International Business

Department of International Business

and Marketing

NUST Business School

National University of Sciences & Technology

BSA&F 2K17

(A & B)
Course Details

Course Title: International Business Prerequisite : ---

Course Code: Credit Hours: 3
Program: BSA&F 2K17 Section: A & B

Course Faculty

Dr. Muhammad Adnan Waseem

Office: 212 (First Floor), NBS
Consultation Hours: 11:00 am – 1:00 pm
Tel: 051-90853106
Email: adnan.waseem@nbs.nust.edu.pk
Course Description

Since the last two decades have witnessed unprecedented activity in the arena of international business, an
understanding of international business is essential for business students in today's interdependent global world. This
course will provide students with the knowledge, skills, and abilities to understand the global economic, political,
cultural and social environment within which firms operate. It will examine the strategies and structures of
international business and assess the special roles of an international business's various functions. It will also prepare
students to formulate and execute strategies, plans, and tactics to succeed in international business ventures.
The focus of the course is at three levels (i) Macro (the globalization), (ii) Messo (the country
level) and (iii) Micro (the company level). Understanding international business from Macro
perspective, students will analyze the role of globalization and its impact on international
business (production, communication, transportation etc.). In the country perspective, students
will analyze the role of Culture, Economic as well as Political and Legal environments that
influence entry and exit modes such as foreign investments, divestments etc. At the company
level, this course provides insight into factors that influence internationalization, entry and exit

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strategies into foreign markets such as Exporting (direct and indirect) arrangements, Contracts
arrangements (licensing, joint-ventures) and wholly owned arrangements (foreign direct
investment, wholly owned subsidiaries etc.) and tools to manage and evaluate risks and
changes of international operations.

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Furthermore, this course has an interdisciplinary approach and student will learn about the
integrated view of the contemporary issues that affect international business such as corporate
social responsibility (CSR), Ethics, Marketing, Human Resources Management, Production
and Supply Chain etc. As well as recent problems of the international economic system; country-risk
analysis; the increasing use of counter trade etc.
This course will enhance students’ problem solving and decision making abilities towards international
business related issues using real world cases.
The course covers the following modules:
Module 1: An overview of Marketing environment and strategic planning for competitive advantage
Module 2: Analyzing Marketing Opportunities
Module 3: Customer‐Driven Marketing Strategy and Marketing Mix Decisions
Module 4: Technology Driven Marketing

Course Objectives
     
This course is intended to help students to:  
 develop an in‐depth understanding of marketing,
 possess the ability to apply theoretical concepts to practical marketing problems by learning about 
the kinds of problems and decisions the marketing managers come across, 
 consider marketing as a career,
 understand the effects of the marketing concept on consumers and society.

Successful completion of the course means students are able to:

 understand the crucial role of marketing for businesses and the key decisions makers,
 analyze marketing problems and suggest workable solutions,
 develop an understanding of the concepts and skills necessary in developing an effective marketing 
plan while emphasizing on customer satisfaction,
 have fundamental understanding of what it takes to work in marketing department and include
marketing as part of the management function.

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All the students receiving a passing grade in the class will be able to demonstrate a clear understanding of the basic
concepts of Marketing as well as to display knowledge of key marketing mix components.

Course Learning Outcomes (CLOS)

After the successful completion of this course, students will be able to:

1. Learn and Understand the marketing process to develop an effective and efficient Integrate
Marketing Plan;
2. Choose the appropriate mode of marketing;
3. Prepare for a strategic entry into a market, to increase probability of success;
4. Decide between standardization or adaptation when developing the product or service offering;
5. Devise effective sales promotion and advertising in overseas markets;
6. Create the right pricing strategy for each global market;
7. Know how to defend one’s brand when challenged by a global company;
8. Realize the importance of culture and the Fifth P in marketing products and services;
9. Understanding the role of Customers, Competition, Collaborators, Company and Context in the
development of a marketing plan;
10 Develop a globalization strategy for sourcing the right products at the right cost at the right time;
11. Establish a truly global brand, with a unique positioning and brand;
12. Understand the importance of digital marketing.

