International Marketing Strategy

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 is an International Marketing Strategy?

How is it developed?

What role does it fulfil in the organisation?

What role will it play in the future?

Course Text

International Marketing, (2020) 5 Edition EM EM
A .Ghauri, P., Cateora P., McGraw Hill. Available as e-book £39.99

Preparatory Reading

Timetable

Course Outline

1. Challenges in IMS

Course Outline

International Challenge

1. Abercrombie& Fitch STP

2. Fiat 500 Adaptation & Targeting Strategy 0n-line)

3. Lavazza Entry (online)

What options to internationalisation should a company, like Lavazza, adopt?

Comparing the US and Europe, discuss which international market category Lavazza should now increase its brand presence in?

What international market entry/development strategies should Lavazza use for its packaged coffee, food service businesses and business-to-business products and services?

4.Tobii Market Dynamics (online)

How do you understand the dynamics of a market that has not yet been formed.

How do you respond to a market environment that does not, yet, exist?

Reflective practice

Self-study

5 . Blacksock International Fast Growth

Working in your groups, seek a balanced arguement on.

What are the differences between International Business and International Marketing?

Why do firms choose to internationalise?

In terms of strategic position, what options are available to enter and create a presence overseas?

Marketing Strategy?

Segmentation

Targeting

Positioning

International Environment

Globalisation, Winners and Loosers

Levels of internationalism

Responding to International Environments

International Choice

Global Approaches

Local adaptation

Internationalisation Choices

Next Generation Consumers

Smart Technologies

Millennial profiles

Global consumerism

Sustainability

Definitions of sustainability.

Organisation’s sustainability imperative.

Good citizenship?

Friday 25 March in class

A Choice of 4 topics CHOOSE ONE

Using one example, explore the impacts that cultural dynamics has on a firm's ability to target one in-country customer segment.

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 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.

Critique the different approaches to assessing a firm's international growth market’s potential and show their advantages and disadvantages for a selected organisation.

Assignment Rubric

Structure (intro, scope, signposting, logical development of arguement.)

Knowledge (uses of marketing theories, models and constructs, critical perspectives on existing knowledge matching theory and its translation into practice)

Grounding (balance of theory and practice, critical insights offered, recency, relevance and topicality of content for the case.)

Evidence referencing of sources, the balance of journal articles with grey/secondary material from companies)

Futures (Conclusion - gaps in models, Recommendations action plan - what next) Most Important element

Reflections on your Assignment

Models, theories and constructs

Constructing and arguement

Study Guide

International Growth

Fast Growth

SME Internationalisation

Entrepreneurial Marketing

Fast Growth Models

Dynamic Capability

Dynamic Capability

Unicorns

Reflection of fast growth

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?

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.

Provide a LINK to a 10 minute audio-visual presentation.

State who is in your group, which organisation you have selected and which new and emerging product category market you propose to enter.

Quantify and qualify the answers to the question based on marketing models and concepts.

Include a list of journal sources.

Provide a link to a 10 minute audio-visual presentation. This can be a pptx, google slides or youtube.

One copy for each group loaded onto MyDundee.

Times

Sign into main room for attendance app then go into your own group space.

Group 1 9.00 to 9.30 Collaborate room 1

Group 3 9.30 to 10.00 Collaborate room 3

Group 2 10.00 to 10.30 Collaborate room 2

Group 4 3.00 to 3.30 Collaborate Room 4

Group 5 3.30 to 4.00 Collaborate Room 5

Group 6 4.00 to 4.30 Collaboate Room 6

Repositioned Value, Differentation and Positioning

Value creation

Differentiation and Rivalry

Sustainable positions

Supplemental Implementation

Sustainable Supply Chains

Replaced Brands and Reputation

Adaption

Globalisation?

A Global Millenniall Mindset?

Market adaptation

International Opportunities

Country of Origin

Psychic Distance

Pioneering

Market Entry

Otions and Formats

Decisions and Influences

Marketing Across Cultures

Culture as a Lens

Cultural Dynamics

Adaptation, Cultural Shock and Convergence