Course Guide: AGU 644 International Marketing Management Graduate School of Business Universiti Sains Malaysia
Course Guide: AGU 644 International Marketing Management Graduate School of Business Universiti Sains Malaysia
Course Guide: AGU 644 International Marketing Management Graduate School of Business Universiti Sains Malaysia
International Marketing
Management
Semester 1, Academic Session 2009/2010
COURSE GUIDE
Malaysian economy is trade dependent. The need to create Malaysian firms capable of
competing internationally has long been recognized. The shift in industrial policy from
import substitution to export-oriented industrialization strategy has led to the growth and
increased importance of the manufacturing sector in the Malaysian economy. The
challenges of marketing high value-add manufactured products in the global markets differ
from that exporting raw materials and commodities. With increasing liberalization and
competition, Malaysian companies must reposition and integrate into the global economy.
Text books
Students are also expected to read business magazines, examples Fortune, Forbes,
Malaysian Business, Business Weeks, Harvard Business Review, Asian Wall Street
Journal, The Edge, StarBiz and BizWeek; and tv programmes on world business.
Credit Value: 03
Prerequisites: No prerequisites for this course
Learning Outcome
After successful completion of this course, learners should be able to:
LO1 explain the importance of marketing in the context internationalizing Malaysian
products and services PO1; PO6
L32 describe the socio-cultural and political differences in various regions of the
world and their effect on consumption pattern, the conduct of international
marketing; and competitive landscape in international markets PO2; PO6
LO3 Explain the tools and techniques in assessing the business opportunities in
specific country-market PO2; P4
LO4 prepare and formulate a marketing plan and strategy to service international
markets PO8; A5
Note
Students are notified of the basic requirements for progress but they are also
encouraged to work at their own pace, with the proviso that they maintain contact
with me so as to enable guidance and clarification if needed.
Transferable Skills:
This course is aimed for learners to be able to experience, appreciate and build
own knowledge on the principles, theories, concepts, practices, interpretations,
techniques, strategies and issues of CRM which are essential for business leaders
as well as entrepreneurs and individuals alike. In addition, the course is aimed to
enhance your confidence and develop your skills as learners in the analysing,
interpreting, explaining and communicating facts/information on industry
environment, business strategies, and tactical actions that happen (or predicted to
happen) in the marketplace particularly in the context of CRM.
The project should cover Malaysia’s export structures and challenges in the specific
industry sector; and choose one company in the industry and describe its export marketing
involvement, and provide recommendations for export expansion.
Introduction –
Malaysian Export
Structure
2 Internationalisation and
competitiveness of Articles
Malaysian companies
and other Asean firms Osman Mohamad & Colin N. Wheeler,
“Comparing High, Moderate and Low
Performance Exporters - Evidence from
Malaysia,” Asian Academy of Management
Journal, Vol.1, No. 2, July 1996, pp. 16-31.
Articles
Paul D Ellis, “Does Psychic Distance
Moderate the Market-size Sequence
Relationship?” Journal of International
Business Studies, Vol. 39, 2008, pp. 3521-
369
7 Segmentation, Chapter 7
Targeting and
Positioning Arild Aspelund, Tage Koed Madesn and
Oystein Moen, (2007), “A Review of the
foundation of international Marketing
Strategies, and performance of international
new venture”, EJM, Vol. 41, No. 11/12, pp.
1423-1448. Factors associated with
performance
Case Study 3
8 Brand and Product Chapter 10
Decisions New product, development; branding;
ethnocentrism; Country of Origin Effects
13
Promotional decisions Case study 6: promotional issues
15 Project presentations