INTERNATIONAL MARKETING MANAGEMENT

The International Marketing Management course typically focuses on equipping students with the knowledge and skills to develop and manage marketing strategies in a global context. The details may vary by institution, but here are some general topics and components that are often included in such a course:

Key Topics Covered:

1. Global Marketing Environment:

Understanding the international economic, political, and legal environments that affect marketing decisions.

Cultural differences and their impact on consumer behavior and marketing strategies.

2. Market Research and Entry Strategies:

Conducting international market research and analyzing foreign markets.

Different market entry strategies, such as exporting, licensing, franchising, joint ventures, and foreign direct investment (FDI).

3. Global Branding and Product Strategy:

Developing global branding strategies and managing brand equity across different markets.

Product adaptation vs. standardization in international markets.

4. Pricing in International Markets:

Factors affecting pricing strategies in different countries, including currency fluctuations, tariffs, and distribution costs.

Transfer pricing and the role of government regulations.

5. International Promotion and Communication:

Adapting promotional strategies to different cultural and regulatory environments.

Using digital marketing in a global context.

6. Global Distribution and Logistics:

Understanding the logistics and supply chain management required to distribute products internationally.

Choosing the right distribution channels for different markets.

7. Ethics and Corporate Social Responsibility (CSR):

Examining ethical issues in international marketing, such as child labor, environmental sustainability, and fair trade.

The role of CSR in building a positive global brand image.

Learning Outcomes:Ability to analyze and evaluate global markets.

Develop marketing plans for entry into international markets.

Understand the challenges of cross-cultural marketing.

Apply marketing mix elements (product, price, place, promotion) in an international context.

Address ethical and legal considerations in international marketing.Teaching Methods:

Lectures and discussions on theoretical concepts.

Case Studies on international companies and their marketing strategies.

Group Projects involving real-world international marketing scenarios.

Presentations and class debates on key topics.Assessment:

Examinations: Tests may assess students’ knowledge of international marketing concepts.

Projects: Group or individual projects involving the creation of an international marketing strategy.

Assignments: Written reports analyzing specific international markets or marketing cases.

This course is often offered as part of MBA programs, Master’s in International Business, or as a specialization in marketing management at the undergraduate or postgraduate level.

Would you like details on a specific university’s program or something else?