1. Course Description

The main objective of the course is to understand the specifics of marketing management in the nowadays global economy. The course offers an overview of concepts, methods, techniques as well as applications of international and global marketing which has some specifics compared to general marketing based mostly on cultural and environmental differences. The key procedural aspects and activities required in exporting (or importing), which marketing managers must know, are covered as well. The stress is put on cross-cultural issues of marketing management. 

The course is in the form of lectures combined with class discussions, student presentations of seminar work, and theoretical knowledge with the utilization of case studies and academic articles, and other theoretical materials.

2. Topics to be covered throughout the semester

The following topics will be covered throughout the semesters:

• The nature of international and global marketing
• Theories of international trade and marketing
• The international environment
• Culture and international marketing
• International market selection and segmentation
• International marketing research
• Market entry strategies and modes of entry strategies
• International product and service marketing management
• International pricing
• International distribution
• International marketing promotion and Communication

3. Course Goals

Students who complete this course successfully should be able to:

• Understand reasons for adaptations of many marketing approaches in the international environment;
• Use special techniques or methods of international and global marketing;
• Analyze, select and evaluate various frameworks for firms approaching international markets having in mind the impact of cultural differences on marketing decisions;
• Be analytical and critical when it comes to analyzing and interpreting global marketing issues;
• Understand the culture and cultural differences in business.

Having followed this course, the students should be better equipped to understand how the firm can achieve competitiveness abroad in the international or global markets.

4. Required Texts and Materials

Mandatory literature:

• HOLLENSEN, Svend. Global marketing. 8th edition. Harlow, England: Pearson, 2020. ISBN 978-1-292-25180-6.  (More info here)

Recommended literature:

• HOLLENSEN, Svend. Essentials of global marketing. 1st ed. Harlow: Prentice-Hall, 2008. xxviii, 49. ISBN 9780273717843
• HOLLENSEN, Svend. Global marketing: a decision-oriented approach. 4th ed. Harlow: Prentice-Hall, 2007. xxxviii, 7. ISBN 9780273706786
• LEE, K. and S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012. 592 pp. ISBN 978-0-19-960970-3
• ONKVISIT, Sak and John J. SHAW. International marketing: strategy and theory. 5th ed. London: Routledge, 2008. xxiv, 710. ISBN 9780203930069
• KOTABE, Masaaki and Kristiaan HELSEN. Global marketing management. 5th ed. Hoboken: John Wiley & Sons, 2010. xxiii, 725. ISBN 9780470381113

5. Daily Work/Homework 

The course is organized as a combination of lectures, case studies, and students´ presentations. Students are obliged to work in a team (1-2 people) or individually (depending on the type of assignment) and present it during the lectures. Active participation during the lectures is evaluated as well as the case study analyses, additional homework, or any other activities in the class. Students will be informed about the specific tasks during the lectures or assigned the homework in advance. 

6. Major Assignments

Each student must choose one of the following options:

• Seminar work
• Presentation of the country from the marketing standpoint

7. Optional Assignment

• Case Study

What will be evaluated in my work?

Please note that you will have only one chance to present during the semester. There is no possibility to repeat the presentation at a later date. 

Please mind the final deadline for registration (via IS) which is 03.10.2022.

Please use the respective homework vaults in IS for uploading your materials/presentations. You are obliged to upload your presentation at least one day prior to the presentation date.

In case you want to use the official university ppt template, please download it here.

Seminar work

Seminar work is a student´s teamwork (up to three students), that is a mix of theoretical knowledge building upon the individual topics of the course and the practical international marketing management case of the firm from the student's home country. It should be in the form of a presentation – presented during the lectures. One of the aims of this presentation is to show to other students a successful firm from a foreign country to broaden one´s horizons and of course to gain basic knowledge of international marketing theory.

Individual topics for every week are in the table (Preliminary Schedule) – please refer to the end of this syllabus.

The selection of respective topics is executed via IS.

What is the project about?

The seminar work should address the practical example of an international marketing problem related to one of the topics that the course covers through the syllabus. It should be presented as the case of a firm that comes from the home country of at least one of the participants of the team and wants to go abroad or has already gone abroad and met some problems. 

What should I do?

