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BMM691 INTERNATIONAL MARKETING MANAGEMENT

Number of Aston Credits: Number of ECTS Credits:

10 5

Staff Member Responsible for the Module:


Prof Heiner Evanschitzky, Marketing Group Aston Business School Building, Room 234, Extension 3113 Email: h.evanschitzky@aston.ac.uk Availability: Please contact the Marketing Group Administrator Samantha Doidge, ABS Room 236, Extension 3185

Pre-requisites for the Module:


BMM699 Marketing Management

Mode of Attendance:
On- and off-campus

Module Objectives and Learning Outcomes:


This module is designed to develop an appreciation of the special requirements for successfully conducting international marketing activities by concentrating on the market-oriented approach to doing international business. This module also aims to achieve two pedagogical objectives: 1) to encourage critical thinking about international marketing theories and issues, and 2) to develop particular international marketing decision-making skills and know-how. Students learning objectives are to: a) Secure knowledge of international marketing theory (e.g., the theoretical frameworks designed to assist in the making of foreign market entry decisions); b) Develop an understanding of this theory (e.g., understand and be able to explain the fundamental differences between the various global marketing pricing policies);

c) Be able to apply them to real life cases (e.g., selecting the correct theories or frameworks to be applied when making international marketing decisions, and using the theories in a way that enhances the decision-making activity.

Module Content:
Week 1 Week 2 Course Introduction, Theories in International Marketing Foreign Market Entry Decisions and Global Marketing Strategy
Joint in-class tutorial

Week 3

Designing the Global Marketing Mix


Group tutorial

Week 4

Coordinating the Global Marketing Programme


Group tutorial

Week 5

Mid-term Exam
Group tutorial

Week 6 Week 7 Week 8 Week 9 Week 10

Guest Lecture (tba) Case study presentations Case study presentations Revision Final Exam

Corporate Connections:
Case studies of real world firms are used as well as videos of experts and of real life examples.

International Dimensions:
The course is totally international as per title.

Contribution of Research:
The lectures will be informed by the new insights generated from the lecturers own research. In particular, he works on a research project on international market entry decision.

Method of Teaching:
This module is based on specialized themes. It encompasses: 1. Clear methodological international marketing guidelines set out in the compulsory textbook. 2. One-and-a-half lecture sessions aimed at: illustrating the methods outlined in the book, providing additional and complementary perspectives on international marketing issues. N.B. It is imperative that you read the compulsory book chapters before attending the lecture Ideally, however, your reading of the text will be more extensive than this (see other recommended reading list). N.B. A high degree of interactivity is strongly encouraged in this class. The multicultural student context provides a wonderful opportunity for anecdotal exchanges related to international marketing practice, which illustrate international marketing theory. 3. Case studies are used as a pedagogical tool to encourage students to apply theories and methods learned in the first half of the module 4. Tutorials designed to foster proactive learning and skills in international marketing research, and to prepare for the case study presentation.

Method of Assessment and Feedback:


The BMM691 module will be assessed in three ways: 1. One 1-hour mid-term multiple-choice test: After the first five lectures, you will have been exposed to all necessary theories and models. Hence, the aim of the mid-term exam is to test your knowledge of international marketing theory. The method of assessment is an individual multiple choice test which will account for 25% of final exam grad. 2. Case studies: After having learned all necessary international marketing knowledge, the case studies are intended to assess whether the students are able to apply theory and models to real-life management problems/decisions.

