Purpose of course

INT 602 is an advanced course in marketing with a special focus on the international context in which modern businesses increasingly interact with their various stakeholders. This course focuses on business decision making and enforces your leadership skills with a sensitivity and knowledge of internationalization in order to be successful in the today’s global economy. The goal is to provide a deeper understanding of the differences on consumers, markets, products, cross-cultural businesses, politics and law in business, economic systems, international trade, regional economic integration, and international financial markets and monetary systems which all affect international marketing. In the context of corporations, it provides a deeper understanding of international strategy and organizational structure, selecting and managing entry modes, developing and marketing products internationally as well as managing international operations.

Objectives of course

The following outlines the main course objectives of this course.

• Globalization
• Understand the Importance of International Marketing
• International Market Selection Process
• Market Entry Strategies
• Export Entry Modes
• Non Export Entry Modes
• International Product Decision
• International Pricing Decision
• International Promotional and Marketing Communication Decision

Book Used

International Marketing and Export Management, Gerald Albaum, Edwin Duerr, Jesper Strandskov, 5th Edition, Prentice Hall/Financial Times, 2005.

Assignement of the course

Learning facilitators enable you to add richer and deeper meaning to the course context. They enable you to “own” the content of the course to make it tangible, personally valuable, and useful. Learning facilitators will include, next to lectures, the following:

1. Harvard Business School Cases
Case method presents students with a “real” business situations managers faced. Read carefully the case, identify the problems, options and you have to respond to the questions based on fact-based analyses (quantitative and qualitative). In class discussion enable you to debate about the various answers you come up with.

2. Country/Business Etiquette Presentation
The team which presents the Harvard Case also has to provide before the case presentation a very short country/business etiquette presentation of the company’s country or where the case mainly takes place.

3. International Marketing Simulation Game (team)
The Marketplace, is a web based simulation game that challenges students to make realistic business, specifically marketing, decisions in a competitive and international market. The game is the “Advanced Strategic Marketing Simulation”.

4. International Marketing Failure Report (individual)
In this assignment, each student has to prepare a very short report and provide a very short presentation in class on an international marketing failure case. The purpose of this report is to (1) identify a company which failed; (2) research and present the reasons why it failed; (3) offer suggestions/recommendations or present the outcome how they overcame/resolved the failure.

5. Final Exam (individual)
The final exam assesses the student’s knowledge about the course thought and especially the book.