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    International Marketing

    CZINKOTA / RONKAINEN

Course Information

Spring 2013

  • January 23-May 7, 2013
  • T 7:00-9:30 PM
  • OCNR 131

Download the Syllabus here.

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Definition

International marketing consists of the activity, institutions, and processes across national borders that create, communicate, deliver, and exchange offerings that have value for stakeholders and society.

There's no locality on the web - every market is a global market.
- Ethan Zuckerman -

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The course aims at providing an understanding of international business from a global and multinational management perspective. Discussion will include the environment, theories, institutions, and dynamics of international business. Focus will be given on the strategy and operations of the multinationals in a changing global economy. Both theory and practice will be discussed.

Spring 2015
MKTG 5335 International Marketing
Course Schedule
Please read the chapters before coming to class. Bring the text as reference.

Date Topic Presenting Group
Jan 29 Global Marketing Imperative
Trade Institutions and Trade Policy
The Economic Environment
Video 1: Globalization at Crossroads
1,2,4
Feb 5 Global Marketing Imperative
Trade Institutions and Trade Policy
The Economic Environment
Video 2: Doing Business in Brazil
1,2,4
12 The Cultural Environment
The Political and Legal Environment
Case 1: IKEA
Video 3: China’s Capitalist Revolution
3,5
19 Strategic Planning
Marketing Organization, Implementation and Control
Estimating Demand/Market Potential (Waheeduzzaman 2008)
Case 2: Car Financing in China
6,7
26 Research
Market Entry and Expansion
Case 3: Parker Pen Company
Video 4: Big Mac: Inside the McDonald’s Empire
8,9
Mar 5 Product Adaptation
Global Product Management and Branding
Global Services
Case 4: Dr Eris: Cosmetics from Poland
10,14,15
19 Product Adaptation
Global Product Management and Branding
Global Services
Case 5: Blood Free Diamonds
Video 5: Colonel Comes to Japan
10,14,15
26 Export Pricing
Global Pricing
Case 6: Honeyland Manuka Honey from New Zealand
Video 5: Big Mac: Inside the McDonald’s Empire
11,17
Apr 2 Marketing Communication
Global Promotional Strategies
Video 6: Black Gold Wake up & Smell the Coffee
12,18
9 Distribution Management
Global Logistics and Materials Management
Case 7: International Marketing and the NBA
Video 7: China’s Convenience store war
13,16
16 Distribution Management
Global Logistics and Materials Management
13,16
23 Project Presentation: Group 1, 2, and 3
30 Project due in class
Course Review
Review for Final

Chapter schedule and material are both subject to change at any time. Please refer to this page to stay updated with the current course information.