International marketing planning in International Marketing

The following discussion agenda is on international marketing planning in International Marketing (IM):

1. The planning process and the benefits of planning in IM
2. The development of planning
• The unplanned stage
• The budgeting stage
• Annual business planning
• The strategic planning stage
• Attitudes of planning
3. The problems of international planning in IM
• Problems with the Headquarters
• Problems with overseas subsidiaries
4. Strategic business units and the roles of different levels of management in the planning process
• The 3 management levels and their respective functions
5. The structure of the international marketing plan
6. Aspects of international marketing planning
• stakeholder expectations, situation analysis, resources and capabilities, corporate aims and objectives, marketing strategies, implementation of the plan, & control and feedback
7. Organizational structures for IM
• Product structure, geographic structure, the macropyramid, the umbrella structure, the interglomerate, transnational organizations
8. What makes a good international manager
9. Ethical considerations for international marketing managers

Reference
Doole, I. and Lowe, R. (2001) "Chapter 5: International marketing planning and organisation", International Marketing Strategy, Thomson