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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-1"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Angelo Baccelloni
EMAIL: [email protected]
 HOURS: MW 1:30 PM 2:45 PM
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 marketing across national borders in a global environment. Topics include factors in assessing world marketing opportunities, international marketing of products, international pricing, international distribution, and global 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. Students develop a thorough appreciation of the interrelationship between international environment and marketing techniques by bringing the concepts together in the form of an 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 NumberCommentsFormatLocal BookstoreOnline Purchase
Global Marketing Global Edition (Tenth Edition)Mark C. Green, Warren J. KeeganPearson Education9781292304083     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Case Analysis 25%
Midterm presentation (Group) 10%
Final presentation (Group) 20%
Final report (Group) 20%
Final exam 15%
In-class participation 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 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. Absences and late arrival in class may affect class participation 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
SessionSession FocusReading AssignmentOther AssignmentMeeting Place/Exam Dates
CLASS 1Introduction to the Course; The Scope and Challenge of International Marketing CH1  
CLASS 2The Dynamics of International Markets and its Implications on International MarketingCH2  
CLASS 3Global Information Systems and Market ResearchCH4 CH6  
CLASS 4Segmentation, Targeting and Positioning for International MarketsCH7  
CLASS 5Culture: its Impact on International MarketingCH3  
CLASS 6The Political Environment: Critical Concern and The International Legal Environment: Playing by the RulesCH5  
CLASS 7International Markets Lab 1    
CLASS 8Culture, Management Style, and Business SystemsCH4  
CLASS 9Culture, Management Style, and Business SystemsCH4  
CLASS 10International Markets Lab 2   
CLASS 11Developing a Product in a Global Market   
CLASS 12Developing a Product in a Global Market   
CLASS 13international Markets Lab 3   
CLASS 14Midterm exam   
CLASS 15Importing, Exporting and SourcingCH8  
CLASS 16Brand and Product Decisions in Global Marketing ProductCH10  
CLASS 17International Markets Lab 4   
CLASS 18Pricing for International Markets (cont.)CH11  
CLASS 19International Markets Lab 5   
CLASS 20International Distribution and Retailing (cont.)CH13  
CLASS 21International Markets Lab 6   
CLASS 22International Marketing Communications IICH14  
CLASS 23International Markets Lab 7   
CLASS 24Strategic Elements of Competitive AdvantageCH16  
CLASS 25International Markets Lab 8   
CLASS 26Global Market-Entry Strategies: Licensing, Investment and Strategic AlliancesCH9  
CLASS 27International Markets Lab 9   
CLASS 28Team presentations   
CLASS 29Final Exam