Moreover, as the case studies are group projects, students will have to learn to independently arrange and manage their groups. The method of assessment is group work which will account for 40% of final exam grad. There will be no individual marks, but one mark for each group. Case studies will be handed out in week 1. Your group is expected to read both case studies and to prepare a written report of no more than 2,500 words and a presentation based on the cast study questions for one case study you will be assigned to. Working on the case studies takes place between week 1 and week 5. (There will be tutorial support for that details below.) Each group will hand in the written report and the presentation (PowerPoint-file) for their case study on Monday before 1 pm in week 7. In weeks 7 and 8, case study presentations will take place. Each group will be randomly assigned to present the response to just one of the questions of the case study. Therefore, you will have to be prepared to respond to any of the questions of your case study! It is also expected that you actively participate in class discussion for both case studies. You will be given the opportunity to choose your own group of students to work with. You will be required to hand in the names of your group members in the second week of term. All members of the group are expected to contribute equally to this report. To ensure that this actually happens and that no unnecessarily heavy load falls onto the shoulders of only some of the group members, an assessment of individual summaries of the work done by each student is required to pass this module (i.e., each group member will be asked to indicate exactly how they have contributed to the report). Furthermore, each group will have to provide a joint assessment of each group members contribution to the report in percentage terms. No individual assessment of ones own contribution and/or other peoples contribution in percentage terms (unsigned by other group members) will be accepted. Any incomplete form will render the entire report invalid, and mean that you would not have access to it in the exams. 3. One 1-hour final exam (closed book) comprised of one comprehensive essay question. This essay question will cover a cross section of topics covered in the formal lectures and the required reading, including the textbook. You will be expected to demonstrate your ability to critical thinking about international marketing challenges. Your deeper understanding of international marketing theory will enable you to respond to a more general question by integrating and applying what you have learned in the module. The method of assessment is an individual test (= one essay question) which will account for 35% of final exam grad. To assist you in your research endeavors and to provide guidance and feedback, three types of tutorials will be offered. At first, there will be a joint in-class tutorial in week 2. Aim of this tutorial is to provide the necessary skills to work on the case study. You will have to have read your case

study and will have to have sent by email specific questions at least 2 days before the tutorial. Secondly, there will be group tutorials in weeks 3 to week 5. After the lecture time, each group will meet with a designated tutor for a 15 minute slot. You will need to be proactive in your approach to the tutorial time allocated to you, and prepare specific questions to put to the tutor. Thirdly, there will be a joint revision lecture in week 9. It is intended to address specific questions in preparation for the final exam. Specific question will have to be sent by email to the lecturer at least 2 days before the tutorial. Further details of examinations and the case study work will be provided in week 1.

Information for Distance Learning Students:


Distance learning students will have to prepare an individual written report of the case study; there is no presentation required from these students.

Learning Hours:
Contact Hours Lectures Case study sessions Class tutorial Group tutorial Group Work Individual preparation Private Study/Reading Assessment Total 23 12 8 2 1 25 10 40 2 100

Essential Reading:
Chapters indicated within the Lecture Schedule are essential and you are expected to have read them before each lecture. These chapters are taken from the following required textbook: Hollensen, Svend. (2007) Essentials of Global Marketing: 4th Edition. London: Prentice Hall. ISBN: 978-0-273-71784-3

Indicative Bibliography:
1. Theories in International Marketing Grnroos, C. (1999), "Internationalization Strategies for Services", Journal of Services Marketing, Vol. 13, No. 4/5, pp. 290-297. Johanson, J. & Vahlne, J.-E. (2009), "The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership", Journal of International Business Studies, Vol. 40, No. 9, pp. 1411-1431. Knight, G. A. & Cavusgil, S. T. (2004), "Innovation, Organizational Capabilities, and the Born-Global Firm", Journal of International Business Studies, Vol. 35, No. 2, pp. 124-141. 2. Foreign Market Entry Decisions & Global Marketing Strategy Czinkota, M. & Samli, C. (2007) "The remarkable performance of international marketing in the second half of the twentieth century", European Business Review, Vol. 19, No. 4, pp.316 331. Levitt, T. (1983), "The globalization of markets", Harvard Business Review, Vol. 61, No. 3, pp. 92-102. Pan, Y. & Tse, D. (2000), "The Hierarchical Model of Market Entry Modes", Journal of International Business Studies, Vol. 31, No. 4, pp. 535-554. Prahalad, C. K. & Hammond, A. (2002), "Serving the world's poor, profitably", Harvard Business Review, Vol. 80, No. 9, pp. 48-59. Whitelock, J. (2002), "Theories of Internationalisation and Their Impact on Market Entry", International Marketing Review, Vol. 19, No. 4, pp. 342-347. 3. Mix - Product & Price Cavusgil, S. T. (1996), "Pricing for global markets", Columbia Journal of World Business, Vol. 31, No. 4, pp. 66-78. Huang, J. H., Lee, B. C. Y., & Ho.S.H. (2004), "Consumer Attitude Toward Gray Market Goods", International Marketing Review, Vol. 21, No. 6, pp. 598-614. Roberts, J. & Cayla, J. (2009), "Global branding", in The SAGE Handbook of International Marketing, M. Kotabe & K. Helsen (eds.), London: SAGE Publications, pp. 346-360. Stremersch, S. & Tellis, G. J. (2004), "Understanding and Managing International Growth of New Products", International Journal of Research in Marketing, Vol. 21, No. 4, pp. 421-438.

