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International Marketing

Course developer

Course abstract

The study course provides in-depth knowledge of the importance of international marketing activities and trains the practical skills necessary in developing and managing marketing functions in international business and different scale international projects. During the course, master students explore the basic principles of international marketing theory, international marketing information sources, specific techniques for identification of the target market needs, which enable them to develop competitive products, adjust the complex of marketing elements in different geopolitical situations and market competition conditions and based on concrete examples acquire the knowledge of potential cultural differences and marketing ethics problems that have to be solved in practice. Based on the knowledge and skills obtained during the course, master students develop a targeted and sustainable international marketing strategy tailored to the specificity of a particular company.

Learning outcomes and their assessment

Knowledge
In-depth knowledge and understanding of the specifics of international marketing, the basic postulates of the theory, strategies and indications for their use in different world market conditions. In-depth knowledge and understanding of international market analysis methods and their practical application for making meaningful marketing decisions. Knowledge is assessed in practical work with collection of information and its analysis.
Skills
Ability to critically evaluate, select, systematize and practically use the information gathered from various national statistical databases and professional organizations for the analysis of a specific international marketing problem in the context of various geopolitical circumstances. Ability to explain the specifics of market conditions in a particular country. Ability to develop, manage and control a set of elements of the international marketing mix in a specific market, based on the collection and analysis of secondary data of a particular company, as well as the collection and processing of primary data. Skills are assessed in practical group works, discussions, calculations in the test, as well as in the development and presentation of the final research work to the audience.
Competences

Using theoretical knowledge and practical application of qualitative and quantitative data analysis, ability to independently develop, manage and control international marketing and logistics functions in different geopolitical situations and different market competition conditions. Competences are assessed in the preparation of the exam work - portfolio, which contains final research, data analysis, conclusions and in presentation of the most important research findings on the exam day.

Course Content(Calendar)

Lectures (12h)
1. Drivers of the globalization process and development trends of international trade. Impact of economic, social, technological, legislative and climate factors on the global business environment. The role of regional and global organizations in international trade. (1h)
2. Evolution of marketing approaches in the context of international trade development. Concepts focused on production, product development, sales intensification; customer-oriented marketing concept; relationship marketing concept; social marketing concept; green marketing; digital marketing.
Specifics of international marketing, its theoretical framework and discourse. International marketing concepts, functions, paradigms. (1h)
3. The role of marketing research in determining the potential of the international target market. Sources of international marketing information - primary and secondary research, their possibilities and limitations. (1h)
4. Features of international market segmentation. Socio-economic, cultural, demographic, geographical, actions. International market segmentation opportunities and limitations. (1h)
5. Global competition and main competition strategies in international business. Methods of competition analysis at the macro, meso and micro levels. M. Porter's national competitiveness rhombus. The model of M. Porter's five competitive forces and Burton's five cooperative forces. (1h)
6. Basic conditions for the development of an international marketing strategy. Corporate, business and functional level strategy framework, goal setting. Development of international marketing strategy for different scale programmes and projects. (1h)
7. The role of the specifics of cultural differences in the development of marketing strategy. Hofstede's dimensional model for evaluating consumer behaviour in different cultures. (1h)
Creating an international product offer. Adaptation and standardization. The international life cycle of the product, the description of its stages and the development of appropriate marketing measures. Product portfolio analysis, demand change forecasting. (1h)
8. Branding and legal aspects of registration. Dimensions of brand personality and identity. Brand development process. Brand management strategies.
Development of pricing policy in the international market. Competitive price analysis of production resources. Types of pricing strategies, goals. (1h)
9. International marketing communication complex. Pull and Push approaches in international marketing communication. Specifics of communication complex development for product promotion in foreign markets: advertising, sales stimulation, direct marketing, public relations. (1h)
10. Horizontal and vertical integration opportunities in international product marketing. Exports, licensing, strategic alliances, joint ventures and franchise cooperation: product promotion opportunities and issues. (1h)
11. International marketing management system. Planning, organization, coordination, control of international marketing activities. (1h)
12. Customer relationship management and social responsibility issues in international marketing. Product quality and customer satisfaction evaluation methods: performance evaluation, determination of expected quality compliance with real quality, importance-performance analysis. Problems of international marketing ethics and corporate social responsibility. (1h)
Practical works (12h)
1. Familiarization with the laws and normative enactments of the EU and the Republic of Latvia, which directly determine and regulate the relations of market participants (Competition Law, Advertising Law), and analysis of internationally known legal disputes regarding marketing activities (2h).
2. Assessment of the countries’ global competitiveness: Pillars of the Global Competitiveness Index of the World Economic Forum and their components (2h).
3. Practical significance of market segmentation, evaluation of real situations, acquaintance with the experience of global corporations (case-study) (1h).
4. Identification of consumer needs, adaptation of product characteristics to consumer needs; getting acquainted with the experience of global corporations (case-study) (2h).
5. Specifics of brand management in the international market; getting acquainted with the experience of global corporations (case-study) (1h).
6. Examples of adaptation and standardization in the international market: situation analysis (1h).
7. Current issues of export skills, experience of Latvian companies in starting export activities. LIAA (The Investment and Development Agency of Latvia) export promotion and support opportunities, LIAA representative offices abroad, ALTUM state aid opportunities, European Business Support Network. Research of support conditions and documents to be submitted (2h).

