MKTG553-17A (HAM)

International Marketing

30 Points

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Waikato Management School
Te Raupapa
Department of Marketing

Staff

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Convenor(s)

Surej John

Surej John
9272
MS1.G.08A
Monday: 10.30 AM-11.30 AM
sjohn@waikato.ac.nz

Lecturer(s)

Administrator(s)

: bobbie@waikato.ac.nz
: lorij@waikato.ac.nz
: quentin@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: cwilkins@waikato.ac.nz
: kathrynm@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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The paper investigates managerially relevant topics (e.g. country-of-origin effects, branding and pricing strategies, etc.) using the latest theoretical developements.

Drawing on key theoretical findings from quality academic journals, this advanced-level paper investigates managerially relevant International Marketing topics, including country-of-origin effects, branding, and communication strategies. Using this approach, the paper aims at both providing students with insights into international marketing, as well the further development of students’ scholarly understanding of specific research tools and techniques.

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Paper Structure

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There will be formal lectures and interactive seminars every week for this course. All participants are therefore expected to have read all relevant readings in-depth before the seminar, and arrive well-prepared and ready to discuss these. The lecturer will select important readings and topics in international and global marketing, with the aim of fostering discussion and debate in these areas, thereby contributing to students’ emerging scholarly development. As such, students will have an important co-creative role in the seminars serving to shape their experience of this course.

During the discussion weeks, the lecturer’s role is primarily based on guiding the emerging discussions and facilitating student learning in a variety of different formats. In addition, students are required to allocate significant self-study time (e.g. up to 10 hours per week) for this course. This will assist in developing key scholarly skills including academic reading, analysis and writing, undertaking primary or secondary research, and presentation and reporting skills.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Learning Outcomes

    1. Apply the key terms, definitions, and concepts used in marketing in an international environment.

    2. Evaluate different cultural, political, and legal environments influencing international trade.

    3. Identify and describe the impact of global and regional influences on products and services for consumers and businesses.

    4. Recognize and critically analyze the current literature in international/global marketing.

    5. Develop creative international market entry strategies.

    6. Examine the research methods and associated results employed in international marketing research.

    7. Demonstrate the understanding of current issues in international marketing.

    8. Develop an effective international marketing plan for use in a foreign market.

    9. Comprehend the skills related to the analysis of international marketing data, in particular, the use of secondary data in assessing the international marketing opportunities.

    10. Acquire the ability to produce a logical and coherent group marketing strategy

    Linked to the following assessments:
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Assessment

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There are three major internal assessment components for this paper. The details are given below.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Literature Review
21 Apr 2017
5:00 PM
15
  • Online: MyWeb
  • Online: MSC
✔
2. INTERNATIONAL MARKETING-PROJECT REPORT
30 May 2017
4:00 PM
25
  • Online: MyWeb
  • Online: MSC
✔
3. Reading Evaluations
30
  • Hand-in: In Lecture
4. Student debate/ presentation
15
  • In Class: In Lecture
5. Class participation
15
  • In Class: In Lecture
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Week 2 :

Zou, S., & Cavusgil, S. T. (2002). The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance.Journal of marketing,66(4), 40-56.

Williams, C., & Martinez, C. A. (2012). Government effectiveness, the global financial crisis, and multinational enterprise internationalization.Journal of international marketing,20(3), 65-78.

Haluk Köksal, M., & Özgül, E. (2007). The relationship between marketing strategies and performance in an economic crisis.Marketing Intelligence & Planning,25(4), 326-342.

Sun, Q., Paswan, A. K., & Tieslau, M. (2016). Country Resources, Country Image, and Exports: Country Branding and International Marketing Implications.Journal of Global Marketing,29(4), 233-246.

Week 3

Elaydi, R., & Harrison, C. (2013). Marketing strategies of foreign multinationals towards the majority in a developing country: a case of government indirect expropriation in Sri Lanka.International Journal of Management,30(3), 55.

Ackerman, D., Hu, J., & Wei, L. (2009). Confucius, cars, and big government: Impact of government involvement in business on consumer perceptions under Confucianism.Journal of business ethics,88(3), 473-482. (OPTIONAL)

Moon, S., Mishra, A., Mishra, H., & Kang, M. Y. (2016). Cultural and Economic Impacts on Global Cultural Products: Evidence from US Movies.Journal of International Marketing,24(3), 78-97.

Khare, A. (2014). Influence of Cultural Values on Indian Consumers’ Local Store Loyalty.Journal of International Consumer Marketing,26(4), 329-343.

Dalmoro, M., Pinto, D. C., Borges, A., & Nique, W. M. (2015). Global brands in emerging markets: The cultural antecedents of global brand preference.Journal of Brand Management,22(9), 721-736.

Week 4

Tellis, G. J., Yin, E., & Bell, S. (2009). Global consumer innovativeness: Cross-country differences and demographic commonalities.Journal of International Marketing,17(2), 1-22. (OPTIONAL)

Subrahmanyan, S., & Tomas Gomez-Arias, J. (2008). Integrated approach to understanding consumer behavior at bottom of pyramid.Journal of Consumer Marketing,25(7), 402-412.

Bharadwaj, N., Naylor, R. W., & Ter Hofstede, F. (2009). Consumer response to and choice of customized versus standardized systems.International Journal of Research in Marketing,26(3), 216-227.

Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: Consumer perceptions of best-known brands.Journal of Business Research,65(10), 1452-1460.

Lysonski, S. (2014). Receptivity of young Chinese to American and global brands: psychological underpinnings.Journal of Consumer Marketing,31(4), 250-262.

