Weekly class description

Week 1:
Chapter 1, Introduction to international marketing
In this class, I will address the followings:
1. Definition of international marketing
2. Types of international marketing
3. Driving forces to international marketing
4. Reasons for internationalization
5. Restraining forces to international marketing
6. Key factors in growth of international marketing

After studying this, students should be able to:
• Assess the driving and retraining forces that underlie the international marketing imperative.

Week 2:
Chapter 2, International economic and financial environments
In this class, I will address the followings:
1. Recent trends in global economic scene
2. International economic environment
3. The world trade organization and other trading groups
4. Recent trading environment
5. How to measure international markets
6. Recent foreign exchange issues
7. The international financial system

After studying this, students should be able to:
• Identify ways of segmenting the global economic environment and appreciate the ways in which countries differ from each other in terms of economic variables.

Week 3:
Chapter 3, Cultural environment of international business
In this class, I will address the followings:
1. Definition and elements of culture
2. Impacts of culture on international marketing
3. Key cultural concepts and key cultural differences
4. Cultural communication
5. Global cultural comparison
6. Culture and international negotiation

After studying this, students should be able to:
• Appreciate the impact of culture on international marketing.
• Undertake cross-cultural analysis

Week 4:
Chapter 4, The international political and legal environment
In this class, I will address the followings:
1. The role of government in international marketing
2. Host country political intervention
3. Types of non-tariff barriers
4. Assessment methods of political risks
5. How to manage the international political environment
6. Impact of law on marketing mix
7. Impact of law on international operations

After studying this, students should be able to:
• Identify those aspects of political-legal environment that affect a firm’s international marketing.

Week 5:
Chapter 5, The information technology environment
In this class, I will address the followings:
1. The challenges for international marketing
2. The constraints and limitations of the new information infrastructure
3. Implications for international marketing
4. International diffusion and innovation
5. Lead users in international markets

After studying this, students should be able to:
• Determine how firms are capitalizing on the information and technology environment to expand internationally.

Week 6:
Chapter 6, International market research
In this class, I will address the followings:
1. The issues for international market research
2. International market research process
3. The issues for international market research design
4. Sources of secondary data
5. Considerations for interpretation of data and reports

After studying this, students should be able to:
• Discuss the research process as it applies to international marketing.
• Recognize the differences between domestic and international market research.

Week 7:
Chapter 7, International market selection and entry
In this class, I will address the followings:
1. Analyzing the attractiveness of individual markets
2. A systematic model for selecting foreign markets
3. Indicators of market size
4. Factors influencing implementation
5. Modes of entering foreign markets
6. Evaluation of entry modes

After studying this, students should be able to:
• Create a portfolio of the most attractive international markets to enter given the circumstances of the firm and the potential offered by the market.

Week 8:
Mid-Term Exam

Week 9:
Chapter 9, Marketing service internationally
In this class, I will address the followings:
1. The nature of services
2. 7 Ps for services
3. Role of technology in service management
4. Drivers of internationalization of service firms
5. International services and cultural sensitivity
6. Service marketing and the issue of standardization

After studying this, students should be able to:
• Recognize ways in which international marketing of services differs from international marketing of goods.
• Develop market entry strategies for services.

Week 10:
Chapter 10, Promotion in international marketing
In this class, I will address the followings:
1. Elements in the communication process
2. Factors that influence the effectiveness of promotion
3. Constraints in international marketing communication
4. Factors in international communication
5. Media selection for international communication
6. Trade shows for international promotion
7. Country of origin influences
8. Standardization versus differentiation

After studying this, students should be able to:
• Evaluate the factors which cause international communication to differ from domestic communication.
• Evaluate the impact on international promotion and advertising of issues such as “country of origin” and “standardization versus differentiation”.

Week 11:
Chapter 13, Strategy for international marketing
In this class, I will address the followings:
1. Evaluation of alternative marketing strategies
2. Marketing objectives and strategy
3. Challenges to international marketing planning
4. Definition of strategic terms

After studying this, students should be able to:
• Describe the strategic marketing planning process and the role of scenario planning.
• Develop an international marketing plan.

Week 12:
Chapter 14, International competitive advantage
In this class, I will address the followings:
1. Definition of competitive advantage
2. National competitive advantage
3. Basic competitive strategies
4. Competitor analysis

After studying this, students should be able to:
• Identify the key elements and drivers of national advantage that contribute to competitive advantage of an industry.
• Determine the relevant bases of competitive advantage at the firm level and how they relate to generic competitive strategies in international markets.

Week 13:
Chapter 15, international market strategies and position
In this class, I will address the followings:
1. Competitive position model
2. Structural position versus strategic position
3. Offensive and defensive strategies for the international firm
4. Strategies for international market leadership
5. Strategies for international market challenger
6. Strategies for international market follower

After studying this, students should be able to:
• Assess the competitive position of a firm in the international market.
• Evaluate strategies of market leaders, challengers, followers and niche specialists in international markets.

Week 14:
Chapter 19, Electronic commerce in international marketing
In this class, I will address the followings:
1. Benefits of e-commerce
2. Barriers to business use of the Internet e-commerce
3. e-commerce business model for international marketing
4. The Internet as a new international marketplace
5. The challenges of the Internet in marketing perspectives

After studying this, students should be able to:
• Describe the elements of e-commerce and their relevance to international marketing

Week 15:
Final exam-Project presentation

Week 16:
Final exam-Project presentation

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