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MKT 310 : International Marketing

Course Description

This course will focus on the process for maximizing transactions and relationships across international borders. A wide range of international marketing initiatives will be studied, including: export-import trade, joint ventures, subsidiaries, operations, pricing strategies, and product branding. (3 credits)

Prerequisites

  • ENG 101: English Composition 1
  • ENG 102: English Composition 2
  • MKT 220: Principles of Marketing (Recommended)

Student Learning Outcomes (SLOs)

Students who successfully complete this course will be able to:

  1. Examine the Global Market and how International Marketing impacts our day-to-day life.
  2. Explain how trade and trade policy affects the world economy.
  3. Illustrate the cultural, historical and geographical environment on international markets.
  4. Summarize the economic dynamics of global markets.
  5. Illustrate the strategic international marketing tactics, planning and their implementation.
  6. Describe the political and legal environment and its impact on business.
  7. Identify the organizational and structural planning for international companies.
  8. Explain marketing research and its importance in international marketing.
  9. Describe how to enter and expand in a foreign country.
  10. Explain product adaptation and execution in a foreign market.
  11. Identify product export and pricing strategies.
  12. Identify channel distribution and management of logistics.
  13. Describe marketing communication for an international firm.
  14. Describe global product and project management and its execution.
  15. Examine global services management and its execution.
  16. Explain global pricing strategies and their impact on the market.
  17. Identify international logistics and material control in a foreign country.
  18. Describe ethical and global promotion strategies and their impact on the market.

General Education Outcomes (GEOs)

Please check the applicable GEOs for this course, if any, by outcomes at GEO Category Search, or by subject area at GEO Discipline Search.

Course Activities and Grading

AssignmentsPointsWeight

Weekly Discussion

80

20%

Midterm Exam (Week 4)

80

20%

Final Exam (Week 8)

80

20%

Group Research Project (Week 8)

80

20%

Weekly Quizzes

40

10%

Peer Evaluation

40

10%

Total

400

100%

 

Weekly grading rubric for Weekly Discussions (up to 10 points/week)

Assessment Criteria

10 (Excellent)

9 (Good)

8 (Fair)

7 (Poor)

0 (Fail)

Contributions to the Classroom

Posts 1 main discussion on the weekly topic; and posts 3 or more times/week, responding to classmate's postings.

Posts 1 main discussion on the weekly topic; and posts 2 times/week, responding to classmate's postings.

Posts 1 main discussion on the weekly topic; and posts 1 times/week, responding to classmate's postings.

Posts 1 main discussion on the weekly topic; does not post any responses  to classmate's postings.

Does not post 1 main discussion on the weekly topic

Quality of Responses

Posting show evidence of reflection and critical thinking, respond to other students questions and comments, generate new questions and avenues of discussion.

Postings are relevant, respond to others' comments as well as presenting the writer's opinions, often generate further discussion.

Postings are mainly responses to questions, some interaction with other students. Posts are relevant but lack insight and depth.

Postings are direct response to questions, little or no interaction with others. Content uninteresting, irrelevant, and/or too brief for the topic

 

Demonstrated Understanding of the Reading Assignment

Postings demonstrate a thorough understanding of the reading assignments and are supported by application of theory with examples from the texts and/or websites or personal experience.

Postings demonstrate an understanding of reading assignments: opinions are supported by at least one relevant example from tests, websites and/or personal experience.

Postings demonstrate some understanding of reading assignments by are largely personal opinion not substantiated by examples.

Postings demonstrate very little understanding of the reading assignments

 

 

Required Textbooks

Available through https://bookstore.mbsdirect.net/vbm/vb_home.php?FVCUSNO=35478
  • Cateora, Philip R., John Graham & Mary C. Gilly. International Marketing. 17th ed. Richard D. Irwin, Inc., 2016. ISBN-10: 0-07-784216-2 or ISBN-13: 978-0-07-784216-1

Additional Resources

  • Online weekly class notes, downloadable from the website
  • Online marketing-related articles, downloadable from the website (optional)
    • EuroDisney (week 1)
    • Cultural Differences in Advertising (week 2)
    • Top 10 Biggest International Mistakes (week 5)
    • International PR (week 6)
    • Strong Dollar, Weak Dollar (week 8)