Week 5

Yu, J., & Zhou, J. X. (2009). Segmenting young Chinese consumers based on shopping-decision styles: a regional comparison.Journal of International Consumer Marketing,22(1), 59-71. (OPTIONAL)

Steenkamp, J. B. E., & Ter Hofstede, F. (2002). International market segmentation: issues and perspectives.International Journal of Research in Marketing,19(3), 185-213.

Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture.International Journal of Advertising,29(1), 37-56.

Winchester, M., & Lees, G. (2013). Do radio stations in New Zealand target successfully? Australasian Marketing Journal (AMJ),21(1), 52-58.

Westjohn, S. A., Singh, N., & Magnusson, P. (2012). Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective.Journal of International Marketing,20(1), 58-73.

Week 6

Brouthers, K. D. (2002). Institutional, cultural and transaction cost influences on entry mode choice and performance.Journal of international business studies,33(2), 203-221. (OPTIONAL)

Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda.International Business Review,23(6), 1109-1126.

Murray, J. Y. (2001). Strategic alliance-based global sourcing strategy for competitive advantage: A conceptual framework and research propositions.Journal of International Marketing,9(4), 30-58.

Chetty, S., & Campbell-Hunt, C. (2004). A strategic approach to internationalization: a traditional versus a “born-global” approach.Journal of International Marketing,12(1), 57-81.

Malhotra, N. K., Agarwal, J., & Ulgado, F. M. (2003). Internationalization and entry modes: a multitheoretical framework and research propositions.Journal of international marketing,11(4), 1-31.

Week 7-8 Teaching recess

Week 9

Griffith, D. A., Chandra, A., & Ryans Jr, J. K. (2003). Examining the intricacies of promotion standardization: factors influencing advertising message and packaging.Journal of International Marketing,11(3), 30-47.

Giachetti, C., & Lanzolla, G. (2016). Product technology imitation over the product diffusion cycle: Which companies and product innovations do competitors imitate more quickly?.Long Range Planning,49(2), 250-264.

Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of innovation, brand, and marketing mix variables in line extensions.Journal of the Academy of Marketing Science,43(5), 558-573.

Luan, Y. J., & Sudhir, K. (2010). Forecasting marketing-mix responsiveness for new products.Journal of Marketing Research,47(3), 444-457.

Grunert, K. G., & van Trijp, H. C. M. (2014). Consumer-Oriented New Product Development.Encyclopedia of Agriculture and Food Systems,2, 375-386. (OPTIONAL)

Week 10

Maruca, R. F. (1994). The right way to go global: An interview with Whirlpool CEO David Whitwam.Harvard Business Review,72(2), 135-146.

Davies, H., & Ellis, P. (2000). Porter’s competitive advantage of nations: time for the final judgement?.Journal of management studies,37(8), 1189-1214.

Kim, W. C., & Mauborgne, R. (2004). Blue ocean strategy. If you read nothing else on strategy, read thesebest-selling articles., 71.

Week 11

Abratt, R., & Motlana, P. (2002). Managing co-branding strategies: Global brands into local markets. Business Horizons, 45(5), 43-50.

Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., ... & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities.Journal of Service Management,24(3), 223-244.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors.International Journal of Research in Marketing,33(1), 27-41.

Hui, M. K., & Zhou, L. (2003). Country-of-manufacture effects for known brands.European Journal of Marketing,37(1/2), 133-153

Week 12

Tan, Q., & Sousa, C. M. (2011). Research on export pricing: still moving toward maturity.Journal of International Marketing,19(3), 1-35.

Skugge, G. (2011). The future of pricing: Outside-in.Journal of Revenue and Pricing Management,10(4), 392-395.

Liozu, S. M., & Hinterhuber, A. (2013). Pricing orientation, pricing capabilities, and firm performance.Management Decision,51(3), 594-614.

Quelch, J., & Swartz, G. (2000). Prepare Your Company for Global Pricing.MIT Sloan Management Review,42(1), 61-70.

Week 13

Zvobgo, M., & Melewar, T. C. (2011). Drivers of globally integrated marketing communications: A review of literature and research propositions.Journal of Promotion Management,17(1), 1-20.

Harvey, M., Novicevic, M. M., & Kiessling, T. (2001). Hypercompetition and the future of global management in the twenty‐first century.Thunderbird International Business Review,43(5), 599-616.

Chen, C. W. (2011). Integrated marketing communications and new product performance in international markets.Journal of Global Marketing,24(5), 397-416.

Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas.Journal of Marketing,80(6), 122-145.


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Recommended Readings

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Students are advised to consult any relevant publications addressing particular areas of knowledge shortfalls, and to proactively look up, research and take responsibility for their own learning in this postgraduate course. Specific sources may include academic or practitioner journals, international marketing texts, Internet sources, or other relevant materials.
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Other Resources

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Specify any other resources that students will benefit from accessing. You may like to include other learning resources such as online recordings etc.
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Online Support

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Students are required to log in to MyWeb to access any online resources associated with this paper.
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Workload

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Lecturer Contact hours: 52 hours/ semester
Assessments – 4 hours per week x 13 = 52 hours/ semester
Other study hours including project preparation and presentation = 196 hours per semester
Total learning hours= 300 hours per semester
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Prerequisites: 60 points in Marketing papers, including at least 40 points at 300 level or above, or at the discretion of the Chairperson of Department.

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Prerequisite(s)

60 points in Marketing papers, including at least 40 points at 300 level or above, or at the discretion of the Chairperson of Department

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