Mr.

NGANG PEREZ
PAN AFRICAN INSTITUTE FOR DEVELOPMENT-
WEST AFRICA (PAID-WA) BUEA

COURSE OUTLINE FOR INTERNATIONAL MARKETING

PROGRAMME: MBA MARKETING MANAGEMENT

COURSE TITLE: INTERNATIONAL MARKETING

COURSE CODE: MAMA712

TOTAL CREDITS: 6

TOTAL LECTURE HOURS: 30 HRS

LECTURER: Mr NGANG Perez M.

A. COURSE OVERVIEW AND OUTLINE

1. Course Description: This course will equip students with the tools and knowledge to
explore and understand marketing practices in an international environment. It focuses on
the core international marketing concepts, and analyzes the scope and challenges of
international marketing, the dynamic environment of international trade, the culture,
political, legal, and business systems of global markets, the international market entry
strategies, International market research and finally, the ways to develop a global
marketing strategies for the 4Ps.
2. Course Objectives: By the end of this course, student should be able to:
 Pedagogic Objectives

 To develop managerial reading skills with a goal of acquiring the ability to understand
and synthesize readings and business cases presented in a class
 To build communication and teamwork skills through the group project
 To familiarize students with extant “tools” of international marketing beyond the
textbook such as the Internet, government databases, etc.
Learning Objectives

 To acquire the basic knowledge, concepts, tools, and international terminology

necessary to understand international problems and issues
 To understand how companies adjust their international strategies based on the global
environmental changes (e.g., globalization)
 To build skills and respect toward the understanding of cultures of nations by
critically analyzing the social, political, legal, and economic forces that affect the
business performance of international marketing

3. Course Schedule and Topics

This course will cover the following topics in 5 learning sessions with one session per
week as follows:

WEEK 1: SESSION 1/CHAPTER 1: INTRODUCTION TO INTERNATIONAL

MARKETING
Date:
Topics
 General Introduction
 International Marketing Defined
 The International Marketing Task
 International marketing Controllable and Uncontrollable Factors
 Importance of international marketing
 Difference between domestic and international marketing

WEEK 2: SESSION 2/CHAPTER 2: THE INTERNATIONAL MARKETING

ENVIRONMENT
Date:
Topics
 International Marketing Environment
 Social and cultural environment
 The political environment
 The legal environment
 Technological environment

WEEK 3: SESSION 3/CHAPTER 3: THE INTERNATIONAL MARKETING RESEARCH

Date:
Topics
  Marketing Research goes Global
 The importance of international marketing research
 The International Market Research Framework
 The Primary and Secondary Research Process
 Determining the Research Technique

WEEK 4: SESSION 4/CHAPTER 4: THE INTERNATIONAL MARKET ENTRY

STRATEGIES
Date:
Topics
 International Market Entry Modes
 Export Entry Mode
 Counter Trade Entry Mode
 Specialized Entry Modes
 Importing Entry Mode
 Acquisition Entry Mode

WEEK 5: SESSION 5/CHAPTER 5: INTERNATIONAL PRODUCT PLANNING AND

MANAGEMENT
Date:
Topics
 Characteristics of Global Products
 International product life cycle
 Product and Culture
 Branding and Packaging
 Packaging
 Labeling
 After Sales Service

WEEK 6: SESSION 6/CHAPTER 6: PRICING IN INTERNATIONAL MARKETS

Date:
Topics
 The Concept of Direct, Indirect and Opportunity Cost
 Components of Price
 Factors Influencing International Pricing
 The Process of Price Setting
 International Price Quotation and Payment Term

WEEK 7: SESSION 7/CHAPTER 7: INTERNATIONAL PROMOTION STRATEGY

Date:
Topics
 What is Promotion?
 Promotion methods
 Below the line (BTL) promotion
 Above the line (ABL) promotion
 Trade Fair
 International Price Quotation and Payment Term

WEEK 8: SESSION 8/CHAPTER 8: INTERNATIONAL DISTRIBUTION STRATEGY

Date:
Topics
 What Is a Distribution Channel?
 The Importance of Distribution Intermediaries in Business
 International Logistics
 Distribution structures
 Factors Influencing Channel Decisions in International Market
 Challenges in managing an international distribution strategies:

4. General Course Review and Final Exam Preparation

Date:
Topics
 Chapter 1 Introduction to International Marketing
 Chapter 2 The International Marketing Environment
 Chapter 3 The International Marketing Research
 Chapter 4 The International Market Entry Strategies
 Chapter 5 International Product Planning And Management
 Chapter 6 Pricing In International Markets
 Chapter 7 International Promotion Strategy
 Chapter 8 International Distribution Strategy

5. Other Requirements
 Required Text Books
1) I. Doole & R. Lowe (2004). International Marketing Strategy: Analysis,
Development and Implementation 4nd Edition. Thomson Learning
2) M. Czinkota & I. Ronkainen (2010). “Principles of International Marketing, 9th
Edition. Cengage Learning
3) U.C. Mathur, (2008) “International Marketing Management: Text and Cases,”
SAGE Publications Inc
 Important weblinks

1) https://www.smartling.com/international-marketing/
 2) https://www.ama.org/publications/JournalOfInternationalMarketing/Pages/Ab
out.aspx
3) https://www.marketingprofs.com/topic/articles/international-marketing

B. COURSE EVALUATION
 Written Assignment 15%
 Graded Quiz 10%
 Discussion Assignment 5%
 Final Exams taken on Campus 70% total 100%

C. COURSE NOTES AND PRESENTATION (NEXT PAGE)