Discipline sheet: International Marketing
1. Information about the program
1.1 Higher education
institution
Babeş-Bolyai University
1.2 Faculty
Faculty of Economics and Business Administration
1.3 Department
Marketing
1.4 Field of study
Marketing
1.5 Study cycle
Master
1.6 Specialization/Program of International Business Administration and Communication
study
(Romanian, English and French)
2. Information about the discipline
2.1 Discipline title
International Marketing
Discipline code
EME0209
2.2 The holder of the course activities
Ph. D. Lecturer Radu Cocean
2.3 The holder of the seminar activities Ph. D. Lecturer Radu Cocean
2.4 Year of
2.6 Type of
Written 2.7 Discipline
2 2.5 Semester
1
study
assessment
exam regime
Compulsory
3. Total time estimated (hours per semester of teaching)
3.1 Number of hours per week 3 From which: 3.2 course
2
3.3 seminar/laboratory
1
3.4 Total hours of curriculum
28
3.6 seminar/laboratory
14
42 From which: 3.5 course
Time distribution
Study after textbook, course support, bibliography and notes
Additional documentation in library, on specialized electronic platforms and on the field.
Preparing seminars/laboratories, essays, portfolios and reports.
Tutoring
Examinations
Others activities...................................
108
3.7 Total hours for individual study
150
3.8 Total hours per semester
6
3.9 Number of credits
Hours
48
28
26
3
3
x
4. Preconditions (if necessary)
4.1 Of curriculum
Not the case
4.2 Of skills
Not the case
5. Conditions (if necessary)
5.1. For conducting the course
5.2. For conducting seminar/laboratory
Students will show up in time, in a proper outfit
Students will turn off their cell phones
Students will not leave before classes are over
Students possess a level of English proficiency that allows
them to engage in debates and write essays
6. Specific skills acquired
Professional skills The professional skills acquired as a result of this course can be divided into two
categories:
General marketing professional skills – which would include the following UK
National Occupational Standards for Marketing:
• CFAM1.1.1 - Map organisations within their current and future marketing
environment
• CFAM1.1.2 - Obtain feedback from existing customers, suppliers and
others
• CFAM1.1.3 - Identify and monitor competitors’ marketing strategies and
activities
• CFAM1.2.1 - Define the need for market research
• CFAM1.2.2 - Design market research projects
• CFAM1.2.3 - Implement programmes to collect market research data
• CFAM1.2.4 - Collect market research data
• CFAM1.2.5 - Analyse market research data
• CFAM1.3.1 - Evaluate and interpret findings and identify connection in
complex data
• CFAM1.3.2 -Define the customer experience towards informing marketing
strategy
• CFAM1.3.3 - Establish and understand potential market segments
• CFAM1.3.4 - Establish target market segments for products/services and
evaluate their potential
• CFAM2.1.1 - Develop an organisation’s marketing strategy
• CFAM2.1.2 - Develop a marketing oriented organisation
• CFAM2.1.3 - Demonstrate the value of marketing to the organisation
International marketing specific professional skills – which would include the
following UK National Occupational Standards for Marketing:
• CFAM6.1.7 - Ensure marketing operations comply with legal, regulatory,
ethical and social requirements
• CFAM6.1.8 - Fulfil the legal, regulatory and ethical requirements impacting
upon your marketing activity
• CFAM6.2.1 - Assess marketing opportunities within international and/or
diverse markets
• CFAM6.2.2 - Establish the business case and marketing plan for
distributing products/services to international and/or diverse markets
• CFAM6.2.3 - Implement and evaluate marketing plans for international
and/or diverse markets
• Creativity and innovation
Transversal skills
• Critical thinking
• Problem-solving
• Autonmy and responsability
• Social interaction
• Personal and professional development
7. Course objectives (arising from grid of specific skills acquired)
7.1 General objective of the
 Masterands capable of drafting and implementing an international
discipline
marketing strategy within a company
7.2 Specific objectives
 Masterands capable of:
o Understanding the value of exporting and the need for a
coordinated marketing approach to exporting;
o Create a marketing culture within all departments linked to
exporting;
o Cooperate with & manage the exporting department in
drafting & implementing the international marketing
strategy.
8. Contents
8.1 Course
Chpt. 1 Introduction to exporting
1.1. Exporting and domestic selling: similarities and
differencies
1.2. Exporting: a rational choice
1.2.1 Risks of exporting
1.2.2. Benefits of exporting
1.2.3. Actual reasons for exporting
Chpt. 2 Drafting an Export Marketing Plan
2.1. Prerequisites
2.2. Self-assessment of export readiness and potential
2.3. Assessment of one's value delivery network export
readiness and potential
2.4. The Export Marketing Plan outline
Chpt. 3 Foreign market selection
3.1. Reactive vs. Proactive Market Selection
3.2. Expansive vs. contractible methods
3.3. The two-step process of selection: the screening stage
and the in-depth research
Chpt. 4 The macro-environment
4.1. The political and legal environment
4.2. The economic environment
4.3. The socio-cultural environment
4.4. The technological environment
Chpt. 5 The micro-environment and the synthesis
5.1. Porter's five forces model
5.2. Austin's model
5.3. The SWOT analysis
Teaching methods Observations
Power-point
presentation +debate
N.a.
