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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-3"
COURSE NAME: "International Marketing "
SEMESTER & YEAR: Spring 2019
SYLLABUS

INSTRUCTOR: Ian Roberts
EMAIL: [email protected]
HOURS: TTH 10:00-11:15 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:

International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to customers in more than one nation for profit. The core concepts of international marketing are the same as those of national marketing; the difference is in the environment. Competition, legal restraints, government controls, weather, fickle consumers, economic conditions, technological constraints, infrastructure concerns as well as cultural and political situations render the international marketer’s task both more complex and more interesting. In short, distance matters.

 

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 complexities of the 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 15th ed.Philip R. Cateora, Mary C. Gilly, John L. GrahamMcGraw Hill IrwinISBN 978-0-07-352994-3  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Case leader 5%
Case questions 20%
Midterm exam 20%
Team project presentation 10%
Team project report 20%
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 who miss a case study discussion will receive no credit for that day's discussion.

 

 

 

 



 

 

 

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  Day Date Topic Case Studies
1 Tue 22/01/19 Scope and challenge of international marketing Starbucks - Going Global Fast
Thu 24/01/19 Scope and challenge of international marketing
2 Tue 29/01/19 Cultural dynamics in assessing global markets The (not so wonderful) World of Disney
Thu 31/01/19 Cultural dynamics in assessing global markets
3 Tue 05/02/19 The political environment US tariffs on Chinese tires
Thu 07/02/19 The political environment Starnes-Brenner
4 Tue 12/02/19 Emerging Markets IKEA in Russia
Thu 14/02/19 Emerging Markets
5 Tue 19/02/19 Regional economic integration and the EU NAFTA and Mexican truckers
Thu 21/02/19 Regional economic integration and the EU
Fri 22/02/19 Market entry strategies Walmart in Germany
6 Tue 26/02/19 Market entry strategies
Thu 28/02/19 Review
7 Tue 05/03/19 Mid Term Exam
Thu 07/03/19 Products and services for consumers Levi Strauss
8 Tue 19/03/19 Products and services for consumers (Cont'd)
Thu 21/03/19 International marketing channels
9 Tue 26/03/19 International marketing channels
Thu 28/03/19 IMC and international advertising Tambrands
10 Tue 02/04/19 IMC and international advertising
Thu 04/04/19 Pricing for international markets
11 Tue 09/04/19 Pricing for international markets
Thu 11/04/19 Industrial Marketing (B2B)
12 Tue 16/04/19 Industrial Marketing (B2B)
Thu 18/04/19 Making a marketing presentation
13 Tue 23/04/19 Group Presentations 
14 Tue 30/04/19 Group Presentations 
Thu 02/05/19 Review