AGU 644

International Marketing
Management
Semester 1, Academic Session 2009/2010

Graduate School of Business

Universiti Sains Malaysia

COURSE GUIDE

Lecturer: Prof. Osman Mohamad

Semester : Semester 1, Session 2010/2011
The information in this document is important and should be noted by all students
undertaking the Master of Business Administration Degree
 AGU 644
International Marketing
Management
Course GUIDE
Semester 1/ 2010/11

Malaysian economy is trade dependent. The need to create Malaysian firms capable of
competing internationally has long been recognized. The shift in industrial policy from
import substitution to export-oriented industrialization strategy has led to the growth and
increased importance of the manufacturing sector in the Malaysian economy. The
challenges of marketing high value-add manufactured products in the global markets differ
from that exporting raw materials and commodities. With increasing liberalization and
competition, Malaysian companies must reposition and integrate into the global economy.

Text books

Keegan and Green, Global Marketing 6th. Ed. Pearson, 2011

Students are also expected to read business magazines, examples Fortune, Forbes,
Malaysian Business, Business Weeks, Harvard Business Review, Asian Wall Street
Journal, The Edge, StarBiz and BizWeek; and tv programmes on world business.

Student Learning Time (SLT):

Total Student Learning Time Face to Face Total Guided and
(SLT) Lectures Independent Learning
126 hours 39 hours 87 hours

Credit Value: 03
Prerequisites: No prerequisites for this course

Learning Outcome
After successful completion of this course, learners should be able to:
LO1 explain the importance of marketing in the context internationalizing Malaysian
products and services PO1; PO6

LO2 describe the motivation of firm’s involvement in international markets PO1; A5

L32 describe the socio-cultural and political differences in various regions of the
world and their effect on consumption pattern, the conduct of international
marketing; and competitive landscape in international markets PO2; PO6

LO3 Explain the tools and techniques in assessing the business opportunities in
specific country-market PO2; P4

LO4 prepare and formulate a marketing plan and strategy to service international
markets PO8; A5

LO5 adhere to the principles of responsible corporate governance and social

responsibility PO6; A4

Note

Students are given clear guidelines as to expected outcomes and objectives of

each topic, thereby being made aware of their responsibility in undertaking the
required reading and additional work requirements for each topic. This promotes an
explaining of the principles in each topic and is an important part of the learning
process.

Students are notified of the basic requirements for progress but they are also
encouraged to work at their own pace, with the proviso that they maintain contact
with me so as to enable guidance and clarification if needed.

Transferable Skills:

This course is aimed for learners to be able to experience, appreciate and build
own knowledge on the principles, theories, concepts, practices, interpretations,
techniques, strategies and issues of CRM which are essential for business leaders
as well as entrepreneurs and individuals alike. In addition, the course is aimed to
enhance your confidence and develop your skills as learners in the analysing,
interpreting, explaining and communicating facts/information on industry
environment, business strategies, and tactical actions that happen (or predicted to
happen) in the marketplace particularly in the context of CRM.

Teaching-learning and assessment strategy:

Self instructional Course Materials (any or a combination of)
 Course Outline
 Course Guide
 Main text book
 Additional text books
 Articles and/or cases
 Face to Face Interaction (any or a combination of)
 Lecture
 Individual presentation
 Group presentation
 Class discussion
 Problems/Cases Analysis
Student Centred Learning Activities (any or a combination of)
 Online Videos
 Online Self Assessment Quizzes
 Online Supplementary Materials Reading
Assessment Strategy
 Continuous Assessment (Coursework) 50%
comprising of Project 25%; and Case Study
25%
 Semester End Exam (Final Exam) 50%
Project:

The project should cover Malaysia’s export structures and challenges in the specific
industry sector; and choose one company in the industry and describe its export marketing
involvement, and provide recommendations for export expansion.

