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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing"
SEMESTER & YEAR: Fall 2014
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:

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 Marketing (15th edition)Cateora, Gilly, GrahamMcGraw-Hill007352994X     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participation and class debate 5%
Midterm project and presentation 15%
Course workfinal 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. 

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

DATE

Topics

Assignments

 

 

 

Mon. 9/1

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

Read syllabus/Chap 1

Wed. 9/3

The scope and challenge of international marketing

Chap 1

 

 

 

Mon. 9/8

Cultural dynamics in assessing global markets

Chap 4

Wed. 9/10

Culture, management style, and business systems

Chap 5

 

 

 

Mon. 9/15

The political environment

Chap 6

Wed. 9/17

The political environment (cont’d)

Chap 6

 

 

 

Mon. 9/22

Emerging markets

Chap 9

Wed.
9/24

Emerging markets (cont’d)

Chap 9

 

 

 

Mon. 9/29

Multinational market regions and market groups

Chap 10

Wed. 10/1

Multinational market regions and market groups (cont’d)

Chap 10

 

 

 

Mon. 10/6

Revision day

 

Wed. 10/8

Mid Term Exam – Chapters 1, 4-6, 8-10

Study!

 

 

 

Mon. 10/13

Group Presentations

Work!

Wed. 10/15

Group Presentations

Work!

 

 

 

DATE

Topics

Assignments

 

 

 

Mon. 10/20

Planning and organization

Chap 11

Wed. 10/22

Planning and organization (cont’d)

Chap 11

 

Products and services for consumers

Chap 12

Mon. 10/27

 Products and services for consumers (Cont'd)

 Chap 12

Wed. 10/29

Products and services for business

Chap 13

 



 

 

 

Mon. 11/3

Products and services for business (cont'd)

 Chap 13

Wed. 11/5

Exporting and logistics

 Chap 15

 

 

 

Mon. 11/10

IMC and international advertising

Chap 16

Wed. 11/12

IMC and international advertising (cont’d)

Chap 16

 

 

 

Mon. 11/17

Pricing for international markets

Chap 18

Wed. 11/19

Pricing for international markets (cont’d)

Chap 18

 

 

 

Mon. 11/24

Group Presentations

Work!

Wed. 11/26

Group Presentations

Work!

 

 

 

Mon. 12/1

Review day

 

Wed. 12/3

 

 

 

 

 

TBD

Final Exam – Chapters 12-16, 18-19

Study!