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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-1"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Fall Semester 2012
SYLLABUS

INSTRUCTOR: Signorini Alessandro
EMAIL: [email protected]
HOURS: TTH 16:30-17:45
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: Tuesday 19.15:20.15

COURSE DESCRIPTION:

The course will provide students with a complete understanding of the mechanisms that regulate international marketing. The course summarizes the major decisions facing the international marketing management, in its attempt to harmonize the objective and resources of the companies, with the opportunities in the international environment. The course investigates the problems and challenges in accessing new markets and deal with different cultures. It also explores the methods of analyzing market demand, competition, costs, the structure of distribution, and other factors which influence marketing management decisions in foreign countries. As part of the course, students have to accomplish a group project, where students have to propose an original business idea and have to design a marketing strategy for the short-term and long-term growth of the business. Subsequently, students have to define the international marketing strategy for adjusting the business to the Italian market.

SUMMARY OF COURSE CONTENT:

Cultural dynamics in assessing global management style and business systems, global vision through marketing research, international marketing plan, 4Ps in the international environment, negotiation with international customers, partners, and regulators.

LEARNING OUTCOMES:

At the end of the course, the students will be able to:

  1. identify dangers and opportunities in international markets
  2. adapt domestic marketing practices and procedures to international markets
  3. differentiate negotiation techniques according to different cultures
  4. manage the international workforce
  5. Improve the student’s written and oral presentation skills in presenting international marketing strategies
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
International MarketingCateora, P.R. and Graham, J.L McGraw-Hill Higher EducationInternational Marketing     
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
International MarketingCzinkota, M.R. and Ronkainen, I.A. South-Western College Publication1439040583  

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid-term exam 25%
Final exam 30%
First mid-term group presentation 17.5%
Final mid-term group presentation 17.5%
Class participation and quizzes 10%

-ASSESSMENT CRITERIA:

A/A-

This work is relatively rare and is expected to stand out from the work of other students and:

• Directly addresses the question or problem raised

• Provides a coherent argument displaying an extensive knowledge of relevant information

• Critically evaluates concepts and theory

• Relates theory to practice

• Reflects the student’s own argument and is not just a repetition of standard lecture and reference material

• Is very accurate

• Has an element of novelty if not originality

• Provides evidence of reading beyond the required reading

• Displays an awareness of methodological concerns and displays an awareness of the limitations of current knowledge

 

B/B+

This is a highly competent level of performance and:

• Directly addresses the question or problem raised

• Provides a coherent argument drawing on relevant information

• Shows some ability to evaluate concepts and theory and to relate theory to practice

• Reflects the student’s own argument and is not just a repetition of standard lecture and reference material

• Does not suffer from any major errors or omissions

• Provides evidence of reading beyond the required reading

• Displays an awareness of other approaches to the problem area

 

B-/C+

This is an acceptable level of performance and:

• Addresses the question but provides only a basic outline of relevant arguments and evidence along the lines offered in the lectures and referenced readings

• Answers are clear but limited

• Some minor omissions and inaccuracies but no major errors

 

C/C-

This level of performance demonstrates some knowledge and an element of understanding but is weak and:

• Points made in the answer are not always well supported by argument and evidence

• Relevant points have been omitted from the answer

• There are some errors in the answer

• Parts of the question remain unanswered

• Answers may be unduly brief and possibly in note form

 

D+/D-

The best that can be said about students in this classification is that they have done just enough to persuade the instructor that they should not be failed and:

• Answers lack a coherent grasp of the problems and issues raised in the question

• Important information has been omitted from the answers and irrelevant points have been included

• Answers are far too brief

 

Fail (F)

Failed students have been unable to convince the instructor that they have benefited from academic study and:

• Fails to show any knowledge or understanding of the issues raised in the question

• Reveals fundamental misunderstanding of the subject matter

• Most of the material in the answer is irrelevant


-ATTENDANCE REQUIREMENTS:

Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall weighted average for the each successive absence.

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

 

Topics

Assignments

 

 

Introduction to international marketing/ The scope and challenge of international marketing

Read syllabus/Chap 1

The scope and challenge of international marketing

Chap 1

 

 

Cultural dynamics in assessing global markets

Chap 4

Cultural dynamics in assessing global markets

Chap 4

 

Culture, management style, and business systems

Chap 5

The political environment

Chap 6

 

 

The political environment (cont’d)

Chap 6

Emerging markets

Chap 9

 

 

Emerging markets (cont’d)

Chap 9

Multinational market regions and market groups

Chap 10

 

 

Revision day

Mid Term Exam – Chapters 1, 4-6, 9-10

Study!

 

Group Presentations

Work!

Group Presentations

Work!

 


 

Topics

Assignments

 

 

Planning and organization

Chap 11

Planning and organization (cont’d)

Chap 11

 

 

Products and services for consumers

Chap 12

 Products and services for consumers (cont’d)

Chap 12

 

 

HOLIDAYS!

HOLIDAYS!

 

 

Products and services for business

Chap 13

Products and services for business (cont’d)

Chap 13

 

 

Exporting and logistics

Chap 15

IMC and international advertising

Chap 16

IMC and international advertising (cont’d)

Chap 16

Pricing for international markets

Chap 18

 

Pricing for international markets

Chap 18

Group Presentations

Work!

 

Group presentations

Work!

Review day

 

 

Final Exam – Chapters 12-13, 15-16, 18

Study!