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2013/2014  KAN-CM_SU6B  International Marketing Management in Asia (China) (Intensive)

English Title
International Marketing Management in Asia (China) (Intensive)

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
6 week course (3 weeks of classes, 3 weeks of exam). Please check www.cbs.dk/summer for the course schedule.
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Marc Fetscherin, Rollins College
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Globalization, International Business, markets and studies
  • Management
  • Marketing
Last updated on 08-04-2014
Learning objectives
At the end of this course students should be able to demonstrate a sound understanding of the following:
  • International Marketing Environment (e.g. internationalization process, export planning and strategy, assess readiness to enter foreign markets)
  • International Market Selection Process (market expansion/growth strategies, expansion vs. contractible approach, market concentration vs. spreading strategies, provides a systematic approach to market selection)
  • Market Entry Strategies (Types of entry modes, factors impacting the entry mode, advantages and disadvantages of each, INCOTERMS)
  • Export Entry Modes (Direct and indirect export options, six criteria for selecting distributor and key dimensions of a distribution agreement, gray markets, export regulations and enforcement)
  • Foreign Manufacturing Plants, Assembly Operations and Strategic Alliances (Motives of non-exporting, three main groups of non-exporting, compare foreign manufacturing plants, assembly operations, strategic alliances options, outline the four different types of JV)
  • International Product Decisions (Dimensions of a product, product planning process, international product portfolio and product life cycle management, standardization vs. adaptation)
  • International Pricing Decisions (Dimensions of pricing, three export pricing strategies, five factors determine export pricing, how to manage price escalation, how to manage currency risk, understand transfer pricing in international marketing)
  • International Promotional and Marketing Communication Decisions (7steps to plan a promotional strategy, how to budget a promotional strategy, media strategy, legal restrictions related to ad/promotion, how to overcome legal restrictions, measure the effectiveness of an advertising campaign, understand the AIDA concept, Customer Response Index (CRI), present some international promotional blunders)
Course prerequisites
Graduate students.
For fully benefiting from this course, students should have the following pre-knowledge: Introduction to International Business or Marketing, good communication skills in English.
Prerequisites for registering for the exam
Requirements about active class participation (assessed approved/not approved)
Mandatory Mid-term Assignments: Harvard case, oral presentation in class in group.
Home project assignment:
Examination form Home assignment - written product
Individual or group exam Group exam, max. 5 students in the group
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
This course is an advanced course in marketing management with a special focus on the international context and emphasis on Asia (specifically China). We specifically focus on the different international environment, consumer segments, markets, and products and the importance of culture. It provides useful tools and framework helping deciding how, where, why and when to best enter foreign markets, how to select markets, how to penetrate markets (market entry), how to build, manage and coordinate international products, international pricing, international promotion, and international distribution channels with a specific focus on Asia and emphasis on China.

 The course's development of personal competences: 
  • Team work for Harvard Business School cases
  • Analytical and communication skills for case presentation
Teaching methods
• Lecture and class discussion (e.g., chapter discussion, article discussion)
• Exercises such as some mini-cases (e.g., excel calculations)
• Case study discussions (Harvard Business School Cases)

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Read chapters 1,4,6,7 of the book "International Marketing and Export Management", Gerald Albaum, Edwin Duerr, Jesper Strandskov, 6th Edition, Prentice Hall/Financial Times, 2008 (688 pages).
Expected literature
Course Text Book
  • International Marketing and Export Management, Gerald Albaum, Edwin Duerr, Jesper Strandskov, 6th Edition, Prentice Hall/Financial Times, 2008 (688 pages).
Course Workbook
  • Fetscherin, M., Alon, I., International Business and Marketing Tool Kit: Frameworks, Tools and Exercises, Workbook, Winter Park, 5nd Edition, 2012.
Articles to read during the course
  • Fetscherin, M., Sardy, M. (2008), Chinese Brands: Build or Buy Considerations, International Journal of Chinese Culture and Management, 1(4), p. 418-438
  • Fetscherin, M., Beutelmueller, P. (2010), Marketing Strategy of a Chinese TV Manufacturer: The Case of Chonghong, in Strategic Marketing: Creating Competitive Advantage, 2nd Edition, D. West and J. Ford (Eds), Oxford University Press, P. 557-567.
  • Fetscherin, M., Alon, I., Johnson, J.P. (2010), Global Export Competitiveness of Chinese Industries, Asian Business & Management, Vol. 9(3), P. 401-424
  • Fetscherin, M., Toncar, M. (2009), Country of origin effect on the U.S. consumers' brand perception of automobiles from China and India, Multinational Business Review, Vol. 17(2), P. 115-131.
  • Cavusgil, T., Kiyak, T., and Yeniyurt, S. (2004), Complementary approaches to preliminary foreign market opportunity assessment: Country clustering and country ranking,Industrial Marketing Management, 33, p. 607-617
  • Knorr, A., Arndt, A., Why did Wal-Mart fail in Germany?, Working Paper, Institute for World Economics and International Management, University of Bremen, 2003
  • Fetscherin, M., Beutenmueller, P. (2012), Geely's Internationalization and Volvo’s Acquisition, in Chinese International Investments, I. Alon, M., Fetscherin, P., Gugler (Eds), Palgrave, P. 374-388.
  • Fetscherin, M., Voss, H., Gugler, P. (2010), 30 Years of Foreign Direct Investment to China: An Interdisciplinary Literature Review, International Business Review, Vol. 16, P. 235-246.
  • Fetscherin, M., Alon, I., Little, R., Chan, A. (2012). In China? Pick Your Brand Name Carefully, Harvard Business Review, September, P. 706.
  • Lattemann, C., Alon, I., Chang, J., Fetscherin, M., McIntyre, J. (2012), The Globalization of Chinese Enterprises, Thunderbird International Business Review, Vol. 54 (2), P. 145-153.
Next to the above, students need to buy and read the Harvard cases for this course and I reserve the right to add other journal articles when necessary.
Last updated on 08-04-2014