International Marketing

Course Instructor:
Prof Rajat Gera
Associate Professor,
Institute of Management Technology Ghaziabad,
Ghaziabad, UP, India 201001

COURSE INTRODUCTION:
This case course explores the dimensions of successful international and global marketing of
firms. Managerial actions are based on totally different assumptions and conceptual
frameworks.

The business world is increasingly becoming globalized and marketing

professionals need to understand the factors leading to globalization which create opportunities
and threats for industries and firms which can be leveraged for strategic advantage

. Its

imperative that marketing executives incorporate a global perspective while formulating

domestic and international marketing strategies and plans. Understanding cross cultural and
cultural dimensions of business and marketing problems is increasingly becoming important.
The course on International Marketing aims to address global issues and develop knowledge
and competencies relevant to all international business executives.
This course will study international marketing from an integrated viewpoint with a focus on
strategic advantage. The material will integrate operations, marketing, strategy, information
technology and organizational issues. This course requires a basic understanding of marketing
concepts and is intended to help students develop a career in international marketing and/or
discover entrepreneurial opportunities.
COURSE OBJECTIVES:

1. To present a cohesive, substantive perspective on the conceptual and managerial

nuances of the business marketing field.

2. To compare and contrast domestic and international marketing techniques and

strategies.
3. To provide an understanding of the internal and external variables influencing the
development and execution of marketing strategies in the international environment.
4. To focus on specific changes in supply management and how they have altered the
purposes and methods of international marketing.
5. Learn about the elements of the marketing management process, the basic components
of marketing programs, and the interaction of marketing with other functions of the
organization.
6. Understand the role of marketing managers and how to apply marketing concepts to a
wide range of management and international situations.
7. Acquire analytical skills to define marketing problems, identify opportunities, and
interpret their implications for decision-making in a global marketplace.
8. Apply both qualitative and quantitative tools to marketing problems.
9. Develop practical communication skills by using persuasive arguments in support of
well-grounded marketing actions.

Learning Outcomes
After you have completed this course, you should be able to:
1 To recognize cultural differences in various global regions and their effect on the marketing
strategy and plan. You will be able to analyze cultural differences in terms of opportunities and
inherent risk in conducting marketing activities and acquire skills in segmenting global markets.
You wa to draw insights about how and where products are purchased and used by consumers
in other countries.
2 Recognize the forces underlying the development of international business, and the unique
challenges that exist when entering the global marketplace, and how to understand and
overcome them.3. 2. 3.Demonstrate an understanding of the major differences between national
and international marketing planning.
4. Appreciate the role of international market research in decision making.
5. Identify the major methods of foreign market entry.
6. Recognize those factors which distinguish the marketing mix for overseas markets as
opposed to domestic markets.

7 . Understand the implications of international market extension with regard to organisational

and structural change
8. Evaluate Options and opportunities for companies venturing into the global marketplace.
9. Use a set of analytical tools and techniques for understanding global markets.
10. Adopt a strategic framework for developing international marketing programs and tactics.

PEDAGOGY:
This course will have two major pedagogical approaches: (1) case discussions, (2)
lectures/Conceptual discussions. Through assigned readings, case studies, class discussions,
and lectures, students are expected to develop the skills in analyzing situations and formulating
solutions. The course relies heavily on real-life case materials. Student preparation, presence,
and participation are essential for this teaching method to work. Case preparation must go
beyond descriptive facts, as we will not have time to explain or reiterate case information in the
classroom. During class discussions, however, students should back up their arguments with
case facts.

1. Case Discussions
The case method is used extensively throughout the course. Study questions on each assigned
case are listed immediately following a brief description of the case in the Detailed Course
Outline. You are encouraged to form your own group (of 2-4 students) and discuss the case
before reflecting on the case assignment
2.Lectures/Discussions: At least 30 minutes of 90 minutes in each session would be for
discussion of concepts involved. Each Group Project presentation will be followed by class
discussion on the issues presented.

