MIDLANDS STATE UNIVERSITY
FACULTY OF BUSINESS SCIENCES
DEPARTMENT OF INFORMATION AND MARKETING SCIENCES
MODULE: INTERNATIONAL MARKETING (MM405)
Module objectives
Establish and understand international marketing management concepts, cultural
approaches and marketing processes.
Assess global marketing environment and identify competitive challenges and
opportunities that confront an international marketer.
Appreciate the essence of international marketing planning as it fosters high
degree of flexibility needed for rapid responding to dynamic environments.
Present a thorough review of market entry strategies, marketing mix strategies and
global expansion strategies and the conditions that determine their adoption.
Identify global markets available for an international marketer.
Examine the requirements for effective successful participation in the global
economy.
Discuss financial requirements of global marketing and implication of the
volatility of the value of world currencies.
Examine the impact of E-marketing in international marketing.
Develop an effective International marketing plan.
Explain the differences in negotiating with marketing partners from different
countries and the implications of marketing strategies(4ps)
1]Overview of International Marketing.
-International and global marketing defined.
-Scope and challenges of international marketing
-Phases of international involvement
-Management orientations
-Driving and restraining forces.
2]Environments in which international marketing takes place
-Socio-cultural
-political
-legal
-Economic
3]Global markets
-Pre-industrial countries
-Emerging markets
-Developing countries
-Developed countries
4]Researching global markets
-Requirements and challenges
5]Key management function
-Planning
-Organization
-Control
6] Market entry strategies
-Sourcing strategies
-partnerships
-Investment strategies
7] Global markets and marketing mixes
*Product
-Basic product categories
-product development
-mandatory requirements and adaptation
-product positioning strategies
*Pricing
-Pricing policy
-Pricing objectives
-Global pricing strategies
-Impact of gray market goods on price
-Price administration
*Promotion
~Advertising
-Advertising strategy options
-Advertising constraints
~Sales promotion
-SP techniques
-SP Restrictions
~Personal selling
-Personal selling process
-Challenges
~Public Relations
-Role of PR in international marketing
-Techniques
-Challenges
*Distribution systems (DS)
-Channel of distribution structures
-Channel utilities
-Factors that affect DS
-Terms of delivery
-Documentation
8]Financial Requirement for Global Marketing
-Capital needs
-Source of funds
-Methods of payment
-Financial risk management
9]Role and contribution of E-Marketing in International Marketing
10]International marketing plan.
Reference Lists
1) Kotabe M and Helsen K(2011) Global Marketing Management 5th Edition, John
Wiley & Sons,[Link].
2)Cateora PR,Gilly MC and Graham JL(2009) International Marketing 14th Edition,The
McGraw-Hill/Irwin,New York.
3)Keegan WJ and Green MC (2011) Global Marketing 6th Edition Pearson
Education,Inc,New Jersey.
4]Cateora PR (1997) International Marketing 9th Edition. McGraw
Hill
5]Brassington F & Pettit S (1998) Principles of Marketing 4th Edition, Great Britain.
st
6]Lamont, D. (1996) Global Marketing 1 Edition, Blackwell.
7]Onkivisit S. and Shaw JJ (1989) International Marketing 2nd Edition, Prentice Hall.
8]Keegan W. (1984) Global Marketing management, 7th Edition, Prentice Hall.
9]Electronic data bases – refer you to the library.
10] CRAIG C. SAMUEL and DOUGLAS SUSAN P. Stern Leonard N.
(2005)International Marketing Research Third edition School of Business,
New York University
11] Isobel Doole and Robin Lowe (2008) International Marketing 5th Edition,
Jennifer Pegg, High Holborn House, 50-51 Bedford Row London WC1R 4LR
12] Opara B (2015)International Marketing Edition Second Edition, Man-
Philip Publications Ltd
13] Hollensen S (2020)Global Marketing, 8th edition, Pearson
First Assignment
Factor Analysis
With international examples, analyze the impact of the following aspects on international marketing
activities.(50 marks) DUE DATE 25/10/22
CULTURAL ENV POLITICAL ENV LEGAL ENV ECONOMIC ENV
Geography(climate and topography) Forms of gvts Bases of law Economic systems
Political regimes and Settlement of Source of funds and
Material culture(techn &economics) policy stability disputes methods of payment
Population(size, growth, Intellectual
distribution) State sovereignty: property rights *tariffs
Family structure investment Marketing laws *tax
Religions procurement *product *Exchange rates
*price and
Cultural values labour migration payment terms *interest rates
Beliefs and superstitions partnership *promotion *Balance of payment
*distribution:
=structure,
utilities,
=delivery terms
Rituals nationalism and documentation *Purchase power Parity
Aesthetics Animosity Ecological laws *gvt incentives
political risks (see yr
Education notes) Antitrust –laws Stage of mkts developmen
War, violence, National security
Media terrorism laws Trade blocs (FTA-PU)
traditional and cyber Ethics: corruption
Social etiquette terrorism & bribery Economic risks
Business etiquette political sanction *content law
business negotiations Activists and NGO *quota& Tax
Lifestyle and demand *import restrictions
*price controls
*exchange controls
Second Assignment DUE DATE 30/10/22
Write an international marketing plan using the following guidelines for a given country
market
i) Brief the account of your company and give a summary of SW
ii) Analyze home country uncontrollable elements and provide a summary of OT
iii) Discuss the adaptation of 4ps to home country situation.
iv) Analyze foreign country’s uncontrollable factors and give a summary of OT
v) Justify your market entry strategy.
v)Adapt your marketing Mix elements to foreign country’s expectations. Justify the
adaptation.
YOUR COUTRY MRKETS ARE: Italy, Russia, DRC
NB: You present both assignments and submit write-ups.
THIRD ASSIGNMENT..... DUE DATE 03/03
3. In a group of 4 people Identify an international company and register it with the class
rep.
a)Analyse the company's strengths and weakness 10 marks
b) Evaluate the effectiveness of the strategies used to exploit the opportunities 15 marks
c)Analyse the challenges it is facing 10 marks
d)Recommend strategies that can enable it to overcome them 15 marks
THE END