This key marketing course is designed to give students an insight into the strategic problems and opportunities companies face as they move to global markets, in general, and European markets in particular. Solid knowledge and an understanding of the markets in which companies operate are important for all business activities. The course focuses on strategic marketing issues such as the application of the marketing mix in an international business environment, and international branding and advertising. The challenges of product and media proliferation, distribution channels and media will also be discussed. The opportunities for successful marketing in a European environment will be explored. The course provides the students with a comparative framework for understanding different
marketing systems, and macro-environmental variables of different countries. Participants will also be able to develop and implement a competitive marketing strategy for Europe.
Prerequisites:
None
Learning outcomes:
Upon completion of the course, students will have:
A good understanding of the global environment in general and the European environment in particular, and an ability to formulate market entry strategies;
An ability to identify, generate and utilise information useful in international marketing decision- making;
An ability to develop and implement promotional strategies for the European markets.
An ability to apply various methodologies and marketing techniques in different environments and markets.
The course allows the students to develop a good knowledge of the most important issues of
European marketing and to get the European perspective of global marketing.
Method of presentation:
Lecture topics will be complemented by a large number of case studies and a course project that will be done under the guidance of the course tutor. Students will learn the theoretical applications of the discipline through analysing ‘real-life’ case scenarios and by developing their course projects. A considerable amount of self-directed learning will take place through reading assignments and the case analysis and write-ups.
Field study:
This course will include trips to UK companies, U.S. companies operating in the UK and a visit to the European Bank for Reconstruction and Development.
Required work and form of assessment:
Mid-term paper 20%
Participation in discussion 10%
Individual and group presentations 10%
Course Project 30%
Final Exam 30%
The mid-term paper is an “open book” take-home exam allowing students to draw on their required reading and supplemental research. Papers should be 1500 words in length.
The individual and group presentations will show the ability of the students to work in a team and assess the challenges and opportunities facing the international marketer.
Participation in discussion is a key component of the course. All students are expected to contribute to the discussion in a constructive and substantiated way. The style of the discussion will be informal, questioning and participative.
The course project will include a report of a European country and marketing plan for launching a product or brand in that particular market. It is possible also to draft a marketing plan for launching a European product to the U.S. market. This paper will demonstrate the student’s skills in developing international marketing and promotional strategies.
The final exam will include analysis of case studies and topical issues.
content:
Week 1: Course Introduction and the Concept of Global Marketing
• Course introduction
• Changes in the Global Market Environment- the 2008-2009 global financial crisis
• The need for a new approach to global marketing
• Learning Objectives, Required Work. Standards and Assessment
Readings: Relevant case studies and readings as assigned by the professor
Week 2: The International Marketing Environment
• The global marketing environment: a definition
• The European marketing environment: specifics
• The rationale for a global expansion in an economic crisis
• How can the firm gain an edge in global markets
Readings: Relevant case studies and readings as assigned by the professor
Week 3: The Socio-Cultural Environment
• What is culture?
• Understanding consumer behavior
• Culture and consumer behavior
• Managing cultural differences
Readings: Relevant case studies and readings as assigned by the professor
Week 4: Political and Legal Environment
• The political environment
• The legal environment
• The WTO and international marketing
Readings: Relevant case studies and readings as assigned by the professor
Week 5: Market Selection and Market Entry Alternatives
• Selecting foreign markets
• Market selection criteria
• Different modes of market entry
Field Trip: U.S. companies operating in the UK
Readings: Relevant case studies and readings as assigned by the professor
Week 6: International Branding, Segmentation, Targeting and Positioning
• The role of branding in a global strategy
• Global, local and regional brands
• Global marketing strategies
• Targeting individual country markets
• Image, branding and product positioning
Readings: Relevant case studies and readings as assigned by the professor
Mid-Term papers due
Week 7: International Product Policy
The Basic Product and New Product Development
• What to sell abroad: product policy for international markets
• The components of the international product
• Product attributes in international markets
• Consumer attitude during the economic downturn: country specific differences
Week 8: International Distribution: Entering Foreign Markets
Foreign Market Channels and Global Logistics
• How to enter foreign markets
• Direct exporting
• Foreign manufacturing as foreign market entry
• Joint ventures in foreign markets
Field Trip: UK companies
Readings: Case studies and readings as assigned by the professor
Week 9: International Promotion
• Changes and issues in marketing communications
• Moving beyond the ”Standardize or Localize” debate
• Constraints in international advertising
• Advertising decisions facing the international marketer
• Special forms of international promotion
Readings: Case studies and readings as assigned by the professor
Week 10: Pricing and International Marketing
• The factors affecting international pricing decisions
• Export pricing and terms
• Transfer pricing in international marketing
• Pricing implications of international manufacturing decisions
Readings: Case studies and articles as assigned by the professor
Week 11: International Marketing of Services
How Services are Different from Products
• Comparative advantage and the service industries
• What does ‘serviceability’ mean?
