LOVELY PROFESSIONAL UNIVERSITY Term: 3 Course No: MGT 545 Course Title: International Marketing Textbook:

1.

L: 3 T: 1 P: 0

Coteora, P. & Graham, J. (2005), International Marketing, TMH, 12 Ed, New Delhi

References:
2. Joshi, R.M., (2008), International Marketing, Oxford University Press, New Delhi 3. Cherunilam, F. (2006), International Marketing:Text and Cases, Himalaya Publishing, Mumbai 4. K. Leelapanyalert & P. Ghauri (2006) Managing International Market Entry Strategy: The Case of Retailing Firms, Vol: 17, Page:193 215, Emerald Group Publishing Limited

Other readings: S. Additional articles as compulsory reading: No International Business vs International Marketing, Buckley, P. International Market Review, Vol 19, 5. 6. 7. 8. 9. 10 11
Service quality by relationships in the international market , Eriksson, et al, Journal of Services Marketing, Year: 1999, Vol: 13, Issue:4/5, Pg: 361 - 375

Issue 1, 2002 Legal Issues, Zugelder M. T., International Marketing Review, Vol 17, Issue 3, 2000 Role of Culture in International Marketing, Jan-Benedict, International Marketing Review, Vol 18, Issue 1, 2001 Role of Physical Distribution Management in International Marketing, Alan Slater, International Journal of Physical Distribution and Logistics Management, Vol 10, Issue 4, 1982 International Marketing: An Assessment, Stanley Paliwoda, International Marketing Review, Vol:16, No: 1, Year: 1999, pp: 8-17 Reaching the international consumer: An assessment of the international direct marketing environment, Wilkinson, et al, Direct Marketing: An International Journal, Year:2007, Vol:1, Issue:1, Page:17 - 37

12
International market development: New patterns in SMEs international market behaviour, B. Rundh, Journal of Marketing Intelligence & Planning, Year: 2001, Vol: 19, Issue: 5, Page:319 - 329

13
Strategy competence: a successful approach to international market entry, A. Pehrsson, Journal of Management Decision, Year: 2004, Vol: 42, Issue: 6, Pg: 758 - 768

14
Market selection for international expansion: Assessing opportunities in emerging markets, M. Eckman, et al, International Marketing Review, Year: 2007, Vol: 24, Issue: 2, Pg: 208 - 238

15
International pricing a market perspective, G. Marsh, Journal of Marketing Intelligence & Planning, Year: 2000, Vol: 18,Issue: 4, Pg: 200 - 205

Relevant websites: S. No Web address Salient Features www.emaraldinsight.com Includes articles from journals 16. www.marketingmag.com Study material on International Marketing 17. www.marketingcentral.com Study material on Marketing Management tools 18. www.cim.org.uk Includes articles on various topics of Marketing 19. Lecture Plan: Plan for 12 x L Lectures: 6 x L for before the MTE, 6 x L for after the MTE

Lecture No.

Topic

Chapters/ Sections of Textbook/ other reference1

Assignme nt/ Task to be assigned to students

3

Pedagogical aid Demonstration/ case study/ images/ animations etc.5

Date Delivere d2

DoS4

1 2

3 4 5 6 7 8

Introduction to International Marketing The three principles of marketing, From Domestic to global /transnational marketing, Driving and restraining forces. International Marketing Environment, Environment of global trade, Barriers to trade Forms of agreement, Five Forces analysis, Porters Diamond (1990) International Disputes Resolution; Jurisdiction in International Disputes Competing in International Markets, Fragmented industries Concentrated industries, Emerging industries Cultural and International Marketing, Culture across countries Social and cultural influences on buyer behavior, Self-reference criteria Researching and analyzing Overseas markets, Market information, Competitive information Five rules for international research, Entry evaluation procedure Planning for International Marketing Introduction Planning for International Marketing Domestic, International, Transnational and Global Market entry methods, Strategic reasons for investing in local operations Methods of overseas production, Exporting options International distribution and Logistics Todays system of exchange, Wholesaling, Retailing, Global

Ch 1 & No. 5 Ch 2

(1) Starbucks P 602 (1) Krispy Kreme, P 638 (1) Ethics & Airbus, P 630

Ch 5 Ch 6 Ch 7 & No 6 Ch 9 Ch 9 Ch 3 & No. 7 Ch 4 Ch 8 Ch 8 Ch 10 Ch 11 Ch 14 & 4 Ch 12 Ch 15 & No 8 Ch 15

(1) Nestle P 606 (1) Coke & Pepsi, P 610 Case: Cultural Barrier or Catalyst (3) Page 387 (1) Cultural Norms, Fair & Lovely, P 624 Case: Cost of delay (3) Page 388 (1) Mayo Clinic Research. P 640 Case: Sind Steel Works (3) 399 Case: Towel Manufacturing Co.(3) P394 Case: Channel Selection (3) P 393 Case: Natural Thrust (3) P389

9 10 11 12 13 14 15 16 17

18 19 20 21 22 23 24 25 26 27 28

Logistics Organizing for international marketing Organisation by product or brand/Matrix organization Centralization v decentralization, Human resource implications Standardization v Adaptation Three levels of product Advantages/Disadvantages of standardization, Problems with standardization International pricing decision Keegans four steps to global pricing strategy Problem with pricing for multinational markets, grey markets International communication decisions Typical Marcoms (Marketing communications) tools

