COURSE SYLLABUS

International Marketing

Spring 2023

QUJING NORMAL UNIVERSITY

Time: Thursday 10:20-12:00/Friday 08:20-10:00

Location: Room 541

Lecturer: Dr. Sadiq

Contact Info: Sadiq@mail.ustc.edu.cn

Phone: 13198004644

Overview:
Business persons have the responsibility to understand the complexity of global
markets, but many have only studied their own country’s business practices. The aim
of this course is to examine how companies enter international markets and their
choices in standardization or adaptation the marketing mix. You will learn to
experience an unfamiliar market setting. Build skills in using international market
database, and present group project on a topic of global interest. Remember principles
of marketing is prerequisite for this course.
Course Objectives
After completing this course, students should be able to:
 Appreciate and understand differences and similarities in business etiquette
across cultures;
 Identify and evaluate trade policies from other countries;
 Understand how trade practices, tariffs and nontariff barriers are used in trade
law;
 Adapt the marketing mix to the specific needs of destination countries
 Evaluate an unfamiliar product as a possibility for import to the United States;
 Develop skills in using online international databases;
 Provide expert insight into a cutting-edge topic in International Marketing
Teaching Approach:
Lectures, Videos, Presentations, final project and class room discussions. The teaching
approach will be mainly classroom lectures with some discussions and presentations.

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Text book for this course:
1 International Marketing 15th edition of Cateora, Gilly, Graham.
Required Readings:
 Students must read each chapter before the class
Grading:
 10% attendance + 10% course performance + 40% Assignments (presentation) & Final
project and +40% final exam
 mark 90-100, exceptional, 80-89 good, 70-79 satisfactory, 60-69 unsatisfactory, below 60
failing
Possible Course Schedule:
Weeks Main Contents Readings
1 Introduction to International Marketing Chapter
 Introduction to the course. Consideration of the Self 1&2
Reference Criterion and its difference from ethnocentrism.
 A major topic of trade today is protectionism. Let’s discuss it
as well as international cooperation between countries. Are
tariffs and trade barriers always protectionist? How do
countries cooperate through global organizations?
2 The role of History and Geography and History on Marketing Chapter
 What is the Impact of Geography and History on World 3&4
Trade? Country geography and history can play a major
role in trade success. How can the attributes of a location
impact product design and shipping?
 Country History and its importance. World events, former
and current political alliances, and independence can all
affect trade opportunities.
 What is the Triple Bottom Line (TBL?)
Discussion: The Impact of the UK leaving the European Union

3 Global Culture and the Market Chapter

 Learn how culture can impact marketing through its 5&6
personal and organizational effects
 What is the structure of culture? What is meant by high
and low context cultures?
 How are products impacted by culture? Country
Commercial Guides and Culture
 Chapter 4: Cultural Dynamics, Norms, Values, Beliefs,
Roles, Customs, Rituals, Artifacts
 Chapter 5: Considering global business culture,
Business Customs and Etiquette
Discussion: Fair and Lovely

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4 International Politics and Laws & their impact on Marketing Chapter
 How can politics affect trade? Political parties change quite 6&7
often in many countries, resulting in dramatic differences in
tariff and non-tariff barriers.
 Chapter 6: Political Environment, Change, Stability,
Redrawing Country Borders
 Elections around the world
 What is Political Vulnerability? What are Politically
Sensitive Products?
 Michigan State University Market Potential Indicators:
 Chapter 7: Legal Environment and Exporting Law: see
exporting forms
Assignment: International Business Etiquette
4 International Marketing Research Chapter 8
 Chapter 8, Researching Global Markets:
 If I have the "Perfect Product," How Can I Enter the Market?
What do I need to know?
 Meanings of Secondary Data: How do data interpretations
differ? What are the strengths and limitations? E.g. If you
were a citizen of Country X, what is your life expectancy?
 Differences in Primary Research Techniques in Other
Cultures – focus groups, surveys, observation

5 Economic Development and Multinational Markets Chapter

 Chapter 9, Economic Development and the Americas, 9&10
Measures of Economic Development - do they work? How is
economic development assessed for NICs? For Big
Emerging Markets (BEM’s)?
 What are reasonable measures for living standards? Whose
living standards?
 Illustrations from Chapter 10, Multinational Markets
(Europe, Africa, Middle East)
 What is a multinational market? What are the advantages
when a country becomes a member? What is the
Commonwealth of Independent States (CIS)?
6 The Asia-Pacific Region & Global Marketing Management Chapter
 Chapter 11 (Asia Pacific) 11&12
 China, Japan, India, Vietnam, Four “Tigers,” Bottom of the
Pyramid
 Chapter 12, Global Marketing Management , Methods of
Market Entry
 Strategic Planning for Global Marketing

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  Are there certain methods of market entry that are required?
Expected? Are there market entry methods that create
advantages or disadvantages in certain markets? What are
countries telling us about how they want us to enter their
countries? Do they want particular forms of business?
Specific types of clearances?
7 Developing Consumer Products: Core products Chapter 13
 Identifying Unmet Needs in Unfamiliar markets
 What is predictable consumer behavior in a given country?
How are products used?
 How do consumers shop? Adaptation vs. Standardization
 Characteristics of Successful Innovations
 Example: Campbell Soup, and learn about its various global
products

7 International Marketing Channels, Supply chain and Retailing, Chapter 15

selection of middlemen
 Traditional retail in the bricks and mortar setting:
o KFC Market Entry- the adaptation of distribution for the
Japanese market – an OLD film that depicts problems that
still occur in today’s market entry decisions.
o Coca Cola enters the Japanese market – video.(multifocal,
ringi-sho form for agreement
Assignment: Unfamiliar Product
8 Integrated Marketing Communication in the Global Setting Chapter 16
 How can we communicate with consumers in other countries
and be sure that we mean what we say, and say what we
mean? Media availability. Literacy rates. Advertising videos
 Country-specific requirements – what disclosures must
appear in advertising messages?
 Country-specific cultural norms – what situations should and
should NOT appear?
 Sales promotion – contests, coupons, free gifts, 2 for 1, etc.
 What social media are prevalent around the world? How
accessible is the internet?
8 Personnel selling Chapter 17
 Techniques, Similarities and Differences
 Personnel Issues, Training your employees for Global
Markets
 Sensitivity Exercises to know your market better

9 Pricing for International Markets Chapter 18

 What are Price Escalation and Countertrade? What does

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 price convey in global markets? What is the impact of
cashless, digital currencies?
 Is there a price/quality linkage?? What is the impact of
changing currencies?
 Let’s consider the euro, the currency of the European Union
Discussion: Personal Selling and Gender Norms
9 Negotiating with International Customers, Partners and Regulators Chapter 19
 Global Perspective
 The dangers of stereotype
 Difference in Language and Nonverbal Behavior
 Difference in Values, Thinking and Decision Making Process
 Implications for Managers and Negotiators