International & Export Marketing

Subject

The objective of this course is to provide students with an overview and understanding of international marketing. Itis geared to helping students gain a perspective of international marketing including how it differs from domestic marketing. This involves an analysis of world markets, their respective consumers and environments, and the marketing management required to meet the demands of constantly changing foreign markets. It will also help students develop skills in analyzing economic and non-economic factors for identifying and evaluating foreign market opportunities; become familiar with different approaches for analyzing international markets; develop skills in formulating product, price, distribution, and promotion strategies in the context of business outside the domestic market; and develop skills in undertaking international and global strategic marketing planning and also export program creation. 

Content:

• Introduction - Scope of International Marketing
• Global Business Environment
• Cultural Dynamics
• Business Customs and Practices
• Political Environment
• International Legal Environment
• Researching Global Markets
• Global Markets                                            
• Export Trading
• International Product Strategies
• International Distribution
• Global Advertising and Promotions          
• Cross-cultural Negotiation                           

Educational Aims

The learning goals of International Marketing are:

• To introduce students to the basic problems and practices in international marketing.
• To orient students about the role of international marketing in the past, present and the future.
• To explain the influence of international marketing on domestic economic policy.
• To expose students to the specific contribution of cultural environment to the development of international marketing practices and threats and opportunities created by this.
• To explain the role of financial, legal, social and political forces in building global marketing strategies.
• To stress the role of knowledge base and international marketing research in exporters and importers decision making process, and also in global market developers decisions.
• To analyze elements of international marketing-mix with special emphasis on specific procedures and techniques related to separate elements.

At the conclusion of this course, a student should be able to understand the difference between domestic and international marketing, the influence of international trade on domestic economy, and standard of living, and also be able to make detailed analysis of environmental factors influencing international marketing.

Student Evaluation

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Πανηγυράκης Γιώργος,  (2013), Διεθνές Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα.
2. Cateora, Philip, R., Graham, JohnL., (2003), Διεθνές Μάρκετινγκ, Εκδόσεις Παπαζήση.
3. Cateora, Philip, R., Graham, John L., (latest edition), International Marketing, McGraw Hill Irwin.
4. Czinkota, Michael R., Ronkainen, Ilkka A., (latest edition), International Marketing, Thomson/South Western.