International Marketing
Carolus L. C. Praet, 4 credits (optional, fall semester)
1. Course objective and method
The objective of the course is to provide students with a general understanding of the various topics facing international and global marketers and to provide them with the analytical tools necessary to become a successful international marketer. This course will place special emphasis on the need for international marketers to be aware of their own cultural backgrounds and to be cross-culturally sensitive.
Classes will use the lecture format for discussing theoretical concepts, and will illustrate these through concrete examples and cases.
2. Course contents
This course introduces the fascinating world of international and global marketing. After an initial sketch of globalization of markets and competition, we will deal with the environment in which international or global marketers operate in detail, with a specific focus on the economic and cultural aspects of the global marketing environment.
The course will then discuss global marketing research, global segmentation and positioning, global marketing strategies and market entry strategies available to global marketers.
We will also look in more detail at the elements of the global marketing mix (product, price, place, and promotion). More specifically, we will deal with the issues that make planning and managing the marketing mix in an international context such a challenge, including finding a balance between standardization and adaptation of the marketing mix across borders.
Throughout the course, you can expect the instructor to ‘edutain’ you with TV commercials and other visual materials from around the world to illustrate theoretical arguments.
Finally, the course will also devote attention throughout to the quickly growing commercial use of the Internet (E-commerce) and its impact on global marketing.
Tentative schedule
1-2 Globalization and the Evolution of Global Marketing
3-5 Global Economic Environment
6-10 Global Cultural Environment and Buying Behavior
11-13 Global Marketing Research
14-15 Global Segmentation and Positioning
16-17 Global Marketing Strategies
18-19 Global Market Entry Strategies
20-21 Global Product Policy Decisions I: Developing New Products for Global Markets
22-23 Global Product Policy Decisions II: Marketing Products and Services
24-25 Global Pricing
26-27 Communicating with the World Customer
28 Global Distribution
29-30 Global Marketing and the Internet
3. Teaching materials
Textbook: Global Marketing Management by Masaaki Kotabe and Kristiaan Helsen, 4th edition.
4. Grading
Midway exam 40%
Final exam 50%
Attendance 10%.
5. Remarks
Classes will be in English. It will be beneficial for students to have a basic understanding of marketing and to have taken an introductory class in marketing at the undergraduate level.
