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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) Prof.Dr. Osman Nuri Aras oaras@epoka.edu.al
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Prof.Dr. Osman Nuri Aras oaras@epoka.edu.al , Monday 14.00 - 15.00, Wednesday 14.00 - 15.00
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: NA
Language: English
Compulsory/Elective: Elective
Study program: (the study for which this course is offered) Bachelor in Economics (3 years)
Classroom and Meeting Time: E-
Teaching Assistant(s) and Office Hours: NA
Code of Ethics: Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
Attendance Requirement: 75%
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: By the end of the course, students will be able to: 1. Understand the scope and challenges of international marketing. 2. Analyze global economic environments and their impact on marketing strategies. 3. Appreciate the importance of cultural sensitivity in global marketing. 4. Conduct international market research and apply findings to marketing strategies. 5. Develop comprehensive international marketing plans.
BASIC CONCEPTS OF THE COURSE
1 International Marketing vs. Domestic Marketing: International marketing involves adapting marketing strategies to different cultures, economic conditions, and regulations, whereas domestic marketing focuses on a single country.
2 Cultural Sensitivity and Hofstede’s Cultural Dimensions: Understanding cultural differences (e.g., individualism vs. collectivism, power distance) is crucial for tailoring marketing messages and avoiding misunderstandings.
3 Global Economic and Business Environment: International trade is influenced by economic blocs (EU, NAFTA, ASEAN), trade policies, inflation rates, and emerging markets, which impact consumer behavior and market potential.
4 Market Entry Strategies: Companies expand internationally through exporting, licensing, franchising, joint ventures, and direct investment, each with unique risks and benefits.
5 International Market Research: Collecting and analyzing data on consumer behavior, competition, and market demand is essential for successful global expansion. Methods include surveys, focus groups, and secondary data sources.
6 Product Standardization vs. Adaptation: Companies must decide whether to standardize their products globally (e.g., Apple, Coca-Cola) or adapt them to fit local preferences (e.g., McDonald’s menu variations).
7 Global Pricing Strategies: Pricing is influenced by currency fluctuations, taxes, production costs, competition, and consumer purchasing power, requiring strategies like cost-plus pricing, value-based pricing, and penetration pricing.
8 International Distribution Channels: Businesses must choose wholesalers, retailers, and logistics partners that align with their supply chain and consumer access needs, considering trade regulations and infrastructure challenges.
9 Global Promotional Strategies: Companies must adapt advertising and messaging based on language, culture, and media consumption habits. Digital marketing, influencer collaborations, and localized branding play a key role.
10 Ethical Issues and Corporate Social Responsibility : International marketing must consider fair labor practices, environmental sustainability, and ethical advertising to build consumer trust and avoid legal issues.
COURSE OUTLINE
Week Topics
1 Syllabus Review & Introduction to International Marketing and Management of Multinational Enterprises
2 Global Economic and Business Environment
3 Cultural and Social Environment of Global Markets
4 International Market Research + Case Study Quiz 1
5 International Market Entry Strategies (1)
6 International Market Entry Strategies (2) + Case Study Quiz 2
7 Product and Services Decisions
8 Midterm Exam
9 International Distribution Strategies
10 Global Pricing Strategies
11 Global Promotion and Communication + Case Study Quiz 3
12 Digital Marketing in the Global Context
13 Ethical Issues in International Marketing + Case Study Quiz 4
14 Final Review (Developing an International Marketing Plan)
Prerequisite(s): N/A
Textbook(s): Cateora, P., Gilly, M., Graham, J. & Money, R. B. (Latest Edition). International Marketing. McGraw-Hill Education.
Additional Literature: - Hollensen, S. (Latest Edition). Global Marketing. Pearson. - Keegan, W. J., & Green, M. C. (Latest Edition). Global Marketing. Pearson.
Laboratory Work: N/A
Computer Usage: N/A
Others: No
COURSE LEARNING OUTCOMES
1 To understand the scope and challenges of international marketing.
2 To analyze global economic environments and their impact on marketing strategies.
3 To appreciate the importance of cultural sensitivity in global marketing.
4 To conduct international market research and apply findings to marketing strategies.
5 To develop comprehensive international marketing plans.
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Bachelor in Economics (3 years) Program
1 Students define the fundamental problems of economics 4
2 Students describe key economic theories 4
3 Students critically discuss current developments in economics 4
4 Students appropriately use software for data analysis 3
5 Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic 4
6 Students apply appropriate analytical methods to address economic problems 4
7 Students use effective communication skills in a variety of academic and professional contexts 4
8 Students effectively contribute to group work 5
9 Students conduct independent research under academic supervision 4
10 Students uphold ethical values in data collection, interpretation, and dissemination 4
11 Students critically engage with interdisciplinary innovations in social sciences 3
12 Student explain how their research has a broader social benefit 4
COURSE EVALUATION METHOD
Method Quantity Percentage
Midterm Exam(s)
1
20
Project
1
30
Final Exam
1
40
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) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 4 64
Mid-terms 1 3 3
Assignments 0
Final examination 1 3 3
Other 4 8 32
Total Work Load:
150
Total Work Load/25(h):
6
ECTS Credit of the Course:
6
CONCLUDING REMARKS BY THE COURSE LECTURER

This course provides students with essential knowledge and analytical tools to understand and manage the complexities of international marketing and multinational enterprise operations. By the end of the course, students will be equipped to apply strategic thinking in global business environments and make informed decisions in culturally diverse and dynamic international markets.
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