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I. COURSE TITLE II. COURSE UNITS III. COURSE NO. OF HOURS IV.

COURSE DESCRIPTION

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IM INTERNATIONAL MARKETING THREE (3) UNITS 54 HOURS Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting local marketing concepts and methods. This is accomplished through real life planning and implementation of an international marketing plan designed to market a product or service in a foreign country or countries. The main objective of this course is to develop a managerial understanding of international marketing. This course will help students enhance their analytical, decision making and implementation skills in an intense, highly challenging project of developing an actual marketing plan. The course will place an equal emphasis on managerial and marketing issues faced by firms operating in many parts of the world. More specifically, this course will: examine the role of marketing in world markets and review its theoretical justification; provide an overview of business in the international context (structure, problems and opportunities, causes and results of performance, etc.); study marketing theory and management in light of vastly different political, cultural, legal, and economic environments abroad; and relate Philippine business needs to problems and opportunities in foreign markets. Attendance Quizzes Term Exams

V. GENERAL OBJECTIVES

VI. CRITERIA FOR EVALUATION :

VII. COURSE CONTENT Specific Objectives Subject Matter Values Strategies/Teaching Methodologies Lecture, Discussion -Question and answer -LectureDemonstration --Case Analysis Instructional Material -Illustrative/ Demonstration International Scenarios -Sample of Trade restrictions and entry modes -Book -Exercise -Case Problem -Activity Practice Set Evaluation Time Frame 1st-2nd week Expected Output

Define International 1.International Marketing Defined Marketing clearly. a. What is International Marketing? Enumerate the theories and b. Domestic vs. International concepts in international Marketing trade. c. Differences Between Domestic and International Cite the advantages and Marketing disadvantages of world d. Phases of International trade restrictions. Marketing e. Reasons Why Companies Explain the entry modes in Venture into International international marketing. Marketing f. Factors Influencing International Marketing Discuss the international 2. Theories and Concepts in trade terms and the International Trade purpose of Incoterms. a. Theories of International Trade b. Smiths Theory of Absolute Advantage c. Ricardos Theory of Comparative Advantage d. Neo-Classical Trade Theory e. Heckscher-Ohlin Trade Theory of Factor Proportions

Sense of appreciation. Objectivity and Fairness.

Tests, Quizzes, long examination

Defined international marketing clearly. Enumerate the theories and concepts in international trade. Cited the advantages and disadvantages of world trade restrictions. Explained the entry modes in international marketing. Discussed the international trade terms and the purpose of Incoterms.

Specific Objectives

Subject Matter

Values

Strategies/Teaching Methodologies Lecture, Discussion -Question and answer -LectureDemonstration --Case Analysis

Instructional Material -Illustrative/ Demonstration International Scenarios -Sample of Trade restrictions and entry modes -Book -Exercise -Case Problem -Activity Practice Set

Evaluation

Time Frame 1st-2nd week

Expected Output

Define International k. Leontief Validation of the Marketing clearly. Heckscher-Ohlin Theory l. Balance of Payments Enumerate the theories and m. The Issue of Protectionism concepts in international trade. 3. Trade Barriers a. Why are there trade Cite the advantages and barriers? disadvantages of world b. Types of Trade Barriers trade restrictions. 4. Easing World Trade Restrictions Explain the entry modes in a. World Trade Organization international marketing. b. Formation of Trading Blocs c. The International Monetary Fund d. IMF Activities Discuss the international trade terms and the 5. Entry Modes in International purpose of Incoterms. Marketing a. Franchising b. Licensing c. Manufacturing d. Management Contracts e. Exporting 6. International Trade Terms a. Purpose of Incoterms b. Ex-Works Factory

Sense of appreciation. Objectivity and Fairness.

Tests, Quizzes, long examination

Defined international marketing clearly. Enumerate the theories and concepts in international trade. Cited the advantages and disadvantages of world trade restrictions. Explained the entry modes in international marketing. Discussed the international trade terms and the purpose of Incoterms.

