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    International Marketing

    Track:

    All tracks

    Follow-up / Interfaces:

    International Market Analysis and Development

    Pre-requisites:

    Pre-reading and preparation tasks

    Didactics:

    Lecture, case studies, group tasks,
    individual tasks, plenum discussions

    Exam:

    Term Paper

    ECTS points:

    4

    Lecturer:

    N.N.


     

    General learning objectives:

    The aim of this unit is to familiarise students with scientific decision-making tools to aid in the solving of practical international marketing tasks. It will focus on B2C as well as B2B marketing concepts and tools. The course provides an introduction to a variety of marketing topics and a basic set of theoretical frameworks and analytical tools for use in the marketing practice. It will include a variety of case studies and live cases.

    Marketing is an introductory marketing course that focuses on three broad competencies: analyzing marketing opportunities, developing marketing strategies, and implementing marketing strategies. It introduces primary analytical approaches, tools and techniques that marketers use to make sense of their environment, choose appropriate strategic responses, and manage the implementation of marketing strategies. 

    The content of this course emphasizes both conceptual and practical issues.  Prior knowledge of marketing is not assumed, but your prior marketing education and experience will determine how much preparation you will require. 

    As a case-based graduate-level business administration course, the course requires advance preparation and participation. The quality of learning that takes place in class sessions will therefore largely depend on the participants’ preparation and participation class discussions. 

    Every participant in the class has a responsibility to themselves and their peers to complete pre-class case analyses and readings to understand the relevant marketing concepts in advance. 

    Detailed learning outcomes:

    • Understanding the volatility of the different environments in which organisations act
    • Opening the mind to a fast changing climate and identifying frameworks for assessing opportunities and threats for companies
    • Understanding the difference between B2B and FMCG markets and the different related buying behaviours
    • Planning the marketing process in a complex environment focusing on a systems and process view of marketing in relation to other management disciplines
    • Developing market analysis tools as preparation for strategic choices
    • Understanding different marketing strategies and opportunities which focuses on the analytical disciplines supporting marketing strategy development
    • Developing the Marketing Mix – The 4 Ps which focuses on the theoretical frameworks for executing operational marketing programs
    • Understanding the 7Ps of Service Marketing and discussing frameworks for identifying possible gaps
    • Entering international Markets – the strategic dilemma of localisation versus globalisation

    Course textbook: 

    Jobber, D. (2010). Principles and Practice of Marketing (6th ed.). Berkshire: McGraw-Hill Higher Education.

    Content:

    TopicReadingsNotes/Preparation guide

    1

    Marketing & marketing planning

    Chaps 1-2

    Introduction to class and deliverables

    An approach to case study analysis

    Case study: Michel & Augustin Cookies: Culinary adventures competing against food industry giants

    2

    Marketing analaysis: Evaluating opportunities and focusing Marketing strategy

    Chaps 3 & 8

    Case study: Michel & Augustin Cookies: Culinary adventures competing against food industry giants

    3

    Consumer and organisational buyer behaviour

    Chaps 4-5

    Case study: Unilever in Brazil: Marketing Strategies for Low-income Consumers

    4

    Segmentation, targeting and positioning

    Chap 8

    Case study: Out of Africa Lifestyle Limited: the challenge of market segmentation

    5

    Guest lecture & tour of Boschendal Estate Brad Gold International Marketing Manager http://www.boschendal.com

    See Note a

    • Marketing luxury brands

    • Marketing fmcg brands

    • Blue ocean/red ocean strategies

    • Generation Y/Millennial consumers

    6

    Guest lecture & tour of Boschendal Estate Brad Gold International Marketing Manager http://www.boschendal.com

    See Note a

    • Marketing luxury brands and fmcg brands

    • Red ocean/blue ocean strategies

    • Generation Y/Millennial consumers

    7

    Product and pricing decisions

    Chaps 9,10 & 12

    Case study: Renova Toilet Paper: Avantgarde marketing in a commoditized category

    8

    Marketing channel and communication decision

    Chaps 13 & 17

    Case study: Renova Toilet Paper: Avantgarde marketing in a commoditized category

    9

    Prof Geoff Bick: Marketing metrics, brand and customer equity

     

    To be provided later

    10

    Putting it all together: the marketing plan

    All chapters

    Case study: Waltraud Ziervogel at Konnopke´s Imbiss: Re-inventing a Berlin icon


    Recommended supplemental books: 

    Text books:

    • Chernev, A. (2014): Strategic Marketing Management (8th ed.). USA: Cerebellum Press.
    • Kotler,P. and Keller, K.L. (2012): Marketing Management (14th ed.). Boston: Prentice Hall.

    Journal articles:

    • Arons, M. de S., van den Driest, F. and Weed, K. (2014). The ultimate marketing machine. Harvard Business Review, 92(7/8), 54-63.
    • Rust, R.T., Moorman, C., and Bhalla, G. (2010): Rethinking marketing. Harvard Business Review, 91(12), 100-108.
    • Dawar, N. (2013): When marketing is strategy. Harvard Business Review, 88(1/2), 94-101.
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