INM-X05

INM-X05
(ExPGP 2005-08 : Term-VII)

International Marketing

Instructor:

Rajeev Roy
Email: rajeev@ximb.ac.in

International Marketing focuses on the application of basic marketing concepts and principles to international marketing situations. Students learn to describe the international marketing context, identify adaptations in data collection/analysis, product, price, promotion, and distribution. Topics include cultural, legal, financial, and organizational aspects of international marketing.

International marketing has become necessary for firms that wish to survive and grow in this dynamic global marketplace of the new millennium. Heightened globalization has forced businesses to become even more sophisticated in their approach to international marketing.
This elective provides an opportunity to examine the major issues involved in entering international markets and in conducting marketing operations on an international scale. It addresses the challenges facing both small exporters and large multinational corporations.

Sessions: 15 (2 hours each)

Learning Objectives:

At the completion of the course the student will be able to do the following:

Distinguish between international marketing and marketing in the domestic context.

Delineate the steps involved in arriving at a global marketing strategy.

Discuss the screening of international markets and give an example indicating the steps involved

Understand the impact of local economic and social conditions on the marketing policies.

Identify the influences that lead a company to standardize or adapt its marketing mix.

List the ways of entering foreign markets and the criteria for selecting the appropriate method.

Explore how promotion and selling can vary across countries

Pedagogy:

The course methodology includes discussions on theory, case analysis and class exercises. Theory discussions will include references to recent academic literature as well as recent initiatives in international marketing practice. Involved case discussions will encourage participants to come forth with their ideas and defend their views in class. It will allow participants to internalize their learning by tying theory to practice.
Students will be given assignments which will serve to structure their participation in class.

Grades:

Class Participation: 20%
Individual Assignment: 15%
Group Project: 30%
Final Examination: 35%

Class participation:

Class participation will be evaluated on the basis of attendance, conduct in class and contributions during theory and case discussions. Participants are expected to come to class after:

Reading the relevant chapter from the textbook

Reading and analyzing the case

Answering the assigned questions

Project:

The course will include a group project. A group can be made up of 2 to 4 participants. The group project can be either of the following:

A comprehensive international marketing strategy for a chosen firm.

Investigation of a current international marketing issue being faced by a firm. In case the group is choosing this option, contextual familiarity with the firm or the industry might be necessary.

Profile of company chosen:
The company can be either a well known multinational company or a local firm with global possibilities.

Sources of information
Secondary data: Participants are expected to gather sufficient information from newspapers, magazines, published company and industry reports and from the internet.

Primary data: Participants may get in touch with employees, clients, vendors and other stakeholders connected with the company. The group must take permission of the firm to use information which may be confidential in nature.

Deadlines

A one-page project proposal is due by the 4th session, which will include the name of the firm chosen and a brief outline of what the group proposes to investigate.

The full report is due by the 10th session.

The group will present the project in the class in a 30 minute presentation during the 11th or 12th session.

Individual assignment:

Each student will be required to review a journal article relevant to international marketing. The student may choose the article after consulting the instructor. The instructor can help in choosing the article.
Each student needs to submit a written review (about 1000 words) of the article.

Guidelines for article review (written submission):
The review will consider the article’s strengths, weaknesses and validity. The following questions may be considered:
1. Define the general problem area. What does the author intend to discuss?
2. Does the author try to build on past research?
3. What is the objective or purpose of the research?
4. Does the author define any new terms or outline any new concept?
5. If the article is a report of a research study, what is the sample for the study and how is it selected? Does the author discuss factors or variables that may affect the research? Are the methods for measuring results clearly explained and appropriate? Does the expected result occur?
6. What are the author’s major findings and conclusions? Have these been supported by the author’s analyses, arguments, findings or evidence? Has the author overlooked anything?
7. Does the author suggest areas for further research or discussion?
Not all the above questions will be relevant for any given article

Deadlines

The article has to be chosen by the 12th session

The written submission is due by 20th July

Final Examination:

The final examination will be for 2 hours and is designed to test the participants’ conceptual clarity and contextual familiarity with key international marketing concepts.

Textbook:

International Marketing by Michael R. Czinkota, Illka A. Ronkainen, 8th Edition (2007)
Additional reading material will also be provided.

Course Map:

	Topic	Case
1	The concept of International Marketing	BRL Hardy: Globalizing an Australian Wine Company (HBS 9-300-018)
2	The International Marketing Organization	Bausch & Lomb: Regional Organization (HBS 9-594-056)
3	International Marketing Intelligence	Heineken N.V.: Global Branding and Advertising (HBS 9-596-015)
4	International Product Policy	Gillette Indonesia (HBS 9-597-009)
5	Foreign Market Entry	Ben & Jerry’s - Japan (HBS 9A99A037)
6	International Marketing and the Internet	Advanced Book Exchange (HBS 904M24)
7	Global Branding	Infosys: The Challenge of Global Branding (HBS 905A01)
8	Advertising & Promotions	The Brand in the Hand: Mobile Marketing at Adidas (HBS 905A24)
9	Pricing	Wal-Mart Stores: "Everyday Low Prices" in China (HBS HKU590)
10	International Marketing of 'Services'	Four Seasons goes to Paris (HBS 803069)
11	Project Presentations
12	Project Presentations

Special sessions:

� Transfer pricing by Prof. Subha Kant Padhi
� An interactive exercise on technology transfer conducted jointly with visiting students from Sellinger Business school, Baltimore, USA
� Capstone session

Attendance Policy:

Content in each session is interlinked with content in other sessions. Participants are expected to attend all classes. All class will begin at the assigned time and participants are expected to arrive on time.

Honour Code:

All students of the XIMB Community have been equally entrusted by their peers to conduct themselves honestly on all academic assignments.

The students of this institute understand that having collective and individual responsibility for the ethical welfare of their peers exemplifies a commitment to the community. Students who submit materials that are the products of their own minds demonstrate respect for themselves and the community in which they study.

All outside resources or information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, your instructor should be consulted.

Created By: Bijoy Kar on 06/09/2007 at 02:31 PM
Category: ExPGP-III Doctype: Document

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