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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Fall 2014
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SYLLABUS
INSTRUCTOR:
Pietro Paganini
EMAIL: [email protected]
HOURS:
MW 11:30 AM 12:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
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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.
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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:
At the end of the course, the students will be able to:
- identify dangers and opportunities in international markets
- adapt domestic marketing practices and procedures to international markets
- differentiate negotiation techniques according to different cultures
- manage the international workforce
- Improve the student’s written and oral presentation 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 (15th edition) | Cateora, Gilly, Graham | McGraw-Hill | 007352994X | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Class participation and class debate | | 5% |
Midterm project and presentation | | 15% |
Course work | final project teamwork, Case studies and article discussions and presentations, in-class exercises, self-assessment portfolio and attendance. | 30% |
Class project | | 40% |
Final project presentation | | 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 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:
Students are supposed to come prepared to class and participate in all activities. Active participation is crucial. Regular attendance is an essential component of class participation. Students that miss three classes may be asked to withdraw from the course. Two lateness equal one absence.
Please refer to the university catalog for the attendance and absence policy.
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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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DATE
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Topics
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Assignments
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Mon. 9/1
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Introduction to international marketing/ The scope and challenge of international marketing
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Read syllabus/Chap 1
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Wed. 9/3
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The scope and challenge of international marketing
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Chap 1
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Mon. 9/8
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Cultural dynamics in assessing global markets
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Chap 4
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Wed. 9/10
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Culture, management style, and business systems
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Chap 5
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Mon. 9/15
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The political environment
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Chap 6
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Wed. 9/17
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The political environment (cont’d)
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Chap 6
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Mon. 9/22
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Emerging markets
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Chap 9
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Wed.
9/24
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Emerging markets (cont’d)
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Chap 9
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Mon. 9/29
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Multinational market regions and market groups
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Chap 10
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Wed. 10/1
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Multinational market regions and market groups (cont’d)
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Chap 10
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Mon. 10/6
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Revision day
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Wed. 10/8
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Mid Term Exam – Chapters 1, 4-6, 8-10
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Study!
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Mon. 10/13
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Group Presentations
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Work!
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Wed. 10/15
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Group Presentations
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Work!
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DATE
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Topics
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Assignments
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Mon. 10/20
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Planning and organization
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Chap 11
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Wed. 10/22
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Planning and organization (cont’d)
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Chap 11
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Products and services for consumers
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Chap 12
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Mon. 10/27
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Products and services for consumers (Cont'd)
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Chap 12
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Wed. 10/29
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Products and services for business |
Chap 13
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Mon. 11/3
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Products and services for business (cont'd)
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Chap 13
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Wed. 11/5
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Exporting and logistics
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Chap 15
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Mon. 11/10
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IMC and international advertising
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Chap 16
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Wed. 11/12
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IMC and international advertising (cont’d)
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Chap 16
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Mon. 11/17
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Pricing for international markets
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Chap 18
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Wed. 11/19
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Pricing for international markets (cont’d)
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Chap 18
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Mon. 11/24
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Group Presentations
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Work!
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Wed. 11/26
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Group Presentations
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Work!
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Mon. 12/1
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Review day
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Wed. 12/3
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TBD
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Final Exam – Chapters 12-16, 18-19
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Study!
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