Ramon Llull University - Barcelona
IQS School of Business (AACSB Accredited)
Forum-Nexus Program
Undergraduate Division
Introduction
The global nature of business in the 21st century requires marketers of products and services around the world to take their marketing function to a new level. This course is intended to take the students' marketing vision and skills to this new global level. Profiting from the multinational and multicultural nature of the program, students will be able to acquire a very current hands-on perspective on international marketing issues, with a particular emphasis on the European Union.
Course Description
This course focuses on the development of essential understanding, knowledge and skills for engaging in global marketing activities. It provides a thorough overview of the key dimensions of the international business environment, including political, social, economic, legal, and cultural issues. Special topics emphasized include the impact of the global economic crisis, the growing importance of environmental concerns, and dealing with corruption and bribes. The course takes a close look at the various elements of the marketing mix in order to understand how they must be adapted in response to different market conditions, taking into consideration a multitude of competitive, cultural and strategic considerations.
The relevance and practical application of the international marketing issues discussed will come to life through lectures, case-studies, team projects, exercises, visits to leading European companies and global organizations, and daily real-life observations in the European countries visited.
Course Objectives
Upon successful completion of this course students will be able to:
Understand the important role the international marketing function plays in establishing a firm's competitive advantage at the international level
Identify the key economic, political and social factors that influence the rapidly changing product and service markets around the world
Understand the impact of the socio-cultural environment on the formulation of an international marketing strategy
Discuss the growing importance of internet technologies and online social networks on global product and service markets and the international marketing strategy
Describe the planning, personnel and corporate organizational structure necessary to implement a successful global strategy
Understand the special characteristics of European and global country markets and their relevance and implications for international marketers
Help develop global marketing strategies that produce the best fit with the organization's long-term interest and the environmental factors that it encounters.
Course Requirements
The course requires active student participation. Students are expected to read the assigned textbook chapters, cases and articles before every class. Punctual attendance is required. There will be a midterm exam, a final exam, case studies, and a team project. Each student is required to participate in a minimum of four professional visits.
Teaching Procedures and Methodology
Teaching methods used in this course include lectures, case discussions, team assignments, and professional visits. Learning in this course requires the student's constructive participation and active involvement in both class discussions and small group discussions. Small group discussions, in particular, are a key mechanism for facilitating learning from other team members. Thus, it is essential to attend all group activities inside and outside classes. The corporate visits will expose the participants to different aspects of the class and will highlight the practical relevance of the concepts learned. The visits will be accompanied by individual or group assignments.
Required Textbook
"International Marketing" by Philip Cateora and John Graham McGraw-Hill, 14th Ed., 2008
Team Project
Product Introduction Project
This team project is designed to provide you with a sound understanding of how a marketer goes about entering a foreign market. Specifically, you will write a report from the perspective of a marketing manager, advising the marketing department on the strategy the firm should take in entering a specific market with a particular product. Teams will be made up of 3-4 students each.
Product Selection
Select a product that at least one members of the team has a specific knowledge about and is currently marketed in his/her home country
Market Selection
Select a market in which that product is not currently being sold. Preferably you should focus on a European country. You must select a product/country combination for which a profitable marketing opportunity likely exists. Your team will determine this opportunity based on market research and personal knowledge.
Marketing Strategy
After selecting a product and a target market you can begin devising a strategy to successfully introduce and market the product. You should draw on the material covered in class and carefully lay out a complete marketing strategy. Your final presentation of the marketing strategy should include these components:
Country description
Product description
Political climate
Marketing research
Market segmentation
Competitive environment
Distribution Strategy
Communications strategy
Pricing strategy
The project report should be between 6 and 8 pages long (Font: Arial, 12; Line Spacing: 1.5).
The scope and challenge of international marketing
The impact of the global economic crisis
The dynamic environment of international trade
The cultural environment of global markets
Cultural dynamics in assessing global markets
Culture, management style, and business systems
Multinational market regions
Marketing in the European Union
Assessing the political environment
The marketing environment in Spain and France
HBS Case Study: Real Madrid - Club de Futbol
Module 2
Assessing global market opportunities
Developing a global vision through marketing research
Marketing in emerging markets
The marketing environment in Switzerland and Italy
Developing global marketing strategies
How to develop a marketing plan
The international legal environment
The legal environment in Europe
HBS case study: Marketing Château Margaux
Midterm exam
Module 3
Global marketing management: planning and organization
Marketing products and services for consumers
Marketing products and services for businesses
International marketing channels
Integrated marketing communications and international advertising
The marketing environment in Greece
Ivey Case study: Luis Vuitton in India
Module 4
Exporting and logistics
Personal selling and sales management
Pricing for international markets
Implementing global marketing strategies
Negotiating with international customers, partners, and regulators
Final exam
Schedule of Classes and Professional Visits
The detailed schedule of classes and professional visits for each session is available online at www.forum-nexus.com/schedules
Please note that this course will be offered as a Section 1 class.
Academic Integrity
The Ramon Llull University places a high value on the integrity, good conduct and academic honesty of all students. Students are expected to maintain high standards of academic integrity at all times. Any instance of academic dishonesty, including plagiarism, will result in a grade of F for the course.
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