DIPLOMA IN MARKETING
3.04 INTERNATIONAL MARKETING AND STRATEGY - 2011/12
The objective of this course is that on completion the student will be thoroughly versed in both the theory and practice of International Marketing Management. Controversial topics such as globalization, the integration of e-business into the international marketing effort, the continued importance of the SME, the growing interaction between government and business and the revolutionary changes in the communications are given a great deal of emphasis throughout the course. It builds on the foundation laid in International Business in Stage 2.
1. The Nature of International Marketing
What is international marketing? Benefits of international marketing. The importance of World Trade. Opportunities and challenges in the international marketing.
2. The International Marketing Environment
Geographical perspectives. Historical perpectives. Transnational Institutions. Trade and investment. The cultural environment. Elements of culture. Cultural Analysis. Cultural Training for Managers. The global economy, stages of economic development and the impact of economic development on the marketplace. Economic integration. The political/legal environment. Embargoes, sanctions, import controls, export controls. Political action and risk. International law.
3. Beginning International Marketing Activities
International vs Domestic research. Setting Research Objectives. The primary and secondary research process. Environmental scanning. Proactive vs Reactive approaches. Internal and external change agents. Exporting, licensing and franchising.
4. The International Marketing Mix
Product policies. Standardisation vs Adaption. Environmental issues. Branding, packaging, export Prices, terms of sale and payment. Getting paid: foreign Exchange risk, export financing, price negotiations, leasing and dumping. The marketing communications process. International negotiations. Communications strategies. Communications tools. Personal selling. Channels & distribution strategies. Channel design. Selection of intermediaries. Channel management. E-Commerce.
5. Global Marketing Management
Global strategic planning. Globalization drivers. The strategic planning process. Implementing global marketing. FDI. Global product development. Managing the product and brand portfolio. Managing the global brand. Services marketing. Services v Products. Typical international services. Starting to market services internationally.
6. Global Pricing, Logistics and Supply Chain Management
Corporate objectives. Transder pricing. Cost, demand and market factors. Price co-ordination. Countertrade. International logistics. Supply chain management. Transportation issues. Modes. Documentation. Inventory & storage issues. Packaging. Management of international logistics. Internet issues. Reverse logistics.
7. Global Promotional Strategies
Planning campaigns. Objectives, budget, media and message issues. Personal selling, Sales promotion, Public relations, sponsorship.
8. Organisation, Implementation, Control
Organisational structures. Implementation. Decision making. The Networked global organization. Promoting internal co-operation. Types of control.
9. The Future
The future international marketing environment. Political environment. Financial environment. Population issues. The technological environment. The future of international marketing management. Careers in international marketing.
3.04 READING LIST
Essential Reading
Czinkota, Michael R., & Ronkainen, Ilkka A., (2007) International Marketing, 8th Edition, Thomson South-Western.
Download The Development of E-Business & Its Effects on International Marketing.
Lecture Notes for Students of International Marketing & Strategy.
The Marketing Institute of Ireland (2008).
