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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Fall 2022
SYLLABUS

INSTRUCTOR: Alessandro Feri
EMAIL: [email protected]
 HOURS: TTH 4:30-5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: To be scheduled upon students' request
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:

The overall aim of this module is to allow you to develop a clear understanding of how marketing strategies are applied within the international business environment. You will initially be introduced to the concepts of the international marketing process and the environment that firms operate within. 

Then the focus will be on how firms develop marketing strategies that are appropriate for the different markets they operate in. Finally, we will examine the implementation of activities through the marketing mix that will provide sustainable competitive advantage within the international environment. The following topics are covered in the course:

1. Introduction to International Marketing

2. Social and Cultural Dimensions within International Markets

3. International Marketing Research

4. Developing International Strategies

5. Market Entry Strategies

6. International Product and Service Management

7. International Communications

8. Pricing for International Markets

9. The Management of International Distribution

10. New Technology Impact on International Marketing
LEARNING OUTCOMES:

Upon completing the module, you should be able to:

1. Examine the dimensions of international marketing theory, its application and relevance in an international context

2. Evaluate an organisation’s competitive positioning in the international environment, using both internal and external analysis

3. Identify and evaluate international marketing strategy options using accepted international marketing theories, concepts and models

4. Demonstrate an understanding of the issues and processes necessary to be able to formulate an international marketing strategy

 
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
International Marketing Strategy: Analysis, Development and ImplementationIsobel Doole; Robin Lowe; Alexandra KenyonCengage13: 978-1-4737-7869-6 9th EditionEbook  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm examA set of questions to assess your grasp of the course materials and identify areas you need to work on.15%
Midterm group presentationGroup presentation (20 minutes). This assignment is aimed at laying the foundations for the group report. You will get constructive feedback on your idea from both the professor and students.20%
Midterm group reportGroup report (4000 words +/- 10%). Formulate an international marketing strategy for an organisation of your choice.30%
Final examClosed book examination: you will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials.25%
Class attendance and participationClass attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contributions, questions, comments and reflections.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:
Class attendance is mandatory and critical to the success of class discussions
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 1         Introduction to the Module and Assessments

Week 2         Introduction to International Marketing

Week 3         Social and Cultural Dimensions within International Markets

Week 4         International Marketing Research

Week 5         Developing International Strategies

Week 6         Market Entry Strategies

Week 7         Group presentations

Week 8         International Product and Service Management

Week 9         International Communications

Week 10       Pricing for International Market

Week 11       Assessment session

Week 12       The Management of International Distribution

Week 13       New Technology Impact on International Marketing

Week 14       Exam preparation

Week 15       Final exam