FLOR BUSN 3372
International Marketing
CAPA FLORENCE PROGRAM
Course Description
This International Marketing course will help you develop an understanding of the scope and challenges of marketing in the
international context. The course examines how the global dimensions technology, research, capital investment and
production impact marketing, distribution and communication networks. The breadth of this course will provide insights into
the increasingly interdependent global economic and physical environment and its impact on international marketing.
Globalisation has led to increasing interdependence. ‘Connecting the dots’ has thus become essential to the survival and
success of businesses, even those not operating in the international arena. By examining these linkages, the students will
gain an understanding of how companies develop strategic plans that are competitive to survive and succeed in these global
markets. The unique localised content provided by the CAPA centres will present further regional insights into the key issues
surrounding marketing from an international perspective.
Course Aims
The objective of the course is to provide students an understanding of international marketing as a managerial challenge. The
emphasis is on international environmental analysis, international marketing strategies, and current international marketing
issues and their implications. The students should be able to achieve an understanding of various problems encountered in
gathering and analyzing information necessary in formulating international marketing strategies. At the end of the course,
students will be able to define and discuss various international marketing terms, concepts and theories.
Requirements and Prerequisites
There are no prerequisites. Students from a variety of backgrounds and interests are encouraged to take this class. The course
emphasises this academic area from a global perspective. Students with a high degree of motivation and desire to learn about
the international and global aspects of business will benefit from this course.
Learning Outcomes
After taking this course, students should be able to:
a. Understand the scope and challenges of international marketing
b. Recognise the cultural environment of global markets, business and management approaches
c. Develop an understanding of the political environment within which international marketing operates
d. Gain perspectives to assess global market opportunities and threats
e. Develop an analytical toolbox for international marketing analysis
f. Gain an understanding of regional issues in global marketing – the Americas, Asia-Pacific & Europe, Africa & the
Middle East
g. Develop an understanding of global consumer and B2B marketing strategies
Developmental Outcomes
Students should demonstrate: responsibility & accountability, independence & interdependence, goal orientation, selfconfidence, resilience, appreciation of differences.
Class methodology
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This class will be participative and will require students to contribute individually and as part of a team. The course content
and delivery will create a framework where students reflect critically on the weekly discussion topics. The students will be
expected to devote an hour per day keeping up with the current global issues in international business, politics and society.
Expected reading sources should include The Economist, Financial Times and The New York Times. The teaching and learning
methods will be a blend of the following:
• Lectures
• Reflections & observations
• Readings on current topics
• Class discussions and case studies
• Student presentations and research papers
Field Component(s): CAPA provides the unique opportunity to learn about the city through direct, guided experience.
Participation in the field activity(s) for this course is required. You will actively explore the Global City you are currently living
in. Furthermore, you will have the chance to collect useful information that will be an invaluable resource for the
essays/papers/projects assigned in this course.
The assigned field component(s) are:
• Midterm research paper: 25%
• Final Project and class presentation: 55%
• Class participation & case study analytical comments: 20%
Students must complete all required components for this course by the established deadlines. Failure to do so will result in a
reduction of the course grade and may result in a grade of F for the course in question.
Students are strongly encouraged to participate in co-curricular program activities, among which the following are suggested.
Mid-Term & Final Exams
The mid-term exam consists in an individual assignment to be submitted prior to the mid-term break and will cover the week
1-6 class topics. The mid-term research paper questions will be assigned in Week 5, giving you one week for preparation. You
are required to present an analytical commentary by applying the various readings for the course. The assessment of your
mid-term paper will be based on your application of the theories, examples and content of the weekly seminars and class
discussions as well as the course
The final exam consists of two parts: The first part in short questionnaire with closed answers on the topics of the course (45
minutes). The second part: Class presentations: week 13. Provide an outline of your research paper, the theoretical
background, data and findings of your case study and the conclusions. Please note that this presentation is a group effort
and should be limited to 20 slides and 15-20 minutes (max). There will be a Q&A session following the presentation. The
students will be given feedback on their presentations and will be expected to incorporate this feedback into their final
research paper submissions. The final project for this course will be an assessment of each student’s cumulative learning
across the semester. Application of the theoretical understanding developed in this course within the localised context is
essential. You are required to identify a case study or a set of evidence from the geographic area of your CAPA Study Abroad
Centre. The final project involved a collection of reflections corresponding to lessons throughout the term, a presentation, and
a final analytical project paper. Depending on the class size, you will work in groups of 2 (or 3) students on this final project.
Guidance on all areas of assessment will be provided throughout the term. You are encouraged to discuss the direction and
content of your projects with the lecturer after class or during his/her office hours.
Class Participation & Case Study Analytical Comments. The class participation assessment component includes preparation
for the weekly classes and the quality (rather than quantity) of your participation. There will be case studies assigned for class
discussion each week. You are required to work closely with your final research project partners in preparing for these class
discussions. It is important to cover the reading assignments in advance of the weekly class. This will allow us to focus
selectively on the key material and raise the level of class discussion. You will be graded for this assessment component
based on your level of preparedness and quality of class interventions.
