COURSE INFORMATION Course Title: INTERNATIONAL MARKETING AND MANAGEMENT OF MULTINATIONAL ENTERPRISES

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 352	C	6	3	0	0	3	6

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Waldemar Adam Pfoertsch , Tuesday 10-12 online
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:
Teaching Assistant(s) and Office Hours:	Kejsi Sulaj Ms. Kejsi Sulaj; Can be contacted by email: ksulaj17@epoka.edu.al
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:	Online with Teams
Course Description:	Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting American marketing concepts and methods. This is accomplished through real life planning and implementation of an international marketing plan designed to market a product or service in a foreign country or countries.
Course Objectives:	Understanding the challenges of international business environments with respect to the marketing of brands in different countries; being able to devise international marketing strategies for companies that plan to go global and critically evaluate international company experiences with case analyses. This course will equip students with the tools and terminology to explore and understand marketing practices in a global environment. Students will also learn to develop a formal analytic framework of decision-making based on recent developments in the field of International Marketing through case studies. This course is designed to provide students with the latest understanding of global issues, disciplines, competitions, and the necessary skills in making strategic decisions based on a global perspective. After attending the classes, you should be able to: Understand the conditions and situation international companies operate in. Understand fundamental principles of international marketing. Understand how international marketing communication works. Understand and apply basic concepts of international marketing. Understand different marketing strategies in the international environment. Critically evaluate different marketing strategies for international companies.

COURSE OUTLINE

Week	Topics
1	Introduction
2	Chapter 1: Global Marketing Explained Case Studies Disney Hong Kong Theme Park (in class)
3	Chapter 2: The Cultural Environment Case studies Gudang Garam (Group 1)
4	Chapter 8: Entering Foreign Markets Case Studies Walmart to Korea (Group 2)
5	Chapter 9: Global Product & Services Case Studies Quicken Books (Group 3)
6	Chapter 10: Global Distribution Strategies Case Studies Walltopia (Group 4)
7	Midterm
8	Chapter 11: Global Pricing Strategies Case Studies Kidzania (Group 5)
9	Chapter 12: Global Communication & Sales Strategies Case Studies FlipKart (Group 6)
10	Chapter 13: Global Marketing Strategy and Implementation Case St. Tetra Pak in China (Group 7)
11	Chapter 14: The Marketing Strategies of Emerging Market MNEs Case Studies Taybeh Beer (Group 8)
12	Chapter 15: The future of Global Marketing Case Study: Bharat Benz
13	Group assignment: Project Presentation
14	Final Exam

Prerequisite(s):	none
Textbook:	Carlyle Farrell (2015) Global Marketing: Practical Insights and International Analysis, SAGE Publications Ltd; 1. Edition (10. September 2015)
Other References:	Given in class
Laboratory Work:	-
Computer Usage:	Students are expected to use MS office programs to present company cases and prepare their write-ups.
Others:	No

COURSE LEARNING OUTCOMES

1	Understanding international marketing environments and their effects on global companies.
2	Comprehending marketing functions in international companies.
3	Learning about how international companies use marketing to grow business.
4	Developing skills to prepare case analysis and presentation.
5	Learn from companies around the world
6	Get to know of tactics and strategies of international marketing
7	-
8	-
9	-
10	-

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Business Informatics (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	4
2	Apply key theories to practical problems within the global business context.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations.	5
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Integrate different skills and approaches to be used in decision making and data management.	4
6	Combine computer skills with managerial skills, in the analysis of large amounts of data.	4
7	Provide solutions to complex information technology problems.	2
8	Recognize, analyze, and suggest various types of information-communication systems/services that are encountered in everyday life and in the business world.	4

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	20
Presentation	1	20
Project	1	20
Final Exam	1	30
Attendance		10
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	12	3	36
Hours for off-the-classroom study (Pre-study, practice)	12	2	24
Mid-terms	1	33	33
Assignments	1	24	24
Final examination	1	33	33
Other			0
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6