UNIVERSITY OF BAGUIO
School of Business Administration and
Accountancy
VISION
In pursuit of perfection, the University of Baguio is committed to provide balanced
quality education by nurturing academic excellence, relevant social skills and ethical values in a
fun learning environment.
MISSION
The University of Baguio educates individuals to be empowered professionals in the
global community.
Objectives of the School of Business Administration and Accountancy
The School of Business Administration and Accountancy, in an exuberant learning climate, aims
to nurture a business graduate who:
1. cultivates the knowledge, skills, and entrepreneurial spirit that are imperative for career
success in a globalized setting;
2. utilizes macro-environmental acumen for economic growth and development;
3. typifies professional integrity with humility; and
4. undertakes researches to promote systematic bases for business decisions.
MKTMAN9
International Marketing (3 units)
This course is intended to familiarize the students with the principles and practices of
international marketing. The topics include the scope and challenge of international marketing,
the cultural environment of global marketing, global marketing management, and the corporate
context of marketing.
Learning Contents/Topics
Course Syllabus
VMO
Seat Plan
Leveling of Expectations
No. of
hours
Activity and
Learning Approach
1
Orientation
Internalize the VMO
Arrange students
Requirements and
Grading system
Recitation
3
Class Discussion
Lecture
Reading Assignment
Group Dynamics
Quiz
Group Output
Evaluation
First Grading
Chapter 1: The Global Marketing Task
a. The New Global Environment
b. Key Concepts
-global marketing
-multi-domestic markets
-global markets
-global products
-global and local brands
-leading markets
-first-mover advantages
-product life cycle
c. Why Companies Go Global
d. Three Hats
-Foreign Entry Role
-Local Marketing Role
-Global Management Role
Chapter 2: Theoretical Foundations
a. Country-Specific Advantages
b. Firm-Specific Advantages
c. Porter’s Five Forces Model
d. Rivalry between Global Competitors
Chapter 3: Values and Culture
a. The Value Concept
b. Culture, Defined
c. Cultural Universals
d. Selective Perception
e. Stereotyping
f. Manifestations of Culture
g. Signs, Symbols, and Body Language
h. Imagery and Music
i. Thinking Patterns and Intellectual Styles
j. Language
k. Comparing Cultures
Chapter 4: Dimensions of Culture
a. Classifying Cultures
b. High-Context and Low-Context Cultures
c. Dimensions of Time
d. Relationship of Man with Nature
e. Hofstede’s Five Dimensions of National
Culture
f. Configurations of Culture
Chapter 5: Culture and Consumer Behavior
a. Consumer Behavior
b. Consumer Attributes
c. Social Processes
d. Mental Processes
e. Consumer Behavior Domains
Midterms
Chapter 6: Global Marketing Strategy
a. The Global Marketer’s Mindset
b. Global Market Planning
c. Global Market Segmentation
d. Targeting Segments
e. Global Product Positioning
Chapter 7: Global Products and Services
a. The Pros and Cons of Standardization
b. Localization versus Adaptation
c. Pitfalls of Global Standardization
d. Global Product Lines
e. Developing New Global Products
f. Globalizing Successful New Products
g. Global Services
h. Service Globalization Potential
i. Foreign Entry of Services
j. Controlling Local Service Quality
Chapter 8: Global Branding
a. Brands, Defined
b. Global, Regional, and Local Brands
c. Extending the Brand Concept
3
Lecture
Class Discussion
Group Dynamics
Recitation
Quiz
3
Lecture
Class Discussion
Recitation
Quiz
3
Lecture
Class Discussion
Recitation
Quiz
4
Lecture
Group dynamics
Immersion
Recitation
Quiz
3
Lecture
Class discussion
Group dynamics
Recitation
Quiz
3
Lecture
Class discussion
Group dynamics
Quiz
Assignment
3
Lecture
Class discussion
Quiz
Assignment
d.
e.
f.
g.
How Brands Function
Cultural Differences
Brand Equity
The Advantages and Disadvantages of
Global Brands
h. Global versus Local Brands
i. Globalizing Local Brands
j. Defending Local Brands
k. Counterfeit Products
Chapter 9: Global Pricing
a. A Global Pricing Framework
b. Pricing Basics
c. Financial Issues
d. Transfer Pricing
e. Countertrade
f. Systems Pricing
g. Price and Positioning
h. Global Coordination
i. Global Pricing Policies
Finals
Chapter 10: Global Distribution
a. Distribution as Competitive Advantage
b. Rationalizing Local Channels
c. Wholesaling
d. Retailing
e. Global Logistics
f. Parallel Distribution
g. Global Channel Design
Chapter 11: Global Advertising
a. The Global Advertising Task
b. International World of Advertising
c. Pros and Cons of Global Advertising
d. The Global Advertiser’s Decisions
e. The Global Advertising Agency
f. The Digitalization of Advertising
Chapter 12: Global Promotion, E-Commerce,
and Personal Selling
a. Global Sales Promotion
b. Publicity
c. Global Public Relations
d. International Trade Fairs
e. Direct Marketing
f. Electronic Commerce
g. Global Personal Selling
h. Integrated Marketing Communications
3
Lecture
Class discussion
Quiz
Assignment
Case Analysis
4
Lecture
Class discussion
Quiz
Assignment
Case Analysis
4
Lecture
Class discussion
Recitation
Quiz
4
Lecture
Class discussion
Recitation
Quiz
Grading System
First Grading: Highest Possible Score - 300 points (Class Standing = 70%, Examination = 30%)
Midterm: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
Finals: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
References
Books:
Bradley, Frank. International Marketing Strategy. Prentice Hall
Brady, Donald. Essentials of International Marketing. M.E. Sharpe, Inc., 2011.
Czinkota, Michael and Ilkka A. Ronkainen, International Marketing. Thomson/South-Western,
2007.
De Mooij, Marieke, Consumer Behavior and Culture: Consequences for Global Marketing and
Advertising. SAGE Publications, 2010.
De Mooij, Marieke, Global Marketing and Advertising: Understanding Cultural Paradoxes.
SAGE Publications, 2010.
Johansson, Johny. Global Marketing: Foreign Entry, Local Marketing, and Global
Management. McGraw Hill, 2009.
Quelch, John and Christopher Bartlett. Global Marketing Management: A Casebook. USA:
Thomson/South-Western, 2006.
Quelch, John and Nathalie Laidler-Kylander. The New Global Brands: Managing NonGovernment Organizations in the 21st Century. USA: Thomson/South-Western, 2006.
Suplico, Luz T., et.al., International Marketing. C&E Publishing, Inc., 2008.
Internet:
http://marketingteacher.com/lesson-store/lesson-international-marketing.html
http://sbinfocanada.about.com/od/canadaexport/a/10exportsteps.htm
http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2011.aspx
http://www.businessweek.com/magazine/content/05_31/b3945098.htm
http://www.iisd.org/markets/globalization/
http://www.pricingleadership.com/?p=152
http://www.thetimes100.co.uk/theory/theory--developing-global-strategy--324.php
http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/J
ournal%20of%20International%20Marketing/JournalofInternationalMarketing.aspx
Prepared by
Ruby R. Buccat, MBA
Program Chair – BA
Approved by
Mrs. Kareen B. Leon, CPA, MSBA
Dean