International Marketing Syllabus

Instructor Course Overview

Dr. Ahmed Elsamadicy The International Marketing course looks into the business activities related
to planning, pricing, promoting, and directing the flow of a company’s
Phone
products and services to foreign markets. A critical step in the process of
03-5481163
Ex:2331 going international is recognizing that while international marketers should
aim for marketing standardization (by adopting the global marketing
Email orientation philosophy), business practices in general and marketing
asamadicy@aast.edu strategies and programs in particular should still be embedded in every host
country’s social, economic, cultural, political, and geographical
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environments. In other words, to be successful in international markets, it
A 202
is imperative to have a deep understanding of every host country’s customs,
values, policies, and institutions and to design marketing activities
Office Hours
accordingly. Additionally, an international company should be aware of any
Sunday: 9:00-4:00
Monday: 10:30-4:00 other international agreements and institutions that affect trade between
Wednesday: 9:00-4:00 its home country and its targeted foreign markets. From this perspective,
international marketing should be viewed as an integrated discipline that
combines several other disciplines: economics, anthropology, cultural
studies, history, demographics, languages, law, statistics, geography, and
international trade.

By building on several disciplines, this course will provide you with useful
knowledge that can help you become an effective international marketer.
The course will not prepare you to become an expert in any of the
disciplines listed above; instead, it will stimulate your intellectual curiosity
about various critical issues and provide you with analytical frameworks
that are necessary for understanding different cultural environments in
global markets and assessing global marketing opportunities.

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 Outline

After completing this course, you should be able to:

 Describe the major concepts, terminologies, frameworks, and practices utilized in the field of
international marketing.
 Examine the breadth of current and emerging contemporary international marketing trends
facing today’s organizations and discuss the implications of these trends for both domestic and
global marketing professionals.

 Discuss how international political and legal environments affect global business
decisions.
 Identify the major product and service decisions made for global businesses and
consumers.
 Identify the main types of pricing strategies used in international markets.
 Examine the various methods of exporting and distribution channels and how to
negotiate with international customers, partners, and regulators.
 Examine the major tools and theories related to integrated marketing communication,
international advertising, personal selling, and sales management, and explain how to
select appropriate tools for a variety of global business situations.
 Identify the role a country’s history and geography have in defining its culture, and
examine the role cultural dynamics, management styles, and business systems have in
global market behaviour.

Debate Topics

1. Multicultural managers Vs Standardization management style

2. To bribe or not to bribe
3. Protection Vs Free Trade
4. Global Advertising Vs Localized Advertising
5. Social Responsibility & Ethical Behavior
6. New Trends

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Course Schedule

Week Chapter Subject

1 1 The Scope and Challenge of International Marketing

2 2 The Dynamic Environment of International Trade

3 3 Cultural Dynamics in Assessing Global Markets

4 4 Culture, Management Style, and Business Systems

5 5 The Political Environment: A Critical Concern

6 6 Emerging Markets

7 7 Products and Services for Consumers

8 8 Integrated Marketing Communications and International Advertising

9 9 Negotiating with International Customers, partners, and Regulators

Grading

Assignments& Cases Midterm Exam Term Paper Project Attendance Final Exam

20 20 20 10 30

Required Text

Cateora, P. R., Papadopoulos, N., Gilly, M. C., & Graham, J. L. (2011).

International Marketing (3rd Cdn. ed.). Toronto: McGraw-Hill Ryerson Limited.
ISBN 9780070136793,

Suggested literature:

Svend Hollensen: Global Marketing, Financial Times / Prentice Hall, Fifth

Edition, 2010 (ISBN 978-0-273-72622-7).

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