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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing "
SEMESTER & YEAR: Fall 2018
SYLLABUS

INSTRUCTOR: Ieva Jakobsone Bellomi
EMAIL: [email protected]
HOURS: MW 1:30-2:45 PM
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 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 TitleAuthorPublisherISBN numberLibrary Call NumberComments
International Marketing (European edition) P.Ghauri and P.R. CateoraMcGraw-Hill EducationISBN-13 97800771458157 This is the 4th edition, European edition. It is also available on Kindle
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Group assignment: presentation The Country Notebook Outline and marketing plan as per textbook (pages 441-446): please see the syllabus20%
Group assignment: Presentation cont.The Country Notebook Outline and marketing plan as per textbook (pages 441-446): please see the syllabus20%
Class participationClass participation: contributing to the class discussions, introducing the classmates with the challenges and opportunities in international marketing, active participation in the group work10%
Final exam: individual written assignmentOn the international marketing concepts covered in the class30%
Short quiz On the international marketing concepts covered in the class10%
Group presentation: case study analysis as per assigned textbook caseThe groups shall be assigned a case study presentation in the class as per assigned textbook case related to the relevant course content topics10%

-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 marketing. 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
 


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


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
 


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
  


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
 


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
 


International Market Entry Strategies

 

International Segmentation and Position


Chapter 10 and Chapter 11 of the  Textbook


Case 4.3 Ikea: Entering Russia



Case 4.4. Banco Mediano Espanol: Big is Beautiful


Week 7
 


International Branding Strategies


Chapter 12 of the Textbook

 





Week 8
 


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
 


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 4.5: Luxottica: Excellence in Eyewear Distribution

Case 4.6. FedEx versus UPS: Competing vs Contrasting Strategies in China










Week 10
 


Marketing Industrial Products and Business Services


Chapter 16 of the Textbook

 

 


Week 11
 


International Distribution and Retailing


Chapter 17 of the Textbook


Case 5.1.: Levi Strauss Signature: A New Brand for Mass-channel Retail Stores 

 


Week 12
 


Pricing for International Markets


Chapter 18 of the Textbook

 


Case 5.2.: Apple Inc.'s iPhone: Can iPhone Maintain its  Initial Momentum? 


Week 13
 


International Promotion and Advertising


Chapter 19 of the Textbook


Case 5.3.UGG Boots: Australian Generic Product to Global Luxury Brand 



Case 5.4. L'oreal - Building a Global Cosmetic Brand


Week 14
 


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

 


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)