Mapping of the course to the Programme Aims:

Programme Aims Minor Major
Contribution Contribution
1. To produce business leaders who possess advance knowledge
and integrate with previous learning and experiences to
address complex situations holistically
X
2. To stimulate creativity, critical thinking and problem-solving with
wisdom and visionary thoughts in managing change within the
dynamic business environment
X
3. To develop business leaders with CLASS (Capable Leaders
Accountable for Strategic Sustainability) quality whilst upholding
faith and high ethical values in their business practice
X
 Mapping of the course to the Programme Learning Outcomes:
PROGRAMME OUTCOMES (PO) Minor Major
Learning Outcomes of the Programme Contributio Contributio
n n
PO1 apply the advanced knowledge of accounting, finance, organisational
behavioural, marketing, operations strategy, quantitative analysis,
business research, management information systems, managerial
economics, sustainability issues and other business related disciplines X
and to integrate their learning from a range of subject areas to explain
and address complex situations holistically
PO2 synthesise advanced practical and technical tools to be applied into
complex business situations X
PO3 justify using scientific methods and critical thinking in applying
management strategies at a senior level in changing business
environments to analyse, synthesise and solve complex unstructured
business problems X
PO4 demonstrate well-developed interpersonal skills and the ability to
communicate effectively with all stakeholders and to interact with
groups and individuals at all levels and make sound judgements with
incomplete data and communicate conclusions clearly to a range of X
audiences
PO5 practise social skills, team building and responsibilities in their
managerial tasks X
PO6 incorporate managerial ethics, values, attitude and professionalism in
decision making and problems solving X
PO7 make evidence on competency and confidence in using and managing
ICT and take responsibility for continuing to develop their personal X
knowledge and skills, be self-directed and able to act autonomously in
planning and implementing projects
PO8 display strategic thinking, innovation and entrepreneurial skills based
on previous relevant experience in business and management X
PO9 establish interpersonal, group-working and leadership skills with
explain and have experience of global issues to transform X
organisations through strategic leadership and intellectual rigour
Syllabus
Week Topics Chapter/s and other readings

1 The Scope and Chap. 1 Introduction to Global Marketing

Challenge of
International Marketing MITI Annual Report

Introduction –
Malaysian Export
Structure

2 Internationalisation and
competitiveness of Articles
Malaysian companies
and other Asean firms Osman Mohamad & Colin N. Wheeler,
“Comparing High, Moderate and Low
Performance Exporters - Evidence from
Malaysia,” Asian Academy of Management
Journal, Vol.1, No. 2, July 1996, pp. 16-31.

the latest findings from studies by Kim-Soon,

Ng., Gluma Saban (Malaysia); Sefnedi
(Indoensia); and Phadett Tooksoon
(Thailand)

3 Global Market Entry Chapter 9

Articles
Paul D Ellis, “Does Psychic Distance
Moderate the Market-size Sequence
Relationship?” Journal of International
Business Studies, Vol. 39, 2008, pp. 3521-
369

Zafar U Ahmed, Osman Mohamad, James P.

Johnson & Brian Tan, “International Risk
Perceptions and Entry Mode: A Case Study
of Malaysian Multinational Firms,” Journal of
Business Research, Vol. 55, No. 10, 2002. Ri

Case Study 1: Entry Mode

4 Global Information Chapter 6
Systems and Market
Research Articles:

Abhik Roy, Peter G.P. Walters, and Sherriff

T.K.Luk, “Chinese Puzzles and Paradoxes
Conducting Business Research in China,”
Journal of Business Research, Vol. 52, 2001,
pp. 203-10.

Osman Mohamad, Kim-Soon, Ng., and T.

Ramayah, “Perceived Usefulness of Export
Information Providers: Analysis by Firm Size
 and Export Stage” work in progress.

5 Social and Cultural Chapter 4

Environments
Kate Hutchings and David Weir,
“Understanding Networking in China and the
Arab World: Lessons for International
Managers”, Journal of European Industrial
Training, Vol. 30, No. 4, 2006, pp. 272-290.

Kineta H Hung, Stella Yiiyan Li and Russel W

Belk, (2007), “Global understandings: female
readers’ perceptions of the new women in
Chinese advertising”, JIBS Vol. 36 No. 6,
Nov., pp.1034-1051 glocalization

Siew Meng Leong et al., “Understanding

Consumer Animosity in an international
Crisis: Nature, Antecedents, and
Consequences”, JIBS 2008, No. 39, pp. 996-
1009.

