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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Summer Session I 2017
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SYLLABUS
INSTRUCTOR:
Ian Roberts
EMAIL: [email protected]
HOURS:
MTWTH 2:00 PM 3:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
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COURSE DESCRIPTION:
This course examines the process of planning and conducting transactions across national borders in a global environment. Topics include factors in assessing world marketing opportunities, international marketing of products, pricing, distribution, and promotion program development in dynamic world markets. Marketing practices which various businesses adapt to the international environment are studied. Attention is also given to comparative marketing systems and planning and organizing for export-import operations.
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SUMMARY OF COURSE CONTENT:
The course begins with an examination of key aspects of the
international marketing environment: culture, politics, emerging markets and multinational
market groups. Emphasis then shifts to the 4Ps of marketing, product, price,
promotion and place, assessing how international marketers adapt these fundamental
tools of marketing to the complex international environment. The conceptual links
between marketing techniques and international markets are analysed through the
planning function. Students develop a thorough appreciation of the
interrelationship between international environment, marketing techniques and
planning by bringing all the concepts together in the form of a complete
international marketing plan.
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LEARNING OUTCOMES:
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
International Marketing 14th edition | Cateora, Gilly, Graham | McGraw Hill | 978-007-108421-7 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Class participation | | 10% |
Midterm exam | | 25% |
Team project report | | 30% |
Team project presentation | | 10% |
Final exam | | 25% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course BThis is highly competent level of performance and directly addresses the question or problem raised. There is a demonstration of some ability to critically evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments. CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings. DThis level of performances demonstrates that the student lacks a coherent grasp of the material. Important information is omitted and irrelevant points included. In effect, the student has barely done enough to persuade the instructor that s/he should not fail. FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Students are allowed three absences during the semester for whatever reason. There is no need to justify these three absences and they will have no effect on the final grade. Every additional absence after that, for whatever reason, will lower the student’s final grade by one grade level (e.g., a final grade of a B+ will be lowered to a B and so forth).
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ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic
dishonesty will receive a failing grade on the work in which the dishonesty occurred.
In addition, acts of academic dishonesty, irrespective of the weight of the assignment,
may result in the student receiving a failing grade in the course. Instances of
academic dishonesty will be reported to the Dean of Academic Affairs. A student
who is reported twice for academic dishonesty is subject to summary dismissal from
the University. In such a case, the Academic Council will then make a recommendation
to the President, who will make the final decision.
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STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap.
Students with approved accommodations must inform their professors at the beginning
of the term. Please see the website for the complete policy.
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SCHEDULE
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Week |
Day |
Date |
Topics |
Case studies |
Reading |
1 |
Monday |
22/05/17 |
Scope and challenge of international marketing |
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Ch. 1 |
Tuesday |
23/05/17 |
Scope and challenge of international marketing |
Starbucks case |
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Wednesday |
24/05/17 |
Cultural dynamics in assessing global markets |
Walt Disney case |
Ch. 4 |
Thursday |
25/05/17 |
Cultural dynamics in assessing global markets |
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2 |
Monday |
29/05/17 |
Culture, management style, business systems |
Starnes Brenner Machine Tool case |
Ch. 5 |
Tuesday |
30/05/17 |
The political environment |
Coke Pepsi India case |
Ch. 6 |
Wednesday |
31/05/17 |
Emerging markets |
Marketing at the bottom of the pyramid |
Ch. 9 |
Thursday |
01/06/17 |
Multinational market regions and market groups |
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Ch. 10 |
3 |
Monday |
05/06/17 |
Mid Term Exam |
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Ch. 11 |
Tuesday |
06/06/17 |
Planning and organization |
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Wednesday |
07/06/17 |
Professional marketing report writing |
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Thursday |
08/06/17 |
Professional marketing presentations |
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4 |
Monday |
12/06/17 |
Exporting and logistics |
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Ch. 15 |
Tuesday |
13/06/17 |
IMC and international advertising |
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Ch. 16 |
Wednesday |
14/06/17 |
IMC and international advertising |
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Thursday |
15/06/17 |
Pricing for international markets |
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Ch. 18 |
5 |
Monday |
19/06/17 |
Pricing for international markets |
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Tuesday |
20/06/17 |
Group Presentations |
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Wednesday |
21/06/17 |
Group Presentations |
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Thursday |
22/06/17 |
Review day |
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Friday |
23/05/17 |
Final Exam |
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