INTERNATIONAL MARKETING (MG404)

(Linked Module)

BA in International Marketing & Languages

2002/2003

Dr. Michael Gannon

Room No. Q214

Tel: 7005159

e-mail: michael.gannon@dcu.ie

As Ireland is one of the more open economies in the world many Irish companies are deeply involved in international marketing. A very high proportion of the country's output is exported and much of our input requirements are obtained overseas. The country also depends on international markets for its supply of many manufactured goods and consumer products. Consequently, Irish managers are faced with international marketing problems, the solutions to which are facilitated by a deeper understanding of the central forces underlying the practice of international marketing.

OBJECTIVES:

This linked module course seeks to advance the student's knowledge of the various aspects of international marketing with the principle objective of developing skills in the identification, analysis and solution of problems in international marketing theories and the practice of international marketing in Ireland and abroad.

TEACHING METHOD

The teaching method in this course is a mix of lectures and student presentations. It is imperative that students supplement lecture notes by studying readings associated with each lecture. Readings are a mix of classic international marketing articles, which serve to put subject areas in context, and current academic journal articles which provide the contemporary view on the issues of interest. This amounts to a fair amount of work so get reading early!

ASSESSMENT:

Group Essay 15%: Each group will be required to research an issue in international which will be allocated in Semester 1. A typewritten copy of the research will be handed up to be graded.

Presentation 5% Each week a group will be assigned to make a ten minute presentation on

one of the main international marketing issues arising in the mainstream business press - newspapers and magazines. The terms of reference for the review will be to highlight and briefly discuss an issue in the general business, economic, political environmental, consumer or legal arenas which is or may be of relevance to the practice of business and international marketing. Presenting groups will produce a short summary of their presentation. The first page will be a precis of the articles reviewed and the second page will be a complete bibliography which the group feels will be of most relevance to their colleagues. Presenting groups will be responsible for making their summaries available to other groups.

 

Terminal Examination 80%

At the end of Semester 2 material covered over both semesters will be formally examined.

REQUIRED TEXT:

Hollensen, Svend (2001), Global Marketing: A market-responsive approach, Prentice Hall International, 2nd ed.

Recommended for reference purposes:

Bradley, Frank (1999), International Marketing Strategy, Prentice Hall, 3rd ed.

Young, Hamill, Wheller and Davies (1989), International Market Entry and Development, Prentice Hall.

Onkvisit, Sak and John J Shaw (1997), "International Marketing - analysis and strategy", Prentice Hall, 3rd ed.

Root Franklin D (1994), Foreign Market Entry Strategy, Lexington Books. Lexington Mass.

 

 

 

RECOMMENDED READING:

INTRODUCTION

Katsikeas Constantine S (1996), "Ongoing export motivation: differences between regular and sporadic exporters", IMR, 13, 2, 4-19. (Emerald)

Aaby Nils-Erik and Stanley F Slater (1989), "Managerial influences on export performance: a review of the empirical literature 1978-88" IMR, 6, 4, 53-68.

 

 

INTERNATIONALISATION OF THE FIRM

Readings: Hollensen, Svend (2001), Chapters 2 and 3

Johansson Jan and Jan-Erik Vahlne (1990), "The Mechanism of Internationalisation" IMR, 7, 4, 11-24.

Bell, Jim (1995), "The internationalisation of small computer software firms", EJM, 29, 8, 60-75 (Emerald)

THE ENVIRONMENT OF INTERNATIONAL MARKETING

Readings: Hollensen, Svend (2001), Chapters 5 and 6

Sebenius, James K. (2002), "The Hidden Challenge of Cross-Border Negotiations", HBR, (March), 76-85. (BSP: Ebsco)

Thorn Le Claire, Debbie (2000), "Marketing planning and the policy environment in the European Union, IMR,  17, 3, 193-215 (Emerald)

Geroski, Paul A (1999), "Early warning of new rivals", Sloan Management Review; (Spring), 40, 3, 107-120 (BSP: Ebsco)

Gilligan Colin (1987), "Managing Political Risk in International Marketing", IrMR, May, 16-24.

 

ISSUES IN EXPORTING ( INCOTERMS, payment methods, documentary requirements)

Irish Exporters Handbook, Enterprise Ireland

INCOTERMS 2000, ICC Publishing

 

TARGET COUNTRY SELECTION

Readings: Hollensen, Svend (2001), Chapter 7

Robertson Kim R and Van R. Wood (2001), "The relative importance of types of information in the foreign market selection process", IBR, 10, 363-379. SD

Young S. et al (1989), Identifying Overseas Opportunities" Chapter 2

of International Market Entry and Development, Harvester Wheatsheaf.

Ward James (1989), "The Planned Approach to Export Markets", B&F,

February 2nd, 31-33.

 

FOREIGN MARKET ENTRY MODE CHOICE

Readings: Hollensen, Svend (2001), Chapters 8, 9, 10 and 11

Bradley, Chapters 11, 12, 14

Bradley, Frank and Michael Gannon (2000), "Does the firm’s technology-marketing profile affect foreign market entry?", Journal of International Marketing, 8, 4, December, 12-36. (BSP: Ebsco)

Driscoll, Angie (1995), "Foreign Market Entry Methods: A mode choice framework", in International Marketing Reader, Paliwoda S and JR Ryans eds.,

Hill, Charles W.L., Peter Hwang and W. Chan Kim (1990), "An eclectic theory of the choice of international entry mode", Strategic Management Journal, 11, 117-128.

