Información detallada de curso |
Primer semestre 2017
Abr 19, 2024 |
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| Código y Nombre de la Asignatura: MDO 8340 - INTERNATIONAL MARKETING |
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División Académica:
Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac MDO 4090 Calificación mínima de 3.0 Número de créditos: Intensidad horaria (semanal para nivel pregrado y total para nivel postgrado): 3.000 Horas de Teoría 0.000 Horas de Laboratorio Niveles: Educación Continua, Educación Superior Pregrado Tipos de Horario: Teoría Focused on identifying and satisfying global customer needs better than the competition, both domestic and international, and coordinating marketing activities within the context of the global environment 3. JUSTIFICATION Students will develop knowledge of the theoretical frameworks on which market entry decisions are based and will analyse and propose solutions to marketing problems in an international context. At the end of this module students should be capable of understanding the challenges facing international companies or domestic companies competing in the global environment 4. GENERAL OBJECTIVE This course should (a) sensitize students to economic, political, and cultural differences among nations as they influence marketing, (b) introduce students to the international framework of organizations, laws, and practices that affect marketing, (c) develop students abilities to identify and evaluate marketing opportunities abroad, (d) develop student skills in gathering information, drawing conclusions from it, and presenting the material, and (e) give students the opportunity to work on a marketing plan that can be used to show prospective employers. 5. LEARNING OUTCOMES Knowledge of concepts Understand marketing fundamentals in the context of the global environment, Analyze and assess marketing tools, practices and experiences used to address business opportunities / issues. Negotiation items, Examine various programs and mechanisms used to create sustainable competitive advantage in the global marketplace. Abilities (Applying concepts) Identify the principles of marketing and explain the impact these have on the global economic, social / cultural, legal / political and regulatory environment. Identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation and targeting techniques. Identify when and why to take sourcing decisions and explain the impact of competition on a global marketing strategy. Explain how marketing mix decisions - product, price, physical distribution, promotion impact a global marketing strategy. Explain the strengths and weaknesses of a company's global marketing plan. Attitudes (As an individual) International vision, Discipline, Compliance with the schedule, Research capabilities Communication skills in different languages. Work in teams with fellow classmates to conduct joint tasks. 6. CONTENT The International Marketing Imperative What international marketing is Opportunities and challenges in international marketing Background to the International Marketing The historical dimension Transnational institutions affecting world trade A strategic outlook The Cultural Environment The elements of culture Sources of cultural knowledge Cultural analysis The International Political and Legal Environment Home country political and legal environment Host country political and legal environment The international environment Building the knowledge Base Defining the issue International and domestic research Recognizing the need for research Determining research objectives Source of data The Export Process Motivations to internationalize Change agents Internationalization stages Internationalization concerns Logistics and Supply Chain Management A definition of international logistics The impact of international logistics International transportation Issues The international shipment International packaging issues Logistics and the environment Product Adaptation Product variables Standardization versus adaptation The market environment Product characteristics Company considerations Export Pricing Strategies Price Dynamics The setting of export prices Terms of sale Terms of payment Price negotiations Channels and Distribution Strategies Channel structure Channel design Selection of intermediaries Channel management Global Promotional Strategies Planning promotional campaigns Other promotional elements Marketing Organization, Implementation, and Control Organizational structure Implementation Control 7. BIBLIOGRAPHY Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. Michael Czinkota & Ilkka Ronkainen. International Marketing. Harcourt College Publishers. United States of America. 2002 Kotabe, Masaaki & Helsen Kristiaan. Global Marketing. Limusa Wiley. Mexico. 2007 Kumar, V. International Marketing Research. Prentice Hall, USA. 2000 Onkvisit, Sak & Shaw John. International Marketing: Analysis and Strategy. Third Edition. USA, 1997 Jain, Subhash. Handbook of Research in International Marketing. Edward Elgar Publishing. Great Britain, 2003 Warren Keegan & Mark Green. Global Marketing. Fourth edition, Pearson Prentice-Hall, 2005. Kate Gillespie & Jean-Pierre Jeannet. Global Marketing: An Interactive Aproach. First edition. Houghton Mifflin Company, 2004 Johny K. Johansson. Global Marketing. Fourth edition. McGraw Hill. 2006 Subbash C. Jain. International Marketing. Sixth edition. Thomson Learning. 2001 Jean-Pierre Jeannet & H. David Hennessey. Global Marketing Strategies. Sixth edition. Houghton Mifflin Company. 2004 Marketing Journals and Periodicals. These resources may be used to clarify or expand upon various teaching points. They are identified for the student who seeks additional understanding or an expansion of the core concepts and ideas addressed in class. ABI/INFORM Global ABI/INFORM Trade & Industry Business Business Source Complete Marketline Newspaper Source Regional Business New |
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