INTERNTATIONAL MARKETING Masters 2

INSEEC PROFESSOR : Won KIM / email : won_word@yahoo.com

Objectifs :
COURSE DESCRIPTION The course will focus on creating a global marketing campaign, tackle common barriers to entry, and examine best practices. Beginning with Market Research Methods and Information Systems as sources of market data, we will examine the regulatory environment and policies for imports and exports. Based on this foundation of information, we can then examine strategic entry options. And finally, we will be able to construct a global marketing communication strategy. Through case studies, we will examine how corporations have succeeded in applying successful global marketing campaigns. GENERAL OBJECTIVES Review of the environmental fundamentals of International Marketing I Adaptation vs. Standardization and the Marketing Plan To be able to construct a global marketing campaign Able to understand the necessary components to proper market research Identify the regulatory environment for imports, exports, and sourcing Determine entry strategies Understand the growing role in global branding, advertising, PR TEACHING METODOLOGY Lecture, group discussion, case study, and final project. Lectures will be based on text materials, outside readings and practical experience on the part of the instructor.

Syllabus :
WEEK 1 - INTRODUCTION Introduction Syllabus Review Review of basic principles of International Marketing I Revue of the International Marketing Plan WEEK 2 MARKET RESEARCH PROCESS Global Market Research Sources of Market Information Primary and Secondary data sources Direct Sensory Perception Challenges of Global Market Research International Market Research Process Case Study 1: Research Helps Whirlpool Act Local in the Global Market WEEK 3 IMPORTING AND EXPORTING Importing, Exporting, and Sourcing Export selling vs. Export Marketing Government Programs that support exports Government Actions to discourage Imports and block market access Tariff Systems Customs Duties Foreign Purchase Agents

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Case Study 2: Concerns about Factory Safety and Worker Exploitation in Developing Countries WEEK 4 GLOBAL MARKET ENTRY STRATEGIES Global Market Entry Strategies Involvement/Risk/Reward of Market Entry Strategies Licensing and Special Licensing Arrangements Foreign Direct Investment (FDI) Joint Ventures Investment via Ownership or Equity Stake Global Strategic Partnerships Nature of Global Strategic Partnerships Success Factors Case Study 3: SAB Miller in China WEEK 5 BRANDING, ADVERTISING, AND PR Brand and Product Decisions in Global Marketing Advertising and Public Relations (standardization vs. Adaptation) Agencies Creating Global Advertising Cultural Considerations Think and Feel Country Clusters Global Media Decisions Global Advertising Expenditures Media Decisions Public Relations and Publicity The Growing Role of PR in Global Marketing How PR Practices Differ Around the World Case Study 4: McDonalds WEEK 6 FAIR TRADE. ETHICS, AND SUSTAINABILITY Review of Case Study 4: McDonalds Case Study 5: Fair Trade Coffee: Ethics, Religion, and Sustainable Production WEEK 7 FINAL PROJECT PRESENTATIONS Presentations

Bibliographie :
TEXTBOOKS Keegan, Warren J. and Green, Mark C., Global Marketing Fifth Edition, Pearson Prentice Hall 2008 Karsalkian, Eliane, Le Marketing International, Ed. Eyrolles 2007 RELATED BOOKS Stiglitz, Joseph E., Making Globalization Work, W.W. Norton and company, 2007 Bowes, John, The Fair Trade Revolution, Pluto Press 2011 Friedman, Thomas L., The World is Flat, Farrar, Straus and Giroux 2005 Foer, Franklin, How Soccer Explains the World: An Unlikely Theory of Globalization, Arrow Books Ltd 2006 Gladwell, Malcom, The Tipping Point, How Little Things Can Make a Big Difference, Little Brown 2000 Klein, Naomi, No Logo 10th anniversary edition, Picador 2010 Rivoli, Pietra, The Travels of a T-Shirt in the Global Economy: An Economist Examines the Markets, Power, and Politics of World Trade, John Wiley and Sons 2009

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