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

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 352	B	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
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	M.Sc. Mariola Muçi mmuci16@epoka.edu.al , 11:00-14:00
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Study program: (the study for which this course is offered)	Bachelor in Business Administration (3 years)
Classroom and Meeting Time:	E-B32
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:
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:	Course objectives include; understanding the challenges of international business environments with respect to 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.

BASIC CONCEPTS OF THE COURSE

1	Global Global Marketing
2	Global Economic Environment
3	Global Market Entry Strategies
4	Global Information Systems and Market Research
5	Global Marketing Communications Decisions

COURSE OUTLINE

Week	Topics
1	Syllabus Review
2	Introduction to Global Marketing: Students will use the product/market growth matrix to explain the various ways a company can expand globally. They will describe how companies in global industries pursue competitive advantage by comparing single-country marketing strategy with global marketing strategy (GMS). (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 22-49)
3	The Global Economic Environment: Students will identify and briefly explain the major changes in the world economy that have occurred during the past 100 years. Compare and contrast the main types of economic systems that are found in different regions of the world. Explain the categories of economic development used by the World Bank and identify the key emerging country markets. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 60-85)
4	The Global Trade Environment: Students will explain the role of the World Trade Organization in facilitating global trade relations among nations by comparing the four main categories of preferential trade agreements. Explain the trade relationship dynamics among signatories of the North American Free Trade Agreement (NAFTA). (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 92- 119)
5	Social and Cultural Environments & First Quiz: Students will define culture and identify the various expressions and manifestations of culture that can impact global marketing strategies. Compare and contrast the key aspects of high- and low-context cultures. They will identify and briefly explain the major dimensions of Hofstede’s social values typology. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 126- 147)
6	Importing, Exporting and Sourcing: Students will compare export selling and export marketing and will identify the stages a company goes through, and the problems it is likely to encounter, as it gains experience as an exporter. Describe the various national policies that pertain to exports and imports. 8-4 Explain the structure of the Harmonized Tariff System. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 264-288)
7	MIDTERM EXAM
8	Guest Lecturer
9	Brand and Product Decisions in Global Marketing: Students will review the basic product concepts that underlie a successful global marketing product strategy. Compare and contrast local products and brands, international products and brands, and global products and brands and explain how Maslow’s needs hierarchy helps global marketers understand the benefits sought by buyers in different parts of the world. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 324-353)
10	Global Marketing Channels and Physical Distribution: Students will identify and compare the basic structure options for consumer channels and industrial channels. List the guidelines companies should follow when establishing channels and working with intermediaries in global markets. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 392-420)
11	Final Projects Discussion Session & Second Quiz
12	Global Marketing Communications Decisions: Students will define global advertising and identify the top-ranked companies in terms of worldwide ad spending, and they will explain the structure of the advertising industry and describe the difference between agency holding companies and individual agency brands. Identify key ad agency personnel and describe their respective roles in creating global advertising. (Keegan, W. J. and Green M. C. (2017). Global Marketing, pg 426-445)
13	Final Project Presentations
14	FINAL EXAM

Prerequisite(s):
Textbook(s):	Keegan, W. J. and Green M. C. (2017). Global Marketing. 9th ed. Pearson: Essex, England
Additional Literature:
Laboratory Work:
Computer Usage:
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.

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

No	Program Competencies	Cont.
Bachelor in Business Administration (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	5
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	Use technology to enable business growth and sustainability.	5
6	Analyze data to make effective decisions.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Project	1	20
Quiz	2	5
Final Exam	1	40
	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)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	12	2	24
Mid-terms	1	33	33
Assignments	1	12	12
Final examination	1	33	33
Other			0
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6

CONCLUDING REMARKS BY THE COURSE LECTURER

What is expected from students during this course is: Focus, Engagement, Hard Work, Teamwork.