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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-1"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Fall 2014
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
 HOURS: TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:
COURSE DESCRIPTION:
The course will provide students with a solid and complete understanding of the mechanisms regulating international marketing. The course summarizes the major decisions that international marketers have to face, in their 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 a group project and they are requested to propose the best entry strategy for the market and design a marketing strategy for the short-term and long-term growth of the business.
SUMMARY OF COURSE CONTENT:
Cultural dynamics in assessing global management style and business systems, political and economic risks in international marketing, global vision through marketing research, entry-strategies for foreign markets, international marketing plan, 4Ps in the international environment, negotiation with international customers and partners
LEARNING OUTCOMES:

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

-  identify opportunities and threats, problems and challenges in international markets

-  adapt domestic marketing practices and procedures to international markets

-  understand cultural differences and their impact on decision making

-  differentiate negotiation techniques according to different cultures

- understand the best entry strategies to enter foreign markets

-  manage the international workforce

-  improve their written and oral skills in presenting international marketing strategies
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
International MarketingCateora, P.R. and Graham, J.LMcGraw-Hill Higher Education13 9780073380988      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participation 10%
Mid-term exam 30%
Analysis of emerging countriesStudents will be asked to conduct a research on one of the emerging countries.20%
Final exam and final presentation 40%

-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:
The course will provide students with a solid and complete understanding of the mechanisms regulating international marketing. The course summarizes the major decisions that international marketers have to face, in their 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 a group project and they are requested to propose the best entry strategy for the market and design a marketing strategy for the short-term and long-term growth of the business.
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

9/2  Introduction to international marketing/ The scope and challenge of international marketing

9/4 and 9/9 Cultural dynamics in assessing global markets

The concept of culture

Origins and elements of culture Cultural changes

9/11- Management styles and business systems

Management styles and communication styles

Business ethics

9/16- The political environment 

Political risks and economic risks in global business

9/18- Developing a global vision through marketing research 

The research process

9/23 Emerging markets

9/25 The planning process

9/26 MAKE UP DAY (for Thursday November 27th)

9/30- Research and Presentation on an emerging country (20% of final grade)

10/2 10/7

Market-entry strategies

10/9-10/14

Market entry strategies

10/16 Mid-term review

10/21- Mid-term exam (30% of final grade)

10/23 Products and services for consumers, product adaptation 

10/28 Service Marketing

10/30-International marketing channels Middlemen

11/4 Export and import restrictions

11/6 Integrated Marketing Communication (IMC)

11/11 Final presentation (review in class)

11/13 Pricing for international markets

11/18 Organizations and HR in international markets

11/20 Final presentation (review in class)

12/2 Human Resources Management in international markets

12/4 Final Review

Final exam and final presentation: date to be defined