Información detallada de curso |
Intersemestral Jun. 2017
Abr 26, 2024 |
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| Código y Nombre de la Asignatura: MDO 0013 - INTERNATIONAL MARKETING |
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División Académica:
Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac PML 0055 Calificación mínima de 3.0 o PML 7560 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 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. RELEVANCE -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. RELATED COMPETENCES -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. -All Students must demonstrate: (1) Basic knowledge of business environment; (2) Understanding of basic economic principles; (3) Understanding of basic marketing functions. 5. GENERAL OBJETIVE OF THE COURSE: -This course will be oriented towards: -Upon completion of this course, the course participant should be able to do the following: (1) Identify, explain, and evaluate the important concepts in international marketing strategy; (2) Use these concepts in company analyses and marketing strategy development; and (3) Access and effectively utilize sources of data and information necessary to complete industry and company analyses. 6. LEARNING OUTCOMES -At the end of the course, students must be able to: -Competence dimension Learning outcome -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. 7. COURSE PLANNER -Themes Sub themes In-class hours Independent work -Readings and assignments- -The International Marketing Imperative - What international marketing is - Opportunities and challenges in international marketing 3 Read: Chapter 1. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. Background to the International Marketing -The historical dimension -Transnational institutions affecting world trade - A strategic outlook 3 Read: Chapter 2. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment - The Cultural Environment -The elements of culture - Sources of cultural knowledge - Cultural analysis 3 Read: Chapter 4. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment The International Political and Legal Environment -Home country political and legal environment -Host country political and legal environment -The international environment 3 Read: Chapter 6 & 7 Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment -Building the knowledge Base - Defining the issue -International and domestic research -Recognizing the need for research -Determining research objectives -Source of data 3 Read: Chapter 8. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment -The Export Process - Motivations to internationalize - Change agents -Internationalization stages -Internationalization concerns 3 Read: Chapter 8. International Marketing – Michael Czinkota y ILSA Ronkainen – Harcourt College Publishers - 2002 - Workshop analysis company -Individual assigment -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 3 Read: Chapter 15. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment -Product Adaptation -Product variables -Standardization versus adaptation -The market environment -Product characteristics -Company considerations 3 Read: Chapter 10. International Marketing – Michael Czinkota y ILSA Ronkainen – Harcourt College Publishers - 2002 - Workshop analysis company -Individual assigment Export Pricing Strategies - Price Dynamics -The setting of export prices -Terms of sale -Terms of payment - Price negotiations 3 Read: Chapter 18. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment Channels and Distribution Strategies -Channel structure - Channel design -Selection of intermediaries -Channel management 3 Read: Chapter 14. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment -Global Promotional Strategies -Planning promotional campaigns -Other promotional elements 3 Read: Chapter 16. Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. - Workshop analysis company -Individual assigment Marketing Organization, Implementation, and Control -Organizational structure - Implementation - Control 3 Read: Chapter 21. International Marketing – Michael Czinkota y ILSA Ronkainen – Harcourt College Publishers - 2002 - Workshop analysis company -Individual assigment 8. METHODOLOGY - TEACHING STRATEGIES -The course is taught through the active participation of the teacher and students in class sessions. -Strategies include the presentation of concepts and case studies by the teacher and the interaction of students through previous individual study by oral discussions and virtual activities throughout the semester. -Depending on the nature of activities, some will be completed individually and others in groups in order to enhance the ability to work in teams and properly justify one’s opinion to fellow classmates. The adequate use of technical concepts will always be enhanced. -All students will have access to a web page of the course. Besides including teaching materials for them, they will participate in message boards throughout the semester. This will be the official channel between the teacher and the students to send all the tasks previously defined. 9. ASSESSMENT -Learning evidence Assessment period % -Midterm exam I: Chapter 1 – 2 – 3 – 6 - 7 Week 5 20 -Midterm exam II: Chapter 8 – 10 – 11 - 19 Week 10 20 -Final exam: Written exam of all the concepts covered during the semester. -As defined by the Department 20 -Quices, message boards, and assignments Throughout the semester 20 -Research paper Throughout the semester 20 10. BIBLIOGRAPHY -Tipo de bibliografía -Básica o Complementaria- Tipo de referencia -Si es libro impreso, revista impresa, artículo de revista, VER LISTADO- Idioma Norma Técnica (ICONTEC, APA, otras) Existe en Biblioteca o No -Basic -Cateora, Philip R. and Graham, John L. International Marketing, 12th, McGraw-Hill, New York, NY, 2005. Libro Impreso Inglés ICONTEC Sí(1) -Complementary -Michael Czinkota & Ilkka Ronkainen. International Marketing. Harcourt College Publishers. United States of America. 2002 Libro Impreso Inglés ICONTEC Sí -Kotabe, Masaaki & Helsen Kristiaan. Global Marketing. Limusa Wiley. Mexico. 2007 Libro Impreso Inglés ICONTEC Sí -Kumar, V. International Marketing Research. Prentice Hall, USA. 2000 Libro Impreso Inglés APA Sí -Onkvisit, Sak & Shaw John. International Marketing: Analysis and Strategy. Third Edition. USA, 1997 Libro Impreso Inglés ICONTEC Sí -Jain, Subhash. Handbook of Research in International Marketing. Edward Elgar Publishing. Great Britain, 2003 Libro Impreso Inglés ICONTEC Sí -Warren Keegan & Mark Green. Global Marketing. Fourth edition, Pearson Prentice-Hall, 2005. Libro Impreso Inglés Sí -Kate Gillespie & Jean-Pierre Jeannet. Global Marketing: An Interactive Aproach. First edition. Houghton Mifflin Company, 2004 Libro Impreso Inglés Sí -Johny K. Johansson. Global Marketing. Fourth edition. McGraw Hill. 2006 Libro Impreso Inglés Sí -Subbash C. Jain. International Marketing. Sixth edition. Thomson Learning. 2001 Libro Impreso Inglés Sí -Jean-Pierre Jeannet & H. David Hennessey. Global Marketing Strategies. Sixth edition. Houghton Mifflin Company. 2004 Libro Impreso Inglés Sí -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. Artículos de Revista/Revista Impresa o Electrónica Inglés ABI/INFORM Global Base de datos Electrónica Sí ABI/INFORM Trade & Industry Base de datos Electrónica Sí Business Base de datos Electrónica Sí Business Source Complete Base de datos Electrónica Sí Marketline Base de datos Electrónica Sí Newspaper Source Base de datos Electrónica Sí Regional Business News Base de datos Electrónica Sí |
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