Amity University

2013-15
International Strategic Marketing
Course Credit: 3
Sessions planned: 30
Sandeep Bhasin (Asst. Professor)
Amity International Business School
NOIDA
sbhasin@amity.edu
+91 99589 55151

Course Description
This course will present an overview of the unique aspects of marketing in the international business
environment and provide the framework upon which multinational marketing management can be
based. Emphasis will be placed on the role of the international marketing manager in the development
of marketing strategies for a variety of markets in diverse cultural, political and economic situations.
Focus will be on the decision making process in the areas of foreign market analysis, target
identification, product planning, promotion and channels of distribution

Learning Outcomes
Upon successful completion of this course, students will:
1.
2.
3.
4.

5.

Understand how the basic principles of marketing are applied in a variety of diverse cultural,
political, legal and economic environments
Understand the benefits that nations derive from unrestrained free trade
Be able to explain the various methods of entering foreign markets, the degree of commitment
required and the associated levels of risk
Understand the concepts of product life cycle and classification of goods and their importance
for foreign market acceptance, product adaptation and overall marketing strategy decision
making
Be aware of the various techniques used by modern marketers for segmenting foreign markets
in both the consumer and industrial sectors.

Required Text
1.
2.
3.
4.

Strategic Marketing Management, Third Edition, Richard Wilson and Colin Gilligan
Global Marketing Management, Keegan, Seventh Edition
Strategic Marketing Problems, Twelfth Edition, Kertin and Peterson
Strategic International Marketing An advanced perspective, Melewar and Gupta

Overview of Assessment
The course is designed with continuous assessment with one-minute test after every lecture. Your
assessment will consist of one written exam, case analyses, project/ presentations and class
participation. The exam will assess your understanding of key course concepts. The case analyses will
assess your ability to apply course concepts to what customers and companies do. Participation includes
in-class discussion of cases, readings, exercises, and current marketing challenges

Components
Mid-Term Test

Class Presentation
Assignment
Attendance
Seminar
End-Term Exam

Weightage (Marks)
10
5
5
5
5
70

Deadline
To be announced
Starts 27th January, 2013
20th January, 2013
System Driven
To be announced
To be announced

Assignment
i.
ii.

Create a Group (not more than 4 students)

Chose an industry and a company
a. Banking (SBI, Axis Bank, Citibank, ICICI Bank, Kotak Bank, Standard Chartered Bank)
b. Financial Services (Bajaj Finserve, Indiabulls, HDFC, Tata Investment Corp, SKS
Microfinance)
c. Automobile Manufacturers (Maruti Suzuki, Honda, Skoda, Hyundai, Bajaj Auto,
Mahindra Auto, Nissan, Renault, Eicher)
d. Automobile auxiliary manufacturers (Exide, Bosch, MRF, Apollo, Motherson, Gabriel, JK
Tyre)
e. Food and Beverages (United Spirits, Nestle, Britannia, Glaxo, Radico Khaitan, EID Parry,
Kwality, Tata Global Beverages, Vadilal)
f. Engineering and Capital Goods (L&T, JCB, Siemens, BHEL, Ingersoll Rand, Cummins, ABB,
Essar, IL&FS, Laxmi Machines)
g. Consumer Non-Durables (HUL, Colgate, Vicco, Dabur, Emami, Gillette, Godrej)

iii.

iv.
v.
vi.
vii.

h. Consumer Durables (Blue Star, TTK prestige, Whirlpool, Bajaj Elec, IFB, Sony, LG, Hitachi)
i. Chemicals (Pidilite, Asian Paints, Bayer, Akzo Nobel, Monsanto, Tata Chemicals, Deepak
Fertilizers)
j. Cement and Construction (Ambuja, Ultratech, ACC, Cera Sanitary)
k. Media and Entertainment (Network 18, BCCL, Zee, UTV, PVR, Dish TV, BAG Films,
Cinemax)
l. Information Technology (Tech Mahindra, Infosys, TCS, HCL Tech, NIIT Tech, Financial
Technologies)
m. Pharmaceutical (Cipla, Cadila, Biocon, Lupin, Ranbaxy, Ipca Labs, Glenmark, Dr. Reddys
Lab)
n. Telecommunications (bharti, Reliance, Idea, Tata telecom)
o. Tobacco (ITC, VST, Kothari)
p. Retail (Shoppers Stop, Lifestyle, Wills Lifestyle, Future Retail, Peninsula, DLF)
q. Real Estate (DLF, Oberoi, BPTP, Godrej, Tata, Omaxe, Unitech)
Define an observation in consultation with the professor on a strategic call taken by the
company; This would be to measure the effectiveness of a strategic call taken by the company
either to outpace the competition or to consolidate its position in the market.
Undertake a secondary research on strategies implemented and its short term and long term
impacts
Undertake a primary market survey to approve or disapprove the hypothesis
Submit the written assignment latest by 30th January, 2014
Only selected groups with extraordinary (primary and secondary) research to make the
presentation in the class.

