Week #
|
Topic
|
Assigned
readings
|
Principal
activities
(group
work and discussions on the following business cases below, as per text
book):
|
Week 1
|
PART I AN OVERVIEW
The Scope and Challenge of
International Marketing
The Dynamics of International
Markets
|
Chapter 1 and Chapter 2 of the Textbook
|
Case 1.2. Starbucks: Going Global
Fast
Case 1.3. Wal-Mart in Africa
|
Week 2
|
Part II THE IMPACT OF CULTURE AND
POLITICAL SYSTEMS ON INTERNATIONAL MARKETING
Geography and History: The
Foundations of Cultural Understanding
Cultural Dynamics of International
Marketing
|
Chapter 3 and Chapter 4 of the Textbook
|
Case 2.2: Tellyo: A Start-up
Company from the Northern Europe and the Quest for Customers and Markets
Case 2.3.: Dating at IKEA China: An Unexpected Management Challenge
|
Week 3
|
The International Political and
Legal Environment
PART III ASSESSING INTERNATIONAL
MARKETING OPPORTUNITIES
Researching International Market
|
Chapter 5 and Chapter 6 of the Textbook
|
Case 3.1. To be or not to be (a
Main Supplier of Mercadona)? The MBF case
|
Week 4
|
Emerging Markets and Market
Behavior
Regional Market Groups and
Marketing Implications
|
Chapter 7 and Chapter 8 of the Textbook
|
Case 3.2. El Dawar Foods (Egypt)
Case3.3.: Aldi and Lidl: International
Expansion of Two German Grocery Discounters
|
Week 5
|
Short quiz on the theoretical
concepts covered in the classes
PART IV DEVELOPING INTERNATIONAL
MARKETING STRATEGIES
International Marketing Strategies
|
Chapter 9 of the Textbook
|
Case 4.1. For Fiat to Get Big in the USA, Did it Have to Start Small?
Case 4.2. El-Swedey Electrometers
|
Week 6
|
International Market Entry
Strategies
International Segmentation and
Position
|
Chapter 10 and Chapter 11 of
the Textbook
|
Case 4.3 Ikea: Entering Russia
Case 4.4. Banco Mediano Espanol: Big is Beautiful
|
Week 7
|
International Branding Strategies
|
Chapter 12 of the Textbook
|
|
Week 8
|
Group presentation: The Country
Notebook: A Guide for Developing a Marketing Plan (Country Profile)
|
|
Group presentations in the class
(target country cultural, economic, political and regulatory business
environment assessment)
|
Week 9
|
Exporting and Logistics
PART V MAKING INTERNATIONAL MARKETING DECISIONS
Product Decisions for
International Markets
|
Chapter 13 of the textbook
Chapter 15 of the Textbook
|
Case 4.5: Luxottica: Excellence in Eyewear Distribution
Case 4.6. FedEx versus UPS: Competing vs Contrasting
Strategies in China
|
Week 10
|
Marketing Industrial Products and
Business Services
|
Chapter 16 of the Textbook
|
|
Week 11
|
International Distribution and
Retailing
|
Chapter 17 of the Textbook
|
Case 5.1.: Levi Strauss Signature: A New Brand for
Mass-channel Retail Stores
|
Week 12
|
Pricing for International Markets
|
Chapter 18 of the Textbook
|
Case 5.2.: Apple Inc.'s iPhone: Can iPhone Maintain
its Initial Momentum?
|
Week 13
|
International Promotion and
Advertising
|
Chapter 19 of the Textbook
|
Case 5.3.UGG Boots: Australian Generic Product to Global
Luxury Brand
Case 5.4. L'oreal - Building a Global Cosmetic Brand
|
Week 14
|
Group presentation (cont.): The
Country Notebook: A Guide for Developing a Marketing Plan (Marketing Plan)
|
|
Group presentations in the class
(market audit and competitive market analysis, preliminary marketing plan)
|
Week 15
|
Final exam: written essay on the
theoretical concepts covered in the class (tbc)
|
|
Students should be able to explain
and show understanding of the key international marketing concepts (3
concepts)
|