《International Marketing》Syllabus

Course Number:           2110060809

Course Name:       International Marketing

Instructors:                    Zhang Juan

Required Text:             International Marketing.（18th edition in English）, Philip R. Cateora etc. Adapted by Cui Xinjian, China Renmin University Press, 2020

Course Description:      International marketing is a supplement of basic marketing theory and enables multinational companies compete in complex international market. It profiles the international marketing environment which involves global economic, cultural, political and legal environment, and develops global marketing strategies and tactics based on the specific influences. This course strives to stimulate and broaden the students’ view, and enlighten them to grasp the development strategy in dynamic international marketing environment, and help them use English to learn professional knowledge and improve their ability to use English as well.

                                                                                                   Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:  (2.5Credits/40 Teaching Hours)

I.     Introduction to International  Marketing                        4 Hours

-International Marketing

-Why International?

-The Stage of International Marketing

  II.   Cultural Environment                                      6 Hours

-The Origin of Culture

-The Elements of Culture

-Culture and Management Style

III.  Economic Environment                                    4 Hours

-Global Economic Environment

-Key Markets in the World

IV.   Political and Legal Environment                             4 Hours

-Political Environment

-Legal Environment

V.   Developing a Global Vision through Marketing Research          4 Hours

-International Market Research

-Secondary Data in Global Market

-Primary Data in Global Market

-Qualitative and Quantitative Research

VI.  International Market Entry Strategy                           6 Hours

-Choose the Target Market

-International Market Entry Approach

VII.  Products and Services Decision                             4 Hours

-Product Adaptation and Adjustment

-Product Platform

-Services in Global Market

VIII.  International marketing channels                           2 Hours

-International Marketing Channel

-International Intermediary

-Parallel Import

IX   Integrated Marketing Communications                       4 Hours

-International Advertising

- Public Relation in International market

-Sales Promotion

-Personal Selling

X   Pricing for International Market                             2 Hours

-Price Escalation

-Transferring Pricing

- Counter-Trade

             Total (Teaching Hours)                                                                  40  

Summary of UG CPC Topics Covered in this Course:                   (40Teaching Hours)