Yeniyurt, S. & Townsend, J. D. (2003), "Does culture explain acceptance of new products in a country? An empirical investigation", International Marketing Review, Vol. 20, No. 4, pp. 377-396. 4. Mix - Distribution & Communications Arnold, D. (2000), "Seven rules of international distribution", Harvard Business Review, Vol. 78, No. 6, pp. 131-137. Asugman, Gulden, Johnson, Jean L., and McCullough, James (1997), The Role of After-Sales Service in International Marketing. Journal of International Marketing Vol. 5, no. 4, pp. 11-28. Aulakh, P. S. & Kotabe, M. (1997), "Antecedents and Performance Implications of Channel Integration in Foreign Markets", Journal of International Business Studies, Vol. 28, No. 1, pp. 145-175. Katsikeas, C. S., Goode, M. M. H., & Katsikea, E. (2000), "Sources of Power in International Marketing Channels", Journal of Marketing Management, Vol. 16, No. 13, pp. 185-202. Nye, C. W., Roth, M. S., & Shimp, T. A. (2008), "Comparative Advertising in Markets Where Brands and Comparative Advertising are Novel", Journal of International Business Studies, Vol. 39, No. 5, pp. 851-863. Pae, J. H., Samiee, S., & Tai, S. (2002), "Global advertising strategy: The moderating role of brand familiarity and execution style", International Marketing Review, Vol. 19, No. 2, pp. 176-189. 5. Coordinating Global Marketing Programme Attia, A. M., Honeycutt Jr, E. D., & Jantan, A. M. (2008), "Global sales training: In search of antecedent, mediating, and consequence variables", Industrial Marketing Management, Vol. 37, No. 2, pp. 181-190. Townsend, J. D., Yeniyurt, S., Deligonul, Z. S., & Cavusgil, S. T. (2004), "Exploring the Marketing Program Antecedents of Performance in a Global Company", Journal of International Marketing, Vol. 12, No. 4, pp. 1-24. Wiechmann, U. E. & Pringle, L. G. (1979), "Problems that Plague Multinational Marketers", Harvard Business Review, Vol. 57, No. 4, pp. 118-124. 6. Papers covering multiple areas Dow, D. 2000. A Note on Psychological Distance and Export Market Selection. Journal of International Marketing, Vol. 8, No. 1, pp. 51-64. Evanschitzky, H., von Wangenheim, F., Woisetschlger, D., Blut, M. (2008), "Consumer Ethnocentrism in the German Market", International Marketing Review, 25(1): 7-32.

Han C.M. (1990), Testing the role of country image in consumer choice behaviour, European Journal of Marketing 1990;24(6):24-40. Hofstede, G. (1980), Culture's Consequences: International Differences in WorkRelated Values. Newbury Park, CA: Sage. Hult, T. G., Ketchen, D. J., Griffith, D. A., Finnegan, C. A., Gonzalez-Padron, T., Hatmancioglu, N., Huang, Y., Talay, M. B. and Cavsgil, S. T. (2008), Data Equivalence in Cross-Cultural International Business Research: Assessment and Guidelines, Journal of International Business Studies, Vol. 39, pp. 1027-1044. Schmitt, B. H. & Tavassoli, N. D. (2009), "Consumer cognition across cultures", in The SAGE Handbook of International Marketing, M. Kotabe & K. Helsen (eds.), London: SAGE Publications, pp. 73-90. Shankar, V. & Meyer, J. (2009), "The internet and international marketing", in The SAGE Handbook of International Marketing, M. Kotabe & K. Helsen (eds.), London: SAGE Publications, pp. 451-467. Theodosiou, M. & Leonidou, L. C. (2003), "Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research", International Business Review, Vol. 12, No. 2, pp. 141-171.

Useful Academic Journals:


Journal of International Marketing Journal of International Business Studies Journal of Global Marketing International Marketing Review International Business Review Journal of Marketing Journal of Retailing Journal of Service Research

Internet Sources:
Geert Hofstedes Website: http://www.geert-hofstede.com European International Business Academy (EIBA): http://www.eiba-online.org American Marketing Association Global Marketing Special Interest Group: http://www.amaglobalsig.msu.edu The Academy of International Business (AIB): http://aib.msu.edu