Programme Learning Goals and Objectives – BSACF

1. A baccalaureate-level knowledge of business administration

2. Understanding of the macroeconomic environment, of state of industries and of the functional areas of
different types of organizations
3. The ability to identify, formulate, and solve business problems using appropriate methodologies and tools
(quantitative as well as qualitative)
4. The ability to communicate effectively and function well in teams
5. An appreciation of professional and ethical responsibilities
Mapping Program Objectives & Goals with Course Learning Outcomes

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 PROGRAM LEARNING GOALS AND
OBJECTIVES
Goal 1 - A baccalaureate-level
knowledge of business
administration
Goal 2 - Understanding of the
macroeconomic environment, of
state of industries and of the
functional areas of different types of
organizations
Goal 3 - The ability to identify,
formulate, and solve business
problems using appropriate
methodologies and tools
COURSE
COURSE LEARNING OBJECTIVES
EVALUATION ITEM
Students get a number of
opportunities to demonstrate their Class Participation,
ability to learn and communicate Cases and Exam
effectively (CLO 1-12)
Awareness , research , evaluation
aspects are covered through
Cases and exams
corporate case and topic discussions
(CLO 2, 4, 5, 7, 9)
Analytical thinking and problem Class Participation,
solving skills are essential for success quizzes, assignments,
in this course (CLO 2, 3, 9, 11) cases and exam

(quantitative as well as qualitative)

Goal 4 - The ability to communicate
effectively and function well in
teams
Goal 5 - An appreciation of
professional and ethical
responsibilities
Understanding and awareness of
issues and trends in the field of
Assignments, cases
marketing, including research
CLO (1, 2, 4, 6, 10, 12)
Students will work to discuss real time Project
corporate news, case studies etc. presentations/ case
Most case settings are global and studies /Marketing
include multicultural team work project

Required Course Material

The instructor will use the following as text book in the class:
Book Title: Marketing 11th Edition
By: Lamb, Hair and Mc Daniel.
Supplementary reading:
Book Title: Principles of Marketing: A South Asian Perspective, 13th Edition, 
By: Kotler, Armstrong, Agnihotri and Haque.
Suggested Magazines:
Students are advised to stay updated on the latest global news both from marketing as well as management
perspectives. You might like to visit

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  Hbr.org
 Reuters.com
 Forbes.com
 IBtimes.com
The instructor may add video clips/cases/projects during the course or invite a guest speaker but all these changes 
will be announced in the class.
Course Evaluation / Grading Break-up
Grading will be done as per NBS criteria. The breakup of the grade points is as follows:

Final Exam                        45%

Mid Semester Exam       20%
Final Project            10%
Assignment 10%
Class Participation 5%
Quizzes 10%

Course Content (Weekly)

Weekly breakdown is given below

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 Session Outcomes
Reading/Activities
Week Lecture No. and Topic (Students should be
able to…)
1 Orientation

