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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 330-2"
COURSE NAME: "International Marketing"
SEMESTER & YEAR:
Spring 2016
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SYLLABUS
INSTRUCTOR:
Ian Roberts
EMAIL: [email protected]
HOURS:
MW 1:30 PM 2:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
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COURSE DESCRIPTION:
This course examines the process of planning and conducting transactions across national borders in a global environment. Topics include factors in assessing world marketing opportunities, international marketing of products, pricing, distribution, and promotion program development in dynamic world markets. Marketing practices which various businesses adapt to the international environment are studied. Attention is also given to comparative marketing systems and planning and organizing for export-import operations.
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SUMMARY OF COURSE CONTENT:
The course begins with an examination of key aspects of the
international marketing environment: culture, politics, emerging markets and multinational
market groups. Emphasis then shifts to the 4Ps of marketing, product, price,
promotion and place, assessing how international marketers adapt these fundamental
tools of marketing to the complex international environment. The conceptual links
between marketing techniques and international markets are analysed through the
planning function. Students develop a thorough appreciation of the
interrelationship between international environment, marketing techniques and
planning by bringing all the concepts together in the form of a complete
international marketing plan.
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LEARNING OUTCOMES:
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
International Marketing 14th edition | Cateora, Gilly, Graham | McGraw Hill | 978-007-108421-7 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Class attendance and participation | | 10% |
Midterm exam | | 25% |
Team project and presentation | | 25% |
Final exam | | 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 cours 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:
Class attendance is mandatory. Missing 3 lectures will result mark down of 5% of the final grade. If a student misses 5 or more lectures he/she will be penalised with a 10% mark down in the final grade.
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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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Week |
Day |
Topics |
Assignments |
Reading |
1 |
Monday |
Introduction
to international marketing |
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Read
syllabus/Chap 1 |
Wednesday |
Scope
and challenge of international marketing |
Starbucks
case, Qs 1 - 4 ≤ 2 pages |
Chap
1 |
2 |
Monday |
Cultural
dynamics in assessing global markets |
Walt
Disney case |
Chap
4 |
Wednesday |
Culture,
management style, and business systems |
Starnes
Brenner Machine Tool case |
Chap
5 |
3 |
Monday |
The
political environment |
Coke
Pepsi India case |
Chap
6 |
Wednesday |
The
political environment (cont’d) |
Emerging
markets - Cars |
Chap
6 |
4 |
Monday |
Emerging
markets |
Marketing
at the bottom of the pyramid case |
Chap
9 |
Wednesday |
Emerging
markets (cont’d) |
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Chap
9 |
5 |
Monday |
Multinational
market regions and market groups |
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Chap
10 |
Wednesday |
Multinational
market regions and market groups |
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Chap
10 |
6 |
Monday |
Planning
and organization |
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Chap
11 |
Wednesday |
Planning
and organization (cont’d) |
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Chap 11 |
7 |
Monday |
Mid
Term Exam – Chapters 1, 4-6, 9-10 |
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Wednesday |
Market
entry strategies |
Group
project |
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8 |
Monday |
Market
entry strategies |
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Wednesday |
Products
and services for consumers |
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Chap 12 |
9 |
Monday |
Products
and services for consumers (Cont'd) |
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Chap
12 |
Wednesday |
Products
and services for business |
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Chap
13 |
10 |
Monday |
Products
and services for business (cont'd) |
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Chap
13 |
Wednesday |
IMC and
international advertising |
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Chap 16 |
11 |
Monday |
IMC and
international advertising (cont'd) |
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Chap 16 |
Wednesday |
Pricing
for international markets |
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Chap
18 |
12 |
Monday |
Pricing
for international markets (cont’d) |
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Chap
18 |
Wednesday |
Marketing channels,
exporting and logistics |
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Chs. 14 & 15 |
13 |
Monday |
Negotiating with
international parties |
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Chap 19 |
Wednesday |
Group
Presentations |
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14 |
Monday |
Group
Presentations |
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Wednesday |
Review
day |
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TBD |
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Final
Exam – Comprehensive |
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