Grade Breakdown and Assessment of Learning Outcomes
Learning Outcomes Assessment task
a), b), c), d), e), f),g) Class participation/Small group discussion
Discussion of readings and of cases study
a), b), c),
Mid-term exam
a), b), c), d), e), f),g) Final Exam
Group Work (35%)
Questionnaire (20%)
FLOR BUSN 3372
Grade %
20%
Due Date
Weekly
25%
55%
Week 5
Week 13
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––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Overall grade
100%
Descriptor
Excellent
Good
Average
Below
Poor
Average
Fail
/
Alpha
A
AB+
B
BC+
C
CD+
D
UK
75+
70-74
66-69
63-65
60-62
56-59
53-55
50-52
46-49
40-45
US
95+
90-94
86-89
83-85
80-82
76-79
73-75
70-72
66-69
60-65
F
<40
<60
GPA
4.0
3.7
3.3
3.0
2.7
2.3
2.0
1.7
1.3
0.7
1.0
0
Course Materials
International Marketing, (2013, 16th edition), Cateora, Philip; Graham, John; Gilly, Mary, McGraw-Hill. ISBN: 007715956X.
International Marketing by Cateora, Gilly, and Graham has been a pioneer in the field of international marketing. The authors
continue to set the standard in this edition with new and expanded topics that reflect the swift changes of the competitive
global market, as well as increased coverage of technology’s impact on the international market arena. Now with over 100
new academic articles and their findings integrated into this 16th edition. Providing a well-rounded perspective of international
markets that encompasses history, geography, language, and religion as well as economics, International Marketing helps
students to see the cultural and environmental uniqueness of any nation or region. The 16th edition reflects all the important
events and innovations to affect global business within recent years, while including several new and updated learning tools
and teaching resources.
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Weekly Course Schedule
WEEK 1
In—class activity
Readings
• Course overview & review of assessment guidelines
• Scope & Challenge of International Marketing
• Dynamic Environment of International Trade
CGG 1 & 2
WEEK 2
In—class activity
Readings
How Cultural Differences affect Organisations
• Cultural Environment of Global Markets
• History & Geography: The Foundations of Culture
• Cultural Dynamics in Assessing Global Markets
• Dynamics of Global Population Trends
• Culture, Management Style & Business Systems
• Case Study Discussion: Starbucks – Going Global Fast
• Video Clip Discussion: Seoul Success
CGG 3, 4 & 5
WEEK 3
In—class activity
Readings
The Political & International Legal Environment
• The Political Environment: A Critical Concern
• Political Risks of Global Business
• The International Legal Environment: Playing by the Rules
• Bases for Legal Systems & International Dispute Resolution
• Protection of Intellectual Property Rights
• Case Study Discussion: Coke and Pepsi Learn to Compete in India
CGG 6 & 7
WEEK 4
In—class activity
Readings
Assessing Global Market Opportunities
• Developing a Global Vision through Marketing Research
• Defining the Problem & Establishing Research Objectives
• Issues with Primary & Secondary Data
• Problems with Data Analysis & Interpretation
• Case Study Discussion: The Not-So-Wonderful World of EuroDisney
CGG 8
WEEK 5
In—class activity
Readings
Notes
Regional Focus: Part 1 – the Americas
• Economic Development and the Americas
• Case Study: The World May Operate 24/7, But People Don’t (class
• discussion)
• Marketing & Economic Development
• Marketing in a Developing Country
• Emerging Markets in the Americas
• NAFTA, CAFTA, Mercosur, Latin American Economic Cooperation
• Video Clip Discussion: Video Segment 11: Mary Kay, Inc.: Building a Brand in India
CGG 9
Presentation of the individual work for mid-term exam
WEEK 6
In—class activity
FLOR BUSN 3372
Regional Focus: Part 2 – Europe, Africa & the Middle East (EAME)
• Economic, Political, Geographic & Cultural Factors
• Patterns for Multinational Cooperation
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Assignments
Readings
• Europe: European Integration, European Union, Eastern Europe & Baltic States,
The Commonwealth of Independent States
• Africa: Middle East & North Africa
• Implications of Market Integration
• Case Study Discussion: McDonald’s and Obesity
Delivery of the individual work for mid-term exam
CGG 10
WEEK 7
In—class activity
Readings
Regional Focus: Part 3 – Asia Pacific Region
• Dynamic Growth in the Asia-Pacific Region: Greater China, India, Japan,
• the Four ‘Asian Tigers,’ South-East Asia
• Bottom-of-the-Pyramid Markets
• Asia-Pacific Trade Associations: ASEAN, APEC
• Focus on Diversity within China
• Case Study Discussion: Marketing Microwave Ovens to a New Market Segment
CGG 11
WEEK 8
In—class activity
Assignments
Readings
Developing Global Marketing Strategies
• Global Marketing Management
• Planning for Global Markets
• Alternative Market Entry Strategies
• Products and Services for Global Customers
• Products & Culture
• Case Study Discussion: Continued Growth for Zara and Inditex
• Video Clip Discussion: Disney Imagineering—Global Markets
Presentation of the team-work for the final exam
CGG 12 & 13
WEEK 9
In—class activity
Readings
Products & Services for Business: the B2B Markets
International Marketing Channels
• Channel-of-Distribution Structures
• Alternative Middleman Choices
• Cost Factors in Choice of Channels
• Channel Management
• The Internet as a Channel
• Advertising Strategy & Goals
• Media Planning & Message Management