LECTURE 1: Chapter 1 (Lamb, Hair and Mc CLO 1, 2

PART 1: THE WORLD OF Daniel, 2011)
MARKETING business2community.com: Why Is
1
An overview of marketing
Marketing Important? 9 Reasons
What do you understand about
PROJECT - Marketing
Marketing?
Plan Group Project Description
Why You Really Do Need It
Chapter 1 (Lamb, Hair and Mc
Developing a Marketing Plan: Daniel, 2011)
LECTURE 2:
The course project experientially
An overview Businessworld.in:
integrates the material
of marketing Managing
presented in lectures and activities. It involves developing a
2 Customer Expectations In Times Of CLO 1, 2
comprehensive What do you plan
marketing understand
for a newabout
product/service including an environmental analysis, customer analysis,
Social Media. Case Study: How
Marketing? (Continued)
development of product objectives and strategies, and Gillette Innovated
operational andofImproved
details execution.itsYou will complete this project
Market share in India
in teams of 4-5 students. Each team should choose a product Chapter of its interest,
2 (Lamb, withMc
Hair and available and accessible information.
LECTURE 3:
The selected product/service
Strategic Planning mustforbe approved by the
competitive instructor
Daniel, 2011) before starting the project. The project comprises
3 CLO 2, 3, 4, 5, 6, 7
advantage
the following parts. Group Activity: Conducting a SWOT
analysis
• Introducing the Product/Service Chapter 3 (Lamb, Hair and Mc
LECTURE 4:
• Analysis of 5 Cs Daniel, 2011) Wall Street Journal:
4 The marketing environment and CLO 2, 4, 8, 9
• Gap Analysismarketing
and STP ethics Marketers on Campus: A new bag
of tricks (Course book)
• Developing 4Ps Chapter 5 (Lamb, Hair and Mc
LECTURE 5:
• Risks and Contingency Planningmarketing Daniel, 2011)
PART 2: Analyzing
Group activity 1:
5 opportunities CLO 3, 4, 10, 11
Richard Ivey School of Business : "
Consumer decision making
Project Deliverable: Fret and Regret : A consumer
In order to convey your analysis and recommendations, the marketing
decision plan will be delivered in written form followed
making delima
by group presentation (Duration will be announced later) Chapter 6 (Lamb, Hair and Mc
LECTURE 6: Daniel, 2011)
Team Formations:
Business Marketing and Consumer Chapter 5 (Kotler, Armstrong,
6 CLO 1, 2, 3
 Course instructor will form the groups with no moreAgnihotri,
Buying Behavior and Haque,
than 4-5 people 2010)
per group.
HBR: Business Marketing :
 Teams will elect a leader who will have direct contact with the course
Understand instructor and
what customers wantthe group members.
 Be sure this person is dependable and punctual. Clearly Chapter 7 (Lamb, Hair
communicate and Mc
to your group members what you want to get
LECTURE 7: Daniel, 2011)
out of7this project (e.g., grade,
Segmenting experience,
and Targeting etc.). If what
Markets Case you want
Study: Howdiffers
Canonmarkedly CLO 2, 3, 4, 5, 6, 8
carved afrom other members of the
group, you might want to look for a different group.new But,market
do thissegment
early in the semester!
Chapter 8 (Lamb, Hair and Mc
Project Grading:
LECTURE 8: Daniel, 2011)
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All members ofDecision
the teamSupport system
will initially and the sameBurke
receive gradeMarketing Research:
on the different The
parts CLO 9, 10,
of the marketing 11 project.
plan
marketing research right way to make the right
Individual adjustments to the team grade will be madedecision based on what is reported on the peer evaluation forms. If an
(Book)
individual
9 was viewed by a majority of the team as carrying more than WEEK
his/her weight in the project, that individual’s
MID-TERM EXAM
grade may be raised according to the wishes of the team and vice versa. You might be provided with a copy of the
Chapter 9 (Lamb, Hair and Mc
LECTURE 10
Daniel, 2011)
10 PART 3: PRODUCT DECISIONS CLO 1, 3, 6
7 Product concepts Taking the drill and the pain of
dentistry (Book)
LECTURE 11 Chapter 10 (Lamb, Hair and Mc
peer evaluation form. Please take time to review it and discuss it with your team members in order to achieve a
consensus on expectations for each group member’s participation and performance.

Course Policies

Class Participation:
Passive listeners are not encouraged to take this course. Each student is supposed to actively participate in class
discussions to earn his/her "class participation" (CP) grade. The instructor may call on students to answer questions
and discuss class materials to encourage everyone to participate in the class discussions. Please note that your in-class
participation will be closely monitored throughout the semester.
Attendance:

 In the event of a missed session, it is the student’s responsibility to consult LMS/CMS and their class mates for
missed content.
 Class attendance will be taken in first 5 minutes of the class. Do not be late for class otherwise you will be
marked absent for the session(s).
 If you are away on official NUST duty 1, it is the student’s responsibility to inform the instructor on time with an
official notice2. Consequently, the student will still be marked as present, but as “On Duty”. AIESEC events and
activities related duties don’t qualify for “On Duty” status unless instructed by Dean/Principal NBS.
 It is the student’s responsibility to continuously monitor his/her attendance. Do Not ask the instructor to
change/modify the attendance, unless there has been an accidental oversight. In such an event, the student
should inform the instructor of the error (with proof) before the month ends.