Session Plan
Module 1- Introduction to International Marketing
Importance and scope of Global Markets
Towards GLOCAL Marketing
Assessing Global Market Opportunities
Political, Economic, Social and Regulatory Climate of international market
Driving & Restraining Forces affecting Global Integration

Session
Number
1

Topic
Introduction to
the concept of
Strategy

Mode
L

Sub-Topics
The nature of marketing; strategic
decisions and nature of strategy;
marketing strategy interface; New
era in strategic marketing

Reference
Strategic Marketing,
Cravens & Piercy,
Page 1 37
Strategic Marketing
Management, Wilson and

Corporate,
Business and
Marketing
Strategy

Corporate Strategy, Marketing

strategy, Marketing strategy
process, Marketing plan

Glocal
Marketing

Assessing Global Market

opportunities; Forces affecting Global
Integration

Gilligan, Page 1 - 16
Strategic Marketing,
Cravens & Piercy,
Page 1 37
Strategic Marketing
Management, Wilson and
Gilligan, Page 1 - 40
Strategic International
Marketing, Melewar and
Gupta, Page 23 - 44

Glocal
Marketing

Glocalization as
Globalization

Concept of Standardizationlocalization and centralizationdecentralization

Glocalization as Globalization

Strategic International
Marketing, Melewar and
Gupta, Page 23 44
Refer Course-Pack

Weblinks:
http://www.stanford.edu/class/ee353/marketing%20strategy.htm
http://marketing.about.com/cs/advertising/ht/5steps2strategy.htm
ftp://ftp.repec.org/opt/ReDIF/RePEc/blg/journl/538dumitrescu%26vinerean.pdf

MODULE 2- Global Marketing Information Systems & Research

Overview of Global MIS
International Research Strategy
Market Oriented Information
International Marketing Intelligence
Challenges in Planning International Research

Session
Number
6

Topic

Mode

Background

Global MIS and

Research

Marketing Information System,

Primary and secondary research,
Industrial espionage

Marketing
information
diffusion

Marketing intelligence, Marketing

Information diffusion

Reference
Strategic Marketing,
Cravens & Piercy,
Page 129 130, 142 144
Global Marketing
Management, Keegan
Page 181 - 203
Strategic International
Marketing, Melewar and
Gupta, Page 123 124

Marketing
information
System

Approaches to competitor analysis;

Approaches to Customer analysis

Strategic Marketing
Management, Wilson &
Gilligan, Page 221 260

Weblinks:

https://editorialexpress.com/cgibin/conference/download.cgi?db_name=MWETFall2011&paper_id=46
http://dev3.cepr.org/meets/wkcn/2/2329/papers/olarreaga.pdf

MODULE 3 Global Marketing Strategy

Identification of International Markets
Entry & Expansion Strategies
Global Strategic Partnerships
Global Segmentation
Global Targeting
Global Product Positioning

Session
Number
9

Mode

Background

3 Component
Definition of
Strategic
Marketing
Global
Segmentation

3 Component Definition of Strategic

Marketing

Refer Course-pack

Nature of segmentation, factors

affecting feasibility of
segmentation, geographic and geodemographic techniques

11

Global Targeting

12

Product
Positioning

Buyer behavior, factors influencing

customer behavior, the growth of
relationship marketing, Market
Targeting, Market coverage
High Tech Positioning
High Touch Positioning

13

Players or

Strategic Marketing
Management, Wilson &
Gilligan, Page 315 359
Strategic International
Marketing, Melewar and
Gupta, Page 171 180
Strategic Marketing
Management, Wilson &
Gilligan, Page 167 182,
Page 347 - 358
Strategic Marketing
Management, Wilson &
Gilligan, Page 353 354
Global Marketing
Management, Keegan
Page 371 - 374
Refer Course-pack

10

Topic

Players or Positions

Reference

Positions
Dr. Pepper
Snapple Group

Case Analysis

Strategic Marketing
Problems, Page 80 - 93

Weblinks:

http://web5.wgu.edu/aap/content/mkc1-chapter_5.pdf
http://www.studymode.com/subjects/global-segmentation-targeting-and-positioningpage4.html