Power-point
presentation +debate
N.a.
Power-point
presentation +debate
N.a.
Power-point
presentation +debate
N.a.
Power-point
presentation +debate
N.a.
Chpt. 6. The marketing strategy
6.1. Setting objectives
6.2. The product strategy
6.2.1. Product definition; product choice for
exporting
6.2.2. Standardization vs. adaptation vs.
customization
6.2.3. Branding choices
6.2.4. Quality assurance and exporting
6.3. The distribution strategy
6.3.1. Supply alternatives: produce in the foreign
market vs. export goods from the home market
Power-point
N.a.
6.3.2. Distribution channels
presentation +debate
6.4. The price strategy
6.4.1. Specific concepts in international marketing:
Dumping, Transfer pricing, Countertrade,
Trade terms, Methods of Financing & Means
of Payment
6.4. Pricing decisions
6.4.3. Grey marketing
6.5. The communication strategy
6.5.1. Objectives
6.5.2. Integrated marketing communications
6.5.3. Instruments of the communication mix
Bibliography:
Books in English
1. Czinkota, M., Ronkainen, I. – International Markting, Ed. Thompson South-Western, 2007
Kotler, P., Keller, K.L. – Marketing Management – Pearson Prentice Hall, 2006
2. McCarthy, Perreault - Basic Marketing – Irwin, 1993
3. Muhlbacher, H., Dahringer, L., Leihs, H. – International Marketing. A Global Perspective – Thompson
Business Press, 2006
Books in Romanian
1. Bradley, F. - Marketing international - Ed. Teora, 2001
2. Curry, J.E. - Elemente de marketing international - Ed. Teora, 2001
3. Danciu, V. - Marketing international : provocari si tendinte la inceputul mileniului trei – Ed. Economica 2005
4. Nicolescu, Luminita - International marketing - Editura ASE, 2005
5. Pop, N., Dabija, D.C., Dumitru, I., Pelău, M., Petrescu, E.-C. – Marketing international - Ed. Uranus,
2011
6. Sasu, C. – Marketing international – Ed. Polirom, 2005
8. 2 Seminar/laboratory
Seminar 1 - Case study: Starbucks
Seminar 2 - Case study: Tata Motors
Seminar 3 - Case study: Mercedes-Benz
Seminar 4 - Case study: PepsiCo
Teaching methods
Printed Case study + video
Printed Case study + video
Printed Case study + video
Printed Case study + video
Observations
N.a.
N.a.
N.a.
N.a.
Seminar 5 - Case study: Club Med
Printed Case study + video
Seminar 6 - Case study: HSBC
Printed Case study + video
Seminar 7 - Case study: Walt Disney
Printed Case study + video
Seminar 8 - Case study: Google
Printed Case study + video
Seminar 9 - Case study: McDonald’s
Printed Case study + video
Seminar 10 - Case study: Avon
Printed Case study + video
Seminar 11 - Case study: Levi’s
Printed Case study + video
Seminar 12 - Case study: Toyota
Printed Case study + video
Seminar 13: Final review
Printed Case study + video
Seminar 14: Exam simulation
Printed Case study + video
Bibliography - company websites, online articles and:
 Atkinson, R., Court, R. - The New Economy Index
http://www.neweconomyindex.org/NewEconomy.pdf
 Danciu, V. - Marketing international – studii de caz
http://www.ase.ro/biblioteca/carte2.asp?id=142&idb=
 Geert Hofstede™ Cultural Dimensions - http://www.geert-hofstede.com/
 International Market Selection http://www.intlms.com.au/screening_in_context.htm
 Kogon, M. - Exporting Basics
https://www.citd.org/files/global/startup/ExportingBasicsUpdate080807.pdf
 Onkvisit, S., Shaw, J. - International Marketing – 4e - Routledge
http://www.routledge.com/textbooks/0415311330/resources/slides.asp
http://www.routledge.com/textbooks/0415311330/resources/cases.asp
 Pierobon, J.M., - How To Succeed In International Business
http://www.pierobon.org/export/ch3/web.htm
 Porter's Five Forces - Assessing the Balance of Power in a Business Situation
http://www.mindtools.com/pages/article/newTMC_08.htm
N.a.
N.a.
N.a.
N.a.
N.a.
N.a.
N.a.
N.a.
N.a.
N.a.
9. Corroboration / validation of the discipline content according to the expectations of the epistemic
community representatives, of the ones of the professional associations and also of the representative
employers of the corresponding program.
The course will be submitted for review to representative employers for the corresponding program.
10. Evaluation
Type of
activity
10.4 Course
10.1 Evaluation criteria
Knowledge of the field
10.2 Methods of assessment
Exam: multiple choice
questionnaire
In-class solutions to the case
studies
Abilities to implement specific
knowldge
10.6 Minimum standard of performance
Acceptable level (5 points minimum as a sum of the two evaluations)
10.5 Seminar
10.3 Share in final
grade
60%
40%
Date of completion
Signature of the course holder
Signature of the seminar holder
27.08.2012
Lect. Univ. Dr. Cocean Radu
Lect. Univ. Dr. Cocean Radu
Approval date by department
06.09.2012
Signature of the Head of the Department
Prof. Univ. Dr. Plăiaş Ioan