1Course Description MBIB-MKG2-14Welcome to International Marketing Strategy. In Marketing 1, students were introduced to general marketing concepts and how they are applied in domestic organizations and some international organizations. In this course you will learn to recognize and use marketing concepts that are relevant to companies in an international situation. During the course students will do this by analyzing an existing company as part of a team. There are several assignments that combine international marketing theories in a practical manner. Through these assignments you will learn more about business marketing scope, strategy and philosophy in multi-national, international and global companies and the external factors that affect international marketing policy.For example, companies that engage in international marketing focus resources on marketing strategies that use familiar concepts from Marketing 1, such as the marketing mix and value chain, but these may be used in a different way. There are successful global marketers (e.g. Honda, Nestle, Mersk), but international strategy does not have to be global in nature. Companies can choose different orientations, including an ethnocentric, polycentric, region-centric or geo-centric approach. An ethnocentric marketing strategy is used in domestic companies. The same marketing elements can be expanded and used in one or more other countries to make an international company. However, if a company has to adapt their products, services and/or marketing for different countries/markets (a polycentric approach) then it is a multinational company. Also global and transnational companies can use a region-centric or geo-centric marketing strategy. The options are many and fascinating.A firm’s international marketing strategy (IMS) can enhance its worldwide performance and needs to address several issues. First is the nature of the marketing program. For this company, what is the right balance between a standardized (extension) approach to the marketing mix and a localized (adaptation) approach that is responsive to national, cultural or regional differences. Second is the concentration of marketing activities (waterfall strategy) in a few countries or the dispersal (sprinkler strategy) of such activities across many countries. International marketing's importance is shaped by the interplay of many diverse restraints and driving forces. Restraints include market differences, such as non-tariff barriers and lack oftechnology, or marketing myopia. Driving forces include market needs and wants, technology, transportation and communication improvements, product costs, quality, world economic trends, and a recognition of opportunities to develop leverage by operating globally. There will be much for you to experience and use in your assignments.MBIB-MKG2-14 International Marketing Strategy 2018-2019© Hogeschool Utrecht: University of Applied Sciences Utrecht, 20183/17

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