COURSE TEXT AND READING MATERIALS:

A textbook by Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management,

John Wiley & Sons, Inc. (any edition) is required for the course. This course will also use
Harvard Business School case studies and selected articles and chapters. Readings and
cases for each class are listed in this syllabus that you should use to guide your reading
and preparation.

Required Course Packet of cases and readings which would be made available before the
start of the course or you would be guided on how to access the same.

READING ASSIGNMENTS:
Cases and reading assignments from the textbook will be assigned as indicated in the attached
schedule. Reading assignments should be completed prior to analyzing the assigned cases. The
material contained in the readings will provide background concepts and theory that may be most
useful in case analyses and understanding of the concepts. The required knowledge for the case
analysis may, however, not be completely adequate. The same may be accessed through online
databases which are accessible through library. Please contact The Library In Charge for the
same.

OVERVIEW OF ASSESSMENT:
Assessment will consist of one project report, two project presentations, two individual class
case presentations and one end term exam. The end term exam would be case based. The
case analyses will assess your ability to apply course concepts to managerial situations.

Weight

Suggested Deadline

Preliminary Project
presentation and evaluation

15 %

Sessions 13-16

Final project presentation

and evaluation

15 %

Sessions 23-26

Project Report

20 %

Session 30

Class case PPT

20%

Class sessions

End Term Exam

30%

After Session 30

Group Project:
1. Completion of Group Global Marketing Plan - Graduate Students (in groups of 3-4) must
develop a comprehensive marketing plan for an original product or service in a country of their
choice. The student will research this country and provide a detailed description of information
a marketer should be aware of when making decisions involving that specific country market.
This research must include the following: Cultural analysis, economic analysis, market audit and

competitive analysis, and preliminary marketing plan. The preliminary marketing plan must be
approved by the professor. Once plan has been approved, the graduate student must submit
their final marketing plan which should be at least 5-10 pages typed (double-spaced).
2. Global Marketing Presentation - Graduate Students (in groups of 3-4) must deliver an
individual presentation (15-20 minutes) which utilizes visual aids such as PowerPoint. This
presentation will feature the key points of the student's marketing plan.
3. Global Marketing Case Analysis - Graduate Students (in groups of 3-4) must read two assigned
case studies and write two 6-8 page (double-spaced, typed) papers analyzing the key

Session Plan (45 hours/30 sessions of 90 minutes each):

Session Topic
No
Session
1-2

Session
3-4

Course
introduction

Introduction
to
Marketing/Gl
obal
Marketing

Session
5

Segmenting,
targeting and
positioning

Session
6

Overview of
global
marketing

Session
7

Global
Marketing
Overview of

Time

Inputs
A Guide to Case Analysis

90 *2=180
minutes

90*2=180
minutes

Creating a Marketing Plan: An Overview

(2564BC)

R1: Note on Marketing strategy

Class
Discussion:
90 minutes

Case: Citibank: launching the credit card

in Asia Pacific
*K&H-Ch 1&2;

Class
Discussion:
90 minutes

Reading1(R1): Marketing Across Borders:

It's a Big, Big World(2653BC)
R2: Sheth and Partiyar, Antecedents and
consequences of Global Marketing,
International Marketing Review
K&H Chapter 3

Case
Discussion:

*Case Samsung Electronics Co. (HBS #9-

global
marketing

504-051)
90 minutes

Session
8

Global
Marketing
Envirnment
Macro /Micro
environment

Class
Discussion:
90 minutes

K&H, Chapter 4 -7
R1: Market Customization: Market
Segmentation, Targeting, and Positioning
(2580BC)
Case: *Case: Four Seasons Goes to
Paris (HBS #9-803-069)

Session
9

Global
Marketing
Environment
Macro/micro
environment

Case
Discussion:
90 minutes

* K&H, Chapter 4-7

R Levitt: Globalization of Markets
1:
Case: Coca Colas Marketing challenges
in Brazil

Session
10

Market
Selection

Session
11

Global
market entry
strategy

Session
12

Global
product
strategy

Session
13-14

Session
15-16

Preliminary
project report

Preliminary
project report

Case
Discussion
90 minutes

*Case Genicon: A surgical strike into

emerging markets (Ivey 910M41)

