International Marketing Mba

Master of Business Administration

International Marketing
Paper 488914

Class Details

488914 International Marketing
CLASSES:
LECTURER:
Name
Title
Room:
Phone:

Weekly 3-hour classes, 6 – 9pm

Mike Hoffmeister
Prof Dr

OFFICE HRS:

1

Objectives
Prescriptor
• The nature and complexity of international marketing are examined.
An appreciation of factors to beconsidered when developing
international marketing strategies and plans; the making of management
decisions is developed.

Paper aim
• To show the importance of international marketing for New Zealand
business
• To examine the factors to take into account when developing
international marketing strategies and plans

Learning outcome
• Identify and evaluate marketing opportunities for localbusiness in a
global market.
• Develop marketing strategies and plans for exporting to international
markets

Organisation

Student learning time
• A minimum of 75 hours, comprising 18 hours of class contact, 3 hours of
assessment and 54 hours of self-directed learning

Learning & Teaching Strategies
• Lectures, Group seminars, Class discussion, Readings, Case studies, …

Assessment
•Assignment
• Weekly formative assessment involving questions and practice
assignments to assist development of understanding of and ability to
apply concepts

2

Weekly Programme (I)

Objective

Topics

Readings

WEEK 1: Introduction: Fundamentals of International Marketing
Importance of Export for NZ
Discuss the challenges of global
marketing

Drivers towards globalisationText: Chapter 1-3 Fundamentals
Case 1.1: Ikea´s Global Strategy

Management orientation

WEEK 2: Market Entry Options
Discuss impoact of entry barriers on
the choice of an entry mode

Meaning of culture

Foreign Entry Research
Export, Licensing, Joint Ventures,
Foreign Direct Investment

Text: Chapter 4-6
Case 2.1: Daloon A/S

WEEK 3: Local Marketing
Segmentation
Discusshow to create and
implement local marketing activities

Mature Markets
New Growth Markets

Text: Chapter 7-10
Case 3.2: Levi Strauss Japan KK

Emerging Markets

Weekly Programme (II)

Objective

Topics

Readings

WEEK 4: Global Marketing (I) Brand and Product Strategies
Standardization
Discuss the emergence of
standardized global brand and
product marketing strategiesBrand Management
Product Strategy

Text: Chapter 11-12
Case: Disney in France;
in Hill, International Business

Global Services
WEEK 5: Global Marketing (II) Price, Distribution and Advertising Strategies
Discuss selected standardized global
marketing mix instruments

Price Strategy
Distribution Strategy

Text: Chapter 13-15
Case 4.3: United Colors of
Benetton

Advertising StrategyWEEK 6: Salesforce Management and Marketing Organisation
Discuss aspects of personal selling
and marketing organisation

· Managing a sales force
· International Human Resources
Management
· Organizational Structure

Text: Chapter 16-17
Case: Sales Force in Automotive
Retailing

3

Assignment for International Marketing

Please write a profile on one of the later mentionedcompanies
with special regard to their international operations. Please
consider the following:
•
•
•
•

What are the company´s mission statements and objectives?
How has the company become international? Was it successful?
What is their international brand and product strategy?
What is the company´s philosophy concerning their employees and
leadership style in general and specificallyfor their sales force?

Textbook

Paper based on

Global Marketing
Foreign Entry
Local Marketing &
Global Management
Johny K. Johansson
Georgetown University, USA
3rd Edition, Boston et al, 2003

4

Master of Business Administration

International Marketing
Paper 488914

Part 1
Introduction

Weekly Programme

Objective

Topics

Readings

WEEK 1: Introduction:...