Course Information
Course Title: International Marketing Course Title in Chinese: 国际市场营销
Department: English Department Course Code: 011151
Course Type: Compulsive major course Learning Evaluation Type: Essay
Course Teaching Hours: 32 Academic Credit: 2
Prerequisite Courses: Business English 1&2
I. Ability Objectives
●To analyze the role of marketing within the firm and society.
●To expose you to the two parts of a marketing strategy: the target market and the marketing mix.
●To study the four basic variables in the marketing mix: product, promotion, price, and distribution.
●To exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet) – the basic tools of marketing.
II. Problem-Solving
●In this course, we will take the perspective of the marketing decision maker.
●From the textbook, participation assignments/homework, and our class discussions, you will learn about the decisions that marketers must make and tools/frameworks that will assist you in making those decisions effectively.
●By the end of the course, you should understand the complexity and challenges associated with making marketing decisions as well as ways to design effective marketing strategies.
●On the practical side, this new understanding of marketing should make each of you a more knowledgeable consumer.
III. Task Arrangement
1. Pre-Class Tasks
| Task Contents | Key Abilities | Learning Hours | Students’ Role | Requirements |
| Presentation Preparation | Confidence, self-management, courtesy | 2 hours per time | Designer, writer, researcher | Creativity, research skills, planning, IT skills |
| Product Show | Critical thinking, confidence, logic, analytical skills | 2 hours per time | Writer, researcher | Communicating skills, writing skills, teamwork |
| Teaching Demo Preparation | Confidence, people skills and interaction | 2 hours per time | Designer, writer, researcher | Design skills, innovation, literacy |
| Task Contents | Key Abilities | Teaching Hours /week | Students’ Role | Requirements |
| Presentation | Public Speaking skills | 10 min*2 | Speaker, audience | Listening skills, research information, organize ideas |
| Product Show | Ability to form a presentation to promote their products | 15 min*2 | Seller, promoter, designer | public speaking, adaptability, timekeeping |
| Teaching Demo | Awareness of teaching methodologies; active involvement in the teaching process | 15 min*2 | Teacher, pupils | Listening skills, note-taking, development of attention span, ability to engage audience, self-motivation, capacity to simplify complex ideas, diversification of classroom technique and range |
| Instruction | Note-taking skills, critical thinking, ability to absorb information | 1 hour*2 | Recipients | Listening skills, comprehension and interpretation, summarizing teacher’s ideas |
| Q/A | Ability to form relevant and pertinent questions, creative thinking | 10-15min*2 | Participants | Active participation, inventiveness, ability to respond, improvisation |
| Task Contents | Key Abilities | Learning Hours | Students’ Role | Requirements |
| Self-learning parts in books and other materials | Problem solving, self-study | 4 hours/ week | participants | Comprehensive language skills; Self-management |
| Exercises in Textbook | Obedience, comprehensive language skills, problem-solving | 4 hours/ week | Participants | Reading skills, self-management |
| Quiz | Time management and pacing, self-learning, Problem solving, | 1.5 hour in class | Learner | Comprehensive language skills; Self-management |
| Task Title | Materials Submitted |
| Presentation | PPT; Video Clip |
| Product show | Presentation, PPT, Ads |
| Teaching Demo | Teaching Outline/ Video Clip |
| Quiz | Paper |
The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.
V. Teaching Contents
Teaching materials: Principles of Marketing, 13 Edition, by Kotler/Armstrong, Tsinghua Uni. Press 2011, ISBN 978-7-302-25574-1.
Unit 1 Marketing: Creating and Capturing Customer Value
Key points:
1）Define marketing and the marketing process.
2）Explain the importance of understanding customers and identify the five core marketplace concepts.
3）Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations.
4）Discuss customer relationship management and creating value for and capturing value from customers.
5）Describe the major trends and forces changing the marketing landscape.
