International Marketing Management

Transcription

1 Internatinal Marketing Management Curse Descriptin Prfessr: Valenti Camps Office hurs: by appintment Internatinal Marketing fcuses n challenges and pprtunities f marketing new and existing prducts and services t the glbal marketplace. It builds n the knwledge acquired in frmer academic s and applies key marketing cncepts in the internatinal business cntext. It intrduces students t internatinal-level strategic and peratinal marketing tls and decisi influence techniques fr internatinal markets. Objectives The accmplishes its bjectives thrugh lectures, analyses and discussins f real business cases f actual glbal marketing issues, and thrugh the establishment f a cmpany's internatinal marketing strategy. It pays special attentin t variatins frm hme-cuntry marketing and t strategies used by internatinal marketers. Specifically, the analyzes the impact f cultural, ecnmic, technlgical, plitical, and legal differences n the internatinal marketing prcess. On successful cmpletin f this students shuld be able t: Understand the nature f internatinal marketing strategy and its linkages t crprate strategy vis-à-vis lcal and natinal marketing strategy Develp analytical framewrks in the screening f natinal markets defining the key factrs in the firm s internatinalizatin prcess by evaluating the internatinal business envirnment, stressing particularly the ecnmic and cultural dimensins Discuss the cmplexities and paradxes that are prevalent in s many successful and failing internatinal marketing peratins Explre the tensins in adpting a glbal standardized actin as ppsed t a lcally respnsive actin in internatinal marketing and relate these t the verall crprate strategy f cmpanies Cnsider ethical and scial respnsibility issues, in the develpment and implementatin f an internatinal marketing strategy Internatinal Marketing Management Nte: This dcument is nly infrmatinal, detailed cntents and faculty may change. 1

2 Methdlgy Students are expected t be prepared and participate actively in class discussins. Therefre, students must read prir t the class sessin the material related t the cntent f the sessin. Students f a specific grup will wrk n the case study analyses and discussins and will elabrate and present the internatinal marketing plan which will be part f the Master Thesis. Case discussins will be evaluated bth as a grup and n an individual basis. The grup presentatins will be evaluated and graded n a grup basis. Teaching resurces Pwerpint slides fr each sessin Articles related t subject and case studies Evaluatin criteria Regular term evaluatin The final grade will be determined by the weighted average f varius cntinuus evaluatin activities and a final exam. Assessment Time perid Type f assessment Assessment agent Type f activity Gruping Weight elements (%) Cmp Opt Teacher Self - C - In div. Gr u p eval eva l Class participatin X X Cnceptu al and X 10% Int l Marketing Plan partial submittal X X 20% Submittals and Discussins Cases X x 10% Int l Marketing Plan final submittal and ral presentatin X X 20% Final Exam (A minimum scre f 4 is required) Exam week X X Cnceptu al and X 40% Internatinal Marketing Management Nte: This dcument is nly infrmatinal, detailed cntents and faculty may change. 2

3 Taking the final exam and btaining a minimum scre f 4 are necessary cnditins in rder t pass the. If the student des nt btain a minimum f 4 in the exam, the final grade will be the minimum between 4 and the average f the exam and the cntinuus evaluatin elements. Extrardinary evaluatin The elements f cntinuus evaluatin cannt be reexamined. The extrardinary final exam will take place the day the Schl decides. Students will have as a final qualificatin: Extrardinary exam: 40 % Elements f cntinuus evaluatin: 60% If the student des nt btain a minimum f 4 in the extrardinary exam the final grade will be the minimum between 4 and the average f the exam and the cntinuus evaluatin elements. Students are required t attend 80% f classes. Failing t d s withut justified reasn will imply a Zer grade in the participatin/attendance evaluatin item and may lead t suspensin frm the prgram As with all s taught at the UPF BSM, students wh fail the during regular evaluatin will be allwed ONE re-take f the examinatin/evaluatin. Students that pass any Retake exam shuld get a 5 by default as a final grade fr the. If the is again failed after the retake, students will have t register again fr the the fllwing year. In case f a justified n-shw t an exam, the student must infrm the crrespnding faculty member and the directr(s) f the prgram s that they study the pssibility f rescheduling the exam (ne pssibility being during the Retake perid). In the meantime, the student will get an incmplete, which will be replaced by the actual grade after the final exam is taken. The incmplete will nt be reflected n the student s Academic Transcript. Plagiarism is t use anther s wrk and t present it as ne s wn withut acknwledging the surces in the crrect way. All essays, reprts r prjects handed in by a student must be riginal wrk cmpleted by the student. By enrlling at any UPF BSM Master f Science and signing the Hnr Cde, students acknwledge that they understand the schls plicy n plagiarism and certify that all assignments will be their wn wrk, except where indicated by crrect referencing. Failing t d s may result in autmatic expulsin frm the prgram. Calendar and Cntents Ttal number f hurs cmmitted: 30h f class + 45h f ut-f-class wrk Internatinal Marketing Management Nte: This dcument is nly infrmatinal, detailed cntents and faculty may change. 3

4 Timetable: Tuesday Tpic 1: The Glbal Marketing Imperative Tpic 2: Internatinal Marketing Macr-envirnment: Sci-cultural and ecnmic. Assignment: Internatinal Marketing Plan backgrund Tpic 3: Internatinal Marketing Macr-envirnment: Plitical and legal Tpic 4: Internatinal Marketing Micr-envirnment: Cmpetitin. Suppliers. Custmers Tpic 5: Internatinal segmentatin, targeting and psitining. Strategic Planning Assignment: Int l Marketing Plan Partial Submittal Tpic 6: Glbal Prduct Management and Branding Tpic 7: Glbal Pricing Assignment: Case HENKEL Tpic 8: Glbal Sales Management Assignment: Case WAL-MART IN EUROPE Tpic 9: Glbal Prmtinal Strategies Assignment: Int l Marketing Plan Final Submittal Tpic 10: Wrap-up Final Exam Reading Materials/ Bibligraphy/Resurces Basic bibligraphy Czinkta, M. R. and Rnkainen, I. A. (2009). Internatinal Marketing. 9 th Editin. Suth-Western Cllege Pub. Supplementary bibligraphy Internatinal Marketing Management Nte: This dcument is nly infrmatinal, detailed cntents and faculty may change. 4

5 Philip Ktler & K.C. Keller (2012). Marketing Management. 12 th Editin. Prentice Hall. Teaching resurces Pwer pint slides slides fr each sessin which will be upladed in (Mdle platfrm) Articles related t subject case studies Bi f Prfessr Prfessr Valentí Camps Students are required t read all assigned cases and articles. Althugh the will lsely fllw Czinkta and Rnkainen s bk listed in the basic bibligraphy sectin, there is n required text bk fr this. Nevertheless, yu will nt need t buy r brrw any f these bks t successfully cmplete the. Graduate and MBA at ESADE and Universitat Plitècnica de Catalunya. PADE (Tp Management Prgram) at IESE. PDD at INSEAD and Universidad Cmplutense. Prgram Suppliers&Retailers at Harvard Schl. Member f Marketing Science Institute. Marketing and Sales Manager at PEPSICO and HENKEL. Vicepresident Sales&Marketing at VF Crpratin, the largest wrld apparel cmpany. Cnsultant in Strategic Management. Internatinal Marketing Management Nte: This dcument is nly infrmatinal, detailed cntents and faculty may change. 5