• Create a team of a maximum of two persons or execute seminar work individually
• Select the topic and register in IS (all students need to enroll)
• Consult your teacher, if any problem emerges. Please note to first consult the syllabus

The length of the presentation should not exceed 15-20 minutes. In case exceeding this time limit, negative points will apply (-5).

Country Presentation Through Marketing Lenses

A maximum of two students can be in a team. The main goal is to present one selected country from the Globe from a marketing standpoint. Please note that general geographical, demographic, and cultural facts are welcomed but will not have a great impact on grading and evaluation. Students should present specifics in the chosen context. This should be the main focus of this presentation as it will have a significant influence on evaluation.

The presentation can include the following areas related to the specific country (not restricted though):

• Customer/consumer behavior 
  
• Major industries
• Future prospects
• The positioning of the country on the global market
• Barriers and opportunities to enter etc.

What should I do?

• Select the topic and register in the IS
• Consult your teacher, if any problem emerges. Please note to first consult the syllabus.

The length of the presentation should not exceed 15-20 minutes. In case exceeding this time limit, negative points will apply (-5). 

Please always put the following QR code on your first and last slide. The goal is to engage your audience and get some feedback about your presentation. Afterward, I will forward the respective feedback to the individual students.

To find the QR code please click here.

Case Study

A maximum of 20% of points can be obtained by solving respective case studies. In the table at the end of this page is indicated which one needs to be solved. The solution implies you read the case study, answer the attached questions, and upload your solution to the designated folder. Please upload the case study by Monday at 8 PM, as folders will automatically close at that time (for instance: a solution for a case study for the topic International Marketing Environment (planned for 03.10.2023) must be uploaded until 02.10.2022 at 8 PM at the latest).

For each case solved, a maximum of 2 points can be allocated. 

8. Exam 

The electronic version of the final exam consists of 30 questions. Incorrect answers imply negative points (-0.25). The questions will be "one correct answer" type. The exam will be during the exam period. With one exam slot prior to the Christmas holidays. Exam dates will be announced in advance (by mid-November at the latest). You are obliged to register via IS for the exam, otherwise, you will not be allowed for the exam.

9. Additional Information

Class Participation and Language of Instructions

The language of the course is English. Students are obliged to participate actively in the class. Lecturer expects students to think critically about lectures, comment, ask, discuss, or analyze any topic that is brought up in the classroom. In addition, students will have the chance to participate in some group in-class activities or work and discuss case studies either individually or in a group. All interactions in class must be civil, respectful, and supportive of an inclusive learning environment for all students. If there are any concerns about classroom participation and classroom dynamics, students are encouraged to speak to lecturers.

Course Grading

The course finishes with a final exam. Students are expected to work on their seminar work/country presentations during the semester, be present during the lectures, and actively participate. The solution of a case study (studies) and additional activities, as well as participation in the lecture, can bring additional points and help students improve their final grades. In order to pass the course, students need to collect a minimum of 60% in total.

Explanation of Grading System:

• Exam = 30%
• Presentation (e.g. seminar work or country presentation) = 30%
• Case studies = 20%
• Lecture attendance and participation = 20%

Sample Grade Cutoffs

The following scale applies when it comes to final evaluation:

10. Course Policies and Information for Students

Attendance Policy

Attendance is compulsory. The attendance will be recorded and points will be granted accordingly. Please use your ISIC cards to beep in when you enter the classroom.

Penalties for late work and requests for extensions

Students must strictly respect deadlines. They are created according to the average abilities of university students and are applicable to all. Delivering the required work after the deadline will lead to losing points (1 day= minus 3 points).

In case students need to extend the date, they need to inform the lecturer in advance and explain the valid reason for such a situation.

Ethics

Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices, or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with an "F" and the dean is allowed to initiate disciplinary action, which might lead to the termination of the studies.

Requests for instructor feedback on drafts and requests to revise

Students can, at any time during the semester, ask lecturers for feedback, advice, suggestion, or revision of their ongoing work. This is done either during the seminars, during office hours, or via email.

Disclaimer

Lecturers reserve the right to make modifications to this information throughout the semester.

11. Preliminary Schedule of Topics, Readings, and Case Studies*

* - From 06.11.2023 until 10.11.2023 there is no teaching or lecturing. This week can be used for mid-terms, consultations, catching up with the materials you did not cover, etc.