International Marketing

·Global marketing, the globalisation of business, preparing for international business

·The ‘global marketing’ concept, knowledge and learning across borders

·Resources, decision making processes, organisation

·Strategy and decision-making processes

·The value chain, primary and support activities, identifying international competitive advantage

·Information business and the virtual value chain

·Motives for entering on to international business

·Initiating export activities, barriers; general market, commercial and political risks

·The political, legal and economic environment

·Assessing the home environment; government, export facilitation

·Financial activities, exchange rates, information, promotion of international trade

·Political risks and changes in the host country, analysing risks

·Tariffs, duties, customs, non-tariff barriers

·Free trade, customs unions, common markets, economic unions, trading blocs

·Sociocultural and environment factors

·Culture and cultural types: learned, interrelated, shared; norms of behaviour

·Elements of culture: language, manners and customs, values and attitudes, aesthetics

·Technology, social institutions, education, religion and other global factors

·Hofstede’s work on national cultures (the ‘4 + 1’ dimensions model)

·Managing cultural differences, culture and ethical decision making

·Market selection and market entry alternatives - exporting

·Selecting foreign markets, selection criteria, market potential

·Product fit, visiting the potential market

·Different modes of market entry; indirect and direct exporting

·Export financing and methods of payment; documentation, bank guarantees, counter-trade

·Production abroad and strategic alliances

·Licencing, franchising, joint ventures, subsidiaries, expansion through acquisitions

·Strategic alliances and cooperative strategies

·Success factors: missions, strategy, culture, organisation, management

·Dimensions of global competition, national competitive advantages, demand conditions

·Business strategy, structure and rivalry

·Industry analysis; Michael Porter 5-forces model

·Competitive strategies, creating competitive advantage

·Global logistics and channel decisions

·In-bound logistics: sourcing decisions, costs, conditions, transport costs, infrastructure, access

·Out-bound logistics and transportation, inventory management, order processing, warehousing

·International channel design and strategy; customers, products, middlemen, the environment

·Global retailing and direct marketing, e-commerce and international distribution strategies

·Organisation and control of the global marketing programme

·Functional, international, divisional, product, geographic, matrix structures

·Global account management (GAM): organisation, implementation, development

·Controlling the global marketing programme; budget and control systems, measuring performance