This document outlines an international marketing strategies course. The course aims to help students develop expertise in applying marketing techniques in other countries. It provides an in-depth analysis of multinational company practices and enhances students' skills in global marketing strategy development, implementation, and monitoring. The course covers topics such as comparative country analysis, international organizations, export/import procedures, and regulations. Students will learn to conduct market assessments, segment customers internationally, and develop multinational marketing plans.

1. THE CYPRUS INSTITUTE OF MARKETING
EUROPEAN OFFICE:
P.O. BOX 25288, TEL: 22-778475, FAX NO: 22-779331, NICOSIA, CYPRUS
Reg. British Virgin Islands. E-mail: info@cimabvi.com
Module Name International Marketing Strategies
Credits 1 Unit
Teaching Methods Lectures
Guest lecturers
Discussions
Workshops
Seminars
Industry/case studies
Videos
Student-generated work-related issue discussions
Minimum Pass Grade C (50%)
INTRODUCTION AND AIMS
The aim of this module is to enable candidates to acquire expertise in applying
marketing techniques in countries other than their own and thereby to acquire practice in
dealing with international marketing situations. It provides an in-depth analysis of theory
and marketing practices of successful multinational companies and is designed to
enhance and hone students’ practical skills in developing, implementing and monitoring
marketing strategies and decision making for global success. It gives the students the
opportunity to master and synthesize the theoretical concepts necessary to understand
the dynamics of international marketing and to implement a profitable international
marketing strategy.
LEARNING OUTCOMES
Upon completion of this course, students will be able to:
1. Appreciate the global context of international business, the major markets and
salient developments and trends
2. Differentiate between the marketing policies appropriate to industrialized,
developing and under-developed economies
3. Conduct market assessments and work on practical project that develop data
fathering, analysis and interpretation

2. 4. Apply the principles of international market segmentation and international brand
positioning
5. Demonstrate the major differences between national and multinational marketing
planning
6. Critically evaluate international marketing opportunities
7. Critically evaluate alternative logistics and distribution methods
8. Have an appreciation of the complexities arising government, cultural and
logistical barriers and their effect on the implementation of an international
marketing program
9. Identify sources of information, methods of information collection and methods of
information analysis suitable for international marketing operations
10. Identify the factors which distinguish product, price and promotional policy
formulation for overseas markets opposed to the domestic market
11. Formulate methods of monitoring and controlling overseas selling and distribution
12. Be conversant with and critically evaluate leading academic research
13. Identify the major organizational changes to be made when a company moves
from international to multinational marketing
14. Identify and discuss the impact of cooperative and restrictive measures to
regulate international trade
15. Deliver and develop professional presentations individually and in a group
dynamic
CONTENT
1. The Global Approach:
 National, export, international and multinational markets compared.
 Origins of world trade and development of world markets.
 Forces underlying the development of international business.
2. Comparative Analysis of World Markets:
 Methods of comparative analysis.
 Economic dimensions: income, wages, G.N.P. trade and competitive
patterns, etc.
 Socio-cultural patterns: population, education, literacy, ethnic, occupational,
consumption patterns, etc.
 Political, legal, geographical, natural resource dimension.
 Stages of market development.
3. World Market Infrastructures:
 Local and international sources: banking, transport, insurance,
communications, etc.
 Local and international research, advertising, media agencies, etc.
 International Monetary Fund
4. International and Multinational Organizations:
 Forms of organization for international multinational operations.
 Centralized and decentralized policies.
 Setting objectives for international operations.
 Monitoring and controlling overseas business.
 Transfer of personnel and the recruitment of nationals.
5. Marketing Planning and Control:
 Formulating plans for international and multinational marketing.
 The marketing mix.
 Product, price, promotional, distribution and competitive strategies, product
development and modification.

3.  Standardization of elements of the marketing mix in international trade.
6. Information Collection, Analysis and Interpretation:
 Marketing information systems for international business.
 Sources of information.
 Analytical techniques.
 Researching overseas markets.
 Monitoring overseas operations for feedback and control.
 Market segmentation.
7. International Selling and Distribution:
 Franchising, licensing, agencies, overseas sales organizations.
 Trading and exchange institutions.
 Joint ventures.
 Costs and control of sales and distribution.
 Logistics.
 Financing goods in distribution.
8. Exporting and Importing:
 Export selling and export marketing compared.
 An appreciation of the procedures and documentation for exporting and
importing.
 The role of government and international bodies in relation to exports and
imports.
 Visibles and invisibles.
 Balance of payments.
9. Multinational Marketing Strategy:
 Objectives of the multinational corporation.
 Attitudes towards multinationals.
 Development of multinational marketing strategies and marketing mix
strategies.
10. International Trade Regulations:
 Barriers to international trade, customs, quotas, tariffs, etc.
 Customs, economic and political unions.
 Free Trade Areas.
 Consumer and environmental protection.
 Protection of indigenous industry, trade, etc.
 Nationalization of foreign investment.
INDICATIVE READING
Svend Hollenson, Global Marketing, Financial Times/Prentice Hall, 2007
Frank Bradley, International Marketing Strategy (5th
Edition), Financial
Times/Prentice Hall, 2004
Periodicals
 Fortune
 Harvard Business Review
 Business Week
 The Economist
 International Management