Lahore School of Economics

Course Outline
Semester Spring, 2011

Course Title
International Marketing

Course Instructor
Andleeb Abbas

Credit Hours
3

Section
1&2

Class Timing
Friday 08:15 a.m. to 12:00 pm
Saturday 08:15 a.m. to 12:00 pm.

WELCOME TO INTERNATIONAL MARKETING

This course is designed to develop skills and ability to deal effectively with managerial problems in the field of International
Marketing.
Being competitive means not resting on ones laurels, but seeking further strategic advantage, and it is this instinct, which is
even more important at the international level. The international dimension affects all companies and individuals making
marketing decisions today.
The objective of this course is to make the student aware of the differences in the national and international market
uncontrollable, like foreign market, political, economic, cultural backgrounds and the adaptations required in the marketing
mix, in response to these foreign market peculiarities.

COURSE MATERIAL
International Marketing
by Onkvisit and John b. Shaw

(3rd Edition)

SUPPLEMENTARY READING
1.
2.
3.
4.
5.
6.

Harvard Business Review

Business Week
Export Trends
Economist
Fortune
Investment and Marketing

Course Methodology
The course will be a discussion-oriented course conducted through

Lectures and class discussions

Case studies and class presentations

Each student is expected to be an active participant in the whole course and the student is warned that the course is
structured in such a way that any absence or disinterest will automatically lead to a deduction in grades.

ATTENDANCE
Students are expected to attend the class regularly, as the course is structure in a way where class participation in the form
of case study presentations and quizzes of compulsory.
Students absent for case studies and quizzes will get a zero for their assignments and thus may lose 30% marks allocated
to above two areas.

Final Assessment Criteria:

Final Exam
30%
Mid Term
30%
Quizzes/ Assignments 20%
Presentations 20%

LECTURES SCHEDULE
LECTURE 1 & 2: International Marketing Dimensions
The applicability of Marketing
Benefits of International Marketing
LECTURE 3, 4 & 5 :Trade Theories
Basis of International Trade
Factor Endowment Theory
Economic Cooperation
LECTURE 6, 7 & 8: Trade Restrictions and International Trade Institutions
Production of Local Industries
Marketing Barriers: Tariffs
Marketing Barriers: Non-tariffs Barriers

CASE STUDY
LECTURE 9 & 10: International Political Environment
Multiplicity of Political Environments
Type of Government: Political Systems
Type of Government: Economic Systems
Indicators of Political Instability
Political Insurance
LECTURE 11 & 12: International Legal Environment
Legal Systems
Multiplicity of Legal Environments
The Law and Marketing Mix
Jurisdiction and Extraterritoriality
CASE STUDY
LECTURE 13, 14: Culture
Influence of Culture on Consumption
Influence of Culture on Thinking Processes
Influence of Culture on Communication Processes
American Culture
Japanese Culture

Mid Term Skit and Exam

LECTURE 15, 16: Marketing Analysis and Entry Strategies like Exporting Licensing, Joint Venture etc.
Market Analysis
Analysis of Entry Strategies
LECTURE 17, 18: International Product Line Strategies
New Product Development
Theory of International Product Life Cycle
Product Standardization Vs Production Adaptation
CASE STUDY
LECTURE 19, 20: International Branding and Packaging Strategies
Branding Levels and Alternatives
Brand Consolidation
3

 Brand Origin and Selection

LECTURE 21, 22: International Channel of Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channels
LECTURE 23, 24: International Physical Distribution and Documentation
Modes of Transportation
Documentation
CASE STUDY
LECTURE 25: International Promotion, Personal Selling, Publicity and Sales Promotion
Promotion Mix
Personal Selling
Publicity
Sales Promotion
LECTURE 26: International Advertising
The Role of Advertising
Advertising Media
Standardized International Advertising
LECTURE 27: International Pricing Strategies
The Role of Price
Pricing Decisions
Dumping
Price Distortion
Counter Trade
Price Quotation
Methods of Financing and Means of Payment
LECTURE 28: Presentations

TERM PAPER # 1 (MID TERM)

Cross Culture Marketing, A Classroom Simulation
This is a simulation exercise of Advertising adaptation carried out in a manner, which would highlight the difference in
cultural / social values existing in different part of the world, which force adaptation in the International Marketing Programs.
1.

