Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
International Marketing
Fall Semester 2007
Kick-Off SessionSeptember 11, 2007
Prof. Dr. Sabine Kuester
2Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course Objectives
The course International Marketing portrays the challenges companies face that are operating in more open and integrated international markets.
At the end of the course, you will be able to identify and evaluate opportunities in international markets, adapt marketing programs for specific markets, and develop international marketing strategies including the international branding strategy.
3Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Student Target for This Course
International Marketing is designed for students who:
expect to undertake international marketing assignments,
work for multinational corporations, and/or
help smaller companies expand internationally.
4Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Elements of Course Grade
In-Class Case Presentation (team grade) 40%*Final Examination (individual grade) 60%
*) with peer evaluation
5Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course Requirements (I): Class Participation
Prepare for the lectures by reading▫ selected chapters in: Kotabe, M. & Helsen, K.:
Global Marketing Management (3rd or 4th ed.).▫ the mandatory reader (€ 19.50 in tokens), which
contains the lecture slides, case studies, and a set of required articles. (Tokens are sold by the university‘s cashier desk „Universitätskasse“ in L9, 7, 3rd
floor.)
You also need to prepare the cases that you do not present with your team.You may be called upon to discuss the relevant literature or case situation.
6Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course Requirements (IIa): In-Class Case Presentation
The best way to develop an appreciation and aptitude for conducting international business is to apply your knowledge of marketing concepts to actual international business situations.
Therefore, the analysis of case studies is a central element in this course.
In a team with other students, you will present a case analysis in class. Your team will play the role of consultants who prepare a pitch to the class. The pitch will be discussed by the audience.
7Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course Requirements (IIb):In-Class Case Presentation
Case Studies:
Gillette Indonesia
P&G Japan: The SK-II Globalization Project
MediCult: Pricing a Radical Innovation
Innovation and Renovation: The NESPRESSO Story
8Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course Requirements (III): Final Examination
At the end of the semester, students will also sit a 75 minute closed-book, closed-notes exam.
This exam will consist of short-answer, multiple-choice, and analytical questions covering lecture material, readings, and cases.
The exam will be jointly written by both tracks. The date is December 11, 2007 (10.15 am-11.30 am).
9Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Course StructureLecture 1 September 11, 2007 Kick-Off Meeting
Lecture 2
Lecture 3
Lecture 4 October 9 , 2007 Case Analysis: Case 1 – Gillette Indonesia
Lecture 9 November 13, 2007 Global Distribution
Lecture 5
Lecture 6
Lecture 7
Lecture 8
Lecture 10
Lecture 11 November 27, 2007 Case Analysis: Case 4 – Innovation and Renovation: The NESPRESSO Story
Lecture 12 December 4, 2007 Recap Session and Feedback Case Analysis
Final Examination
September 18, 2007 Introduction to International Marketing
September 25, 2007 Global Strategies and Evolution of Strategy
October 16, 2007 Global Product, Brand, and Communication Management
October 23, 2007 Case Analysis: Case 2 – P&G Japan: The SK-II Globalization Project
October 30, 2007 Global Pricing
November 6, 2007 Case Analysis: Case 3 – MediCult: Pricing a Radical Innovation
November 20, 2007 Global Sales and Customer Relationship Management
December 11, 2007 75 minutes
10Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Additional Course Information (I)
Detailed information about the course is outlined in the syllabus. Read it carefully.
You find all current and updated course information on our website: http://kuester.bwl.uni-mannheim.de
Registration ends at 12 pm on Friday, September 14, 2007.
Submit your completed information form by email ([email protected]) or by handing it in at our office at L 9, 1, 4th floor.
11Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
Additional Course Information (II)
12Copyright © 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Department of Marketing III
http://dotlrn.uni-mannheim.de
• For an introduction go on http://dotlrn.uni-mannheim.de/doc/anleitung.htm)• Sign in: “Marketing III” “Anmelden”• Klick on “Eigene Startseite” “Marketing III”
“Veranstaltungen/Untergruppen” “International Marketing (Zugang beantragen)”)