Main topics of study:

Introduction to International Marketing

• The Strategic Importance of International Marketing
• The International Marketing Environment
• Differences Between International and Domestic Marketing
• International Marketing Strategies

The International Trading Environment

• World Trading Patterns
• Reasons Countries Trade
• Barriers to World Trade
• The Development of World Institutions to Foster International Trade
• The Development of World Trading Groups
• The European Union
• The Free Trade Area of the Americas (FTAA)
• The Asian Pacific Trading Region
• The Chinese Economic Area

Social and Cultural Considerations in International Marketing

• Social and Cultural Factors
• What is Culture?
• Culture and Consumer Behaviour
• Analysing Cultures and the Implications for Customer Behaviour
• Cross-cultural Analysis
• Social and Cultural Influences in Business-to-Business Marketing

International Marketing Research and Opportunity Analysis

• The Role of Marketing Research and Opportunity Analysis
• The Role of International Marketing Research
• Opportunity Identification and Analysis
• International Marketing Segmentation
• Transnational Segmentation
• Problems of Using Secondary Data
• Primary Research in International Markets
• Research Design
• Survey Methods
  

International Niche Marketing Strategies for Small and Medium- sized Enterprises (SMEs)

• The SME Sector and its Role Within the Global Economy
• The Nature of International Marketing in SMEs
• The Nature of International Development
• International Strategic Marketing Management in SMEs
• Ansoff Matrix MC Kinsey Framework
• Factors Affecting Choice of International Marketing Strategy
• Management Style and International Fast Growth
• The Future of SME Internationalisation

Global Strategies

• Alternative Views of Globalisation
• Alternative Strategic Responses
• Multi-domestic Strategies
• International Marketing Management for Global Firms
• Organisational Structure for Transnational Firms

Market Entry Strategies

• The Alternative Market Entry Methods
• Indirect Exporting
• Domestic Purchasing
• Export Houses
• Piggybacking
• Trading Companies
• Direct Exporting
• Agents
• Management Contracts
• Foreign Manufacturing Strategies without Direct Investment
• Contract Manufacture.
• Licencing
• Foreign Manufacturing Strategies with Direct Investments
• Cooperative Strategies
• Joint Ventures & Strategic Alliances

International Product and Service Management

• Products, Services and Service Marketing
• The Components of the International Product Offer
• Factors Affecting International Product Management
• Standardisation
• Adaptation
• Product Policy
• Product Strategies
• Managing Products across Borders
• Product Life Cycle
• Product Portfolio Analysis
• Image, Branding and Positioning
• New Product Development

International Communications

• The Role of Marketing Communications
• The Fundamental Challenges for International Marketing Communications
• International Marketing Communications Strategy
• The Marketing Communications Tools
• Person Selling
• Exhibitions and Trade Fairs
• Advertising
• Sales Promotions
• Sponsorships
• Public Relations

The Management of International Distribution and Logistics

• The Challenges in Managing an International Distribution Strategy
• Selecting Foreign Country Market Intermediaries
• Building Relationships in Foreign Market Channels
• Trends in Retailing in International Markets
• Internet Relating
• Globalisation of Retailing
• The Management of the Physical Distribution of Goods
• Use of Intermediaries
• Transportation

Pricing for International Markets

• Domestic vs International Pricing Decisions
• The Factors Affecting International Pricing Decisions
• Developing Pricing Strategies
• Problems of Pricing and Financing International Transactions
• Problems in Multi-national Pricing
• Problems in Managing Foreign Currency Transactions
• Problems in Minimising the Risk of Non-payment in High Risk Countries
• Administrative Problems Resulting from the Cross Border Transfer of Goods

International Marketing Implementation Through Enabling Technologies

• The Enabling Technologies
• The Internet Websites
• E-markets and E-marketing
• International Marketing Solution Integration
• The Impact on International Marketing Strategy
• Moving to a Customer-led Strategy

Reading List

Main Text:
International Marketing Strategy – Analysis, Development and Implementation (4th edition) – I. Doole and R. Lowe (Thompson)

Alternative Texts and Further Reading:
International Marketing – S. J. Paliwoda and M. J. Thomas (Butterworth Heinemann)