International Marketing

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Course started: 2018-09-15 — 2019-01-12
选课时间: 2018-09-15 — 2018-12-04
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Course description

国际市场营销是一门研究以国外顾客需求为中心,从事国际市场营销活动的学科,它是基础市场营销的延伸和应用。课程具有综合性、边缘性、实践性、艺术性的特征。《国际市场营销学》全英语课程是市场营销专业的专业必修课程,该课程安排在第7学期。先修课程有《大学英语》、《商务英语》及《市场营销学》、《市场调研》、《消费者行为学》等专业课程。这种安排是为了让学生有良好的英文基础,能够有能力学习英文专业课程,也符合国际市场营销学学科的特点。本课程培养学生的国际营销视野,提高分析和处理国际市场营销问题的能力。在全球经济一体化的今天,使我们的学生能够具备在国际营销舞台上施展自己的才华的能力。

Syllabus

The Syllabus of International Marketing
Course name:International Marketing         Unit code:621510150
Periods:32 periods                        Credit Value:2 credits
Semester :the 7th semester                  Major: Marketing
Category of courses:compulsory course  
Reference book: Philip R. Cateora,《International Marketing》,The 16th edition,China Ren Ming University Publisher,July 2013
Prerequisites for International Marketing : the Principle of Marketing, Professional English.


Aim
This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles that underpin the international marketing process.

Course Objectives
1. Applying the fundamental strategies involved in marketing internationally.
2. Evaluating the critical importance of culture and its impact on a company’s success or failure in marketing internationally.
3. Understanding the international marketplace in terms of its organization (market groups) and the opportunities associated with those.
4. Applying the information from the course to current situations involving companies marketing their products and services internationally.

Tasks
This is a broad-based unit which gives learners the opportunity apply the key principles of international marketing. Firstly, the unit looks at the definitions and scope of international marketing, and what is meant by international marketing orientation. Next, learners learn the importance of environmental analysis in international marketing and carry out analyses on different cultures of different country, global environment, the political environment, the legal environment together. Learners then consider buyer behavior and positioning in different countries. The unit looks at the main elements of both the original and the extended marketing mix. This includes an adaptation to product and pricing strategies and distribution options and the promotion mix because of environment. Finally, learners will develop their own marketing mixes to meet the needs of different target groups in different countries.
UNIT CONTENT
Chapter 1   Introduction to International Marketing
1.    The Internationalization of global business
2.    International Marketing definitions and task
3.    The self–reference Criterion and Ethnocentrism
4.    Strategic Orientation

Chapter 2   The Global Environment of International Marketing
1.    GATT and WTO
2.    The International Monetary Fund and World Bank Group
3.    Protest  against Global Institution
4.    Global markets and multinational market groups


Chapter 3   Culture, Management Style, and Business Systems
1.    The necessity for adapting to cultural differences
2.    How and why management styles vary around the world
3.    The extent and implications of gender bias in other countries
4.    The importance of cultural differences in business ethics
5.    The differences between relationship-oriented and information-oriented cultures

Chapter 4   The Political Environment: A Critical Concern
1.    What does the sovereignty of nations mean and how can it affect the stability of government policies, political parties and nationalism. The political risks of global business and the factors that affect stability.
2.    The importance of the political system to international marketing and its effect on foreign investments

Chapter 5 The International Legal Environment: Playing By the Rules
1.    The four heritages of today’s legal systems
2.    The important factors in jurisdiction of legal disputes
3.    Issues associated with jurisdiction of legal disputes and the various methods of dispute resolution
4.    The unique problems of protecting intellectual property rights internationally.  Ways to protect against piracy and counterfeiting
Chapter 6    Products and Services for Consumers
1.    The importance of offering a product suitable for the intended market
2.    The relationship between product acceptance and the market into which it is introduced
3.    The importance of quality and how quality is defined
4.    Country-of-origin effects on product image
5.    Physical, mandatory, and cultural requirements for product adaptation
6.    The need to view all attributes of a product in order to overcome resistance to acceptance

Chapter 7   International Marketing Channels
1.    The variety of distribution channels and how they affect cost and efficiency in marketing
2.    The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods
3.    How distribution patterns affect the various aspects of international marketing
4.    The growing importance of e-commerce as a distribution alternative The functions, advantages, and disadvantages of various kinds of middlemen
5.    The importance of middlemen to a product’s success and the importance of selecting and maintaining middlemen

Chapter 8   Integrated Marketing Communications and International Advertising
1.    Local market characteristics that affect the advertising and promotion of products
2.    The strengths and weaknesses of sales
3.    promotion and public relations in global marketing
4.    When global advertising is most effective; when modified advertising is necessary
5.    The communication process and advertising misfires
6.    The effect of limited media, excessive media, paper and equipment shortages, and government regulations on advertising and promotion budgets

Chapter 9   Personal Selling and Sales Management
1. The role of interpersonal selling in international marketing
2. The considerations in designing an international sales force
3. The steps to recruiting three types of international sales people
4. Selection criteria for international sales and marketing positions
5. The special training needs of international personnel
6. Motivation techniques for international sales representatives

Chapter 10  Pricing for International Markets
1. Components of pricing as competitive tools in international marketing
2. The pricing pitfalls directly related to international marketing
3. How to control pricing in parallel imports or gray markets
4. Price escalation and how to minimize its effect
5. Counter trading and its place in international marketing practice
6. The mechanics of price quotations
Schedule
content    periods
Chapter 1   Introduction to International Marketing    2
Chapter 2 The Global Environment of International Marketing    2
Chapter 3  Culture, Management Style, and Business Systems    6
Chapter 4   The Political Environment: A Critical Concern    2
Chapter 5 The International Legal Environment: Playing By the Rule    4
Chapter 6   Products and Services for Consumers    4
Chapter 7   International Marketing Channels           4
Chapter 8  Integrated Marketing Communications and International Advertising    2
Chapter 9  Personal Selling and Sales Management    2
Chapter 10  Pricing for International Markets    2
flexible、review、test    2
Total periods    32


Grading:
Component    Weight    Component    Weight
Presentation          10    Final Exam    40
Two midterm Exams    (20% each)      40    Attendance    10
Presentation – groups of two students will have to give a 6 – 8 minute presentation, which accounts for 15% of the final grade.  Note presentation should not be longer than 8 minutes!  The presentation will consist of analyzing a company with respect to their international marketing strategy related to assigned topic. Presentation should cover the following:
What strategy does the company use?      Is this an effective strategy?
Why are they using this strategy?     What other strategies could they use?  
Students are allowed to pick any company, but in selecting a suitable company student should consider student ability to answer the above questions.
Exams – Two midterm exams, covering the material discussed in class and the assigned readings.  The final exam will be comprehensive.  



Tutor: Kang Haiyan         auditor: Cao  JianTao               Vice Dean: Jiao Yue

Assessment standard

Grading:
Component    Weight    Component    Weight
Presentation          10    Final Exam    40
Two midterm Exams    (20% each)      40    Attendance    10
Presentation – groups of two students will have to give a 6 – 8 minute presentation, which accounts for 15% of the final grade.  Note presentation should not be longer than 8 minutes!  The presentation will consist of analyzing a company with respect to their international marketing strategy related to assigned topic. Presentation should cover the following:
What strategy does the company use?      Is this an effective strategy?
Why are they using this strategy?     What other strategies could they use?  
Students are allowed to pick any company, but in selecting a suitable company student should consider student ability to answer the above questions.
Exams – Two midterm exams, covering the material discussed in class and the assigned readings.  The final exam will be comprehensive.