Practice： Case Study- Harley - Davidson
Assignment:
Case Study – Build-A-Bear: Build-A-Memory p58
Chapter 2 p60-87
Unit 3 Marketing Environment
Key points：
1）Understand environmental forces
2）Learn how demographic and economic factors affect marketing
3）Identify trends in the firm’s natural and technological environments
4）Explore key changes in political and cultural environments
5）Realize how companies react to the marketing environment
Practice：Case Study- TOMS Shoes
Assignment：
SWOT Analysis of Oneself
Company Case: Prius: Leading a Wave of Hybrids p120
Unit 4 Managing Marketing Information
Key points：
1）Explain the importance of information to the company
2）Define the marketing information system
3）Outline the steps in the market research process
4）Explain how companies analyze and distribute information
5）Discuss special issues facing market researchers
Practice：Case Study- ZIBA
Assignment：
Case study: Rent-A-Car: Measuring Service Quality p156
Unit 5 Consumer Markets and Consumer Buyer Behavior
Key points：
1）Learn the consumer market and construct model of consumer buyer behavior
2）Know the four factors that influence buyer behavior
3）Understand the types of buying decision behavior and stages in the process
4）Comprehend the adoption and diffusion process for new products
Practice：Case Study-Wild Planet
Assignment:Company Case: Arabic Blackberry p187
Unit 7 Customer-Driven Marketing Strategy
Key points：
1）Learn the three steps of target marketing, market segmentation, target marketing, and market positioning
2）Understand the major bases for segmenting consumer and business marketing strategy
3）Know how companies identify attractive market segments and choose target marketing strategy
4）Realize how companies position their products for maximum competitive advantage in the marketplace
Practice：Video case- Meredith
Assignment：
Company Case: Sport England: Segmenting the British Sports Market p244
Unit 8 Products, Services and Branding Strategy
Key points：
1）Understand products and the major classifications of products and services
2）Learn the decisions companies make regarding their products and services
3）Understand branding strategy
4）Identify the four characteristics that affect the marketing of a service
5）Realize additional product issues
Practice：Video Case- Swiss Army Brands
Assignment：
Company Case: Britvic: Creating a Brand Flavor p278
Unit 10 /11 Pricing: Understanding and Capturing Customer Value
Key points：
1）Identify and define the internal factors affecting a firm’s pricing decisions
2）Identify and define the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value
3）Contrast the three general approaches to setting prices
4）Describe the major strategies for pricing imitative and new products
5）Understand how companies find a set of prices that maximize the profits from the total product mix
6）Learn how companies adjust their prices to take into account different types of customers and situations
7）Explore the key issues related to imitating and responding to price changes
Practice：Video Case-IKEA
Assignment：
Company Case : easyJet: Staying Ahead in the Pricing
Chapter 17, 18, 19
Unit 20 Sustainable Marketing: Social Responsibility and Ethics
Key points：
1）Define sustainable marketing and discuss its importance.
2）Identify the major social criticisms of marketing.
3）Define consumerism and environmentalism and explain how they affect marketing strategies.
4）Describe the principles of sustainable marketing.
5）Explain the role of ethics in marketing.
Practice：Video Case – Land Rover
VI. Assessment
Evaluation will be based on two examinations, the submission of all of the marketing plan material and your final group oral presentation and a final essay. Exams will consist of: multiple choice, true/false, and short answer questions.
The weightings for the individual components are as follows:
Daily performance
1)Exam # 1 20 points
2)Exam # 2 20 points
3)Submitted marketing plan projects
(Due at time stated in schedule) 40 points
4)Team-based presentation 10 points
5)Class behaviour 10 points
Final essay
6)Final essay 100 points
Total: 100 points
Grading for this course is as follows:
| Numerical Grade | Letter Equivalent |
90 – 100 points | A |
80 – points | B |
70 – 79 points | C |
60 – 69 points | D |
Below 60 points | F |
Assessment will be weighted thus:
Final Essay: 100’*50%
Daily Performance: 100’*50%
MARKETING PLAN PRESENTATION’S WRITTEN FORMAT
Your marketing plan is to be submitted using all exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the paper, using 12 point Times New Roman font. This written report is worth 30 points.
▪Section 1: Current Marketing Situation
▪Section 2: Threats and Opportunities Analysis and Objectives and Issues
▪Section 3: Marketing Strategy
▪Section 4: Action Programs and Budgets
▪Section 5: Executive Summary
There is no limit as to the number of pages to be submitted; completeness of your marketing plan is what is important for your overall grade.
∙Hint: Your textbook has a sample marketing plan for Sonic in Appendix 1.
VII. References
1.John C. Mowen, Michael S. Minor. Consumer Behaviour: A Framework, 1/e. Beijing: Tsinghua University Press, 2010.
2.Kenneth E. Clow, Donald Bacck. Integrated Advertising, Promotion, and Marketing Communication, 4/e. Beijing: Tsinghua University Press, 2014.
3.Leon G. Schiffman. Leslie Lazar Kanuk. Consumer Behaviour, 9/e, Beijing: Tsinghua University Press, 2003.
4.Patrick M. Dunne, Robert F. Lusch, James R. Carver. Retailing, 7/e. Beijing: Tsinghua University Press, 2014.
5.Rarry Berman, Joel R. Evans. Retail Management: A Strategic Approach, 10/e. Beijing: Tsinghua University Press, 2012.
6.Russell S. Winer. Marketing Management, 1/e. Beijing: Tsinghua University Press, 2008.
7.W. Ronald Lane, J. Thomas Russell. Advertising: A Framework, 1/e. Beijing: Tsinghua Universi Warren J. Keegan. Global Marketing Management, 7/e. Beijing: Tsinghua University Press, 2009.
8.William G. Zikmund. Essentials of Marketing Research, 4/e. Beijing: Tsinghua University Press, 2013.
9. http://www.ecm.com.cn/
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