Group presentation and discussions on Case

Study 2 – Consumer behavior

the economics, Chapters 2, 3 and 5

6 regulatory and other
environmental forces Debbie Thorne LeClair, “Marketing Planning
and The Policy Environment in the European
Union,” International Marketing Review, Vol.
17, No. 3, 2000, pp. 193-215. the rules and
regulations

Jim Hamill, “The Internet and international

marketing”, IMR, 1997, Vol. 14, No. 5,
pp.200-323. technology

7 Segmentation, Chapter 7
Targeting and
Positioning Arild Aspelund, Tage Koed Madesn and
Oystein Moen, (2007), “A Review of the
foundation of international Marketing
Strategies, and performance of international
new venture”, EJM, Vol. 41, No. 11/12, pp.
1423-1448. Factors associated with
performance

Lewis KS Lim, Frank Acito and Alexander

Rusetski, “Development of archtypes of
international marketing strategy”, JIBS, 2006,
37 pp. 499-524. Marketing strategy
standardization vs adaptation

Case Study 3
8 Brand and Product Chapter 10
Decisions New product, development; branding;
ethnocentrism; Country of Origin Effects

Guest speakers and/or Case study 4 on

Product decisions

9 Global marketing Chapter 12

channels
Michael Beverland, “Creating Value for
Channel Partners: The Cervena Case”, The
Journal of Business & Industrial Marketing,
2/3, 2005 pp. 127-135

Matthew B Meyers, “ Incidents of Gray

Market Activity Among US Exporters:
Occurrences, Characteristics, and
Consequences,” Journal of International
Business Studies, Vol. 30, No. 1, First
Quarter 1999, pp. 105-126.

John G Knight, David K. Holdsworth and

Darmien W. Mather, (2007), “Country of
Origin and Choice of Food Imports: An In-
depth Study of European Distribution
Channel Gatekeepers”, JIBS, Vol. 38, pp.
107-125. Products from New
Zealand.exporting to EU; COO

Fang Wu, Rudolf R Sinkovics, S Tamer

Cavusgil and Anthony S Roath, (2007),
“Overcoming Export Manufacturers’ Dilemma
in International Expansion” JIBS Vol. 38, pp.
283-302. USA exporters; mfturer-distributor
relationships

10 Product and channel Case study 5 on

decisions channels/products/regulatory environment

Discuss Project – product and channel issues

of the case company

11 Pricing decisions and Chapters 8 and 11

payment terms
Discuss Project – pricing issues of the case
company

12 Communication Chapters 13 and 14

decisions Thomas J. Madden, Kelly Hewett, and Martin
S. Roth, “Managing Images in Different
Cultures: A Cross-National Study of Color
Meanings and Preferences,” Journal of
International Marketing, Vol. 8, No. 4, 2000,
pp. 108-121.
 Charles R. Taylor and Shintaro Okazaki,
“Who standardizes advertising more
frequently, and why do they do so? A
comparison of US and Japanese
Subsidiaries’ advertising practices in the
European Union”, Journal of International
marketing, 2006, Vol. 14, No. 1, pp. 98-120.

Government – Export Promotion Programs

Zafar U Ahmed et. al., “Export Promotion

Programs of Malaysian Firms: An
International Marketing Perspective,” Journal
of Business Research, Vol. 55, 2002, pp.
831-43. Evidence from Malaysia.

June Francis and Colleen Collins-Dodd

(2004), “Impact of export promotion programs
on firm competencies, strategies and
performance: the case of Canadian high-
technology SMEs”, International Marketing
Review, Vol. 21, No. 4/5, pp. 474-495. Govt
efforts to boost export; stage of export
involvement

13
Promotional decisions Case study 6: promotional issues

14 Ethical and social Chapter 17

responsibilty Case Study on Ethical and Sustainable
Issues

15 Project presentations