International Marketing Strategy
4. WC 14 Feb Social Cultural Environment
Marketing Across Cultures
Adaptation, Cultural Shock and Convergence
Cultural Dynamics
Culture as a Lens
Market Entry
Decisions and Influences
Otions and Formats
5. WK 21 Feb. International Opportunities
International Opportunities
Pioneering
Psychic Distance
Country of Origin
Adaption
Market adaptation
A Global Millenniall Mindset?
Globalisation?
6. WC 28 Feb International Decisions
Replaced Brands and Reputation
Brand reputation
Brand models
Coffee brand positions
Sustainable Supply Chains
International Supply Chains
Product Marketing
Repositioned Value, Differentation and Positioning
Supplemental Implementation
Sustainable positions
Differentiation and Rivalry
Value creation
Surgeries Tuesday 7 March. Your opportunity to discuss positioning for Group Assignment
Times
Group 6 4.00 to 4.30 Collaboate Room 6
Group 5 3.30 to 4.00 Collaborate Room 5
Group 4 3.00 to 3.30 Collaborate Room 4
Group 2 10.00 to 10.30 Collaborate room 2
Group 3 9.30 to 10.00 Collaborate room 3
Group 1 9.00 to 9.30 Collaborate room 1
Sign into main room for attendance app then go into your own group space.
Provide a LINK to a 10 minute audio-visual presentation.
One copy for each group loaded onto MyDundee.
Provide a link to a 10 minute audio-visual presentation. This can be a pptx, google slides or youtube.
Include a list of journal sources.
Quantify and qualify the answers to the question based on marketing models and concepts.
State who is in your group, which organisation you have selected and which new and emerging product category market you propose to enter.
Using one company example, and one product brand category, discuss the distinct specific elements of entering a market and creating a sustainable presence in that (country) market.
Develop a sustainable position that will allow you to reach the target market in-country. most important element
Evaluate and match the different entry options most suitable for the market and the company.
Outline the nature of the (future) market opportunity and the barriers that may exists.
Justify your selection of the market (STP) in terms of its attractiveness for your case company.
Submit 6 WK Thur 10 March 11.45 Group Assignment
How should an ambitious business respond to opportunities available through new and emerging international markets?
8. WC 14 March International Growth
International Growth
Dynamic Capability
Reflection of fast growth
Unicorns
Fast Growth
Fast Growth Models
Entrepreneurial Marketing
SME Internationalisation
9. 21 March Individual Assignment (Surgeries) 1 April sub
Reflections on your Assignment
Study Guide
Constructing and arguement
Models, theories and constructs
Assignment Rubric
Futures (Conclusion - gaps in models, Recommendations action plan - what next) Most Important element
Evidence referencing of sources, the balance of journal articles with grey/secondary material from companies)
Grounding (balance of theory and practice, critical insights offered, recency, relevance and topicality of content for the case.)
Knowledge (uses of marketing theories, models and constructs, critical perspectives on existing knowledge matching theory and its translation into practice)
Structure (intro, scope, signposting, logical development of arguement.)
A Choice of 4 topics CHOOSE ONE
Critique the different approaches to assessing a firm's international growth market’s potential and show their advantages and disadvantages for a selected organisation.
Using an example, explore the way a firm might seek to influence and then position to take advantage of a change in consumer perceptions in one specific global market.
Using an example explore how a selected organisation might choose to adapt to local market conditions and how this influences their presence in one market.
Using one example, explore the impacts that cultural dynamics has on a firm's ability to target one in-country customer segment.
Revision for Assignments
Friday 25 March in class
10. WC 28 March International Futures
Sustainability
Good citizenship?
Organisation’s sustainability imperative.
Definitions of sustainability.
Next Generation Consumers
Global consumerism
Millennial profiles
Smart Technologies
3 WC 7 Feb. International Market Choices
International Choice
Internationalisation Choices
Local adaptation
Global Approaches
International Environment
Responding to International Environments
Levels of internationalism
Globalisation, Winners and Loosers
2 WC 31 Jan Group Preparation Cancelled
Marketing Strategy?
Positioning
Targeting
Segmentation
Working in your groups, seek a balanced arguement on.
In terms of strategic position, what options are available to enter and create a presence overseas?
Why do firms choose to internationalise?
What are the differences between International Business and International Marketing?
Self-study
5 . Blacksock International Fast Growth
Increased international performance is the company’s priority. Where and how do you recommend moving ahead internationally? Why?
Can branding be used to reinvigorate identity, meaning and equity and how does this fit in with a digital strategy?
Which key drivers will affect Blacksocks.com’s growth ambitions?
Reflective practice
What will you do differently the next time?
What has your group learned from presenting and listening to the debate?
What has your group learned from preparing and participating in the seminar?
4.Tobii Market Dynamics (online)
How do you respond to a market environment that does not, yet, exist?
How do you understand the dynamics of a market that has not yet been formed.
3. Lavazza Entry (online)
What international market entry/development strategies should Lavazza use for its packaged coffee, food service businesses and business-to-business products and services?
Comparing the US and Europe, discuss which international market category Lavazza should now increase its brand presence in?
What options to internationalisation should a company, like Lavazza, adopt?
2. Fiat 500 Adaptation & Targeting Strategy 0n-line)
What cultural market adaptions would you suggest for the e500?
Can a subsegment have global appeal noting that market adaptation comes at a cost?
1. Abercrombie& Fitch STP
2. How would you differentiate and position A&F as a ‘casual luxury’ US brand for young, distinguished urban dwellers in Europe?
1. Using segmentation criteria of psychographic, behavioural and lifestyle to build a profile of who the customer is for A&F in Europe?
1. WC 24 Jan Introduction to IMS
Recordings
International Challenge
1. Challenges in IMS
Emerging Issues
Definitions
Challenges Then and Now
Assessment
Tutorials
Contents and apparoach
Timetable
Course Outline
Course Text
Preparatory Reading
International Marketing, (2020) 5 Edition EM EM
A .Ghauri, P., Cateora P., McGraw Hill. Available as e-book £39.99
The factors that affect and condition international marketing strategy. It equips you with the skills to make ethically and socially responsible marketing decisions in a global context. Key theories are examined against the backdrop of questions such as:
What role will it play in the future?
What role does it fulfil in the organisation?
How is it developed?
What is an International Marketing Strategy?
