|#||Course Name||Credit Hrs||Prerequisite|
|MKT 625||International Marketing||3||None|
This course is concerned with the performance of business activities across national borders. It also elaborates on environmental factors such as laws, customs, and cultures, which vary from country to country, and make the international marketing task more daunting. Thus, the course discusses governmental barriers (e.g., protectionism) that form threats against international trade. Consideration is also given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects.
After completing this course, the student will be able to:
- Explain the importance of and need for a business to become international.
- Evaluate the benefits of international markets and the scope of the international marketing task.
- Assess potential risks and threats caused by various trade barriers to international trade.
- Discuss theories and issues related to international marketing.
- Demonstrate how the use of digital technologies can facilitate the international marketing task.
- Compare and contrast how varying national customs and cultures affect international trade.
- The scope and challenge of international marketing
- The dynamic environment of international trade
- History and geography: the foundations of culture
- The political environment: A critical concern
- The international legal environment: playing by the rules
- Developing a global vision through marketing research
- International marketing channels
- Integrated marketing communications and international advertising
- Pricing for international markets
- Inventive negotiations with international custom partners, and regulators
Cateora, P. R., Meyer, R. B. M. F., Gilly, M. C. and Graham, J. L. (2020). International Marketing. Boston,McGraw-Hill Education.
- ❖ Paul, J. and Mas, E. (2019). Toward a 7-P framework for international marketing. Journal of Strategic Marketing. Pp. 1-21.
- ❖ Katsikeas, C., L. Leonidou, and A. Zeriti. 2019. Revisiting International Marketing Strategy in a Digital Era: Opportunities, Challenges, and Research Directions. International Marketing Review. doi:10.1108/IMR-02-2019-0080.
- ❖ Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences. Volume 5(2), pp. 127-135.
- ❖ Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T. and Leong, S. M. (2018). Marketing management: an Asian perspective. 2nd Edition, Prentice Hall, Singapore, Pearson.
- ❖ Eteokleous, P. P., Leonidou, L. C. and Katsikeas, C. S. (2016). Corporate social responsibility in international marketing: review, assessment, and future research. International Marketing Review. Volume 33(4), pp. 580-624.
- ❖ Gnizy, I. and Shoham, A. (2014), "Uncovering the influence of the international marketing function in international firms", International Marketing Review, Vol. 31 No. 1, pp. 51-78.
- ❖ Lin, E. Y. (2012). Starbucks as the third place: Glimpses into Taiwan's consumer culture and lifestyles. Journal of International Consumer Marketing. Volume 24(1-2), pp. 119-128.