Assignments:
 Please submit all your assignments both via email and hardcopy form. This is to check the submissions for
plagiarism through plagiarism software.
 All assignments should be submitted by 16:00 hrs on the due date. Any late submissions will not be marked.
Make-ups:
There will be no make-ups for assignments, presentations and quizzes under any circumstances.
Academic Dishonesty:
You are responsible for knowing and enacting academic conduct that is in line with the University’s statement entitled
“Academic Dishonesty” available at:
1
Duties include representing NUST at any forum both at national and international level and being
assigned duties by NUST societies/authorities for NUST/NBS level events.
2
An application duly signed by the Principal/Dean of NBS

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 http://www.nust.edu.pk/usr/showContents.aspx?mdl=1839
The statement highlights examples of unacceptable behavior which include, but are not limited to, the following:
 Cheating: Intentionally using or attempting to use unauthorized materials, information, or study aids in any
academic exercise; copying from another student’s examination; submitting work prepared in advance for an
in-class examination; taking an examination for another person or conspiring to do so.
 Plagiarism: Intentionally or knowingly representing the words or ideas of another as one’s own in any
academic exercise; failure to attribute direct quotation, paraphrase, or borrowed facts or information.
It is expected that all work that is handed will be your own.  Any ideas or content that come from another source must
be properly cited (including any content taken from the Internet, books, articles and lectures). A handout ‘ How to
Avoid Plagiarism’ is provided to you along with this course outline. It is expected from you that all your work (project,
assignment and presentations) are referenced using this handout.
Moreover, TurnItIn will be used as the plagiarism software to evaluate all your submissions. Any acts of plagiarism
and cheating will be dealt strictly and in accordance with the policy in place by the University.

Dates to Remember

The dates/weeks provided in this section are a reasonable estimate of due dates for quizzes, assignments
and project related material submission. These may be subject to modification by the instructor due to
unforeseen circumstances/minor modifications in course. However, until informed so, please consider these
dates/weeks as final.

Date Item Due

Announced Quiz No. 1
To be announced in
Afterwards all Quizzes will be un
week 2 of Sept
announced
Sep third week
Project Titles Finalized
Assignment No. 1/Group Activity
Sep fourth work
(In-Class)
Oct first week Progress report 1 Due
Nov second week Progress report 2 Due
Nov second week /nov
fourth week (Due date Assignment no 2 assigned/Due
can be changed)
Nov fourth week Progress report 3 Due
December second week Written Report Submission
December third week Group Presentations
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Bear in mind that it is the responsibility of the student to continuously keep track of these
dates/weeks/lecture outline and any student not prepared for the class will be marked negatively in
CP as well as the relevant class activity

DO’S and DON’TS of CLASS

DO
Come to class on time and having completed the
reading material.
Take notes during the lectures.
Ask questions that are relevant to the topic being
discussed and participate actively in class discussions
and activities.
Let the lecturer know in advance if you need to miss a
class.
DONT
Submit assignments, quizzes late. Such assignments and
quizzes will not be accepted.
Cause disturbance in class. If you have a question, address
it to the lecturer.
Walk in and out of class during the lecture as you please. If
you have an emergency, let the lecturer know.
Come to class without your own copy of reading material
assigned for that week.

Constantly check the deadlines that are due. Ask the lecturer to reschedule deadlines.
Constantly monitor the course outline and have it with
Ask the lecturer to change attendance details.
you at all times.

Research topics and news items for constructive (and

Eat/Drink food in class.
respectful) in-class debates.

Do Not forget to write some form of identification on

each document that is due for submission of any kind. It
Switch off/Put your phones on silent during class.
is not anyone’s responsibility to keep track of the author
of such documents but the author himself/herself.

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Sample Front Page of Report/Assignment

NUST Business School

Fundamentals of Marketing
Topic of Report/Assignment

Submitted to;
Faculty Name
Submitted by;
xxx
BSACF

Date: xx Month, 2018

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