Module 4- Global Product Development and Strategies

Standardization Vs Adaption in International Markets
Product Design Considerations in Global Markets
International Product Strategy
Product Launch for International Markets

Session
Number
14

Topic

Mode

Strategic choices

Background
Product decisions and choices,
dimensions of product policy,
development of new products

Reference
Strategic Marketing
Management, Wilson &
Gilligan, Page 495 515
Global Marketing
Management, Page 361 370

15

Analyzing
product
portfolio

16

International
Product Strategy

17

International
Marketing
strategies

Development of strategic
perspective, model portfolio
analysis, criticism of portfolio
analysis
Porters 3 generic competitive
strategies, competitive advantage
Strategies for Leaders, Followers,
Challengers and Nichers

Strategic Marketing
Management, Wilson &
Gilligan, Page 361 383
Strategic Marketing
Management, Wilson &
Gilligan, Page 385 - 423
Strategic Marketing
Management, Wilson &
Gilligan, Page 425 480
Global Marketing
Management, Page 553 570

Weblinks:

http://www.marketing91.com/product-portfolio/
http://www.bcg.com/documents/file13255.pdf
http://www.portfoliodecisions.com/Por1.html

Module 5-Pricing for Global Markets

Environmental Influences on Pricing Decisions
Global Pricing Objectives & Strategies
Dumping
Transfer Pricing in International Markets

Session
Number
18

Topic

Mode

Pricing
Decisions

19

Pricing
Objectives

20

Dumping;
Transfer Pricing

21

Global Pricing

22

Burroughs
Welcome
Company

Background

Environmental Influences on
Pricing Decisions: Currency
fluctuations, exchange rate
clauses, competitive behavior
Marketing Skimming, Penetration
pricing, Market Holding, using
sourcing as strategic pricing tool
Dumping, Cost based transfer
pricing, market based transfer
pricing, JVs
Three policy alternatives:
Extension/ Ethnocentric;
Adaptation/ Polycentric;
Invention/ Geocentric
Superior Supermarkets: Everyday
low prices

Reference
Global Marketing
Management, Keegan
Page 391 - 399
Global Marketing
Management, Keegan
Page 399 - 404
Global Marketing
Management, Keegan
Page 407 - 413
Global Marketing
Management, Keegan
Page 414 417
Strategic Marketing
Problems, Page 496 507

Weblinks:

http://economictimes.indiatimes.com/definition/pricing-strategies
http://www.netmba.com/marketing/pricing/
http://www.transferpricing-india.com/faq.htm
http://www.pwc.in/en_IN/in/assets/pdfs/publications/2013/domestic-transfer-pricingnavigating-new-challenges-booklet.pdf

Module 6- Global Promotion Strategies

Global Account Management
Selling to Businesses and Governments Internationally
Global Advertising & Branding
Role of advertising agency
Global vs Local Advertising
Global Campaigns and Media Strategy

Session
Number
23

Topic

Mode

Background

Reference

Account
Management

24

International
Branding

Concept of Account Management,

Global Account Management, Sales
and Marketing, Global Advertising
Creating Global Brand Equity

25

Cadbury
Beverages

Global Marketing
Management, Page 448 460
Strategic International
Marketing, Page 5 20
Global Marketing
Management, Page 460 470
Strategic Marketing
Problems, Page 316 - 330

Cadbury Beverages, INC: Crush

Brand

Module 7-International Logistics & Distribution

International Logistics
Channels of International Distribution
Types of International Distributions Channels
International Channel Innovation

Session
Number
26

27

Topic

Mode

Background

Reference

Logistics

Distribution

Channel objectives and constraints

and terminologies; Channel
innovation
Physical distribution and logistics

Global Marketing
Management, Page 422 430
Global Marketing
Management, Page 431
445

Weblinks:

http://www.marketingdonut.co.uk/marketing/marketing-strategy/exporting-and-distributionstrategy/ten-ways-to-improve-your-international-marketing-strategy

http://hbr.org/2000/11/seven-rules-of-international-distribution/ar/1
http://www.ekonomi.gov.tr/upload/bf09ae98-d8d3-85664520b0d124e5614d/fatih_akkaya.pdf

Presentations and Case Studies

Session
Number
28
29
30

Topic
Internal
Evaluations
Internal
Evaluations
Internal
Evaluations

Mode

Background

Reference

Class or Mass HBR Case Study

Course Pack

Global Brand Face-off HBR Case

Study
Authenticity HBR Case Study

Course Pack

Course Pack