INTERNATIONAL MARKETING
Sample Syllabus
Professor:
Office:
Hours:
Telephone:
Fax:
E–mail
Text and Other Reading Materials:
• International Marketing, Third edition, Dana-Nicoleta Lascu, South-Western Cengage
Learning/Atomic Dog, 2008.
Course Goals and Objectives
This course offers an intensive introduction to the theory and practice of international marketing, with an
advanced, integrative perspective. The course will focus on environments that international marketers
must consider, on linkages between marketing and the development of international competitive
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Specific Objectives:
The course will enable students to:
1. Acquire an understanding of how international marketing differs from domestic marketing.
2. Acquire an understanding of the economic, cultural, social, political, and legal environments of
different countries and political/economic regions and an awareness of how they affect marketing.
3. Appreciate the risks involved in international marketing decisions.
Teaching Method:
• Classes will be conducted in seminar format promoting extensive student participation.
• Group discussions and reporting are expected
Grading Exam #1 15%
Exams
The exams will evaluate the extent to which students are able to utilize their acquired
knowledge in concrete global marketing applications. All exams (closed book, closed
notes) will be in-class and will consist of essays and multiple-choice questions.
Project Students working in groups will be asked to write an international marketing plan for a
product/service of their choice in a country of their choice.
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Participation and Assignments
Participation is mandatory. Throughout the semester, there will be assignments to prepare
for the next class (some graded); pop quizzes will also be given (contingent on the overall
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Course Schedule for a 14-Week Semester – 90 minute classes
Week 1 Course Overview
Introduction to Course, Assessment of Interest and Specialization, Assignments
Scope, Concepts, and Drivers of International Marketing (Ch. 1)
Week 4 The Cultural Environment of International Marketing
Cultural Influences on International Marketing (Ch. 5)
Week 5 International Marketing Strategy Decisions
International Marketing Research: Practices and Challenges (Ch. 6)
Week 9 International Products and Services
International Product and Service Strategies (Ch. 10)
Week 10 Managing International Distribution
Managing International Distribution and Logistics (Ch. 11)
International Retailing (Ch. 12)
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Week 13 International Personal Selling and Pricing Decisions
International Personal Selling (Ch. 15)
Week 14 International Marketing Plan Seminar
Marketing Plan in Thailand:
Marketing Plan in Pakistan:
Final Exam: Chapters 1-17
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Course Schedule for a 10-Week Semester – 60 minute classes
Week 1 Course Overview and Theoretical Foundations of International Marketing
Introduction to Course, Assessment of Interest and Specialization, Assignments
Scope, Concepts, and Drivers of International Marketing (Ch. 1)
Week 4 International Marketing Strategy Decisions
International Marketing Research: Practices and Challenges (Ch. 6)
International Strategic Planning (Ch. 7)
Expansion Strategies and Entry Mode Selection (Ch. 8)
Online Quizzes, Chapters 1-7 deadline
Week 5 Products and Services
Products and Services: Branding in International Markets (Ch. 9)
International Product and Service Strategies (Ch. 10)
Exam 1 (Ch. 1-7, all class material)
Week 8 International Personal Selling and Pricing Decisions
International Personal Selling (Ch. 15)
Online Quizzes, Chapters 8-14 deadline
Exam 2 (Ch. 8-14, and all class material)
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Week 10 International Marketing Plan Seminar II
Marketing Plan in Pakistan:
Marketing Plan in Spain:
Final Exam: Chapters 1-17
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