to
Professor Lee's
International Marketing
What is international marketing strategy? We learn it from recent cases.
Course Syllabus
| Week |
Topics |
Textbook |
Teaching Notes |
Others |
| Week 1 |
Introduction to International Marketing Case 1) Inditex-Zara |
Chapter 1 |
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| Week 2 | International economic and financial environment Case 2) Jurys Doyle Hotel Group |
Chapter 2 |
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| Week 3 | Cultural Environment of International Business Case 3) The battle for the skies |
Chapter 3 |
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| Week 4 | Political-Legal Environment of International Business Case 4) Ciranet in Egypt |
Chapter 4 |
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| Week 5 | Information Technological Environment Case 5) Hello Kitty and the spread of Nippon culture |
Chapter 5 |
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| Week 6 | Researching International Market Case 6) HP-Compaq |
Chapter 6 |
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| Week 7 | International market selection and entry Case 7) Accenture |
Chapter 7 |
Individual essay Due |
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| Week 8 | Mid-Exam |
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| Week 9 | Marketing services Internationally Case 9) 2003 Olympics World Summer Games |
Chapter 9 |
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| Week 10 | Promotion in International Marketing Case 10) The big four Australian wine companies |
Chapter 10 |
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| Week 11 | Strategy for International Marketing Case 13) Megazyme |
Chapter 13 |
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| Week 12 | International Competitive Advantage Case 14) Waterford Crystal |
Chapter 14 |
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| Week 13 | International Marketing Strategies and Position Case 15) Bulmers |
Chapter 15 |
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| Week 14 | E-commerce in International Marketing Case 19) Combining ERP and Internet technologies |
Chapter 19 |
Team project Due |
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| Week 15 | Final-exam: project presentations | |||
| Week 16 | Final-exam: project presentations | |||
| Click! Download 1) Syllabus (Ms-word) | ||||
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