INTRODUCTION
This study program aims to provide participants with a thorough knowledge of both the operational and strategic aspects of international marketing, knowledge which can then be applied in a practical situation. Consequently the emphasis of the course will be on application of acquired knowledge.

LEARNING OUTCOMES
It is expected that at the end of the course, participants should be able to:

1. Understand the nature of international business environment;

2. Appreciate the complexities of international marketing operation and the value of marketing research;

3. Identify buying motivations in a given market to ensure that marketing mix plans are correctly developed and implemented; and

4. Design and develop effective international marketing plan that will ensure international competitiveness.

SCOPE OF THE PROGRAM
Beginning with an overview of the macro-economic environment of international business and economic development, the course covers the whole range of export marketing activities, including research, finance, distribution, product policy and pricing, international marketing promotion, export marketing planning, and various issues relating to alternative forms of international supply such as licensing, joint venture and subsidiary operations.


PROGRAM OUTLINE

1 Introduction to International Marketing
Integration of world markets. Internationalization of business. Ethnocentric, Polycentric and Geocentric management approaches.

References:
Onkvist & Shaw (1997); Chs 1, 2
Bradley, F. (1995); Chs 1, 2
Cateora, P.R. (1993); Chp 1
Chee, H. & Harris, R. (1998); Chs 1,2
Paliwoda, S.J. (1993); Chp 1
Porter, M. (1992) "The Strategic Role of International Marketing" in Buzzell, R.D., Quelch, J.A. and Bartlett, C. (1992)
Levitt, T. (1982) "The Globalization of Markets", Harvard Business Review April/May, pp. 92-102
Keegan, W.J. (1989); Chp 1
Rugman, A.M. et. al. (1988); Chp 2
Terpstra, V. (1989), Chp.1
Bartels, R. (1968), "Are Domestic and International
Marketing Dissimilar?" Journal of marketing vol.32

2 International Business Environment
Social, psychological and cultural dimensions of the global marketing environment.

References
Onkvist & Shaw (1997); Chs 6,7
Bradley, F. (1995); Chp 5
Chee, H. & Harris, R. (1998); Chp 6
Cateora, P.R. (1993); Chps 2,3,4,5,6,7

3 International Business Environment 2
Elements of the environment. Domestic, foreign and global aspects of the environment. Economic, political, legal and technological influences.

References
Onkvist & Shaw (1997); Chs 2,3,4,5
Bradley, F. (1995); Chp 6
Rugman, A. M. et.al. (1988), Chps 3,4,5
Davidow, J. (1980) "Multinational, host governments and
regulation of restrictive practices", Columbia Journal of
Business, Summer, pp. 14-19
Chee, H. & Harris, R. (1998); Chp 5,7

4 International Market Research
Rationale for market selection. Issues of local and global information gathering in industrialized, NIC's and emerging markets. Country and buyer risk analysis. Problems of International Marketing Research.

References
Onkvist & Shaw (1997); Chs 8,9
Bradley, F. (1995); Chp 9,10
Cateora P.R. (1993); Chp 11
Hollensen, S. (1998); Chp 5 & Appendix
Chee, H. & Harris, R. (1998); Chp 8
Barnes, W.N. (1980), "International Marketing Indicators", European Journal of Marketing, vol. 14, No. 2, pp.90-136
Bartos, R. (1989), "International Demographic data? Incomparable!!" marketing and Research Today, vol. 17, No.4.

5 Market Entry Strategies - Exporting
Indirect and Direct forms of exporting, Choice of Agent/Distributor, Export documentation, Problems of Exporting.

References
Onkvist & Shaw (1997); Chs 9,12
Bradley, F. (1995); Chp 11,12
Hollensen, S. (1998); 7,8
Chee, H. & Harris, R. (1998); Chp 10,11,12
Stewart, (1992), Exporting: A Practical Approach
Meisenbock, K.J. (1988) "Small business and Exporting: a
Literature review", International Small Business Review,
Vol. 6, No.2, pp. 42-61
Willimason, P.J. (1990) "Winning the Export War:
British, Japanese and German exporters' strategy compared" British Journal of Management, vol. 1, pp. 215-230
Brown, R. and Cook, D. (1990) "Strategy and Performance of British Exporters"' Quarterly review of Marketing, vol. 15, No.3, pp. 42-61

6 Market Entry Strategies - Investment
Choice of alternative strategies. Franchising, Licensing, Management Contracts, Join-Ventures, Foreign Direct Investment.

References
Onkvist & Shaw (1997); Chs 9
Bradley, F. (1995); Chp 13,14
Hollensen, S. (1998); 9,10
Paliwoda, S. (1993) Chps 7,8
Root, F.D. (1987) Entry Strategies for International Markets. Lexington Books, Lexington, MA
Cateora, P.R. (1993) Chps 10,11

7/8 International Product Policy & Strategy
Standardisation vs. Market Adaptation strategies. Hybrid strategies. Global vs. Multi-domestic strategies. New product development process. International brand strategy and global

References
Onkvist & Shaw (1997); Chs 10,11
Bradley, F. (1995); Chs 15,16,17
Hollensen, S. (1998); 12
Chee, H. & Harris, R. (1998); Chs 13,14
Keegan, W.J. (1989); Chp 12
Terpstra, V. (1989), Chs 8,9
Johansson, J.K. & Thorelli, H.B. (1985) "International Product Positioning", Journal of International Business Studies, Fall, pp. 57-76
Rowell, R. (1986) Counterfeiting and Forgery, London, Butterworth

9 International Pricing Strategy
Product/Service pricing theory, Domestic vs. International Pricing, International Pricing Methods & Strategy, Problems with International Pricing.

