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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Summer Session II 2025
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SYLLABUS
INSTRUCTOR:
Randy Scot Buchwald
EMAIL: [email protected]
HOURS:
MTWTH 1:30 PM 3:20 PM
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 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.
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SUMMARY OF COURSE CONTENT:
The course is built as a series of lectures and case studies that gradually inform students on the concepts of international marketing. The topics include the cultural environment of global markets, international market opportunities, and developing and implementing international marketing strategy. Students will learn how traditional marketing concepts translate into international business and how the companies should adjust their go to market plans based on where they are looking to expand internationally. The course will culminate with the student applying the lessons learned toward building a marketing plan for a company looking to expand internationally. In addition, the course will cover what the student needs to consider for pursuing their own International career opportunities.
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LEARNING OUTCOMES:
This course aims at providing relevant and practical knowledge of international marketing concepts and case studies to build the students knowledge and ability to apply this towards building out an International Marketing go to market strategy.After course completion, students will be able to apply learned concepts to real business problems.
Students will learn critical concepts and how to incorporate them into an overall international marketing plan.
Students will examine real world case studies and apply concepts learned in presenting their analysis.
Students will apply their learnings towards building out a marketing strategy for a specific company.
Students will learn key considerations for pursuing career International Marketing opportunities
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| International Marketing, 19th edition | Cateora.et.al | McGraw Hill Education | ISBN13: 9781266148637 | | | Ebook | | https://www.mheducation.co.uk/international-marketing-ise-9781266151637-emea-group#configurable-product-options-title |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| International Marketing Concepts Quiz | Multiple choice exam of the key foundational concepts discussed in class aligned with the textbook material | 20% |
| Team Case Studies | Students will work in paired teams in analyzing and presenting a minimum of 3 case studies taken directly from the text. The teams will present their findings and present their results to the class. | 20% |
| Final Exam | Individual final exam case study report and assessment. May also include multiple choice questions but focus will be on completing a case study selected for the final exam | 20% |
| Class Engagement | Individual class attendance and participation. Attend class and be engaged! | 20% |
| Country Notebook Marketing Plan Presentation | Student teams will be assigned a country and select a product to be marketed in that country. Teams will assess their target country markets following the Country Notebook format and provide a marketing plan following the structure provided in the text. This project will be worked continually throughout the class with the teams presenting their plans during the last week of the course | 20% |
-ASSESSMENT CRITERIA:
AWork of this quality directly reflects the individual fully engaged in the respective subject matter activities 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 and research beyond that required for the course. Also requires complete class lecture attendance and participation. A: 94-100% A-:90-93%
BThis is a highly competent level of performance and directly addresses the course readings and activities. There is a demonstration of the ability to critically evaluate theory and concepts and relate them to classroom activities. 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. Missing class lectures and/or lack of participation will impact the overall grade.B+: 87-89% B : 83-86% B-: 80-82%
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. Missing class lectures and/or lack of participation will impact the overall grade.70-79%
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. Minimal participation and class attendance issues will impact the overall grade.60-69%
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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Topic
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Focus Areas
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Week 1
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International Marketing Fundamental Concepts
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Define Core Learning Outcomes
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Scope & Challenges of International Marketing
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Market Dynamics & Implications
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Culture Impact
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Political Environment
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Week 2
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Developing Marketing Strategies
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Researching Markets
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Political Environment
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Legal Environment
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AMER, EMEA Economic Market Considerations
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APAC, Japan Economic Market Considerations
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Midterm Exam
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Week 3
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Developing Strategies (Continued)
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Planning & Organization
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Product Decisions
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Marketing Communications
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Distribution
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Pricing
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Week 4
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Building the Strategy
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Prepare Company Strategies
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Group Use Case Analysis
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Group Use Case Presentations
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Week 5
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Pulling it All Together
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Final Case Preparations
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International Opportunity Career Considerations
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Final Exam - Individual Case Study Analysis & Plan
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