8. Assessment of Country Global Governance Indicators: World Bank Global Governance Indicators and Country Ratings (1h).

Requirements for awarding credit points

Positive evaluation for practical work on information research and its analysis; passed test with calculations; positive evaluation for the exam work - portfolio development and its results presentation to the audience.

Description of the organization and tasks of students’ independent work

Practical research on national competitiveness and market specifics, analysis of the data obtained by using various online databases. Identification of consumer needs, adaptation of product characteristics to consumer needs; getting acquainted with the experience of global corporations.
Evaluation of the international marketing mix elements and logistics system to improve the company's export capacity.

Criteria for Evaluating Learning Outcomes

The course evaluates four activities: practical work with research of information sources, data collection and interpretation (10%); independent work with calculations - case study (40%); examination work - portfolio development (40%); presentation of portfolio results and their argumentation to the audience (10%). The exam may be taken only if a successful evaluation has been obtained for the independent work, test and portfolio development.

Compulsory reading

1. Stöttinger, B., Schlegelmilch, B. B., Zou, S. Advances in International Marketing, volume 26. Bingley, UK : Emerald Group Publishing Limited. 2015. Pieejams ar LLU IS lietotājvārdu: http://ezproxy.llu.lv:2139/ehost/ebookviewer/ebook/ZTAwMHh3d19fMTA4ODg5OF9fQU41?sid=44510481-0c50-4218-8267-530dd38963b3@sdc-v-sessmgr03&vid=2&format=EB&rid=5
2. Hollensen S. Global Marketing: a Decision-Oriented Approach. Harlow, Pearson, 2011, pp. 756.
3. Pierre A.David International Logistics: The Management of Internationale Trade, 5th Edition. Cicero Books, LLC, 2017, pp 745.

4. Christopher M. Logistics and Supply Chain Management. Third Edition. London: Prentice-Hall International., 2005., 305 p

Further reading

1. Bakari M. The Dilemma of Sustainablity in the Age of Globalization. Lanham: Lexington Books, 2017, pp.225.
2. Dersky, H. International Management. Managing Across Borders and Cultures. Harlow, Pearson, 2014, pp. 407.

3. 3. Gillespie K., Hennessey H.D. Global Marketing. Routledge, 2015, pp. 598.

Periodicals and other sources

1. “Dienas Bizness” , nedēļas laikraksts : Latvijas biznesa avīze
2. “Kapitāls”, Rīga: SIA BIG Media, ISSN 1407-2505
3. “International Journal of Research in Marketing”. Pieejams ar LLU IS lietotājvārdu: https://ezproxy.llu.lv:2052/journal/international-journal-of-research-in-marketing
4. “Business Horizons”. Pieejams ar LLU IS lietotājvārdu https://ezproxy.llu.lv:2052/journal/business-horizons

5. “Journal of Destination Marketing and Management”. Pieejams ar LLU IS lietotājvārdu https://ezproxy.llu.lv:2052/journal/journal-of-destination-marketing-and-management

Notes

Compulsory course in the ESAF professional higher education master's study programme "Business Management", optional study course in the ESAF professional master's study programme "Project Management".