References
Onkvist & Shaw (1997); Chs 16,17
Hollensen, S. (1998); Chp 13
Chee, H. & Harris, R. (1998); Chp 16
DTI (1985), Countertrade: Some Guidance for Exporters, London, Department of Trade and Industry (DTI)
Paliwoda, S.J. !1993) Chp 10
Walsh, L.S. (1988) Chp 10
Cateora, P.R. (1992) Chp 10
Kassaye, W.W. (1985) "Countertrade prospects and dilemmas for Small Business", American Journal of Small Business, vol. IX, No. 3, pp. 17-25

10 International Logistics and Distribution Management
Logistics and distribution channels, Free export processing zones, Foreign market distribution channels, Identifying and choosing foreign channels, Management and control of channel, E-business

References
Onkvist & Shaw (1997); Chs 12,13
Burns, P.J. (2000) "E-business" (Student hand-out)
Bradley, F. (1995); Chp 18
Hollensen, S. (1998); 14
Chee, H. & Harris, R. (1998); Chs 15
Keegan, W.J. (1989); Chp 15
Terpstra, V. (1989), Chs 10,11
Cateora, P.R. (1992) Chp 14
Paliwoda, S. (1993) Chp 11
Dawson, J.A. (1982) Commercial Distribution in Europe, London, Croom-Helm
Stock, J.R. and Lambert, D.M. (1982) "International Physical Distribution - A Marketing Response", International Journal of Marketing, vol. 1, No. 1

11 International Marketing Communications
Public Relations, Advertising, Sales Promotion, Personal Selling Strategies, E-Business

References
Onkvist & Shaw (1997); Chs 14,15
Monye, S.O. (2000); Chs 5,9,13,15
Burns, P.J. (2000) "E-business (Student hand-out)
Hollensen, S. (1998); 15,16
Chee, H. & Harris, R. (1998); Chs 17,18
Keegan, W.J. (1989); Chp 15
Terpstra, V. (1989), Chs 12,13
Cateora, P.R. (1992) Chp 13
Paliwoda, S. (1993) Chp 12
Walsh, L.S. (1988) Chp 15,18

12 International Marketing Planning
Strategic marketing planning tools and procedures, Tactical plans, Marketing Control, Organisation structures

References
Hollensen, S. (1998); Chp 17
Bradley, F. (1995); Chp 20
Chee, H. & Harris, R. (1998); Chs 19,20
Keegan, W.J. (1989); Chp 11
Terpstra, V. (1989), Chs 12,13
Cateora, P.R. (1992) Chp 10
Paliwoda, S. (1993) Chp 13
Walsh, L.S. (1988) Chp 15,18
Cain, W.H. (1970) "International Planning: Mission Impossible?" Columbia Journal of World Business, July-August, pp. 53-60
McDonald, M.H. (1990) Marketing Plans: How to prepare them - How to use them

REFERNCES

MAIN TEXTS
Onkvist, S., Shaw, J.J. (1997) International Marketing: Analysis & Strategy 3rd Edition.
London, Prentice -Hall

Bradley, F. (1995) International Marketing Strategy 2nd Edition.
Hemel Hempstead, Prentice-Hall

OTHER TEXTS
Hollensen, S. (1998) Global Marketing: A market-responsive approach.
Hemel Hempstead, Prentince-Hall

Chee, H., Harris, R. (1998) Global Marketing Strategy.
London, Pitman Publishing

Doole, I., Lowe, R., Phillips, C. (1994) International Marketing Strategy.
International Thompson

Monye, S. O. (eds.) (2000) The Handbook of International Marketing Communications.
Oxford, Blackwell Publishers

Cateora, P.R. (1993) International Marketing 8th Edition.
Homewood, Irwin

Paliwoda, S. J. (1993) International Marketing 2nd Edition.
London: Butterworth-Heinemman

Welford, R., Prescott, K. (1992) European Business-An Issue Based Approach.
London, Pittman Publishing

Buzzell, R.D., Quelch, J.A., Bartlett, C. (1992) Multinational Marketing Management.
New York, Addison-Wesley

Czinkota, R., Ronkainen, I.R. (1998) International Marketing.
London, Dryden Press

Drew, J. (1983) Doing Business in the European Community 2nd Edition.
Oxford, Tolley Publsihing

Jackson, J.H. (1990) Restructuring the GATT System.
London, Royal Institute for International Affairs

Jain, S.C. (1984) International Marketing Management.
Kent, Kent Publishing

Keegan, W.J. (1989) Global Marketing Management 5th Edition.
New York, Prentice-Hall

Porter, M. (1990) The Competitive Advanatge of Nations.
London, MacMillan

Rugman, A.M. et.al. (1988) International Business:Firm and Environment.
Singapore, McGraw-Hill

Terpstra, V., (1989) International Marketing 4th Edition.
New York, Holt-Reinhart Winston

Walsh, L.S. (1988) International Marketing 4th Edition.
London, Macdonald and Evans