• Marketing services overseas
Field Trip: European Bank for Reconstruction and Development
Readings: Case studies and readings as assigned by the professor
Week 12: Global Marketing in the Digital Age
Knowledge Management in International Operations
• The Marketing Applications
• How big is the global online marketplace?
• Formulating the digital promotional mix
• The social impact of the internet
Readings: Case studies and articles as assigned by the professor
Submission of course project and final exam
Required readings:
We use several textbooks and marketing case study books; limited copies of these are available in the IES Abroad library or on Moodle.
Ghauri Pervez and Cateora, Philip International Marketing 3rd edition; McGraw Hill, 2010
Doole Isobel; Lowe Robin, International Marketing Strategy Thomson Learning; 5th Ed. 2008
Hollensen Svend, Global Marketing: A Decision Oriented Approach, FT/Prentice Hall, 2010
Recommended readings:
Albaum, Gerald, Strandskov, Jesper and Duerr, Edwin, International Marketing and Export Management, 6th edition, 2008
Anholt, Simon, Another One Bites the Grass: Creating International Ad Campaigns That Make Sense, John Wiley and Sons Inc., 2000
Anholt, Simon, Brand America: The Mother of All brands. 2010, Cyan Books
Burton, Dawn Cross-Cultural Marketing: Theory, Practice and Relevance, Routledge, 2009
Keegan Warren, Schlegelmilch, Bodo, Global Marketing Management: A European Perspective, Pearson Education Ltd, 2010
Lee Kiefer, Carter, Steve, Global Marketing Management: Changes, Challenges and New Strategies, Oxford University Press, 2005
De Mooij, Marieke, Global Marketing and Advertising: Understanding Cultural paradoxes, Sage Publications, 2010
De Mooij, Marieke, Consumer Behavior and Culture: Consequences for Marketing and Advertising Sage Publications, 2010
Milligan, Andy, Brand It Like Beckham: The story of How Brand Beckham was built, 2010, Cyan Books
Muhlbacher, Hans; Leihs, Helmut; Dahringer, Lee, International Marketing: A Global Perspective, Thompson Learning, 2006
Simmons, John, My Sister's a Barista, 2004, Cyan books
Simmons, John, Innocent 2007 Cyan books
Stone, Marilyn B.; McCall J.B. International Strategic Marketing: A European Perspective Routledge, 2004
Usunier, Jean- Claude and Lee, Julie Anne, Marketing across Cultures, FT, Prentice Hall, 2009
Brief Biography of Instructor:
Dr. Andrey Jichev has spent twenty years in the diplomatic service, including postings in Finland and the UK. Educated in the Russian Federation and UK, he has an MA and Ph. D from the Moscow University of International Relations (MGIMO), postgraduate diploma in EC Law from King’s College, London; and an MBA from Richmond, The American International University in London. In addition to his academic responsibilities, he is a senior advisor at the European Bank for Reconstruction and Development, London.
This key marketing course is designed to give students an insight into the strategic problems and opportunities companies face as they move to global markets, in general, and European markets in particular. Solid knowledge and an understanding of the markets in which companies operate are important for all business activities. The course focuses on strategic marketing issues such as the application of the marketing mix in an international business environment, and international branding and advertising. The challenges of product and media proliferation, distribution channels and media will also be discussed. The opportunities for successful marketing in a European environment will be explored. The course provides the students with a comparative framework for understanding different
marketing systems, and macro-environmental variables of different countries. Participants will also be able to develop and implement a competitive marketing strategy for Europe.
None
Upon completion of the course, students will have:
Lecture topics will be complemented by a large number of case studies and a course project that will be done under the guidance of the course tutor. Students will learn the theoretical applications of the discipline through analysing ‘real-life’ case scenarios and by developing their course projects. A considerable amount of self-directed learning will take place through reading assignments and the case analysis and write-ups.
This course will include trips to UK companies, U.S. companies operating in the UK and a visit to the European Bank for Reconstruction and Development.
Mid-term paper 20%
Participation in discussion 10%
Individual and group presentations 10%
Course Project 30%
Final Exam 30%
The mid-term paper is an “open book” take-home exam allowing students to draw on their required reading and supplemental research. Papers should be 1500 words in length.
The individual and group presentations will show the ability of the students to work in a team and assess the challenges and opportunities facing the international marketer.
Participation in discussion is a key component of the course. All students are expected to contribute to the discussion in a constructive and substantiated way. The style of the discussion will be informal, questioning and participative.
The course project will include a report of a European country and marketing plan for launching a product or brand in that particular market. It is possible also to draft a marketing plan for launching a European product to the U.S. market. This paper will demonstrate the student’s skills in developing international marketing and promotional strategies.
The final exam will include analysis of case studies and topical issues.
Week 1: Course Introduction and the Concept of Global Marketing
• Course introduction
• Changes in the Global Market Environment- the 2008-2009 global financial crisis
• The need for a new approach to global marketing
• Learning Objectives, Required Work. Standards and Assessment
Readings: Relevant case studies and readings as assigned by the professor
Week 2: The International Marketing Environment
• The global marketing environment: a definition
• The European marketing environment: specifics
• The rationale for a global expansion in an economic crisis
• How can the firm gain an edge in global markets
Readings: Relevant case studies and readings as assigned by the professor
Week 3: The Socio-Cultural Environment
• What is culture?