Specific Objectives

Subject Matter

Values Integrated

Strategies/Teaching Methodologies -Lecture, discussion -Question and answer -Lecture-demonstration -Case Analysis -Research

Instructional Material -Illustrative/ Demonstration Case --Exercise -Activity Practice Set

Evaluation

Time Frame 3rd- 4th week

Expected Output Determined the reasons for the need for export in the Philippine setting. Discussed the relevance of export in the Philippine setting, with the government and the private sector as important sectors in the industry. Applied the the need to decide on the mode of export entry to adopt.

Determine the reasons for the need for export in the Philippine setting.

7. Export Marketing a. Rationale for Export The need to export Discuss the relevance of Decision to go export in the Philippine into export setting, with the government Decision on the and the private sector as mode of important sectors in the venturing into industry. export Decision to Apply the need to decide on conduct an export the mode of export entry to market research adopt. Preparation of the business plan b. Importance of Export Define Export Merchandiser Philippine trade clearly. Identify its roles, performance general functions and through the years specific activities. Direction of Philippine trade Profile of Filipino Exports 8. Getting Started in Export a. Modes of Venturing into the Export Business 9. The Export Merchandiser a. The Export Mechandiser b. The Export Merchandisers Role c. The Duties of an Export

Accuracy Appreciation Honesty and fairness

Tests, Quizzes, long examination

Values of fairness and integrity

-Lecture, discussion -Question and answer -Lecture-demonstration -Case Analysis -Group discussion

-Illustrative/ Demonstration Case --Exercise -Activity Practice Set -Written analyses of cases

Tests, Quizzes, long examination

5th week

Defined Export Merchandiser clearly. Identified its roles, general functions and specific activities

Merchandiser

Specific Objectives

Subject Matter

Values Integrated

Strategies/Teaching Methodologies

Instructional Material

Evaluation

Time Frame

Expected Output

PRELIM EXAMINATION Provide the students with the basic operational knowledge of market research that they may apply to adopted business. Discuss the checklist of the different aspects considered in export product research. Differentiate the package handling of different countries of destination and enumerate the Dos and DONTs of designing packs worldwide. Discuss the product line alternatives. Apply product development as a business tool. 10. The Market Research a. Importance of Market Research b. Export Market Research c. Elements of Export Market Research d. Countrys Trade Restrictions e. Market Access f. Market Size, Patterns and Growth g. Competition h. Price Structure i. Product j. Packing for Shipment k. Industrial Package Pack l. Consumer Pack m. Transport n. Sales and Distribution Channels o. Pricing Strategy Factors p. Services Expected by Buyers q. Advertising and Sales Promotions 11. Developing Products for the Foreign Market a. The Product b. The Augmented Product c. Product and Company Organizing skills Obedience and compliance to government rules Lecture-discussion Project study in partnership organization Illustration, Exercises Cases Quizzes Seat works 6th 7th week Provided the students with the basic operational knowledge of market research that they may apply to adopted business. Discussed the checklist of the different aspects considered in export product research. Differentiated the package handling of different countries of destination and enumerated the Dos and DONTs of designing packs worldwide. Discussed the product line alternatives. Applied product development as a business tool.

