International Business Marketing

Jean-Éric Pelet - Assistant Professor

September 27, 2021

Syllabus

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September 27, 2021

ID of
course

  • Year: 2021
  • ICD Année 4
  • Lecture: International Business Marketing
  • Lecturer: Jean-Éric Pelet
  • Course website: www.KMCMS.net
September 27, 2021

Course Description and Objectives

Rapid globalization is “blurring” traditional borders of nations, time, and space, and challenging traditional assumptions about how to manage people and organizations. This course introduces the major factors (legal/political, economic, competitive, sociocultural, technological, and natural) in the global environment and examines their individual and interrelated effects on organizational and managerial practices. The course provides a framework for understanding organizational action within an increasingly global environment. Students will examine growing worldwide interconnections to gauge the impact of globalization on managing organizations and people worldwide.

September 27, 2021

Learning
outcomes

Upon the successful completion of this course, students will be able to:
  1. Describe the factors that have led to the growth of business internationally, including the globalization of markets and production;
  2. Examine the differences in political and economic systems and cultures among the nations engaged in international trade;
  3. Describe the development of market economies globally;
  4. Explain how managing an international business differs from managing a domestic business, and the additional skills and knowledge that business managers must possess to be successful in international ventures;
  5. Describe the reduction of barriers to trade and the major technological changes that have allowed for the growth of the international economy;
  6. Recognize the economic theories of international trade, including unrestricted free trade on the one hand, and protectionist trade policies on the other;
  7. Describe the economic theories of foreign direct investment, the various economic structures for making such investments and the advantages and disadvantages for such structures.
September 27, 2021

Class schedule, laptops and etiquette

Class will start promptly and will resume after specified time breaks during the class. Out of courtesy to your fellow students, please make every effort to be on time and avoid disrupting others. There is to be no recording of lectures without my prior permission.

The use of watches, laptops, tablets, netbooks, PDAs, smart phones, or other electronic devices during class is not allowed without my express consent. Anyone doing so will not receive any credit for participation during that class session.

September 27, 2021

Grades
are as follows

Continuous Assignment: 50% of grade
Exam (%) : 40% + 10%

Participation and peer evaluation: 20% of grade
Tentative Grade Scale: A to A- = 100% to 90%

Individual Assignment: 10% of grade
Tentative Grade Scale: B+ to B- = 89.9% to 80%

Team Assignment: 30% of grade
Tentative Grade Scale: C+ to C- = 79.9% to 70%

Mid term and Final Exams: 40% of grade
Tentative Grade Scale: D+ to D- = 69.9% to 60%

F = Below 60%

September 27, 2021

Required Text and readings

Global Marketing


  • Svend Hollensen, Seventh edition, 2017
September 27, 2021

Assignments

You will be completing 2 written assignments for this class. The first assignment will be an individual research assignment. The second assignment will be a team assignment; students will collaborate using the research gained in their first assignment.

Individual Assignment:

This is a short (2-3 pages) written memo enriched with rich media (sound, image, video…), details will be given out in class and on the WordPress course website. In addition, students may be asked to explain the outcome of their research to the class.

Team Assignment:

Students will work in teams, to produce a business report (6-7 pages) and make a presentation to the class, outlining their recommendations. Details will be given out in class and on the KMCMS.net course website.

Class participation and peer evaluation

The grade for participation will be based on your in-class contribution and general course involvement and attitude. Attendance in class is mandatory; however, you will not get credit just for showing up. Participation should be “thoughtful”; students should be well prepared, having read the assigned chapters before class and any other materials, such as case summaries and course site materials, so you can actively engage in discussions with your classmates in class. Students should also demonstrate a desire to understand the contributions and ideas of their fellow classmates. Students will prepare and lead discussions on specific topics in each lesson and each group will post their notes and summary of their case on the KMCMS.net course site. In addition, you will be asked to evaluate your fellow team members, details will be given during the course.

September 27, 2021

Tentative course schedule

Part I – Decision to internationalize

  • Global marketing in the firm
  • Initiation of internationalization
  • Internationalization theories
  • Development of the firm’s international competitiveness

Part II – Deciding which market to enter

  • Global marketing research
  • The political and economic environment
  • The sociocultural environment
  • The international market selection process

Part III – Market entry strategies

  • Some approaches to the choice of entry mode
  • Export modes
  • Intermediate entry modes
  • Hierarchical modes
  • International sourcing decisions and the role of the sub-supplier

Part IV -Designing the Global Marketing Strategy

  • Product decisions
  • Segmentation
  • Targeting
  • Positioning

Part IV– Part V – Cross-cultural sales negotiations