Ch 11 Ch 11 Ch 17 Ch 19 Ch 19 Ch 19 Ch 18 Ch 18 Ch 18 Ch 16 Ch 16 Ch 16 Ch 12 Ch 12 Ch 13 Ch 19 Ch 10 Ch 10 Ch 16 (3) Ch 14 (3) (1) Blair Water, P 659 (1) Swifter, Higher, P 644 (1) Motivating Salespeople, P 668 (1) Selling Tobacco, P 674 (3) P 392, Case: Outsourcing Case: Home Furnishings (3) P 402 Honda

29 International communication plan, Tactical decisions 30 International marketing for services 31 The extendable marketing mix for services 32 Elements of services, people, physical evidence and process 33 Control and International Marketing 34 International context of control 35 Simple process of control, Benchmarking, Balanced Scorecard Additional material for spill over: 1 Export Promotion in India 2 Managing Risk

Notes: 1. Use S. No. of the readings above 2. To be filled in on the date of delivery of lecture by the instructor understand 3. Put assignment number from Assignment Table (below) against the lecture in which planned to be assigned (by co-ordinator) 4. To be filled in on the date of assignment (by the instructor) 5. Do not write Lecture, OHP, LCD projector etc.

Details of Assignments Planned:

Asg No. Details Work out plan to identify opportunities in international markets for basmati rice from India. Identify top 10 markets on the basis of following criteria: (a) Value (b) Quantity Nature of Assign.
Exploratory

Expected outcome
-Understand the significance of international trade patterns in marketing decisions. -Overview of world trade -Examine Indias foreign trade -Identify key issues in Indias export growth

1.

2.

3.

4.

(c) Unit value realisation (d) Annual growth (e) Indias share in total import Canada and Norway have granted duty free access to Bangladeshi garments w.e.f. 1/1/03. It would result in export of fabrics from India to Bangladesh rather than export of garments from India to Canada and reduction of value added products from India. Under the WTO framework of most favoured nation treatment, are such concessions to a particular country justified. Suggest the impact and remedial measures. A Jaipur base firm is engaged in importing rough stones from Africa and polishing and selling precious stones in the international market. The firm has recently started polishing Tanzanite stones imported from Tanzania. Develop a research plan detailing out the requirement for secondary information and possible sources of collecting information. Carry out a cross-country comparison of the availability of various types of media and its costs. Examine factors influencing media selection decision in international markets

-Identify opportunities international markets Analytical

in

-Understand the functioning of WTO Principle of multilateral trading system - WTO agreements - Dispute settlement system under WTO - WTO implication for international marketing -Appreciate significance of research and data collection -Understand the cross culture marketing behavior and research -Follow the process of international marketing research

Analytical

Exploratory & Descriptive

-Understand the concept of IM communication mix - Examine various tools of international marketing communicat

Term paper to be allotted by Lecture no. _2____

Due date of term paper: 2 wks before the close of term

Scheme for CA: (out of 100)

S. No. Component Frequency Marks out of 100

1 2 3 4 5

Attendance Quiz Assignment Case Based presentation Term Paper 2 4 2 1

10 20 40 20 10

List of suggested topics for term paper

specified assignment) S.No. 1 Topic

[at least 15] (Student to spend about 15 hrs on any one

Find out the factors that have motivated the given firm to enter international market. Compare these motives with what you have already been taught and with other colleagues who have visited other exporting companies. Compile Indias export figures for the last 10 years and prepare a growth share matrix of exports. Identify differences between the growth share matrix prepared and the one given by the faculty. Explain the reason of change between the two. Why is it necessary for an international marketing manager to understand various issues under WTO. Explain the major provisions of WTO agreement on agriculture. Critically analyse its implications on export of agro products from India. Evaluate European Union as the most powerful economic integration; evaluate its impact on the marketing of Indian products in European countries. Critically examine Indias free trade agreement with Sri Lanka. Explore the international market for fresh fruits from India with the help of market segmentation plan. In view of the fact that most of the products marketed by developing countries are unbranded, give reasons why a marketer from India or other developing countries should learn about building brands Counterfeiting and piracy in international markets

4 5 6 7 8

9 10 11 12 13 14 15

Jurisdiction in international legal disputes Identify the organizations in Punjab, which help exporters in pursuing their goals. Meet some of the officials and discuss the role and functions of thee organizations and critically evaluate the effectiveness of the facilities extended. Cultural Sensitivity and Tolerance Social responsibility and environmental management Skirting the spirit of GATT and WTO World trade and multinational organizations The first decade of 21st century and beyond

________________________ Prepared by (Course Coordinator)

Comments of HOD Signature & Date Comments of HOS Signature & Date

Report
(to be filled by the instructor and submitted at the end of term to HoS through HoD) Lectures S.No. Innovation introduced [New pedagogy, new demonstration, case Topic and study, teaching aid, etc. NOT part of the instructional plan lecture number where introduced

General Comments of the Instructor about the suitability of IP

Conduct of Tutorials
Tutorial n o. 1. Date Topics covered in the tutorial Activities (like quiz, case study, doubt clearing, any other)

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Syllabus Coverage Report
Syllabus coverage by one week before MTE

Satisfactory/ Lagging by ____ lectures.

Syllabus coverage by two week before E TE

Satisfactory/ Lagging by ____ lectures.

_____________________________ _______________________
Signature of Instructor & Date Signature of HoD & Date