International Marketing

MKT303 International

Marketing

Introduction to International Marketing

Workshop 1

Copyright Notice

COPYRIGHT COMMONWEALTH OF AUSTRALIA

Copyright Regulations 1969 WARNING

This material has been reproduced and communicated to you by or on behalf of

Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act).

The material in this communication may be subject to copyright under the Act. Any

further reproduction or communication of this material by you may be the subject of

copyright protection under the Act.

Do not remove this notice

Icon Meaning Activity

Take notes These are important points and you should take notes.

You will be required to know this

information.

Individual

Activity

Students complete an individual task.

Group Activity Students discuss/ complete activities in groups and report back to the class.

Research

required

You will need to research this and do

some reading before the next class.

Important

Concept

You MUST understand this concept to

successfully complete the subject. Seek

help if you don’t understand.

Practice

Questions

Students will complete these questions as

practice.

Getting to know you

• Name

• Where are you from?

• Why are you studying this course?

• One thing that you are most interested in learning

• Which country would you like to visit and why?

Introduction to your workshop

facilitator

• Workshop Facilitator

Background

• Courses I teach at

KBS

• Teaching & work

experience

• Career development

• Areas of focus in this

subject

5

Source: Kaplan Business School

Workshop Style

• Workshop style – meaning that you should ask questions and proactively participate. Interact, network and learn.

• Ask questions

• Proactively participate – draw from examples in your own life and don’t be afraid to question what you are learning.

• Remember to justify and explain what you say.

• Please be courteous to students and the lecturer when they are speaking.

Source: Photo by mentatdgt from Pexels

How to Succeed in this Course

• Attend class ☺

• Draw from your own experiences

• Be punctual

• Plan ahead – read the lecture slides before class,

• Ensure you have enough time to do the assessments

• Submit assessments on time

• Take notes

• Ask questions

• Engage with your peers

• Be curious

Source: https://josephranseth.com/gandhi-didnt-say-be-the-change-you-want-to-see-in-the-world/

Know your learning style

• We all have different

ways we learn

• The workshop has

been designed to

facilitate a range of

learning styles

• Be aware of how you

learn

Source: https://www.uow.edu.au/student/learning-co-op/effective-studying/identify-your-learning-style/

What will we be learning? Week Topic

1 Introduction to International Marketing

2 Political and economic factors impacting international marketing

3 Social and technological factors impacting international marketing

4 Legal and environmental factors impacting international marketing

5 Assignment presentations

6 Study week (Attendance is compulsory)

7 Trade relations

8 Culture and communications

9 Market entry – an international marketing approach

10 Getting a product to the customer – international context

11 Product management and surviving in an international marketing

12 Future of international marketing and ethics

Visual Depiction of Course

Macroenvironment

Firm (microenvironment)

PESTLE

Market entry

Product management

Ethics

Future of

international

marketing

Communications

Getting

product to

customer

This Topic’s Big Idea

“All you need is the best product in the

world, the most efficient production in

the world and global marketing.”

Akio Marita

Learning Objectives

1. Define what is International Marketing

2. Understand the fundamental concepts of

international markets

3. Explore the broader scope of international

marketing and different agencies

4. Understand and apply the concept of

corporate social responsibility

Why am I learning this?

Globalisation has resulted in increased trade between countries, coupled with technological

advancements make it possible to serve customers around the world.

International markets are often a logical consideration for growth.

As a marketer you will need to consider new market opportunities to achieve growth, including

international possibilities.

Why do some international

brands market like this?

Source: McDonalds

While others

market like this?

Sources: Chanel

Workshop activity

Brainstorming Session

Why do global brands market themselves in

different ways?

Share your thoughts with the rest of the

class.

Defining

International Marketing

“International marketing is the process of planning and undertaking transactions across national boundaries that involve exchange”

(Fletcher & Craword, 2013)

Microenvironment

(the firm)

Macroenvironment

Marketing Mix

• The marketing mix can be applied to an international context.

• The marketing mix is the foundation from which an international marketing strategy is created.

• Contains the tools a marketer uses to build value and increase profitability.

• You will need to influence decisions around these tools.

Source: https://www.leadagency.com.au/marketing-mix-best-practice-effective-examples-of-the-seven-ps/

COVID-19

• The impact of the COVID-19 pandemic may lead to a decline in the statistics discussed.

• International marketers may have to develop new ways of marketing to global audiences.

• A world after COVID-19 what will happen?: bit.ly/mkt303covid19

Source: New Scientist

International Brands

Source: https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/

No size fits all

No “one size fits all” approach in international marketing

• Global versus local approach

• Asia-Pacific region is dominated by exporters who are:

– Indigenous small and medium-scale exporters (SMEs)

– Local subsidiaries of transnational firms

• How do we adapt to local and global markets?

Workshop Activity

In pairs or small groups brainstorm some

ideas on how marketing is different at a

domestic and international level.

Share your thought with the class.

Did you think of the following

differences? • Service or Product

offering

• Marketing personnel

• Marketing Budget

• Promotion tactics

• Marketing Autonomy

• Use of Social Media

• Customers’ engagement

• Advertising

• R&D and marketing research Source: Unsplash

Apple

Apple’s Global Marketing

• Same strategy across

the globe

• Advertisements are

used across countries

• Value proposition has

not changed:

bit.ly/mkt303apple

Source: Apple

Google

Source: https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/google/

Google’s Global Marketing

• Diverse portfolio of

brands

• Operate within Google

ecosystem

• Products have different

marketing strategies

and purposes

• Google has its own

campus:

bit.ly/mkt303google Source: https://about.google/products/

Disney

Source: https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/disney/

Disney’s Global Marketing

• Follows similar

strategy to Apple

• Content is similar

across the world

• Focuses on core

products: Disney+,

merchandise, movies,

TGV shows, events

and theme parks. Source: https://www.disney.com.au/

Louis Vuitton

Source: https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/louisvuitton/

Louis Vuitton’s

Global Marketing

• Number one fashion

and luxury brand in

the world

• Part of Louis Vuitton

Moet Hennessey

• How Louis Vuitton

became successful:

bit.ly/mkt303louisvuitt

on

Source: https://medium.com/@christinejohn12345/invested-secoo-lvmh-plans-to-roll-out-luxury-e-commerce-f077b0beca85

Workshop Activity

Brainstorming Session

How would you compare the marketing of Apple, Google, Disney and Louis Vuitton?

What is similar?

What is different?

Why have they undertaken these approaches?

Assessments Overview

Please log into MyKBS>My

Subjects>MKT303>Assessments

Next Week

Political and economic factors impacting

international marketing.