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International Marketing (IFLV6512)
Department
- International Program
Course unit code
- IFLV6512
Level of course unit
- Bachelor
Year of study
- Spring 2025
Semester when the course unit is delivered
- 1
Number of ECTS credits allocated
- 3.0
Name of lecturer(s)
- Mueller Rene Dentiste, Ph.D.
Learning outcomes of the course unit
- The objectives of the course are to have students: 1) have a raised
consciousness of the importance of viewing international marketing
management strategies from a global perspective; 2) learn fundamental
principles and theories of international marketing; and 3) develop professional
skills needed for identifying and analysing important cultural and
environmental uniqueness of any nation or global region.
Mode of delivery
- face-to-face
Recommended optional program components
- none
Course contents
- Scope and Challenge of International Marketing- globalization and population
trends, rational of internationalization, and emerging markets New trends such
as green marketing, corporate social responsibility and social media.
The International Marketing Environment different context (political and
economic environments, cultures, norms, laws). Multinational trade
agreements and strategies related to products, pricing, logistics, and integrated
marketing communications and explored.
The coures will examine international marketing and marketing decisionmaking
by focusing on country differences and how managers develop
strategies for coping. Empahsis is placed on marketing teachniques and
methods of expanding participation in foreign marekets.
Daily quizzes will be given on assigned readings
Global vs International Strategies
Consumer attitudes towards foreign products
International Marketing Environment (economic, political, legal, cultural, demographic, infrastructure differences)
Intellectual Property Rights
Product adaptations and international standards
brands and logos
Pricing for international markets
distribution trends and gray markets
Cross-cultural marketing communications
Recommended or required reading
- Mueller: Levitt, T (1983) The Globalization of Markets by T Levitt. Harvard
Business Review (1983) May-June
Ghemawat, P ((2001) Distance Still Matters, Harvard Business Review, Sept.
QUICK READINGS
- The Global Hallal market
- Local vs Global Brands
- Bottom of the Pyramid
- Should You Care about Country of Origin Impact?
- How Ikea Tweaked its products
- Why Oakley's "Asian fit" sunglasses aren't racist, just science
- For Brands Moving to Asia, Ensure Sizing Isn't Lost in translation
- Mercedes Sprinter VanCateora and Graham (any edition) International Marketing , McGraw Hill: New York
Planned learning activities and teaching methods
- Planned learning activities and teaching methods - Lecture, Case Studies, Project-Based Learning
Assessment methods and criteria
- Short projects (4) and exam.
Language of instruction
- English
Work placement(s)
- none