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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Summer Session I 2013
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SYLLABUS
INSTRUCTOR:
Salvatore Antonella
EMAIL: [email protected]
HOURS:
MTWTH 14:00-16:00
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
by appointment
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COURSE DESCRIPTION:
The course will provide students with a complete understanding of the mechanisms regulating international marketing. The course summarizes the major decisions that international marketing management has to face, in its attempt to harmonize the objective and resources of the companies, with the opportunities in the international environment. The course investigates the issues and challenges in accessing new markets and deal with different cultures. It also explores the methods of analyzing market demand, competition, costs, distribution structure, and other factors influencing marketing management decisions in foreign countries. As part of the course, students have to accomplish two group projects and they are requested to propose an original business idea and 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.
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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.
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LEARNING OUTCOMES:
1. identify opportunities and threats, problems and challenges in international markets
2. adapt domestic marketing practices and procedures to international markets
3. understand cultural differences and their impact on decision making
4. differentiate negotiation techniques according to different cultures
5. manage the international workforce
6. improve their written and oral skills in presenting international marketing strategies
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| International Marketing | Cateora, P.L. and Graham, J.L. | Mc-Graw Hill Higher Education | 13 9780073380988 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| International Marketing | Czinkota, M.R. and Ronkainen, I.A. | South Western College Publication | 1439040583 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Participation | The class participation grade will reflect your preparation, attendance, participation to class discussions, quality and frequency of participation
Each absence will result in 10% subtracted from your participation grade.
More than two absences may results in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.
| 15% |
| Group project | | 35% |
| Final exam | | 50% |
-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/Participation:
The class participation grade will reflect your preparation, attendance, participation to class discussions, quality and frequency of participation
Each absence will result in 10% subtracted from your participation grade.
More than two absences may results in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.
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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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Introduction to international marketing: the scope and challenge of international marketing
Cultural dynamics in assessing global markets
The concept of culture
Origins and elements of culture Cultural changes
Management styles and business systems
Management styles and communication styles
Business ethics
The political environment
Political risks and economic risks in global business
Developing a global vision through marketing research
The research process
Emerging markets
Multinational market regions and market groups
The planning process
Market-entry strategies
Products and services for consumers, product adaptation
Service Marketing
International marketing channels Middlemen
Factors affecting choice of channel
Exporting and logistics
Export and import restrictions
Integrated Marketing Communication (IMC)
Pricing for international markets
Human Resources Management in international markets
International marketing plan
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