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International Marketing, MAR2141
Instructor:
Required Textbook:
- International Marketing
- 8th Edition
- Authors: Czinkota/Ronkainen
- ISBN# 0324317026
Please contact me by phone or e-mail. I will respond within 24 working hours. I do not have an office on campus but will be accessible prior to each class session in the classroom and during class breaks as needed.
Note to students: It is your responsibility to read this syllabus carefully and understand its full contents and requirements. Attendance at each class session is required. Tests will consist of topics specifically covered in classroom discussion and textbook content.
Course Outline
Session #1
Class Introduction/ Overview/ Review of Syllabus
Term Project Discussion
- Part I: The International Marketing Environment
- Appendix A: The Basics of Marketing
- Chapter 1 The Global Marketing Imperative
Session #2
- Chapter 2 Trade Institutions and Trade Policy
- Chapter 3 The Cultural Environment
- Chapter 4 The Economic Environment; The Political and Legal Environment
Session #3
- Chapter 5 The Political and Legal Environment
- Case Studies: IKEA, Catfish Dispute, Car Financing in China
Session #4
- Review for Test #1
Test #1 (Test will consist of T/F, Short Answer and Multiple Choice questions)
Session #5
- Part II: International Market Entry And Development
- Chapter 6 Strategic Planning
- Chapter 7 Marketing Organization, Implementation and Control
Session #6
- Chapter 8 Research
- Chapter 9 Market Entry and Expansion
Session #7
- Case Studies: Polar-Adidas, Parker Pen
- Review for Test #2
- Part III: Export Marketing Mix
- Chapter 10 Product Adaptation
Session #8
- Test #2 (Test will consist of T/F, Short Answer and Multiple Choice questions)
- Chapter 11 Export Pricing
Session #9
- Chapter 12 Marketing Communication
- Chapter 13 Distribution Management
Session #10
- Cases: Imaginarium, The Gray Ferrari.
- Discussion of Term Projects
Session #11
- Review for Test 3
- Part IV: The Global Marketing Mix
- Chapter 14 Global Product Management and Branding
- Chapter 15 Global Services
Session #12
- Test #3 (Test will consist of T/F, Short Answer and Multiple Choice questions)
- Chapter 16 Global Logistics and Materials Management
Session #13
- Chapter 17 Global Pricing
- Chapter 18 Global Promotion
- Submit Term Project
Session #14
- Appendix C: Careers in International Marketing
- Cases: International Marketing and the NBA. Oil for Food.
- Term Project Presentations
Session #15
- Term Project Presentations
- Review for test #4
Session #16
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- Test #4 (Non-cumulative) (Test consists of T/F, Short Answer and Multiple Choice questions including questions related to the term projects )
- Term Projects Presentations
Term Projects
Purpose: The purpose of the project is to develop business case building and marketing skills. It also is designed to encourage creative thinking and develop your business writing skills.
Exercise: These will be individual projects.
- Identify an opportunity to take a real product/business into an international market where it does not currently have a marketing presence. The business/product should exist currently and be commercially viable in the U.S. Preferably the business/product should be known to the members of the class.
- Summarize briefly in writing and via presentation a summary of the product or products, as well as the business model as it exists today.
- Research and develop an international market opportunity and create a business case that supports your international marketing plan for this opportunity using the concepts covered in this class.
- Delivery of the term project should consist of the following:
- A written summary of the current business/product and the business case for the new opportunity.
- A presentation of some form in PowerPoint or other presentation medium that is presented to the class that outlines your business case for taking the product to a new international market. Be prepared for Question and Answer from both the instructor and the students.
- Delivery of the written report shall by Session #13 at the end of class. Assignments for the presentations will be made during Session #13. Presentations will be given to the class in Sessions 14, 15, and 16. (Note students should attend all presentations, as Test #4 will include questions about the presentations).
- The term project will constitute 20 percent of the overall grade for the course. The grade for this project is based on a combination of the written report, the presentation to the class and the student's responses during the Q and A portion.
Note: The term project is a significant portion of the class grade. Failure to deliver the project on time will result in a class grade no higher than "D" regardless of an individual's score on the tests.
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