Marketing 1

2

3

4

5

Bordeaux The Methodology for dealing w/case studies Introduction to the group project Introduction to international mktg. International strategies First follow-up presentation of the group project (environm. analysis) The choice of the market/the country Different types of international development Case study

Münster Introduction

Madrid Introduction to international Marketing

Portsmouth The decision to internationalise

Rotterdam Scope and challenge of international marketing

Marketing Research

Theories of international trade

International business environment and cultural understanding

Marketing Strategies

Analysis of the international environment

Marketing-Mix

Analysis of foreign markets

Deciding which markets to enter: Social/Cultural considerations Deciding which markets to enter: Political/Economic/ Tech considerations How the firm enters international markets

Marketing Organisation

Selection and classification of foreign markets Penetrating international markets

Research and market selection

Researching global markets

Market entry strategies Designing the global marketing programme: Distribution/Pricing Designing the global marketing programme: Product

Emerging markets and market behaviour and multinational market regions Global marketing strategies and export trade mechanics and logistics Developing consumer products for international markets and marketing The international distribution system

6

Specific characteristics Marketing of the international Controlling marketing mix

7

Case study

International product policy

8

Second follow-up presentation of the group project

Distribution policy

9

Revision

Price policy

Market communications strategy

Cultural dynamics and business customs and practices Political environment and the international legal environment

10

Final presentation of the group project

Communication policy

11

12 Marketing 13

Literature

Controlling the international market Revision

Bordeaux Münster The marketing module is primarily based on a group project with only few normal lectures. The project consists in developing a strategy to enter a foreign market. (e.g. How should Skoda proceed to enter the Peruvian automobile market?) No specific core Meffert, H.: readings only lecture Marketing. notes.

Madrid

Portsmouth

Bradley, F. (1991): Hollensen, S. Global „International Marketing Marketing Strategy“. Jain, S.C. (1993): „International Marketing Management“. Toyne / Walters (1993): „Global Marketing Mgmt. A strategic perspective.“

The international advertising and promotion effort and personal selling Pricing for international markets and financial requirements for international marketing Exam prep Rotterdam Exam prep

International Marketing; Cateora