International Marketing

obligatory courses

The aim of the course is to provide understanding of the marketing motives and decisions of firms operating in various forms on foreign markets. Also the complex interface between the effects of their marketing strategies and the local, regional and global environment is investigated. The course ends with an analysis of evolution of global marketing strategy and best marketing practice. Concepts, ideas and processes are analyzed from a theoretical standpoint and then illustrated in real life situations.

1/ Definition and scope of international marketing

2/ International marketing trends and challenges at the beginning of the century

3/ Polycentric and global marketing strategy

4/ Assessing the role of the international environment of the firm:

a/The competitive environment. Role of transnational firms.

b/The economic environment. Influence of regional economic integration

c/The political-legal environment. Its stability versus risk associated with market entry

d/The socio-cultural environment. Cultural values and business customs

e/The technological environment.

5/ Marketing research

a/Breadth and scope of international marketing research

b/Sources of data

c/Assessing market potential

6/ Motives and forms of foreign market entry

7/ The process of foreign market entry and expansion. Target country choice, market segmentation, target segment choice and product positioning and repositioning.

8/Product strategy

a/Standardization versus adaptation

b/Branding strategy options

c/Packaging

d/Country image effect

9/ Pricing strategy

a/Pricing objectives

b/Approaches to international pricing

c/Determining export pricing

d/Transfer pricing

e/Price escalation

10/ Distribution strategy

a/Factors affecting choice of channels

b/Wholesaling in foreign markets

c/Retailing in foreign markets

d/Logistics

11/ Promotion strategy

a/Export promotion

b/Standardizing or adapting the promotion mix

c/Advertising in foreign markets

d/Basic forms of sales promotion

e/Global public relations

f/ Direct marketing

12/Global marketing audit

13/Evolution of global marketing strategy

14/Best marketing practices

Textbook: W.J. Keegan, M.S. Green: Global Marketing. Any edition.

2021 Delloite Global Retailing Report

2021 Interbrand.com best global brands

Students acquire in depth knowledge of international marketing, especially focused on marketing in a single foreign market. They also acquire enhanced knowledge concerning firm internationalization, which is at the core of international marketing, as well as the multidimensional effects of foreign cultures on customer behavior. Such knowledge includes also methods, forms and criteria of: a/ adapting foreign firm product offerings to the social and cultural specificity of a given foreign market and/or geographic region, or b/following a strategy of marketing mix standardization and globalization, leading to the convergence of customer preferences and behavior. S2A_W02_W03_W04_W05.

Students know and understand theories such as R. Vernon’s international product life cycle theory, T. Levitt’s theory of globalization of markets and its critical review of Y. Wind, as well as the country of origin concept and price escalation phenomenon.

Students have enhanced knowledge about the methods and scope of marketing research allowing for creating and implementing marketing strategies on foreign markets of countries at different levels of economic and socio cultural development. S2A_W06_W07_W08.

Students are able to search for and identify information about determinants of customer behavior on foreign markets and strategies and offerings of foreign sellers. Students are able to analyze data from the viewpoint of various theories and theoretical concepts in order to determine the scope of implementing and adapting appropriate international marketing strategies and concrete marketing tools. S2A_U02 _U03_U06_U08_U09.

Students acquire the skills of implementing tasks in a professional manner, i.e. relating them to international marketing knowledge and knowledge of marketing as such.

S2A_K01.

Students are able to participate in the preparation of components or complete marketing strategy projects on foreign markets and can anticipate their multidimensional economic and social consequences. S2A_K05.

Students are able to think and act with an entrepreneurial mindset.S2A_K07.

Multiple choice test.