• Understanding consumer behavior
• Culture and consumer behavior
• Managing cultural differences
Readings: Relevant case studies and readings as assigned by the professor
Week 4: Political and Legal Environment
• The political environment
• The legal environment
• The WTO and international marketing
Readings: Relevant case studies and readings as assigned by the professor
Week 5: Market Selection and Market Entry Alternatives
• Selecting foreign markets
• Market selection criteria
• Different modes of market entry
Field Trip: U.S. companies operating in the UK
Readings: Relevant case studies and readings as assigned by the professor
Week 6: International Branding, Segmentation, Targeting and Positioning
• The role of branding in a global strategy
• Global, local and regional brands
• Global marketing strategies
• Targeting individual country markets
• Image, branding and product positioning
Readings: Relevant case studies and readings as assigned by the professor
Mid-Term papers due
Week 7: International Product Policy
The Basic Product and New Product Development
• What to sell abroad: product policy for international markets
• The components of the international product
• Product attributes in international markets
• Consumer attitude during the economic downturn: country specific differences
Week 8: International Distribution: Entering Foreign Markets
Foreign Market Channels and Global Logistics
• How to enter foreign markets
• Direct exporting
• Foreign manufacturing as foreign market entry
• Joint ventures in foreign markets
Field Trip: UK companies
Readings: Case studies and readings as assigned by the professor
Week 9: International Promotion
• Changes and issues in marketing communications
• Moving beyond the ”Standardize or Localize” debate
• Constraints in international advertising
• Advertising decisions facing the international marketer
• Special forms of international promotion
Readings: Case studies and readings as assigned by the professor
Week 10: Pricing and International Marketing
• The factors affecting international pricing decisions
• Export pricing and terms
• Transfer pricing in international marketing
• Pricing implications of international manufacturing decisions
Readings: Case studies and articles as assigned by the professor
Week 11: International Marketing of Services
How Services are Different from Products
• Comparative advantage and the service industries
• What does ‘serviceability’ mean?
• Marketing services overseas
Field Trip: European Bank for Reconstruction and Development
Readings: Case studies and readings as assigned by the professor
Week 12: Global Marketing in the Digital Age
Knowledge Management in International Operations
• The Marketing Applications
• How big is the global online marketplace?
• Formulating the digital promotional mix
• The social impact of the internet
Readings: Case studies and articles as assigned by the professor
Submission of course project and final exam
We use several textbooks and marketing case study books; limited copies of these are available in the IES Abroad library or on Moodle.
Ghauri Pervez and Cateora, Philip International Marketing 3rd edition; McGraw Hill, 2010
Doole Isobel; Lowe Robin, International Marketing Strategy Thomson Learning; 5th Ed. 2008
Hollensen Svend, Global Marketing: A Decision Oriented Approach, FT/Prentice Hall, 2010
Albaum, Gerald, Strandskov, Jesper and Duerr, Edwin, International Marketing and Export Management, 6th edition, 2008
Anholt, Simon, Another One Bites the Grass: Creating International Ad Campaigns That Make Sense, John Wiley and Sons Inc., 2000
Anholt, Simon, Brand America: The Mother of All brands. 2010, Cyan Books
Burton, Dawn Cross-Cultural Marketing: Theory, Practice and Relevance, Routledge, 2009
Keegan Warren, Schlegelmilch, Bodo, Global Marketing Management: A European Perspective, Pearson Education Ltd, 2010
Lee Kiefer, Carter, Steve, Global Marketing Management: Changes, Challenges and New Strategies, Oxford University Press, 2005
De Mooij, Marieke, Global Marketing and Advertising: Understanding Cultural paradoxes, Sage Publications, 2010
De Mooij, Marieke, Consumer Behavior and Culture: Consequences for Marketing and Advertising Sage Publications, 2010
Milligan, Andy, Brand It Like Beckham: The story of How Brand Beckham was built, 2010, Cyan Books
Muhlbacher, Hans; Leihs, Helmut; Dahringer, Lee, International Marketing: A Global Perspective, Thompson Learning, 2006
Simmons, John, My Sister's a Barista, 2004, Cyan books
Simmons, John, Innocent 2007 Cyan books
Stone, Marilyn B.; McCall J.B. International Strategic Marketing: A European Perspective Routledge, 2004
Usunier, Jean- Claude and Lee, Julie Anne, Marketing across Cultures, FT, Prentice Hall, 2009
Dr. Andrey Jichev has spent twenty years in the diplomatic service, including postings in Finland and the UK. Educated in the Russian Federation and UK, he has an MA and Ph. D from the Moscow University of International Relations (MGIMO), postgraduate diploma in EC Law from King’s College, London; and an MBA from Richmond, The American International University in London. In addition to his academic responsibilities, he is a senior advisor at the European Bank for Reconstruction and Development, London.