Description of courses & course coding:

(MKTG-304) INTERNATIONAL MARKETING 3 + 0 Cr

The marketing activities of the modern enterprise have become increasingly internationalized.
Managing marketing relationships internationally sets high requirements on the marketing
division of an enterprise. In a culturally diversified environment, individuals will have to master
culturally related skills. Marketing across national borders assumes that the enterprise can
consider differences that are embedded in fundamental aspects of the societies in which the
enterprise is conducting business.

LEARNING OBJECTIVES:

 To distinguish between cross-cultural and inter-cultural aspects of international

marketing.

 To understand a global approach to international business and sees the European Union
as a part of a global context.

1. INTRODUCTION
1.1 International Marketing: Definition, task and concepts.
1.2 Understanding global environments.
1.3 Environmental adjustment and self-reference criterion.
1.4 International marketing and involvement stages.

2. INTERNATIONAL BUSINESS DYNAMICS

2.1 Balance of payments.
2.2 Barriers and restrictions.
2.3 Protectionism.
2.4 Trade barriers: Tariffs and non-tariff barriers.
2.5 ITC, GATT, WTO.
2.6 Free Trade Prospects & Threats
3. THE CULTURAL DYNAMICS AND INTERNATIONAL MARKETING
1.1 The cultural foundations: Geography and history.
1.2 Culture and its elements.
1.3 Cultural knowledge and values.
1.4 Cultural change: Nature, planned and unplanned cultural change.
4. INTERNATIONAL BUSINESS CUSTOMS
4.1 Adaptation and business customs.
4.2 International business ethics.

5. THE POLITICAL AND LEGAL FRAMEWORK

5.1 Political stability, risks and vulnerability.
 5.2 Legal systems: Laws, international legal dispute and resolution.
5.3 Intellectual property rights.

6. THE EMERGING MARKETS AND MULTI NATIONALISM

6.1 Europe: European Community, Eastern Europe and the Baltic States.
6.2 The Americas: NAFTA, Mercosur, FTAA/SAFTA, LAFTA.
6.3 Asia: ASEAN, APEC
6.4 Africa.
6.5 Middle East.

7. GLOBAL MARKETING MANAGEMENT

7.1 Global markets-entry strategies.
7.2 Schematic marketing organization structure.

8. DEVELOPMENT AND PROMOTION OF PRODUCTS

8.1 Consumers products.
8.2 Industrial products.
8.3 Services.

9. EXPORTING AND LOGISTICS

9.1 Export and import restrictions.
9.2 Foreign commercial payment modes.
9.3 Export documents.
9.4 Logistics.
With emphasis on practical-acquaintance

10. PRICING AND INTERNATIONAL MARKETS

10.1 Pricing policy.
10.2 Price escalation.
10.3 Counter trade.
10.4 Intra-company pricing strategy.
10.5 Administered pricing.

11. INTERNATIONAL MARKETING RESEARCH

11.1 The Research Process
11.2 Gathering primary data
11.3 Problems of availability and use of secondary data
11.4 Qualitative and quantitative data
11.5 Multicultural Research

TEXT BOOK

1. Cateora and Graham, International Marketing, IRWIN McGraw Hill Ltd.

REFERENCE BOOKS

1. Fletcher, International Marketing, Prentice Hall Ltd