Values of fairness and integrity

-Lecture, discussion -Question and answer -Lecture-demonstration -Cases

-Illustrative/ Demonstration Cases --Exercises -Activity Practice Set -Cases

Tests, Quizzes, long examination

8th - 9th week

Specific Objectives

Subject Matter

Values

Strategies/Teaching Methodologies

Instructional Material

Evaluation

Time Frame

Expected Output

a. Image b. The Products Life Cycle c. The Need for Product Development d. Product Development in the Philippines e. The Product Development and Design Center of the Philippines Define packing. 12. Export Packing, Marking and Discuss the considerations Labeling in packing. a. Export Packing Explain export marking b. Export Marking and the three important c. International Marking types of data which should Systems for Pallets and be given proper marking in Packages export. d. Export Labeling List down the different marking symbols and the 13. Export Distribution Channels rules in export labeling. a. Distribution defined Define distribution. b. Common Distribution Differentiate both Functions commercial and physical c. Shipping the Goods activities involving d. Organization of Ocean distribution. Transport Discuss the typical export e. Ocean Freight Rates distribution channels. f. Containerization Define Ocean Transport g. Air Transport and identify its four types. h. Air Transportation Freight Discuss containerization Rates and compute loadability. Adherence to legal provisions Faithfulness Values of fairness, honesty and integrity Care and Accuracy -Lecture, discussion -Question and answer -Lecture-demonstration -Cases -Illustrative/ Demonstration Cases --Exercise -Activity Practice Set -Cases Tests, Quizzes, long examination 10th week Defined packing. Discussed the considerations in packing. Explained export marking. Listed down the different marking symbols. Defined distribution. Differentiated commercial and physical activities involving distribution. Discussed distribution channels. Defined Ocean Transport. Discuss containerization.

Specific Objectives

Subject Matter

Values

Strategies/Teaching Methodologies

Instructional Material

Evaluation

Time Frame

Expected Output

MIDTERM EXAMINATION Discuss the two basic 14. Export Pricing and Costing concepts associated with a. Definition and price. Significance of Price b. Factors Affecting Price Discuss export promotions c. Pricing Policies including trade fair and its d. Pricing Procedures two kinds. Compare and e. Steps in Price Setting contrast with other f. Definition of Cost promotional methods, g. Elements of Product Cost enumerate the advantages of h. Pricing Strategies fairs and exhibitions. i. Export Price Structure 15. Export Promotions a. Promotional Methods b. Promotional Materials c. Preparation of Promotional Materials d. Types of Promotional Materials Define what export 16. Export Negotiations negotiation is a. Definition of Negotiation Compare and contrast b. Negotiation vs. Selling critically negotiation and c. Types of Negotiation selling. d. The Negotiation Process Explain the basic concepts of e. Negotiation Strategies negotiation process, and Techniques strategies, techniques, styles f. Negotiation Styles and types. How to make a business

Values of attentiveness and care

Demonstration-Lectures, question and browser

-Illustrative/ Demonstration --Exercise -Cases

Tests, Quizzes

11th-12th week

Discussed two concepts associated price.

the basic with

Discussed export promotions including trade fair and its two kinds. Compared and contrasted with other promotional methods, enumerated the advantages of fairs and exhibitions. Value of carefulness and patience Lecture-discussion Lecture demonstration Cases Question and answer. -Illustrative/ Demonstration --Exercise -Cases Tests, Quizzes 13th - 14th week Defined what export negotiation is Compared and contrasted negotiation vs. selling. Explained the concepts of negotiation.

offer?

Specific Objectives

Subject Matter

Values

Strategies/Teaching Methodologies

Instructional Material

Evaluation

Time Frame

Expected Output

Enumerate the basic modes 17. The Philippine Export of payment. Environment Discuss the two kinds of a. Getting paid in the export drafts used in trade. business Discuss the types of letter of 1. Modes of credit Payment SEMI-FINAL EXAMINATION Introduce the different government agencies that assist the exporter. Discuss the functions of the different international trade group. Discuss the tasks related to the Philippine Shippers Bureau. Apply concepts learned through realistic cases related to international marketing. 18. Government Support for Export a. International Trade Group b. Small and Medium Enterprises Development Group c. Consumer Welfare and Trade Regulation Group 19. Cases in International Marketing a. Case 1: Fanciful Joys b. Case 2: Exporting and Lucky Number 13 c. Case 3: Island Gifts & Deco d. Case 4: Lirashen Fashion & Jewelry e. Case 5: Aivees Clothes

Values of accuracy, care and patience

Lecture-discussion Lecture demonstration Question and answer.

Demonstration cases Exercises

Quizzes and tests

15th week

Enumerated the basic modes of payment. Discussed the two kinds of drafts used in trade. Discussed the types of letter of credit Introduced the different government agencies. Discussed the functions of the different international trade group. Discussed the tasks related to the Philippine Shippers Bureau. Apply concepts learned through realistic cases.