• Case Study Discussion: Iberia Airlines Builds a BATNA
• Video Clip Discussion: Starbucks—Building Relationships with Coffee Growers
CGG 14 & 15
WEEK 10
In—class activity
FLOR BUSN 3372
Integrated Marketing Communications and International Advertising
• Sales Promotions
• International Public Relations
• International Advertising
• Media Planning
• International Control of Advertising
• Case Study Discussion: Mary Kay in India
• Video Clip Discussion: Video Segment 4: McDonald’s—Segmentation, Targeting,
Positioning
• Video Clip Discussion: Creating a Global Brand
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Readings
CGG 16
WEEK 11
In—class activity
Readings
Personal Selling and Sales Management
• Global Perspective
• Designing the Sales Forces
• Recruiting Marketing and Sales Personnel
• Training for International Marketing
• Developing cultural Awareness
• Case Study Discussion:Tambrands – Overcoming Cultural Resistance
• Video Clip Discussion: Video Segment 7: Kraft—Marketing Globally
CGG 17
WEEK 12
In—class activity
Readings
The internationalization process of Frescobaldi brand (Guest Speaker: dr.Filippo
Marini, marketing director of Frescobaldi)
CGG 17
WEEK 13
In—class activity
Readings
Pricing for International Marketing
• Global Perspective
• Pricing Policy
• Approaches to International Pricing
• Price Escalation
• Sample Effects of Price Escalation
• Countertrade
• Price Quotations
• Case Study Discussion:Sales Negotiations Abroad for MRIs
CGG 18
WEEK 14
In—class activity
Final Project Presentations
Questionnaire with closed answer on the topic of the course
Attendance, Participation & Student Responsibilities
Attendance: CAPA has a mandatory attendance policy. Attendance is taken at the beginning of every class. Unauthorized
absence from class will result in a reduction of the final grade and potentially a failure for the course.
Missing classes for medical reasons: If you need to miss a class for medical reasons or for a family emergency, you must send
an e-mail to let the Director of Academic Affairs (DAA) know at least one hour in advance of your class or meeting at the
following e-mail: greverdito@capa.org. Note that calling the CAPA Center is acceptable only if you do not temporarily have
access to the internet. An e-mail is still required as quickly as you can get access to the internet again. You will need to provide
evidence of the reason for your absence. Unexcused absences will result in a grade reduction. In the event of a missed class
or field trip, it is your responsibility to contact your instructor and make up any missed assignments.
Class Participation: Students are expected to participate actively and critically in class discussions, and the participation
portion of the class will be graded accordingly. Students must read assignments BEFORE the class, and come in on time.
Participation is a vital part of your grade: students are expected to participate orally in seminars and in online forums and
discussions in a critical and evaluative manner; to interact with the faculty and fellow students with respect and tolerance;
and to actively engage in discussion. Derogatory or inflammatory comments about the cultures, perspectives or attitudes of
others in the class will not be tolerated.
Academic Integrity: A high level of responsibility and academic honesty is expected. Because the value of an academic course
depends upon the absolute integrity of the work done by the student, it is imperative that a student demonstrates a high
standard of individual honor in his or her scholastic work and class behavior. Plagiarism and cheating will result in dismissal
from the program. See the Handbook of CAPA Academic Policies for more information and resources on plagiarism.
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Use of electronic equipment in class: All devices such as laptops, I-pods, I-pads, netbooks, notebooks and tablets,
smartphones, cell phones, etc. are NOT allowed unless you have express permission from the faculty or you have been
instructed to do so. If you require an accommodation to use any type of electronic equipment, inform the Director of Academic
Affairs at the beginning of Term.
Use of Electronic Translators: In Language courses students are NOT allowed to use electronic translators for writing texts in
the target language: those submitting compositions and texts of whatever kind translated in such a fashion will receive a final
F grade for the course.
Late Submission: Late submission of papers, projects, journal entries, pieces of homework and portfolios is only permitted
with prior approval. A request must be made to the relevant Faculty member no later than two days prior to the due date. Late
submission without prior approval will result in a full alpha grade penalty. In either case, work cannot be submitted after
feedback has been provided to the rest of the class on the relevant assessment or one week after the due date whichever
comes first, after which point a grade of F will be given for the assessment.
Behavior during Examinations: During examinations, you must do your own work. Unless specifically instructed by the lecturer
or instructor, talking during an exam is not permitted, nor may you compare papers, copy from others, or collaborate in any
way. Any failure to abide by examination rules will result in failure of the exam, and may lead to failure of the course and
disciplinary action.
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