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International Marketing

Study Course Description

Course Description Statuss:Approved
Course Description Version:4.00
Study Course Accepted:05.03.2020
Study Course Information
Course Code:SBUEK_163LQF level:Level 6
Credit Points:2.00ECTS:3.00
Branch of Science:Management; Business ManagementTarget Audience:Marketing and Advertising; Business Management
Study Course Supervisor
Course Supervisor:Kristīne Blumfelde-Rutka
Study Course Implementer
Structural Unit:Department of International Business and Economics
The Head of Structural Unit:Romāns Putāns
Contacts:Riga, 16 Dzirciema Street, C block, Room C-215, sbekatrsu[pnkts]lv, +371 67409184
Study Course Planning
Full-Time - Semester No.1
Lectures (count)7Lecture Length (academic hours)2Total Contact Hours of Lectures14
Classes (count)5Class Length (academic hours)2Total Contact Hours of Classes10
Total Contact Hours24
Part-Time - Semester No.1
Lectures (count)3Lecture Length (academic hours)2Total Contact Hours of Lectures6
Classes (count)3Class Length (academic hours)2Total Contact Hours of Classes6
Total Contact Hours12
Study course description
Preliminary Knowledge:
Knowledge of microeconomics, macroeconomics, business organisation and management, corporate strategy and policy making.
Objective:
The aim of the study course is to provide students with knowledge of the concept of international marketing as a set of activities and processes in today’s international business environment. To explore the role of international marketing in the context of consumers, clients, partners and the public. The course analyses the factors of starting international business, researches product adaptation to different markets, taking into account intercultural differences and developing marketing strategies in international markets.
Topic Layout (Full-Time)
No.TopicType of ImplementationNumberVenue
1Marketing concept, basic elements I. Historical development of marketing concept. Introduction to international marketing.Lectures1.00auditorium
2Motivation of organisations to enter international markets. Different perspectives/approaches to international marketing. Why is international business and entering the international market necessary?Lectures1.00auditorium
3Latest scientific research on international marketing and factors that influence it.Classes1.00auditorium
4International marketing research, analysis, information system. Marketing plan.Lectures1.00auditorium
5International adaptation of goods and services. Market environment. Counterfeit products.Lectures1.00auditorium
6International product positioning.Classes1.00auditorium
7Analysis of the external environmental factors of international marketing.Classes1.00auditorium
8International marketing, external environmental factors influencing it: nature and economy. What effect do external environmental factors have on the volume of consumption and its changes?Lectures1.00auditorium
9External environmental factors of international marketing: policy/ legislation/ cultural environment.Lectures1.00auditorium
10Presentations of students’ individual works. 1. Analysis of the latest trends in global marketing. 2. Analysis of examples and specifics of international marketing research. 3. Promoting a product on the international market and strengthening its position, examples. 4. Concept, essence and examples of social marketing. 5. The role of social media in marketing development, examples.Classes1.00auditorium
11International product management and merchandising, intercultural differences.Lectures1.00auditorium
12Presentations of students’ individual works. 1. Latest guidelines in global marketing activities, their application in latvia. 2. The international aspect of product packaging development. 3. Product promotion channels. 4. Product adaptation to foreign markets.Classes1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Marketing concept, basic elements I. Historical development of marketing concept. Introduction to international marketing.Lectures1.00auditorium
2Motivation of organisations to enter international markets. Different perspectives/approaches to international marketing. Why is international business and entering the international market necessary?Lectures1.00auditorium
3Latest scientific research on international marketing and factors that influence it.Classes1.00auditorium
6International product positioning.Classes1.00auditorium
8International marketing, external environmental factors influencing it: nature and economy. What effect do external environmental factors have on the volume of consumption and its changes?Lectures1.00auditorium
12Presentations of students’ individual works. 1. Latest guidelines in global marketing activities, their application in latvia. 2. The international aspect of product packaging development. 3. Product promotion channels. 4. Product adaptation to foreign markets.Classes1.00auditorium
Assessment
Unaided Work:
Studying literature for required and additional reading, routine tests (summaries, seminar papers), preparation for classes, seminars, final exam, etc. according to the course description and content.
Assessment Criteria:
The final assessment grade consists of the average grade for summaries, seminar papers, independent work and exam.
Final Examination (Full-Time):Exam (Written)
Final Examination (Part-Time):Exam (Written)
Learning Outcomes
Knowledge:1. Able to describe the development of the concept of international marketing and to evaluate its significance in business. 2. Able to evaluate the significance of intercultural differences in international marketing and their impact on the company’s operations in the international environment.
Skills:1. Able to analyse latest marketing trends and integrate them into the company’s marketing activities. 2. Able to analyse the factors contributing to international marketing and business. 3. Able to analyse international adaptation of goods and services.
Competencies:1. Able to organise international marketing research. 2. Able to evaluate the external environmental factors of international marketing and their impact on business. 3. Able to evaluate factors influencing the starting of international business.
Bibliography
No.Reference
Required Reading
1Czinkota M. R., Ronkainen I. A. International Marketing. 10th Edition. Australia: South-Western Cengage Learning, 2013.
2Czinkota M. R., Ronkainen I. A. International Marketing. 8th Edition. Mason, Ohio: Thomson/South-Western, 2007.
3Mühlbacher H., Leihs H., Dahringer L. International marketing: a global perspective. London: Thomson, 2006.
4Cateora P., Gilly M., Grohana J., International Marketing, 16th Edition, McGraw Hill Irwin, 2013.
5Hult. Pride. Ferrell. Marketing. South Western, 2012.
Additional Reading
1A study on the role of advertising and sales promotions in creating brand equity and brand loyalty. A. A. Tajzadeh-Namin. Mohsen Norouzi. Indian Journal of Health and Wellbeing. 2014.
2Marketing capability and export performance: The moderating effect of export performance. A. Al-Aali. J-S. Lim. T. Khan. M. Khurshid. 2013.
3Johansson J. K. Global marketing: foreign entry, local marketing, & global management. Boston: McGraw-Hill Irwin, 2009.
4Kurtz D. L. Contemporary marketing. Mason, OH : South-Western Cengage Learning, 2009.
5Albaum G., Duerr E. International Marketing and Export Management. 6th Edition. New Jersey: Prentice Hall, 2008.
6Marketing management / Philip Kotler ... [et al.]. 2nd [European] ed. Harlow, Essex, England: Pearson, 2012.
7Praude V. Mārketings: teorija un prakse / Valērijs Praude. 3., pārstr. un papild. izd. [Rīga]: Burtene, 2011.
8McDonald, M. Marketing plans: how to prepare them, how to use them / Malcolm McDonald. 6th ed. Amsterdam [etc.]: Butterworth-Heinemann, c2007
Other Information Sources
1Journal of the Academy of Marketing Science.
2Akgüna Ali Ekber, Keskinb Halit, Ayarc Hayat. 2014. Standardization and Adaptation of International Marketing Mix Activities: A Case Study. 10th International Strategic Management Conference, Gebze Institute of Technology, Kocaeli, Turkey.