Organization skills Compliance to government rules

Lecture-discussion Project study on how to organize SMEs

Illustration Exercises Cases

Quizzes Seatwork Examination

16th 20th week

FINAL EXAMINATION

VIII.

Grading System PRELIMS CLASS STANDING 50% CONDUCT 10% PRELIM EXAM 40% PRELIMS GRADE 100% MIDTERMS CLASS STANDING CONDUCT MIDTERM EXAM MIDTERMS FINALS CLASS STANDING CONDUCT FINAL EXAM 50% 10% 40% 100% 50% 10% 40%

SEMI-FINALS CLASS STANDING 50% CONDUCT 10% SEMI-FINAL EXAM 40% SEMI GRADE 100%

PRE-FINAL GRADE 100%

FINAL GRADE PRELIM GRADE + MIDTERM GRADE + SEMI-FINAL GRADE + PRE-FINAL GRADE/4 = 100%

IX.

References: TEXTBOOKS Subhash C Jain, International Marketing Management, 3rd Edition, CBS Publishers and Distributors Pvt. Limited, New Delhi, 2008 Philip R Cateora, John L Graham, and Prashant Salwan, International Marketing, 13th Edition, Tata Mc Graw Hill, New Delhi, 2008 International Marketing, 14th Impression, Oxford University Press, New Delhi, 2005 Francis Cherunilam, International Trade and Export Management, 16th edition, Himalaya Publishing House, Mumbai, 2008 Francis Cherunilam, International Business Text and cases, 4th Edition, PHI, New Delhi, Text and Cases 2009 P Subba Rao, International Business, 3rd Edition, Himalaya Publications 2010 Czinkota and Ronkainen (2002), International Marketing, Thomson South-Western. De Mooij (2003), Global Marketing and Advertising, Understanding Global Paradoxes, Sage. Keegan and Green (2005), Global Marketing, Prentice Hall. Kotler and Armstrong (2006), Principles of Marketing, Prentice Hall. Prime et Usunier (2004), Marketing international, Dveloppement des marchs et management interculturel , Vuibert. Usunier (2000), Marketing across Cultures, Prentice Hall. Hollensen, S. (2011). Global marketing - a decision-oriented approach. Essex, FT Prentice Hall Forsgren, M. (2009). Theories of the Multinational Firm: a Multidimensional Creature in the Global Economy. Cheltenham, Edward Elghar Publishing. Miihlbacher, H., H. Leihs, et al. (2006). International marketing: a global perspective. London, Thomson Learning. Bradley, F. (2005). International marketing strategy, 5th edition. Essex, Pearson Education. Brito, C. M. and S. Lorga (1999). Marketing internacional. Porto, Sociedade Portuguesa de lnovagao. Rugimbana, R. and S. Nwankwo (2003). Cross-cultural marketing. London, Thomson. Usunier, ].-C. (2000). Marketing across cultures. Essex, Financial Times Prentice Hall. Morrison, I. (2006). The international business environment. Hampshire, Palgrave Macmillan. Bridgewater, S. and C. Egan (2002). International marketing relationships. New York, Palgrave. Lorga, S. C. e. S. (2003). Internacionalizacao e redes de empresas: conceitos e teorias . Lisboa, Editorial Verbo. Samovar, L. A., R. E. Porter, et al. (2006). Intercultural Communication: a reader. Belmont, CA, Thomson Wadsworth. INTERNET SOURCES

http:/ /aib.msu.edu/ httpz/ /www.adi.pt/index.html

http:/ /competitividade.com.sapo.pt/
ht'cp: / /www.doingbusiness.org/ EconomyRankings/ http://www.aicep.pt/ http:/ /www.spyglasspoint.com/ http:/ /www.muslimtrade.net/tradeguideline/ http:/ /t1'ade.gov/index.asp http:/ /www.fita.org/ http:/ /www.wto.org/ ht'cp: / / www.oecd.org/ home / 0,2987,en_2649_201185_1_1_1_1_1,00.html Prepared by: JOANALYN M. BALABAG Approved by: ANGELICA G. OMLAS, MBA

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