tesptra, Sarathy)
b. Rehman A.: Dubai& Co. Global Strategies for Doing Business in the Gulf States,
2008, Spulber, D.: Global Competitive Strategy, Cambridge Press 2007
c. Ghemawat, P: Redefining Global Strategy, Harvard Business School Press, 2007
Assignments, evaluation and structure of the course:
1. Active class participation (5 points)
2. Partial written exam – essey (October 17 – 21, 2011 - The decision whether to
internationalize, Adaptation, Standardization, Glocalization) (10 points)
3. Market Entry Strategy and Designing the Marketing Programme at target
markets – A Case of Selected Company: the analytical and comparative
approach (25 points)
The project (group project work for 2 students) has to be presented at the end of
the course. Evaluation consists of contents evaluation (analytical approach 10
points + scientific dispute + comparative approach combining the practice, theory,
research results, experiences of other companies: 10 points) and project
presentation evaluation (5 points).
Presentations: December 12 – 19, 2011
4. Final written exam/5 questions (60 points, minimum 30)
Syllabus:
1. Scope and Challenges of International Marketing in the current world.
The Decision to Internationalize, Motives of Internationalization
2. Internationalization theories: The Uppsala Internationalization model, Network model,
Internationalization of SMEs, Born global
3. Standardization, adaptation and glocalization in marketing, AAA triangle
4. The Deciding which Markets to Enter
5. The International Environment of Global Markets and Marketing research
6. Market Entry Strategies, Territorial Expansion and Selected Strategic Approaches, Expansion
and Value Added, international sustainable business
7. Opportunity formula, CAGE approach, Comparative studies: India versus China, Gulf
States, Middle East, EU and Eastern Europe
8. Designing the global marketing programme: Product decisions
9. Designing the global marketing programme: Pricing decisions and terms of doing business
10. Designing the global marketing programme: Distribution decisions
11. Designing the global marketing programme: Communication decisions
12. Implementing and Coordinating the Global Marketing Programme
Date - week
26. – 30. 9. 2011
Lecture/Seminar/Visiting Lecturer
L:Introduction to the theory of international marketing
Project introduction
S: Scope and Challenges of International Marketing in the current world.
The Decision to Internationalize, Motives of Internationalization
3.- 7. 10. 2011
10. – 14. 10. 2011
17. – 21. 10. 2011
24. – 28. 10. 2011
31.10 – 4.11. 2011
7.11 – 11.11. 2011
14.11. – 18.11.2011
21. – 25. 11. 2011
28.11 – 2.12.2011
L:October, 3, 1:00 Visiting lecture of H.E. Mrs. Nongnuth
Phetcharatana, Thai Royal Embassy Vienna, Austria,
presentation of local food
S:Internationalization theories: The Uppsala Internationalization model,
Network model, Internationalization of SMEs, Born global
L: Standardization, adaptation and glocalization in marketing, AAA triangle
S: The Deciding which Markets to Enter
L: International environment
S: Mid-term exam: Essay on topics annouced at the beginning of the
semester
L: Selected aspects of Doing business in Europe (4 hours), prof.
Pierre Morel, ESCP Europe – School of Management, Paris,
France
S: International political environment, doc. Mansoor Maitah,
PhD. CZU Praha
Study week
L: Substitute for a lecture from last week (International Economics)
S: Opportunity formula, CAGE approach, Comparative studies: India
versus China, Gulf States, Middle East, EU and Eastern Europe
L: (will be held on Saturday, November 19, 2011):
 Sustainable development practices, selected cases from
India, role of foreing investments in inclusive
developments
 International brand perception and country of origin
effect, Dr. Rahul Singh, Birla Institute of Management,
India
S: Discovering Business and Study Opportunities in Australia,
Dr. Peter Vodvarka, Country manager, Australian Trade
Commission
L: Designing the global marketing programme: Product and Brand
decisions
S: Designing the global marketing programme: Pricing decisions and terms
of doing business
L: Designing the global marketing programme: Distribution decisions
S: Designing the global marketing programme: Communication decisions
5. 12. – 9.12. 2011
Study week
12.12. – 16.12 2011 Project presentations
19 12. – 23. 12. 2011 L: Implementing and Coordinating the Global Marketing Programme
S: Exam