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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Summer Session I 2019
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SYLLABUS
INSTRUCTOR:
Rosamaria Sbiroli
EMAIL: [email protected]
HOURS:
MTWTH 9:00-10:50 AM
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 examines key aspects of the international marketing environment: culture, politics, emerging markets and their specific characteristics. The course covers the marketing and management tools and assesses their application in the international cross-cultural context. Emphasis then shifts on research and 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:
· Identify opportunities and threats in International markets
· Appreciate the origins and importance of culture
· Understand political and legal risks and how to manage them
· Appreciate the importance of research in an international environment
· Understand how to develop international marketing strategies and plans
· Appreciate the importance of Segmentation and positioning
· Develop international marketing decisions on product, pricing, distribution and advertising
By the end of the course the students should be able to prepare an outline of the country assessment and marketing plan (as per group work done in class)
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| International Marketing | P.Ghauri and P.R. Cateora | McGraw-Hill Education | 978-007714815-7 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class Participation & Attendance | This course moves at a fast pace and much of the learning will take place during in-class exercises and discussion. Students are expected to attend all class sessions, complete all assigned readings prior class and be prepared to participate. Attendance will be taken and participation will be evaluated at each class session.
Class participation: contributing to class discussions, introducing the classmates with challenges and opportunities in international marketing, active participation in the group work.
| 10% |
| Mid term Exam | The Mid-Term Exam will take place half way through the course and it will concern all the topics covered up to that point. No make-up exams will be given. A missed exam will be calculated as zero. Exceptions are made if the student presents an official excuse for the absence from the Dean’s Office. Rules of the exams: no mobile phones are allowed, no computers tools are allowed. When calculators are needed, the professor will tell the students in advance to bring them for the exam. Their usage is personal and they cannot be shared during the exam. There are no make-up or grade improvement projects in this course. If you have a bad exam, you will have to make up for it on future exams. | 30% |
| Project Presentation | Students will work in instructor-selected groups of four or five to complete a 15-20 page case-study marketing plan utilizing the concepts and frameworks covered in the course. Papers should be double-spaced using 12-point font and 1-inch margins, and submitted to the instructor at the end of the classes . All groups will be required to give a presentation in class highlighting the important points of their plan and submit their presentation slides for review. Presentations will take place in class in the final classes. The goal is to share Knowledge and engage the class on course topics. All students will be required to complete evaluations of the group presentations given in class. The guidelines and the instructions for the project will be handed to the students in advance. The work must be send through email within the assigned deadline. All projects coming later than the deadline will be evaluated as zero, unless prior arrangements are made with the professor. The work to be evaluated as A must demonstrate the analyzing skills of the students, critical thinking, problem solving capacity and the effort made. | 30% |
| Final | Students must resolve a case in class utilizing the international marketing concepts covered in the class | 30% |
-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. The final exam period runs until ____________
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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
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Class
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Topics
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Book Chapter
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1
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1
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Scope and challenge of international marketing
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Chapter 1
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2
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Dynamics of International markets & Foundations of cultural understanding
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Chapter 2 &3
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3
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Impact of culture and political systems
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Chapter 4 & 5
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4
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Impact of culture and political systems – Case study
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2
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5
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Assessing International Market opportunities:
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Chapter 6
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Researching International markets
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6
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Assessing International Market opportunities:
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Chapter 6
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Researching International markets – Case study
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7
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Assessing International Market opportunities:
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Chapter 7 & 8
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Emerging markets & Regional market groups
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8
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Review day
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3
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9
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Mid Term Exam
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10
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Fundamentals of marketing planning & International marketing strategies
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Chapter 9
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11
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Fundamentals of marketing planning & International marketing strategies – Case Study
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Chapter 9
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12
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International market entry strategies & segmentation and positioning, competitive positioning – Case Study
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Chapter 10 & 11
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4
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13
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International branding strategies – Case Study
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Chapter 12
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14
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Product decisions
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Chapter 15
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15
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Marketing industrial products (B2B) & International distribution
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Chapter 16 & 17
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16
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Pricing for international markets
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Chapter 18
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5
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17
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IMC and international advertising – Case Study
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Chapter 19
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18
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International marketing plan localisations - case study
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19
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Group Presentations
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20
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Review day
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21
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Final Exam
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