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Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management


International Marketing

I. Course Number: MM-E2

Credit: 3 units

II. Course Title: International Marketing

Pre-Requisite: MM 2

III. Course Description:

International marketing provides a host of topics on international trade agreements, trade policies and
restrictions, counter trade, world trade, tariffs, foreign exchange and balance of payments. This course
provides materials to students to enable them to capsulize their knowledge of international trade especially
entered into by ASEAN-member nations. The course also equips students with fundamental knowledge on
trade among nations in preparation for globalization.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Define international marketing and other international marketing technical terms necessary in
the study.
2. Explain the different modes of entry to international business.
3. Analyze marketing strategies and philosophies that govern international marketing.
4. Appreciate the different cultures and values of other countries that should be studied before
5. Describe the different environments of global markets.
6. Develop appropriate values.
7. Decide on the appropriate way of entering a chosen foreign market.
8. Develop an appropriate international marketing negotiation strategy.
9. Explain how to implement the selected international marketing strategies through proper methods
of pricing and distribution.

Course Outline

No. of Hours

A. International Marketing: An Overview

13.5 hours

1. The Marketing Concept
2. Three Marketing Principles
3. International Marketing Defined
4. The New Global Environment
5. Theory and Practice in International Marketing
a. Absolute Advantage and the International Trade
b. Comparative Advantage and the International Firm
c. Comparative Resource Theory of International Marketing

d. Theory of Competitive Advantage

B. International Marketing Environment

1. The Global Economic Environment
2. Social and Cultural Environment
3. The Political, Legal and Regulatory Environments of
Global Marketing

C. Assessing Global Market Opportunities

1. Global Customers
a. Regional Market Characteristics
b. Marketing in Transitional Economies; Less Developed
Countries and Emerging Markets

D. Developing Global Marketing Strategies

1. Decision Criteria for International Business
2. Entry and Expansion Decision Model
a. Exporting
b. Internet
c. FDI
d. Strategic Alliances
e. Joint Venture
3. Cooperative Strategies and Global Strategic Partnerships
a. The Nature of Global Strategic Partnerships
b. Alliances between Manufacturers and Marketers
c. Beyond Strategic Alliances
4. Environmental Influence on Pricing Decisions
5. Global Pricing Objectives and Strategies
6. Transfer Pricing Global Pricing
7. Global Marketing Channels and Physical Distribution
a. Channel Objectives and Constraints
b. Distribution Channels Terminology and Structure
c. International Channel Innovation
d. Channel Strategy for New Market Entry
8. Global Advertising
a. Global Advertising and Branding

E. Competitive Analysis and Strategy

1. Industry Analysis Forces Influencing Competition
2. Global Competition and National Competitive Advantage

No. of Hours

13.5 hours

3. Competitive Advantage and Strategic Models
4. Strategic Positions
5. Competitive Innovations

F. Creating Global Marketing Programs

13.5 hours

No. of Hours

13.5 hours

1. Product Decisions
a. Product Concept
b. Product Positioning
c. Product Design Consideration
2. Pricing Decisions
a. Basic Pricing Concept
3. Global Advertising Content: Extension vs. Adaption
a. Selecting an Ad Agency
b. Advertising Appeals and Product Characteristics
c. Creating Advertising
4. Global Promotion
a. Personal Selling
b. Sales Promotion
c. Direct Marketing
d. Trade Shows and Exhibit
e. Sponsorship Promotion
5. Global E-Marketing
a. The Death of Distance
b. Targeting the individual Customers
c. Relationship Marketing

G. Implementing/Managing Global Marketing Strategies/Programs


1. Leading, Organizing and Monitoring the Global Marketing Effort

a. Leadership
b. Organization
c. Global Marketing Audit
2. Other Issues Affecting International Marketing

A. Bibliography

a. Books

Huang, W Wayne, Y Huang and J. Day (2008) Global Mobile Commerce Strategies: Implementation
and Case Studies. USA Information Science Reference

Johansson, Johny K. (2009) International Marketing. McGraw, 5th edition.

Kotler, Philip (2009) Marketing Management: An Asian Perspective 5th edition, Singapore
Pearson Education South Asia Pte Ltd.

Marketing Management, Philip Kotler, 10th edition (2010)

Peng, Mike (2012) Global Business. Cengage Learning Asia Pte Ltd.

b. Others

Newsweek, Asia Week, Time Magazine



Course Requirements

A. Assignments
B. Individual/Group Reports (Written Analysis Of Case, Country Analysis, Marketing Plan)
C. Quizzes
D. Periodic Examinations
E. Company Visits (Educational Exposure)
Grading System
Midterm Grade

Tentative Final Grade

Prelim Examination

Semi-final Examination 25%
Midterm Examination
Final Examination

Class Standing

Class Standing




Midterm Grade + Tentative Final Grade
Final Grade