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International Marketing
Fall Semester 2007
Kick-Off Session
September 11, 2007
Course Objectives
The course International Marketing portrays the challenges companies face that are operating in more open and integrated international markets. At the end of the course, you will be able to identify and evaluate opportunities in international markets, adapt marketing programs for specific markets, and develop international marketing strategies including the international branding strategy.
40%* 60%
You also need to prepare the cases that you do not present with your team. You may be called upon to discuss the relevant literature or case situation.
Copyright 2007 by Univ.-Prof. Dr. Sabine Kuester. All rights reserved.
Course Structure
Lecture 1 Lecture 2 Lecture 3 Lecture 4 Lecture 5 Lecture 6 Lecture 7 Lecture 8 Lecture 9 Lecture 10 Lecture 11 Lecture 12 Final Examination September 11, 2007 September 18, 2007 September 25, 2007 October 9 , 2007 October 16, 2007 October 23, 2007 October 30, 2007 November 6, 2007 November 13, 2007 November 20, 2007 November 27, 2007 December 4, 2007 December 11, 2007 Kick-Off Meeting Introduction to International Marketing Global Strategies and Evolution of Strategy Case Analysis: Case 1 Gillette Indonesia Global Product, Brand, and Communication Management Case Analysis: Case 2 P&G Japan: The SK-II Globalization Project Global Pricing Case Analysis: Case 3 MediCult: Pricing a Radical Innovation Global Distribution Global Sales and Customer Relationship Management Case Analysis: Case 4 Innovation and Renovation: The NESPRESSO Story Recap Session and Feedback Case Analysis 75 minutes
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http://dotlrn.uni-mannheim.de
For an introduction go on http://dotlrn.uni-mannheim.de/doc/anleitung.htm) Sign in: Marketing III Anmelden Klick on Eigene Startseite Marketing III Veranstaltungen/Untergruppen International Marketing (Zugang beantragen))
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