Global Strategies in International Marketing

Month 1: The Global Marketing Environment

• Class 1: Introduction to International Marketing: Domestic vs. Global. The EPRG Framework (Ethnocentric, Polycentric, Regiocentric, Geocentric).
• Class 2: PESTLE Analysis: Analyzing Political, Economic, Social, Technological, Legal, and Environmental factors in foreign markets.
• Practical/Field Work: Select a domestic brand and perform a preliminary PESTLE analysis for expanding it into a specific new country (e.g., selling US hot sauce in Japan).

Month 2: Cultural Dynamics in Global Markets

• Class 3: Culture and Consumer Behavior: Hofstede’s Cultural Dimensions (Individualism, Power Distance, etc.) and Hall’s High/Low Context cultures.
• Class 4: Business Etiquette and Negotiation: Cross-cultural communication barriers and local customs.
• Practical/Field Work: Research “marketing fails” caused by cultural insensitivity; create a “Cultural Dos and Don’ts” guide for a business trip to a specific country.

Month 3: Global Market Research

• Class 5: Sources of Information: Primary vs. Secondary data in foreign markets.
  Challenges of data reliability and comparability.
• Class 6: Research Methodology: Qualitative (Focus groups) vs. Quantitative
  approaches in different cultural contexts.
• Practical/Field Work: Utilize databases (like World Bank, CIA World Factbook) to
  gather demographic and economic data on three potential target markets.

Month 4: Market Selection & Entry Strategies

• Class 7: Screening Markets: Market potential, accessibility, and risk assessment
  matrices.
• Class 8: Entry Modes: Exporting (Direct/Indirect), Licensing, Franchising, Joint Ventures, and Wholly Owned Subsidiaries.
• Practical/Field Work: Draft a “Market Entry Proposal” for a product, justifying why you chose a Joint Venture over Exporting (or vice versa) for a specific region.

Month 5: Product Strategy for International Markets

• Class 9: Standardization vs. Adaptation: The “Global” product dilemma. Mandatory
  adaptations (voltage, safety standards) vs. discretionary adaptations (taste, color).
• Class 10: Branding and Packaging: Brand name translation pitfalls, color psychology across cultures, and packaging regulations.
• Practical/Field Work: Find a global product (e.g., McDonald’s menu, KitKat flavors) and document how it differs in three different countries.

Month 6: Pricing for International Markets

• Class 11: Pricing Strategies: Skimming, Penetration, and Cost-Plus. The impact of
  currency fluctuations and exchange rates.
• Class 12: Transfer Pricing, Tariffs, and Incoterms: Understanding the hidden costs of shipping across borders. Gray markets (Parallel imports).
• Practical/Field Work: Calculate the final shelf price of a product in a foreign currency, factoring in a hypothetical 10% tariff, shipping costs, and retailer margin.

Month 7: Global Distribution Channels (Place)

• Class 13: Designing Global Channels: Direct vs. Indirect channels. Managing
  relationships with foreign distributors and agents.
• Class 14: Logistics and Supply Chain: Warehousing, inventory management, and the
  challenges of infrastructure in emerging markets.
• Practical/Field Work: Map out a supply chain route for getting coffee beans from Brazil to a retail shop in Germany; identify potential bottlenecks.

Month 8: International Integrated Marketing Communications (Promotion)

• Class 15: Advertising: Global themes vs. Local execution. Media availability and habits in different regions.
• Class 16: Public Relations and Personal Selling: Managing corporate reputation
  globally. The role of trade missions and expos.
• Practical/Field Work: Create two versions of a print ad for the same product: one for a conservative market (e.g., Saudi Arabia) and one for a liberal market (e.g., The
  Netherlands).

Month 9: Digital Marketing in a Global Context

• Class 17: Social Media Landscapes: It’s not just Facebook (WeChat in China, VK in
  Russia, Line in Japan).
• Class 18: E-Commerce and Cross-Border Selling: Localization of websites, payment
  gateways (Alipay, PayPal, COD), and SEO for foreign languages.
• Practical/Field Work: Audit a global brand’s website; compare their US site to their localized version for another country (examine language, imagery, and payment
  options).

Month 10: Emerging Markets & Bottom of the Pyramid

• Class 19: Marketing to BRICS (Brazil, Russia, India, China, South Africa) and MINT
  countries.
• Class 20: “Bottom of the Pyramid” (BOP) Marketing: Creating value for low-income
  consumers. Frugal innovation.
• Practical/Field Work: Conceptualize a low-cost, high-durability product designed
  specifically for a rural village in a developing nation.

Month 11: Legal & Ethical Issues

• Class 21: International Law: Intellectual Property Rights (IPR), Trademarks, and
  Counterfeiting.
• Class 22: Ethics and CSR: Bribery (FCPA), labor standards, and sustainable sourcing.
• Practical/Field Work: Research a case study on Intellectual Property theft (e.g., fake Apple stores) and discuss prevention strategies.

Month 12: Final Capstone Project

• Class 23: Strategic Planning: Consolidating the 4 Ps into a cohesive global plan.
• Class 24: Final Presentation: Students present a comprehensive “Go-to-Market”
  strategy for a specific product entering a new country.
• Practical/Field Work: Finalize the Capstone Project: A 20-page International Marketing Plan covering analysis, entry strategy, and marketing mix.