DEREE COLLEGE SYLLABUS FOR: MK 4157 INTERNATIONAL MERKETING

(Updated Spring 2021) UK LEVEL 6

UK CREDITS:15
US Credits 3/0/3

PREREQUISITES: MK2030 Introduction to Marketing / MK2030 Fundamentals of

Marketing

CATALOG Application of marketing principles to world markets in a variety of

DESCRIPTION: social, legal, technological and economic environments. Practices
of international trade.

RATIONALE: While marketing principles remain universal, their application in the

mosaic of international markets requires adaptation in theory and
skill in application. The course aims to equip the students with the
necessary knowledge on how to present effective, and efficient
marketing strategies worldwide. Key marketing management
issues are discussed like the market entry strategies a company
needs to use in order to enter foreign markets, international
marketing approaches and standardisation versus adaptation as
appropriate. The module also presents the role of the
microenvironment for the design of the international marketing
strategies

LEARNING OUTCOMES: As a result of taking this course, the student should be able to:
1. Demonstrate an understanding of the international business
environment (socio-cultural, economic, political, etc.) and how it
affects marketing strategies.
2. Develop and critically evaluate arguments and evidence about
differences between domestic and international marketing
strategies.
3. Critically evaluate markets and appropriate marketing
strategies

METHOD OF TEACHING AND  In congruence with the teaching and learning strategy of
LEARNING: the college, the following tools are used: Class lectures.
 Analysis and discussion of cases and assignments on
international marketing issues.
 Office Hours: Students are encouraged to make full use of
the office hours of their instructor, where they can ask
questions and go over lecture material, case studies or
team project.
 Use of a Blackboard learning platform, where instructors
post lecture notes, assignment instructions, timely
announcements, as well as additional resources.
 The blend of group and individual assignments are
encouraged. The blend of the academic and professional
 practice are highlighted throughout lectures.

ASSESSMENT: Summative:
Project Individual (final assessment) 85%
Group Presentation (a case study, an 15%
academic article, an assignment)
Written project in an international marketing
topic (4,000-4,100) words

Formative:
Two formative submissions 0%
Mock Exam 0%

The written project tests Learning Outcomes 1, 2, 3.

The final grade for this module will be determined by averaging all
summative assessment grades, based on the predetermined
weights for each assessment. If students pass the comprehensive
assessment that tests all Learning Outcomes for this module and
the average grade for the module is 40 or higher, students are not
required to resit any failed assessments.

INDICATIVE READING: REQUIRED READING:

Doole, I., Lowe, R. and Kenyon, A. (2019), International Marketing
Strategy, 8th edition, Cengage Learning.

RECOMMENDED READING:
BOOKS
Cateora, G. and Money, G. (2016), International Marketing, 17th
edition, McGraw-Hill.

Green, M.C. and Keegan, W.J. (2020), Global Marketing, 10th

edition, Pearson.

ARTICLES
Ahi, A., Baronchelli, G., Kuivalainen, O. and Piantoni, M. (2017),
“International market entry: How do small and medium-sized
enterprises make decisions?”, Journal of International Marketing,
Vol. 25, No. 1, pp. 1-21.

Firoz, N. M. and Topchaya, O. (2016), “East and West:

Understanding consumer behavior in China, implications and
practical applications for international marketing of US-based
companies”, Franklin Business & Law Journal, Vol. 2016, No. 4,
pp. 67-82.

Fuchs, S. and Osselaer, V. (2015), “The handmade effect: What's

 love got to do with it”, Journal of Marketing, Vol. 79, No. 2, pp. 98-
110.

Hofstede, G. (2011), “Dimensionalizing Cultures: the Hofstede

model in context” Online Reading in Psychology and Culture, Vol.
2, No. 1, Article 11, pp. 1-20

Nam, H. and Kannan, P.K. (2020), “Digital environment in global

markets: Cross-cultural implications for evolving customer
journeys”, Journal of International Marketing, Vol. 28, No. 1, pp. 28-
47.

Perrea, T., Grunert, K.G. and Krystallis, A. (2015), “Consumer

value perceptions of food products from emerging processing
technologies: A cross-cultural exploration”, Food Quality and
Preference, Vol. 39, pp. 95-108.

Perrea, T., Grunert, G.K., Krystallis, A., Huang, G. and Hu, Y.

(2014), “Testing and validation of a hierarchical values-attitudes
model in the context of green food in China”, Asia Pacific Journal
of Marketing & Logistics, Vol. 26, No. 2, pp. 296-314.

Porter, M. (1990), “The competitive advantages of nations” Harvard

Business Review, March – April 1990

Schwartz, S. H. (2012), “An overview of the Schwartz Theory of

Basic Values”, Online Reading in Psychology and Culture, Vol. 2,
No. 1, Article 8, pp. 1-20

Tower, A.P., Hewett, K. and Fenik, A.P. (2019), “The role of cultural
distance across quantiles of international joint venture longevity,”
Journal of International Marketing, Vol. 27, No. 4, pp. 3-21.

Academic Journals
Journal of International Marketing
Journal of Marketing Management
European Journal of Marketing

INDICATIVE MATERIAL: N/A

(e.g. audiovisual, digital material,
etc.)

COMMUNICATION Written project submitted in Word using appropriate terminology

REQUIREMENTS:

SOFTWARE Word, Excel

REQUIREMENTS:
WWW RESOURCES: www.stst-usa.gov
www.ita.doc.gov
www.usatradeonline.gov
www.customs.ustreas.gov
www.imf.org
www.wto.org
www.cia.gov
www.oecd.org
www.jetro.go.jp
www.euromonitor.com
http://ciber.bus.msu.edu/busres/htm
www.worldchambers.com
www.ipl.org/ref/RR/static/bus4700.html
www.worldtrademag.com

INDICATIVE CONTENT: 1.The international trading environment

2.Social and international considerations in international marketing
3.International Marketing Research and Opportunity Analysis
4.International niche marketing strategies for SME’s
5.Global Strategies
6.Marketing Strategies
7.International Product Management
8.International Pricing Management
9.International Communications Management
10.International Distribution and Logistics Management
11.International Marketing through Digital Media