Arnold, David (2000), "Seven Rules of International Distribution", HBR, Nov-Dec., 131-137 (BSP: Ebsco)

 

 

COMPETITIVE ALLIANCES

Readings: Hollensen, Svend (2001), Chapters 13

Bradley, Chapter 13

Brouthers, Keith, Lance Eliot Brouthers and Timothy J Wilkinson (1995), "Strategic Alliances: Choose Your Partners" , LRP, 28, 3, 18-25. (SD)

Bleeke, Joel and David Ernst (1995), "Is Your Strategic Alliance Really a Sale", HBR, (January-February), 97-105. (BSP: Ebsco)

Gannon, Michael (1997), "Strategic Alliances - a business form for the 1990s and beyond, Newslink, 26, (January), 5-7

 

INTERNATIONAL PROMOTION STRATEGIES

Readings: Hollensen, Svend (2001), Chapter 17

Taylor, Charles R. and Mary Anne Raymond, (2000), " An analysis of product category restrictions in advertising in four major East Asian markets", International Marketing Review ; 17:3 287-304 (Emerald)

Papavassilou, Nikolas and Vlasis Stathakopoulos (1997), "Standardization versus adaptation of international advertising strategies: Towards a framework", EJM, 31, 7, 504-527.

Quelch, John A. and David Harding (1996), "Brand versus Private Labels: Fighting to Win", HBR, (January-February), 99-109. (BSP: Ebsco)

 

Joachimsthaler, Erich and David A. Aaker (1997), Building Brands without Mass

Media", HBR, (January - February), 39-50 (BSP: Ebsco)

 

Aaker, David A, and Erich. Joachimsthaler (1999), "The Lure of Global Branding", HBR, Nov/Dec., 137-144 (BSP: Ebsco)

INTERNATIONAL PRODUCT STRATEGIES

Readings: Hollensen, Svend (2001), Chapter 14

Walters Peter P.G. and Brian Toyne (1989), "Product Modification and Standardization in International Markets: Strategic Options and Facilitating Policies", CJWB, Vol.XXIV, No.4, Winter, 37-44.

O’Donoghue, Redmond (1994), "Marquis by Waterford: creating a new international brand, IrMR, 31-37.

Niss, Hanne (1996), "Country of origin marketing over the product life cycle",

EJM, 30,3, 6-22. (Emerald)

Ulwick, Anthony W. (2002), "Turn Customer Input into Innovation", HBR, (January), 91-97 (BSP: Ebsco)

 

 

PRICING AND DISTRIBUTION IN INTERNATIONAL MARKETING

(including Internet Marketing)

Readings: Hollensen, Svend (2001), Chapter 13, 15 and 16

Lancioni Richard A. (1989), "The Importance of Price in International

Business Development", EJM, Vol.23, No.11, 45-50.

Garda, Robert A. and Michael V. Marn (1993), "Price wars" McKQ, 3, pp. 87-100 MKQ

Ghosh, Shikhar (1998), "Making Business Sense of the Internet", HBR, (March - April), 126-135. (BSP: Ebsco)

 

 

THE GLOBAL MARKETING DEBATE

Readings: Hollensen, Svend (2001), Chapter 19

Vignali, Claudio (2001), "McDonald's:"think global, act local" - the marketing mix",

British Food Journal, 103, 2, 97-111. (Emerald)

Lovelock Christopher H and George S Yip (1996), "Developing global strategies for service businesses", CMR, 38, 2, (Winter), 64-86 (BSP: Ebsco)

 

Levitt T. (1983), "The Globalisation of Markets", HBR, May/June, 92-102.

Yip George S., Pierre M. Loewe and Michael Y. Yoshino (1988), "How to Take Your Multinational to the Global Market" CJWB, Winter, 37-48.

 

The following referencing convention applies:

B&F = Business and Finance

CJWB = Columbia Journal of World Business

EJM = European Journal of Marketing

IBAR = Irish Journal of Business Administration and Research

IMR = International Marketing Review

IrMR = Irish Marketing Review

IJA = International Journal of Advertising

JBS = Journal of Business Strategy

JCM = Journal of Consumer Marketing

JGM = Journal of General Management

JIBS = Journal of International Business Studies

JIM = Journal of International Marketing

JMR = Journal of Marketing Research

JSM = Journal of Strategic Marketing

MIR = Management International Review

HBR = Harvard Business Review

SMJ = Strategic Management Journal

SMR = Sloan Management Review

MKQ = McKinsey Quarterly Review

 

Sourcing Readings

Reading marked (Emerald), (SD) (Ebsco) etc can be accessed electronically via DCU Web databases as indicated below. Other readings can be accessed in the short term loan section of the Library and also in some cases in the journal back issues.

Sourcing Readings Electronically

E - denotes that this reading can be accessed on the EMERALD site. To get an individual article, enter the Emerald site on the Library Webdatabases and follow the following steps:

1. At top of page click on "search"

2. Click "Author" box, and type in name of author you are searching for.

3. From the resulting list click on the relevant title.

4. On bottom of page Click "PDF (full document)

5. Save or Print article

MKQ - Articles from McKinsey Quarterly Review may be accessed online by registering on http://www.mckinsey.com/ Alternatively hardcopy of journal available in DCU Library.

 

SD denotes that this journal is available on SCIENCE DIRECT - Full Text Journal Coverage in DCU Library

1. Enter Science direct from Library Link

2. Click on "Group-wide login" Search for Journal you are looking

  1. Search for key words from title of article you are looking for

 

BSP: Ebsco denotes that this journal is available on Business Source Premier ; Ebsco Web database in DCU Library