Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-3"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Spring 2018

SYLLABUS

INSTRUCTOR: Ieva Jakobsone Bellomi
EMAIL: [email protected]
HOURS: TTH 11:30-12:45PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
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 examines key aspects of the international marketing environment: culture, politics, emerging markets and their specific characteristics. The course covers the traditional tools of marketing and management, and assesses their application in the international cross-cultural context. The key focus of the course is the assessment and analysis of the global companies managing their international branding and marketing activities.

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.

By the end of the course the students should be able to prepare an outline of the country assessment and marketing plan (as per the group work done in the class).

TEXTBOOK:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments	Format	Local Bookstore	Online Purchase
International Marketing	P.Ghauri, P.R. Cateora	McGraw-Hill Education	978-0077148157

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Group assignment: presentation	The Country Notebook Outline and marketing plan as per textbook (pages 441-446): please see the syllabus	20%
Group assignment: Presentation cont.	The Country Notebook Outline and marketing plan as per textbook (pages 441-446): please see the syllabus	20 %
Class participation	Class participation: contributing to the class discussions, introducing the classmates with the challenges and opportunities in international marketing, active participation in the group work	20%
Final exam: individual written assignment	On the international marketing concepts covered in the class	30%
Short quiz	On the international marketing concepts covered in the class	10%

-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 evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference 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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY

You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.

As for the specific course - students are required to read the textbook and attend the classes to get the most and up-to-date focus on international business. More than 3 absences would result in 0% of the class attendance grade.

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 and Preliminary Dates*	*Topic*	*Assigned readings*	*Principal activities* *(group work and discussions on the following business cases below, as per text book):*
Week 1 16&18 January	PART I AN OVERVIEW The Scope and Challenge of International Marketing The Dynamics of International Markets	Chapter 1 and Chapter 2 of the Textbook	Case 1.2. Starbucks: Going Global Fast Case 1.3. Wal-Mart in Africa
Week 2 23&25 January	Part II THE IMPACT OF CULTURE AND POLITICAL SYSTEMS ON INTERNATIONAL MARKETING Geography and History: The Foundations of Cultural Understanding Cultural Dynamics of International Marketing	Chapter 3 and Chapter 4 of the Textbook	Case 2.2: Tellyo: A Start-up Company from the Northern Europe and the Quest for Customers and Markets Case 2.3.: Dating at IKEA China: An Unexpected Management Challenge
Week 3 30 January & 1 February	The International Political and Legal Environment PART III ASSESSING INTERNATIONAL MARKETING OPPORTUNITIES Researching International Market	Chapter 5 and Chapter 6 of the Textbook	Case 3.1. To be or not to be (a Main Supplier of Mercadona)? The MBF case
Week 4 6&8 February	Emerging Markets and Market Behavior Regional Market Groups and Marketing Implications	Chapter 7 and Chapter 8 of the Textbook	Case 3.2. El Dawar Foods (Egypt) Case3.3.: Aldi and Lidl: International Expansion of Two German Grocery Discounters
Week 5 13&15 February	*Short quiz on the theoretical concepts covered in the classes* PART IV DEVELOPING INTERNATIONAL MARKETING STRATEGIES International Marketing Strategies	Chapter 9 of the Textbook	Case 4.1. For Fiat to Get Big in the USA, Did it Have to Start Small? Case 4.2. El-Swedey Electrometers
Week 6 20&22 February	International Market Entry Strategies International Segmentation and Position	Chapter 10 and Chapter 11 of the Textbook	Case 4.3 Ikea: Entering Russia GROUP 1 Case 4.4. Banco Mediano Espanol: Big is Beautiful
Week 7 27 February & 1 March	International Branding Strategies	Chapter 12 of the Textbook	Case 4.5: Luxottica: Excellence in Eyewear Distribution GROUP 2
Week 8 6&8 March	*Group presentation: The Country Notebook: A Guide for Developing a Marketing Plan (Country Profile)*		Group presentations in the class (target country cultural, economic, political and regulatory business environment assessment)
Week 9 13&15 March	Exporting and Logistics PART V MAKING INTERNATIONAL MARKETING DECISIONS Product Decisions for International Markets	Chapter 13 of the textbook Chapter 15 of the Textbook	Case 4.6. FedEx versus UPS: Competing vs Contrasting Strategies in China
Week 10 20&22 March	Marketing Industrial Products and Business Services	Chapter 16 of the Textbook
Week 11 27&29 March	International Distribution and Retailing	Chapter 17 of the Textbook	Case 5.1.: Levi Strauss Signature: A New Brand for Mass-channel Retail Stores GROUP 3
Week 12 10&12 April	Pricing for International Markets	Chapter 18 of the Textbook	Case 5.2.: Apple Inc.'s iPhone: Can iPhone Maintain its Initial Momentum? GROUP 4
Week 13 17&19 April	International Promotion and Advertising	Chapter 19 of the Textbook	Case 5.3.UGG Boots: Australian Generic Product to Global Luxury Brand GROUP 5 Case 5.4. L'oreal - Building a Global Cosmetic Brand
Week 14 24&26 April	*Group presentation (cont.): The Country Notebook: A Guide for Developing a Marketing Plan (Marketing Plan)*		Group presentations in the class (market audit and competitive market analysis, preliminary marketing plan)
Week 15 30 April - 4 May	*Final exam: written essay on the theoretical concepts covered in the class (tbc)*		Students should be able to explain and show understanding of the key international marketing concepts (3 concepts)