Case
Discussion:
90 minutes

Case: Mary Kay Cosmetics: Asian Market

Entry (HBS #9-594-0231)

Class
Discussion:
90 minutes

Case
Discussion:
180 minutes

Student
Project
Presentation
s

* K&H 11-12
R1: How Global Brands Compete, (HBR
R0409D)
*Case: Real Madrid Club de Futbol (HBS
#9-504- 063)

Student PPT: Product And Country

Selection

Student PPT: Product And Country

Selection

180 minutes
Session
17-18

Global
pricing
strategy

Session
19

Global
promotion
strategy

Session
20

International
Communicati
on planning

Session
21-22

Global
distribution
strategy

Session
23-24

Session
25-26

Session
27

Session
28

Session
29

Final Project
report

Final project
report

Global
Marketing
Plan
implementati
on
Global
marketing
strategy
Customizatio
n/adaptation
Global
Marketing
Organization

K&H, Chapter 4 &5

Case and
class
Discussion:
180 minutes

Case
Discussion:
90 minutes

Case
Discussion
90 minutes
Case and
class
Discussion:
180 minutes
Student
Project
Presentation
s
180 minutes
Student
Project
Presentation
s
180 minutes
Case
Discussion

Case: DHL: Worldwide Express (HBS #9593-011)

* K&H, Chapter 14
17. *Case: British Airways (HBS #9-585014)

*Case Gillette Indonesia

R1: Market structure profile analysis

* K&H, Chapter 16
Case: Toys R Us Japan (HBS #9-796077)

Student PPT: International Marketing

strategy and plan

Student PPT: International Marketing

strategy and plan

*Case; Colgate Max Fresh: Global Brand

Roll Out (HBS 9-508-009)

90 minutes
Case
Discussion
90 minutes

*Case: Modi-Revlon (HBS 9-503-104)

* K&H, Chapter
Case
Discussion:
90 minutes

Case: GE Plastics

Conclusion
Session
30

Class
discussion
90 minutes

Feedback and Review

Recommended text book Readings

1. Albaum, G., Strandskov, J., Duerr, E., Dowd, L. (1995). Global Marketing Management.
Addison-Wesley: Reading, Massachusetts. ISBN 0-201- 542803
2. Boyd, H.W.; Orville, C.W.; Larreche, Jean-Claude. (1998) Marketing Management: A Strategic
Approach with a Global orientation. Irwin: New York
3. Buzzel, R.D.; Quelch, R.A.; Barlett, C.A. (1995). Global Marketing Management. Cases and
Readings. 3rd ed. Addison-Wesley: Reading, Massachusetts. ISBN 0-201-53972-1
4. Czinkota, M., Ronkainen, I. (1994). International Marketing Strategy: Environmental
Assessment and Entry Strategies. The Dreyden Press: New York. ISBN 0-03-098373-8
5. Czinkota, M., Ronkainen, I. (1993). International Marketing. 3RD ed. The Dryden Press: New
York. ISBN 0-03-076753-9
6. Dahringer, L., Muhlbacher, H. (1991). International Marketing: A Global Perspective. AddisonWesley: Reading, Massachusetts. ISBN 0-201-50354-9
7. Harris, P., Moran, R. (1991). Managing Cultural Differences: High- Performance Strategies for
a New World of Business. 3rd ed. Gulf Publishing Company: Houston, Texas. ISBN 0-88415078-X

Project Guidelines
Following are the suggested topics/sub topics for Project report along with recommended
questions to be answered
The Marketing Plan
I. Executive Summary
II. Overview of the Firm Marketing the Product
A. History
1. How company was started (who, when, where, how, why)
2. Growth, geographically and fiscally
3. Description of resources (physical and financial) and CORE business
4. Current markets served

