International Marketing

Course Code: MKT 423

Credit Hour: 3

Course Group: Specialization Course: Marketing

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Scope & challenges of International marketing: Definition Of international marketing - International marketing task - Marketing controllable, Domestic uncontrollable - Foreign uncontrollable - The self-reliance criterion & ethnocentrism - Developing a global awareness - Stages of international marketing involvement - Strategic orientation.

The dynamic environment of international trade: Balance of payments, protectionism - easing trade restrictions - protection logic & illogic - Trade barriers - Internet & global business.

Cultural dynamics in assessing global Markets: Definition of culture - Elements of culture - cultural knowledge - cultural values - cultural change.

The political environment- A critical concern: The sovereignty of nations - Stability of government policies - Political risks of global business - Assessing political vulnerability -reducing political vulnerability - Government encouragement of global business.

Developing a global vision through Marketing research: Breadth & scope of international marketing research - research process - Problems of the availability &use of secondary data - Gathering primary data - Quantitative & qualitative research - Problems of gathering primary data - Multicultural research- a special problem - research of the internet-a new opportunity - Problems in analyzing & interpreting research information - Responsibility for conducting Marketing research - estimating market demand - communicating with decision makers.

Developing Global Marketing Strategies: Planning organization, Global marketing management, planning for global markets, Alternative market-entry strategies, organizing for global competition.

Products & services for consumers: Quality products, Quality defined, Physical or mandatory requirements & adoption, Green marketing & product development, Products & culture, Analyzing product components for adoption, Marketing consumer service globally, Brands in international markets.

International marketing channels: Channel of distribution structure - Distribution Patterns - Alternative middleman choices - factors affecting choice of channels - Locating, selecting & motivating channel members - the internet.

Integrated marketing communications & international advertising: Sales promotions in international markets - International public relations - International advertising - Advertising strategy & goals - The message - creative challenges - Media planning & analysis - Campaign execution & advertising agencies - International control of advertising: broader issues.

Personal selling & sales management: Designing the sales force - recruiting marketing & sales personnel - selecting sales & marketing personnel - Impact of cultural values of managing - training for international marketing - Motivating sales personnel - designing compensation systems - Evaluating & controlling Sales representatives - developing cultural awareness - The changing profile of the global manager - foreign language skills.

Negotiation with international customers, partners, & regulators: The pervasive impact of culture on negotiation behavior - Implications for managers & negotiators - conclusion.

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Books Recommended:

Philip R. Cateora & john L. Graham, International marketing

Richard Mead, International management cross cultural dimensions

Richards M. Hodgetts & Fred Luthans, International management culture, strategy & behavior.