34652 - International Marketing And Distribution

Course contents

COURSE DESCRIPTION

While it can be said that all marketing is international, there are aspects of marketing for firms dealing internationally that require effective understanding of the context. These customers and markets have their special requirements and customs that need to be considered. Global firms must be prepared to deal with these differences and to generate strategies according to the special circumstances of each country. In addition they need to adapt their offerings particularly in terms of products, communications and distribution. Such understanding and knowledge is particularly useful for those seeking to pursue a successful career in international marketing.

 

LEARNING OUTCOMES

The objective of this course is to provide students with a deeper understanding of marketing in an international context and to consider the role of international distribution in global marketing. Specifically, the course will seek to provide students with:

·         An understanding of the impact of the characteristics and circumstances of the international environment on the development of an international marketing strategy

·         An ability to consider marketing activities that can be used to create sustainable competitive advantage in the global marketplace

·         Acquire the ability to identify, analyze, and to apply marketing thinking to the circumstances of global markets

·         Understand the impact of Internet technologies on global offerings and marketing strategy and consider entry strategy issues into overseas markets;

• Build the necessary knowledge to operate effectively in pursuit of a career in international marketing.

COURSE OUTLINE

The course is divided into four sections. The first part explores the various environmental factors (economic, ecological, financial, cultural, political, and legal factors) that call for adaptation of global marketing activities to local conditions. The second part will deal with the development of international competitive strategies (research, market entry, market strategy and plans). Finally, we will examine issues in the development of the elements of the global marketing plan, (distribution, pricing, and communications) and supporting structures.

 

In addition, case studies will be used throughout the course and will be made available. Student preparation, presence, and participation are critical for deriving the maximum benefit from the case study teaching method. Students who do not find reading in English easy should read these cases before the sessions

 

2011

 

Lecture

 

Case

Date

Day

Jan 26

Wednesday

09.00 – 11.00

The scope and challenge of international marketing The dynamic environment of international trade /

11.30-14.00

Case Swatch and the Global Watch Industry. IVEY 8A99M23

Jan 27

Thursday

09.00 – 11.00

History, geography and the financial environment Cultural dynamics in assessing global markets

11.30-14.00

Case: Louis Vuitton in India. Ivey 9B08A020

Jan 28

Friday

09.00 – 11.00

The political and legal environment

 

11.30-14.00

Waste Management International plc: Strategy for Asia. ECCH 594-043-1

Feb 2

Wednesday

09.00 – 11.00

Global vision through market research Developing a global marketing strategy

11.30-14.00

Case: Heineken NV Global Branding and Advertising. HBR 5-598-080 Case:

Feb 3

Thursday

09.00 – 11.00

Market entry strategies

Case: Cameron Auto Parts (A). Ivey 9B06M15

11.30-14.00

Case: Cameron Auto Parts (B). Ivey 9B06M16

Feb 4

Friday

09.00 – 11.00

Global marketing elements

11.30-14.00

Case: L'Oreal of Paris: Bringing “Class to Mass” with Plenitude. HBR 9-598-056 

 

The above schedule is indicative and may change depending on requirements.

 

LECTURER

Albert CARUANA Ph.D. is Professor of Marketing at the University of Malta, Malta and Visiting Professor at the University of Bologna. His research interests focus primarily on market orientation and marketing communications. Dr. Caruana has undertaken post doctoral research as Fulbright Fellow in the US during 2004, as Commonwealth Research Scholar in 2000 and has been on various research fellowships in Australia. His work includes papers in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, European Journal of Marketing and Industrial Marketing Management. Dr. Caruana has also pursued numerous teaching invitations in various countries. Prior to joining academia in 1992, he worked in marketing in the beverages industry and previously in banking.

 

Readings/Bibliography

Books

Cateora, Philip R., Marcy C Gilly & John L. Graham (2002), International Marketing, New York: McGraw Hill. 14th edition, (or any other recent edition).

Gillespie Katie, Jean-Pierre Jeannet & H. David Hennessey (2007) Global Marketing, Boston: Houghton Mifflin Co. 2nd edition .

Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management, John Wiley & Sons, Inc. 4th edition (or any other edition).

Onkvisit Sak. & John J. Shaw (2007) International Marketing: Analysis and Strategy, Routledge, 5th edition (or any other edition).

 

Students can follow any of the above books. While the set books will be useful, it is important to keep in mind that it is bad practice to hope to lean a subject by relying on a single book or just the lecture slides. The book/s indicated act as a first reference and students would do well to refer to a number of management and marketing journals. These include: Journal of Marketing; Journal of International Business, Journal of International Marketing, Journal of Global Marketing, International Marketing Review, International Management and others. Some perusal of current business issues from an EU (e.g., The Financial Times - www.ft.com) and a US perspective (e.g., The Wall Street Journal - www.wsj.com) would be rewarding.

 

Teaching methods

METHODOLOGY

The course will be taught using a variety of formats, including lectures, classroom discussions and case presentations. Students will gain knowledge not only from marketing theory, but also from different cases and examples that will illustrate the actual situation of international firms. Cases will be used to provide practical experience to students and to help them apply their knowledge to the circumstances faced by international firms.

 

Office hours

See the website of Albert Caruana