Students have to organize themselves in group of 6 members and choose an advertisement.

2.

This advertisement is created by you, showing how to market products in different cultures.

3.

Group should chose different cultures / countries in which they are going to introduce different product.

4.

During the presentation these point should be kept in mind.

a)
b)

c)

Start your presentation with an introduction of the product / country / culture chosen. The group head
is required to give up a summary of the mean cultural / religious / social customs of the country chosen.

While adapting, try to bring out as many differences in both cultures, attitude towards.
Gifts
Lifestyles
Colors
Superstitions
Negotiation styles etc.
All non-verbal languages should be used.

The usage of the following will give it a realistic touch.

Role play, jingles, dialogues
Appropriate regional dresses, makeup
Back ground sets, music, decoration

The presentation will take place in the last week before mid-term exams. It will require research into the different cultural /
legal aspects of advertising, and the more differences you are able to highlight between the two versions, the higher the
grades.

TERM PAPER # 2
Choose one of the following products for carrying out an export simulation exercise:
a) Soap
b) Sewing machines
c) Glassware / cutlery
d) Shoe polish
e) Fruit juice / concentrate
f) Bulbs
g) Cement
h) Motorcycles
Select overseas markets for them from:
a) Iraq
b) Poland
c) South Africa
d) Afghanistan
e) Turkmenistan
f) Burma
g) Nepal
h) Brunei
i) Bhutan
j) Vietnam
k) Mauritius
l) Maldives
You have to prepare a report on them, covering the following areas:
Political risk assessment
Laws and legal issues specifically affecting your product and entry into the market
Trade barriers, duties, non-tariff barriers

MARKETING MIX (80% OF THE REPORT SHOULD BE ON THE MARKETING MIX)

Product Adaptation Factors

Adapt according to the 3 categories i.e. Governmental Economical Cultural considerations for making the
necessary changes in the product (at least mention 5 factors of each of the 3 categories adaptations required).

Choose a Branding Policy and 3 different Brand Names for it, adapting the name to the countrys Cultural /
Legal Requirements and explain the reason for the final choice.

Choose and draw the characteristics (age, income, psychographics) of the (ultimate users) market segment and
explain & position the product. (Hi tech on Hi touch and why)

Bring out the Cultural & Global / Demo Graphic Features of the country chosen to justify the Segment &
Positioning Policy.

Packaging promotional aspect Color, wrapping, labeling, size etc.

Draw, design and label a package for it.

DISTRIBUTION
Channel Selection

Draw out the channel from manufacturer to end consumer.

Length & Breadth. Bring out the Legal / Financial / Cultural criteria for selecting it.

Justify the choice on the basis of 6Cs.

6

Describe what functions each channel member will carry out.

Physical Distribution

Functional Packaging

Use the Climate & Geography and Mode of Transport to justify it.

From the mode of transport chosen, Chalk & Draw out, the route from the factory to the buyer with the help of
your freight forwarder.

Describe size, material etc.

DOCUMENTATION
1.

From a registered company with a name and title.

2.

Prepare all documents of shipment like, invoices with the firms letterhead, letter of credit, bill of loading,
insurance certificate, certificate of origin etc.

PROMOTION MIX

Which all parts of the mix will you choose & why?

What sales force choices will you make local, expatriates or TCNs and why?

PR activities design them and explain them.

Sales promotion techniques justify them

Medias, available for advertising and which ones will you choose. (Which local magazines, newspaper, T.V
channels etc.)

From an Advertising Slogan Design a print / news paper advertisement matching the countrys legal,
cultural, media requirements.

PRICING

Which pricing method would you choose & show the total / cost break-up:
o Terms of quotation

F.O.B, C+F, C.I.F etc.?

o Terms of payment
o Insurance, freight, margins

All these figures should have a factual basis for the calculations.

Sources of information should be authentic & names of exporters visited, freight forwarding companies
contacted, and should be clearly mentioned.

The more research & analysis done and APPLIED, the better the chances of higher grades.

The Deadline For Submission Of This Report Is 15th March 2011.