MCCCD Program Description

International Marketing Management

Course: IBS118

First Term: 2004 Summer I

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S

Description: Planning, implementing, and managing international marketing strategies through application of international marketing research and evaluation in diverse cultural, economic, and political environments. Emphasis on implementation of product, price, promotion, and distribution strategies

MCCCD Official Course Competencies
1. Identify the major foreign marketing environments. (I) 2. Explain U.S. trade policies that encourage or discourage certain markets. (I) 3. Explain how to analyze foreign markets through secondary research. (II) 4. Evaluate the importance of cultural, political, legal, and economic factors in marketing. (II) 5. Evaluate markets to determine need for product adaptation or standardization. (III) 6. Identify correct product/service mix and pricing policies for specific countries. (III) 7. Identify the most advantageous channel of distribution for specific countries. (III) 8. Explain how to design and implement promotional strategies in various international settings. (III) 9. Identify the logistics requirements for specified products. (III) 10. Develop a strategies marketing plan for a product. (III) 11. Describe the dynamics of brand identification in international markets. (IV) 12. Provide examples of how franchising and licensing are used to enhance international marketing opportunities. (IV) 13. Explain the effect of government intervention and planning on development of international markets. (V) 14. Analyze the differences in development outcomes between market and non-market economies. (V) 15. Explain how to organize and administer global marketing activities. (V) 16. Evaluate the effect of tariffs, quotas, subsidies, and state-owned corporations on growth of world trade. (V)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. International Marketing Imperative A. Marketing overview B. U.S. trade policy II. Marketing Research and Analyzing Opportunities A. Sources of product information B. Secondary marketing research C. Research target markets D. Cultural considerations E. Political and legal environments F. Economic considerations III. Managing the International Marketing Mix A. Product adaptation B. Research and development strategy C. Export pricing strategies D. Channels and distribution strategies E. Logistics F. Global promotional strategies G. International communications IV. Marketing Organization, Management, and Control A. Product and brand management B. Licensing, franchising, and export intermediaries V. Globalization of Marketing A. Global marketing management B. Global strategic planning C. Global market expansion D. Emerging markets E. Government intervention F. Counter-trade and other alternative structures

MCCCD Governing Board Approval Date: 3/23/2004

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.