This course reviews the organization for international marketing, foreign demand analysis, product development and policies, trade channels, promotion policies, pricing, and legal aspects. Emphasis is on development of effective international marketing strategy addressing the major global market areas (Europe, Africa, Asia, and the Americas).
Required Resources Keegan, W. J., & Green, M. C. (2011). Global marketing: 2011 custom edition (6th ed.). Upper Saddle River, NJ: Prentice Hall / Pearson. Supplemental Resources Colton, D.A., Roth, M.S. & Bearden, W.O. (2010). Drivers of international e-Tail performance: The complexities of orientations and resources. Journal of International Marketing, 18(1), 1-22. Friedman, T. L. (2005). The World is flat 3.0: A brief history of the twenty-first century, New York, NY: Picador. McCue, S. (2006). Force to force: Building profitable e-commerce strategies. Mason, OH: Thomson Higher Education. Mulki, J., Jaramillo, J., & Locanders, W. (2009). Critical role of leadership on ethical climate and salesperson behaviors. Journal of Business Ethics, 86(2), 125-141. Okazaki, S., Mueller, B. & Taylor, C. (2010). Global consumer culture positing: Testing perceptions of soft-sell and hard-sell advertising appeals between U.S. and Japanese consumers. Journal of International Marketing, 18(2), 20-34. Santos, N. J., & Laczniak, G. R. (2009). Marketing to the poor: An integrative justice model for engaging impoverished market segments. Journal of Public Policy & Marketing, 28(1), 3-15.
COURSE LEARNING OUTCOMES
1. Formulate, implement, and evaluate effective marketing strategies based on an analysis of global operating environments, market dynamics, and internal capabilities. 2. Analyze the major economic, cultural, and political/legal aspects of the international business environment, including the economic dynamics of foreign trade, impact of regional and global trade integration, and key cultural dimensions affecting marketing operations. 3. Assess the potential risks and benefits of various international markets and formulate effective market entry strategies to support foreign market expansion. 4. Integrate global information systems in the use of market research. 5. Integrate the concepts of market segmentation, product development, and pricing policies into viable marketing strategy to fit a variety of international market environments. 6. Configure product distribution channels and logistics to meet marketing objectives and fit a variety of global market environments. 7. Analyze an integrated marketing communication (IMC) strategy to support global marketing operations. ©2011 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 505 Student Version 1118 (1016 9-27-11) Page 1 of 17
MKT 505 – International Marketing
8. Evaluate and adapt corporate marketing strategies to fit the changing dynamics of foreign markets and foster a competitive advantage. 9. Develop and integrate global e-Commerce into the marketing strategy. 10. Use technology and information resources to research issues in international marketing. 11. Write clearly and concisely about international marketing using proper writing mechanics.
WEEKLY COURSE SCHEDULE
The standard requirement for a 4.5 credit hour course is for students to spend 13.5 hours in weekly work. This includes preparation, activities, and evaluation regardless of delivery mode. Week 1 Preparation Reading(s) o Chapter 1: Introduction to Global Marketing o Case 1-2: McDonald’s Expands Globally While Adjusting Its Local Recipe Activities • • Discussions Evaluation • 2 • None Reading(s) o Chapter 2: The Global Economic Environment o Chapter 3:...