a. - Reputation, market share, market positioning, competitive distinctions

b. International or Global market positions
B. Mission and Vision
C. Goals (You may include qualitative, but quantitative goals MUST be stated)
1. Domestic
2. International/Global
3. For YOUR selected country
D. Description of specific goods/services to be marketed (include a detailed discussion of your
product positioning and strategy)
III. Market Analysis
A. Market Description
1) 1) Size of Potential Market for your product in your selected country
2) 2) Profile of the prospective BUYERS of your product in your selected country
3) 3) Consumption characteristics How do they buy? When? Where? Why
(motives)?]
4) 4) Market trends for this or related products (Note: show a time analysis of demand for your
category of product or purchase/consumption data that might somehow be correlated to the sale
and consumption of your product).
5) 5) Relevant data on Communications and Transportation Data (NOTE: include only what is
relevant to reaching your market)
a. Availability of cars, trucks, rail access, air transportation, etc.
b. Mail service, TVs, phones, radios, newspapers, etc
B. Competition (Describe the competitors and discuss their strengths, weaknesses,
market positions)
1) 1) Domestic (Are there companies within your chosen country that produce a
similar product?)
2) 2) Foreign (Are there other international or global competitors in the market
you are entering?
B. Market Potential (Either do a top down or bottom up type of analysis to estimate
Total Industry Demand, your companies long range sales potential, and an actual
Sales Forecast for one, three and five years).
III. Operational Plan
A. Marketing Orientation
1. Market Penetration Strategy

a. International, regional, global; Globalization vs. Localization

b. Exporting, Licensing, Contract manufacturing, Franchising,multi-national sourcing, etc.
c. Promotion (Outline your promotional plan include catalogue shows, trade missions, trade
center shows, trade fairs, print media, TV, radio, direct mail, outdoor ads, personal selling, or
whatever is relevant to the promotion of your product).
D. Distribution (Agents and intermediaries; Distribution Channels and Physical Distribution,
forwarders, shippers, banks, import agents, distributors, sales offices and branches, salesmen,
sales agents, manufacturers agents .. WHATEVER IS RELEVANT).
e. Pricing (How will you price your product? Give prices relative to competitors if relevant. Detail
markups, transportation, tariffs, licensing fees, franchise fees, promotional fees, insurance costs
if relevant.
F Calendar/schedule for activities
G Budget for first three years
E. Complete pro-forma income statements for first three years

PROJECT ASSESMENT GUIDELINES

Project is graded using the following criteria:
Grade Performance
A+, A, A- Report:
Provide detailed documentation of all facts, effectively defense all reasoning and proposals,
make accurate analyses to all problems and issues, and give insightful responses to all
questions. Free from flawed reasoning, inconsistencies, and unsupported conclusions. Utilize
correct punctuation, proper capitalization, and provide appropriate citations (where necessary)
for all parts of writing.
Presentation:
Organize and present appropriately, clearly and proficiently for all major points, make all slides
professional and readable, deliver effectively all contents, and finish presentation on time.
B+, B, B- Report:
Provide detailed documentation of most facts, effectively defense the majority of reasoning and
most proposals, make accurate analyses to most problems and issues, and give insightful
responses to most questions. Have a little flawed reasoning, a few inconsistencies, and
unsupported conclusions. Utilize correct punctuation, proper capitalization, and provide
appropriate citations (where necessary) for most parts of the report.

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Presentation:
Organize and present appropriately, clearly and proficiently for most major points, make most
slides professional and readable, deliver effectively most contents, and finish presentation on
time.
C+, C, C- Report:
Provide detailed documentation of some facts, effectively defense part of reasoning and some
proposals, make accurate analyses to some problems and issues, and give insightful responses
to some questions.
Have flawed reasoning, some inconsistencies, and unsupported conclusions. Fail to utilize
correct punctuation, proper capitalization, and provide appropriate citations (where necessary)
for part of the report.
Presentation:
Organize and present appropriately, clearly and proficiently for some major points, make some
slides professional and readable, deliver effectively some contents, and barely finish
presentation on time.
D+, D Report:
Provide detailed documentation of a few facts, effectively defense a minor part of reasoning and
a few proposals, make accurate analyses to a few problems and issues, and give insightful
responses to a few questions. Have considerable amount of flawed reasoning, many
inconsistencies, and unsupported conclusions. Fail to utilize correct punctuation, proper
capitalization, and provide appropriate citations (where necessary).

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