Course Catalogue

Module Code and Title: MKT305 International Marketing

Programme: Bachelor of Business Administration

Credit: 12

Module Tutors: Shreejana Pradhan,Enchu Lhamo,Dip Raj Pradhan,Kezang Wangchuk,Carl Wonder,Priyanka Sharma

Module Coordinator: Kezang Wangchuk

General Objective: The module introduces students to the concepts of international marketing which are vital for promotion of goods and services at international level. Students will get insight into different international marketing strategies related to product, pricing and promotion, and emerging international marketing issues. Further, the module will help students to develop competence on foreign trade procedures and documentation.

Learning Outcomes - On completion of the module, students should be able to:

Describe the concepts of international marketing
Explain economic, cultural, social, political, and legal environments affecting international marketing
Articulate the importance and roles of international trading blocks, international organizations, and free trade zones in international trade
Explain various international product, pricing, and promotion strategies in international marketing
Design product, price, and promotion strategies for an international marketing program
Discuss the procedures of foreign trade and documentation in international trade
Assess the importance and implications of the emerging issues in international marketing

Teaching and Learning Approach:

Approach	Hours per week	Total credit hours
Lecture and case studies	3	45
Tutorials and group work	1	15
Independent study	4	60
Total		120

Assessment Approach:

Analytical Assignment: Portion of Final Marks-10%

In their respective groups, students are required to conduct an analysis of identifying potential foreign markets. The assignment report should be written within a maximum of 800 words.

2% introduction to the concept of international marketing environment

2% factors to be taken into consideration for identifying potential foreign markets

2% evaluate the importance of these factors while making decisions on the foreign markets

2% conclusion based on the analysis done

2% individual Question and Answer based on the report submitted

Case Study Analysis: Portion of Final Marks-10%

Each group will be assigned a corporation with a global reach. The task for each group is to analyse the impact of Electronic Communication through Internet on the International Marketing decisions of the assigned corporation. The maximum time duration for the presentation is 10 minutes, followed by question and answer session for 5 minutes.

2% introduction to the concept of electronic communication

2% identifying the factors affecting electronic communication of the assigned corporation

2% importance & impact of these factors on the decisions made by the corporation which are related to international marketing

2% conclusion based on the analysis done

2% individual Question and Answer based on the presentation

Project and Presentation: Portion of Final Marks-20%

As an aspiring business person, you want to start a company that has a global market. With that in mind, design an appropriate pricing strategy for operating your business successfully in the international market. Each group has to submit a written report as well as give a presentation. The written report should be written within a maximum of 2000 words. The maximum time duration for the presentation is 10 minutes, followed by question and answer session for 5 minutes.

Report assessment criteria: (13%)

1% introduction to the business

1% type of product/services

2% factors affecting the pricing decisions of the corporation for operating in the international market

3% alternative pricing strategies based on the factors affecting these strategies in the corporation

3% analysis of the different pricing strategies

3% choosing the appropriate pricing strategy

Presentation assessment criteria (7%)

2% presentation Skills

1% group dynamics and organization

2% question and answer session

2% ability to clearly disseminate the project findings

Quiz: Portion of Final Marks-10%

Students will complete two written individual quizzes of 60-minute duration each. Each quiz is worth 5% and will be based on the topics of international market and the emerging issues of trans-boundary marketing.

Class Participation: Portion of Final Marks-5%

Each student will be assessed based on their participation in the class by contributing to the class discussions by answering questions, stating their opinions, listening to others and actively taking part in class activities during the sessions.

Midterm Examination: Portion of Final Marks-15%

Students will take a written exam of 2-hour duration covering topics up to the mid-point of the semester.

Semester-end Examination: Portion of Final Marks-30%

The module will have a semester-end exam for 2 hours covering the entire syllabus. The question will be divided into two parts – Part A (carrying 40% of the exam weightage) will be mostly of short answer including objective questions. Part-B (carrying almost 60% of the exam weightage) will be mostly of essay type or an extended response to the given question. This part of the question requires students to apply, analyse, and evaluate or construct knowledge and skills. Cases will also be used to test the levels of knowledge.

Areas of assignments	Quantity	Weighting
A. Analytic Assignment	1	10%
B. Case Study Analysis	1	10%
C. Project and Presentation	1	20%
D. Class Participation		5%
E. Quiz	2	10%
F. Midterm Examination		15%
*Total Continuous Assessment (CA)*		70%
G. Semester-end Examination (SE)		30%
TOTAL		100%

Pre-requisites: MKT201 Principles of Marketing

Subject Matter:

Introduction to International Marketing
- Definition, meaning, nature and scope of international marketing
- Domestic vs international marketing
- Identifying global needs
- Satisfying needs
- Coordinating activities and recognizing constraints
- International marketing tasks and tactics

International Marketing Environment
- Analysis of international marketing environment and identifying foreign markets
- Economic development and geographical conditions
- Socio-cultural dynamics
- Politico-legal influences
- World trade tariff and non-tariff restrictions
- Role of WTO, IMF, UNCTAD, SAPTA, and NAFTA
- Free trade zones and trading blocks
- Trading pattern in South Asia

International Product Strategies
- Global product policies
- Methodology in making product decision for international markets
- Global/international product branding and positioning
- Entry and expansion strategies

Pricing and Promotion Strategies
- Factors influencing the pricing decisions for international markets
- Pricing and promotion strategies
- Methods of payment
- Global advertising
- Global promotional tools

Foreign Trade Procedure and Documentation
- Procedure of foreign trade
- Process of exporting and importing
- Foreign trade documentation
  - Certificate of origin
  - Bill of lading
  - Mates receipts etc.

Emerging Issues in International Marketing
- The internet: Impact of electronic communication through internet on international marketing
- Areas of operation and modalities
  - Method of setting up World trade operation using computer technology and handling
  - Costs of operation

Reading Lists:

Essential Readings
- Cateora, P.R., Graham, J.L., & Gilly, M. (2015). International marketing (17th ed.). McGraw-Hill Education.
- Czinkota, M., & Ronkainen, I.A. (2012). International marketing (10th ed.). South-Western College Publications.
- Keegan, W.J., & Green, M.C. (2014). Global marketing (8th ed.). Pearson.
Additional Readings
- Onkvisit, S., & Shaw, J. J. (2004). International marketing analysis and strategy. Prentice Hall-New Delhi.
- Lascu, D.N. (2008). International marketing (3rd ed.). Atomic Dog.
- Agreement on trade between Bhutan and Bangladesh.