Course Schedule

WeekSLOsReadings and ExercisesAssignments

1

1, 2

Topic: International Marketing Overview (The Scope and Challenges of International Marketing and The Dynamic Environment of International Trade)
  • Read Assignments, Review Lecture Material: Chapters 1 & 2 (& download Week 1 notes)
  • Optional Readings: Euro Disney
  • Post and Respond to the Discussion Topic: Describe your company's international products or services. What locations and countries do they operate in?
  • Take Weekly Quiz

2

3-5

Topic: The Cultural Environment of Global Markets, Part 1 (History, and Geography The Foundation of Culture, Cultural Dynamics in Assessing Global Markets and Culture, Management Style and Business Systems.)
  • Read Assignments, Review Lecture Material: Chapters 3, 4 & 5 (& download Week 2 notes)
  • Optional Readings: Cultural Differences in Advertising
  • Post and Respond to the Discussion Topic: Describe the foreign cultural, economic and political environments your company operates in and the unique situations these cause.
  • Take Weekly Quiz

3

6, 7

Topic: The Cultural Environment of Global Markets, Part 2 (The Political Environment A Critical Concern and The International Legal Environment Playing by the Rules)
  • Read Assignments, Review Lecture Material: Chapters 6 & 7 (& download Week 3 notes)
  • Post and Respond to the Discussion Topic: Describe the international strategies your company uses in their foreign markets.
  • Take Weekly Quiz

4

8, 9

Topic: Assessing Global Marketing Opportunities (Developing a Global Vision through Marketing Research, Economic Development and the Americas, Europe, Africa and the Middle East and The Asia Pacific Region)
  • Read Assignments, Review Lecture Material: Chapters 8, 9, 10 & 11 (& download Week 4 notes)
  • Post and Respond to the Discussion Topic: Describe how your company conducts market research, and how this helps them with new product launches or expansion into new countries.
  • Take Weekly Quiz

Midterm Exam
Chapters 1-9
SLOs 1-9

5

10, 11

Topic: Developing Global Marketing Strategies, Part 1 (Global Marketing Management Planning and Organization, Products and Services for Consumers, Products and Services for Businesses)
  • Read Assignments, Review Lecture Material: Chapters 12, 13 & 14 (& download Week 5 notes)
  • Optional Reading: Top 10 Biggest International Mistakes
  • Post and Respond to the Discussion Topic: Describe your company’s export pricing and how they adapt products or services for the overseas market.
  • Take Weekly Quiz

6

12, 13

Topic: Developing Global Marketing Strategies, Part 2 (International Marketing Channels, Integrated Marketing Communications and International Advertising)
  • Read Assignments, Review Lecture Material: Chapters 15 & 16 (& download Week 6 notes)
  • Optional Reading: International PR
  • Post and Respond to the Discussion Topic: Describe your company’s international communications efforts and how they help the company grow.
  • Take Weekly Quiz

7

14-16

Topic: Developing Global Marketing Strategies, Part 3 (Personal Selling and Sales Management, Pricing for International Markets)
  • Read Assignments, Review Lecture Material: Chapter 17 & 18 (& download Week 7 notes)
  • Post and Respond to the Discussion Topic: Describe your company’s international product management and branding strategies.
  • Take Weekly Quiz

8

17, 18

Topic: Implementing Global Marketing Strategies & Ethics (Inventive Negotiations with International Customers, Partners and Regulators)
  • Read Assignments, Review Lecture Material: Chapter 19 (& download Week 8 notes)
  • Optional Readings: Strong Dollar, Weak Dollar
  • Post and Respond to the Discussion Topic: Is your company Ethically responsible?
  • Take Weekly Quiz

Final Paper due: (NOTE: This is a Saturday)

Final Exam
Chapters 9-18
SLOs 9-18

Additional Information:

  • Student will be applying the principles in the text to a specific company you have chosen from the list provided (Monster.com, Revlon, American Airlines, Levi-Strauss, Coca-Cola, Walt Disney).