International Marketing Strategies (CI25300)
General information
Type: |
OB |
Curs: |
1 |
Period: |
S semester |
ECTS Credits: |
4 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Sec: A |
Lluís Ferran Blanch Colino |
Marketing |
ENG |
| Group |
Teacher |
Department |
Language |
| Sec: B |
Lluís Ferran Blanch Colino |
Marketing |
ENG |
Previous Knowledge
Basic Marketing principles and Strategic Marketing Knowledge
COURSE CONTRIBUTION TO PROGRAM
International Marketing Strategies aims to study how companies interested in entering international markets and/or expanding their activities abroad should go about designing, developing, implementing and monitoring their marketing strategies.
The course is based on the assumption that the course participants have some knowledge of basic marketing concepts and tools as well as of international management and basic analytical skills.
Course Learning Objectives
By the end of the course, students should be able to analyze business opportunities in various markets, selecting the most appropriate target markets, designing alternative entry strategies and carrying out all the steps and operations involved in strategic marketing planning.
Competences
| 12. Teamwork and collaboration |
| 3. Strategic thinking, systemic thinking |
Relation between Activities and Competences
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12 |
3 |
| Weekly group reports on case studies and peer evaluation |
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| Individual participation in class |
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| Final exercise (exam) |
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CONTENT
1. Introduction to International Marketing |
2. Analysis of the International Marketing Environment |
3. International Ressearch & Where to enter. |
4. When to enter? Entry Stage |
5. Entry Strategies & International Segmentation |
6. International Brand Management & Product definition. |
7. International Pricing decisions. |
8. Distribution for International Organizations. |
9. International Communication & Organization. |
10. Wrap-up & Individual Exercise |
Relation between Activities and Contents
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| Weekly group reports on case studies and peer evaluation |
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| Individual participation in class |
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| Final exercise (exam) |
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Methodology
A variety of teaching methods will be used in order to meet the course objectives:
- The case method will be used as the basis for class discussions, to illustrate applications of the strategies analysed and simulate decision-making in international marketing. Real and current case studies will be discussed in the course.
- Marketing faculty will lecture on key aspects of international marketing management.
- Tutorials will be provided upon request.
- Students will be divided into groups and required to analyse and prepare report on each of the case studies to be discussed in class. Contributions to case discussions and active participation in classes will account for an important part of their final grades.
- A selected list of recommended readings will be available to complement regular course assignments.
ASSESSMENT
ASSESSMENT BREAKDOWN
| Description |
% |
| Weekly group reports on case studies and peer evaluation |
50 |
| Individual participation in class |
20 |
| Final exercise (exam) |
30 |
Assessment criteria
Policies and Evaluation
Course participants are expected to read and prepare their assignments, including case studies, textbook and other readings as indicated. The assignments have to be delivered on the due dates through the course web page (Moodle). No late submissions will be allowed. Participation in class and in the forum discussions is strongly recommended and contributing to class discussions accounts for an important part of the grade. Group work is an essential part of the course activities. Plagiarism and cheating are violations of the MSc Programme Regulations. Class participation grading will be the sum of the assistance, comments in class and judgment of the professor.
It is the responsibility of each course participant to assure that they receive the course materials and assignments in time to comply with deadlines. When a delay occurs, course participants must get in touch with the professors and work out a solution.
Grading System
The final grade will be based on the following:
1. Continuous evaluation:
- Weekly group reports on case studies and peer evaluation: 50% (Competences: Teamwork and collaboration; Strategic Thinking and Systemic Thinking)
- Individual participation in class: 20% (professor criteria, interesting comments and class attendance).
2. Final exercise (exam): 30% (Competence: Strategic Thinking and Systemic Thinking). Project Presentation: 20% (Competences: Strategic Thinking and Teamwork).
Case assignments: They are an important part of the final grade. All cases have to be prepared in groups prior to the class and a 3-page report has to be turned in before the case discussion starts. Discussion questions will be given to direct the case discussion and to help course participants identify some issues from the case. Peer evaluation allows team members to assess other members of their teams and faculty members to adjust the grades based on each participant contribution to the group work.
Participation (in class and in forum discussions): A minimum class attendance of 80% is required to pass the course. Please also note that contribution is not equivalent to the quantity of contribution. The quality of what is said and the quality of one's listening and responsiveness to others are also important components for the evaluation of class participation.
Final exercise (exam): The exam will be based on a case study. Course participants will be given the case at least one week before the exam. The exam will be open-book and will consist of a short essay based on some questions about the case, where course participants will have to draw on course readings, case studies and class discussions. Please note that in order to earn a passing grade in the course a minimum of 40 points (out of 100) in the final exam will be required.
Bibliography
- Cateora, Philip R. and John L. Graham "International Marketing"McGraw-Hill/Irwin (15th Edition, 2011)
- Czinkota, Michael R. and Ilkka A. Ronkainen "International Marketing"Thomson/South-Western (10th Edition, 2013)
- Hollensen, Svend "Global Marketing: A Decision-Oriented Approach"Financial Times Press (5th Edition, 2010)
- Keegan, Warren J. and Mark Green ¿Global Marketing Management", Prentice Hall - Pearson Higher Education (7th Edition, 2013)
- Kotabe, Masaaki and Kristiaan Helsen "Global Marketing Management"John Wiley & Sons (5th Edition, 2010)
- Terpstra, Vern; Jim Foley and Ravi Sarathy "International Marketing" Naper Publishers (10th edition, 2011)
Electronic copies of the required readings will be available to the course participants in the course web page
Timetable and sections
| Group |
Teacher |
Department |
| Sec: A |
Lluís Ferran Blanch Colino |
Marketing |
Timetable Sec: A
From 2018/10/5 to 2018/12/14:
Each Friday from 9:00 to 12:00. (Except: 2018/10/12 and 2018/12/7)
Monday 2018/11/12 from 14:00 to 17:00.
Saturday 2019/6/1 from 8:00 to 8:1.
| Group |
Teacher |
Department |
| Sec: B |
Lluís Ferran Blanch Colino |
Marketing |
Timetable Sec: B
From 2018/10/5 to 2018/11/30:
Each Friday from 14:00 to 17:00. (Except: 2018/10/12)
Monday 2018/11/12 from 9:00 to 12:00.
Friday 2018/12/14 from 9:00 to 12:00.
Saturday 2019/6/1 from 8:00 to 8:1.
