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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing "
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Ian Roberts
EMAIL: [email protected]
HOURS: MW 8:30-9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS:
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

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.
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.     

LEARNING OUTCOMES:

      By the end of the course students will be able to:

    • Identify opportunities and threats in international markets
    • Appreciate the origins and importance of culture
    • Understand political risks and how to manage them
    • Know about the most important international market groups
    • Evaluate the importance of emerging markets   
    • Adapt domestic marketing techniques and practices to international markets
    • Make written and oral presentations on international marketing strategies

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
International Marketing (European edition) 4eGhauri & CateoraMcGraw HillN/A This is an online textbook. You need to register for this and all other course material at: https://connect2.mheducation.com/join/?c=wCPY1gYPQY
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Reading quizzes 20%
Midterm exam 25%
Team project report 20%
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 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).

 

 

 

 



 

 

 

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.
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.

SCHEDULE

Week  Topic Reading Quizzes Case Studies
Week 1 Scope and challenge of international marketing Significance of international marketing Soda Stream
Scope and challenge of international marketing International Marketing Task
Week 2 Cultural dynamics in assessing global markets Self-reference criterion The not so wonderful world of Disney
Cultural dynamics in assessing global markets Developing a global awareness
Culture's pervasive impact
Definitions and origins of culture
Elements of culture
Week 3 The political environment Sovereignty of nations Amazon Prime
The political environment Stability of government policies
Political risks of global government
Assessing and lessening political vulnerability
Government encouragement
Week 4 Emerging Markets Marketing and economic development Marketing to the bottom of the pyramid
Emerging Markets Marketing in a developing country
Big emerging markets
Regional economic integration and the EU Economic union - factors for success
Week 5 Regional economic integration and the EU Patterns of multinational cooperation
Europe
Implications of marketing integration
Market entry strategies Alternative market entry strategies
Week 6 Writing a marketing report
Review
Week 7 Mid Term Exam
Products and services for consumers Products and culture Billabong
Week 8 Products and services for consumers (Cont'd) Analysing productcomponents for adaptation
Brands in international markets
International marketing channels Channel of distribution structures Dixons Retail PLC
Week 9 International marketing channels Distribution patterns
Alternative middlemen choices
Factor affecting choice of channels
Channel management
The Internet
IMC and international advertising Sales promotions in international markets
Week 10 IMC and international advertising International advertising strategy and goals
Week 11 Pricing for international markets Pricing policy Jelly Bean factory
Pricing for international markets Approaches to international pricing
Approaches to reducing price escalation
Week 12 Industrial Marketing (B2B) Trade shows - crucial part of B2B marketing B2B relationships - Ford and Firestone
Industrial Marketing (B2B)
Week 13 Making a marketing presentation
Group Presentations 
Week 14 Group Presentations 
Review
TBC Final exam