International Marketing Syllabus

中原工学院

Zhongyuan University of Technology

COURSE TITLE: International Marketing

INSTRUCTOR: Dr. Hongman Gao

CONTACT: hongmang@yahoo.com; hmgao2008@gmail.com

SCHEDULE: May 18 – 29 (2 weeks)

TEXTBOOK:

Keegan, Warren, Global Marketing, 6th edition, Prentice-Hall, 2008, ISBN 0131754343.

COURSE OBJECTIVE:

1. Develop a global perspective on strategic marketing problems;

2. Develop the skills to identify and analyze international marketing opportunities;

3. Explain and demonstrate the concepts and tools needed to design, implement, and manage international and global market entry and market expansion strategies;

4. Analyze the tradeoffs between the advantages of global standardization and local customization in entering foreign markets and developing global marketing strategies;

5. Acquaint you with institutional, cultural, and economic knowledge on international markets and marketing, and to provide you with the opportunity to develop an international marketing plan.

LEARNING OUTCOMES:

Upon course completion, you will be able to:

1. Identify the principles of marketing and explain the impact these have on the global economic, social / cultural, legal / political and regulatory environment.

2. Identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation and targeting techniques.

3. Identify when and why to take sourcing decisions and explain the impact of competition on a global marketing strategy.

4. Explain how marketing ‘mix’ decisions – product, price, physical distribution, promotion – impact a global marketing strategy.

5. Explain the strengths and weaknesses of a company’s global marketing plan.

COURSE OUTLINE:

The outline included below is subject to change. Class assignments and complete listing of readings and assignment questions for each class will be discussed in class.

MAY 18, 2009 (Monday):

CHAPTER 1: INTRODUCTION TO GLOBAL MARKETING

Global marketing’s importance today...