- Develop and impart skills required to plan, organize, implement and control selling and marketing channels.
- Describe and use central concepts in the area of export management
- Familiarise students with the principles, structures, strategies and skills of selling
- provide students with a sound grasp of the complexities of sustaining and developing effective marketing strategies and tactics across international boundaries.
- develop an understanding that will guide them in planning and managing of the flow of goods and services to consumers or business users within an international context
- Acquire the tools and frameworks to enable them to develop a systematic understanding of how international markets differ as well as the needs and wants of consumers in diverse cultural, political and economic environments.
- Facilitate students in the acquisition of the knowledge and skills necessary to construct viable international marketing plans considering components of the marketing mix in relation to the broader environmental context.
1. International Marketing and Exporting.
- The nature of international marketing
- Export marketing planning and strategy
- The internet, the world wide web, and e-business
- The impact of technology
- Entrepreneurial approaches to international marketing
3. The International Environment.
- Economic forces
- Socio-cultural environment
- Political/legal environment
- Economic integration
- Social responsibility and the business environment
4. Export Market Selection: Definition and Strategies.
- Market definition and segmentation
- Market expansion/selection process, procedure, and strategy
- Foreign market portfolios: technique and analysis
6. Market Entry Strategies.
- Entry as a channel decision
- Entry as a strategy
- Factors influencing choice of entry mode
- Managing the channel
- Selecting the entry mode
Using free areas
7. Export Entry Modes.
- Indirect export
- Direct export
- The internet and e-commerce
Gray market exporting
12. Promotion and Marketing Communication.
- Export marketing promotion and communication decisions
- Alternative techniques of promotion
- Promotional programs and strategy
- Standardization or adaptation?
- Advertising transference
- Management issues
13. The Export Order and Physical Distribution.
- Handling the export order
- Physical distribution
- Structure of international physical distribution
A concluding comment
24 Lesson hours
8 Preparation Lesson hours
18 Assignments / Homework hours
20 Exam and exam preparation hours
70 Literature (Depending on the length and difficulty of the book) hours
The course uses 305 pages from the book(s) and journal articles where:
- 205 pages average reading and understanding material – 41 Hours
- 200 pages easy reading and understanding material – 29 Hours
- Difficult reading and understanding material – 3 pages per hour
- Average reading and understanding material – 5 pages per hour
- Easy reading and understanding material – 7 pages per hour
Total 140 Hours
- Classroom lecturing
- Case study discussions
- Feedback and presentation sessions
- Video and film
- Discussion sessions
- Research Papers
International Marketing & Export Management, by G.Albaum, J. Strandskov & E. Duerr., Financial Times/Prentice Hall;4th Edition; 2005., ISBN-0-273-65521-3, ISBN-13: 9780273655213
Hope is not a Strategy by Rick Page - copies to be provided by the lecturer.
Articles and Journals related to the module are to be published on the Module Online Area.