MBA ProMA
TXPR12 International Marketing, 6 ECTS Credits
Autumn 2009
Course instructor: Professor Hossein Dadfar
Aim:
The aim of this course is to provide theoretical knowledge, understanding, and practical skills
to comprehend the complexity of international markets as well as methods and techniques for
identifying, evaluating opportunities and constraints in global markets, analyzing, developing
and implementing international marketing strategies. After completing the course the students
should be able to:
•
Appreciate the rationales of going abroad, the nature and strategic importance of
international marketing.
•
Describe, compare and utilize theories, models, and approaches of internationalization
of a firm and international marketing process.
•
Demonstrate analytical capability in relation to international market environment,
opportunities and constrains, risk identification and management, screening market and
market selection, as well as suggesting market entry strategies.
•
Explain marketing decisions related to market selection as well as product, price
promotion and distribution in international markets.
•
Describe and apply international competitive and collaborative strategies with focus on
international strategic alliances.
•
Carryout a research project solving international marketing problems in a business
organization.
Prerequisite: TXPR02 Marketing Management
Course organization:
The course, which is 48h, consists of:
- Lectures
38h
- Seminars
12h
Total hours in classroom
50 h
Estimated students self study and project work
110 h
Total hours to be invested by students (minimum) 160 hours
Course contents:
•
The rationales for going abroad and strategic importance of international marketing.
•
The nature of international marketing, differences between international and domestic
marketing.
•
Actors and factors in decision-making to go to foreign markets
1
•
International trade theories and internationalization models
•
International marketing and trade barriers.
•
Porter’s diamond model
•
Internationalization process
•
Market screening and market selection, export diagnosis and market entry strategies
•
International target marketing (STP): International market segmentation, international
market segment selection and targeting, international positioning, international
marketing mix (price, product, place and promotion strategies), network approach to
international industrial marketing and project marketing.
•
International cooperation strategies and strategic alliances
•
Risks associated with international marketing: political risk, credit and commercial
risk, financial and currency risk. tools and categories of International payments
•
International marketing planning and strategies
Teaching method and course activities:
Lectures, live case discussion, seminars, project work are the main educational activities. One quiz is
given in the middle of the course which is not compulsory. Those who pass the test shall gain 4 points
for their final exam.
Course literature:
Collection of articles
Doole, I. and Lowe, R. (2008) International Marketing Strategy: Analysis, Development and
Implementation, 5/E, Sowth-Western Cengage Learning
Examination:
Literature seminar
Written Exam
- Individual test
- Individual review paper
Compulsory
60%
40%
100%
Project work- assignment
- Individual project (15 pages
80%
excl.appendixes)
- Integrated report (18 pages
20
excl.appendixec)
100%
To pass the course the students should pass all three moments successfully
Keeping deadlines
Keeping deadlines is an important part of a businessperson's life. We will operate as "real
world" businesses do; each assignment will have a specific deadline. Late assignments will be
penalized by reducing your credit by 10% per day. More than one day delay without prior
agreement of your course instructor may cause you to fail.
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MBA- ProMA
International Marketing
Autumn 2009
DATE
SESSION
Event
TOPIC/EVENT
READINGS
(Additional readings may
be assigned)
LECT
U-RER
Tuesday December 08
1
Lec.
14- 15:30
2
16-17:30
Lec.
3
18-19:30
Lec.
Introduction: Course presentation, the scope,
nature and rationales of international
marketing, differences between local and
international marketing, the motives and
decisions for going abroad
Challenges of International Marketinginternational Marketing Environment
International Marketing Environment
Wednesday December 09
Lec.
4
International trade theories
14: 15-30
5
16-17:30
6
18-19:30
Lec.
Lec.
Competitive advantage of nation- Porter’s
diamond model
Internationalization Process
Saturday December 12
Lec.
7
International Marketing research- market
14-15:30
analysis
Lec.
8
International Marketing Research and
16- 17:30
Opportunity analysis
9
18- 19:30
Lec.
Market screening and market selection
Monday December 14
Lec.
10
Market Entry Strategies Market Entry
14-15:30
Strategies
Lec.
11
Market Entry Strategies Market Entry
16-17:30
Strategies and Emerging Markets
12
18-19:30
Lec.
Asian Market: The challenges and opportunities
Wednesday December 16
3
Chapter 1 +
handouts
HD
Handouts, articles
chapter 2-3
HD
Handouts,
chapter - 3
HD
Chapter 2, articles
handouts
Handouts +
articles
HD
Chapter 5, articles
handouts
HD
Handouts, articles
Chapter 4
AD/HD
Chapter 4, articles
Handouts
HD/AD
Chapter 7 + hand
outs
AD
Chapter 7, articles
Handouts
AD/HD
Chapter 7, articles
Handouts
AD/HD
Handouts
AD
HD
13
14-15:30
14
16-17:30
15
18-19:30
Lec.
Export diagnosis
Hand outs
AD
Lec.
Export Readiness: Are you ready for export
Hand outs
AD/HD
Lec.
International marketing mix management
Chapter, 8, 11,
Chapter
HD/AD
Thursday December 17
Lec.
16
9-10:30
SS.
11-17
Risk management in international business – political risk
assessment
Workshop on Export Readiness: Each group should chose a
company and carryout export readiness based upon PARO
model
Sunday December 20
Lec.
17
International strategic cooperation
14-15:30
Lec.
18
International Payments and Financial Risk
16- 17:30
19
Global strategies
(Chapter 6 + handouts)
18-19:30
HD
HD
HD
HD
HD
Tuesday December 22
HD
14-19
SS
Literature seminar, Each student has 10 minutes to present the
review of the allocated article.
January-February 2010
January 31
2010
February 15
February 20, 2010
14-18
February 22, 2010
14-18
Upload of review article
Upload of individual and group
project report
Written exam
Project presentation by group
Lecturers:
HD = Hossein Dadfar, Prof. Industrial Marketing/International Marketing, Course Instructor.
Tel. +46/13-281553, E-mail: hossein.dadfar@liu.se
AD = Anna Dadfar, Msc. Industrial Engineering- Industrial Marketing, Consultant; Course assistant
Course secretary: Anna Ahlbeck, tel.+ 46-13 28 1551, e-mal: anna.ahlbeck@liu.se
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