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COURSE NAME: International Marketing PAGE: 1 of 13

COURSE CODE: BUS4035

COURSE OUTLINE

SCHOOL OF BUSINESS

COURSE NAME: INTERNATIONAL MARKETING

COURSE CODE: BUS 4035

CREDIT HOURS: 42

PREREQUISITES:

COREQUISITES:

PLAR ELIGIBLE: YES ( X ) NO ( )

EFFECTIVE DATE: January 2009

PROFESSOR:

PHONE: EMAIL:

NOTE TO STUDENTS: Academic Departments at George Brown College will NOT retain historical copies

of Course Outlines. We urge you to retain this Course Outline for your future reference.

EQUITY STATEMENT: George Brown College values the talents and contributions of its students, staff and community

partners and seeks to create a welcoming environment where equity, diversity and safety of all groups are fundamental.

Language or activities which are inconsistent with this philosophy violate the College policy on the Prevention of

Discrimination and Harassment and will not be tolerated. The commitment and cooperation of all students and staff are

required to maintain this environment. Information and assistance are available through your Chair, Student Affairs,the Student Association or the Human Rights Advisor.

George Brown College is dedicated to providing equal access to students with disabilities. If you require academic

accommodations visit the Disability Services Office or the Deaf and Hard of Hearing Services Office on your campus.

STUDENT RESPONSIBILITIES: Students should obtain a copy of the Student Handbook and refer to it for additional

information regarding the grading system, withdrawals, exemptions, class assignments, missed tests and exams,

supplemental privileges, and academic dishonesty. Students are required to apply themselves diligently to the course of

study, and to prepare class and homework assignments as given. Past student performance shows a strong relationship

between regular attendance and success.

FOR OFFICE USE ONLY

ORIGINATOR:__________________________________________________________________________SIGNATURE DATE

CHAIR:_____________________________________________________________November 2009_______

SIGNATURE DATE

DATE OF REVISION:__________________________________________________


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COURSE DESCRIPTION

Students will be introduced to concepts and practices in internationalmarketing, with a particular emphasis on the globalization and how it affects themarketing activities of a firm. Topics range from global marketing to foreignenvironment to global marketing strategy. Students will get an outlook on majortrends in todays international business.

COURSE OUTCOMES & OBJECTIVES

1.Explain environment influences on international trade and marketing

Analyze political risksAnalyze legal risksAnalyze economic risksAnalyze distribution entry and risk strategiesAnalyze domestic rules and regulations in regards to international

marketing

2.Discuss global (international) marketing plan and explore the concept of

competitive analysis

Evaluate an International Marketing planAnalyze competitive strategies and analysisAnalyze the 13 Ps of International MarketingEvaluate and analyze multicultural issues and strategiesExplore and analyze International brand strategies

3. Analyze various important factors when selecting the most appropriate

pricing strategy and channel of distribution

Analyze IncotermsAnalyze and evaluate various pricing strategiesAnalyze cost benefit analysis vis--vis pricing strategyEvaluate the most appropriate distribution method in the host countryAnalyze International negotiations strategiesEvaluate and analyze Global Logistics vis--vis international marketingAnalyze economic development and international marketing

4. Explore personal management skills, such as time management, positive

behavior and attitude, responsibility, and adaptability

Analyze the issue of multi-centricism in International MarketingEvaluate the differences between adopt and adapt in relation toInternational MarketingEvaluate and understand host culture requirements in relation to

International MarketingEvaluate and analyze International personnel management, sales force

management and the global manager


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ESSENTIAL EMPLOYABILITY SKILLS:

As mandated by the Ministry of Training, Colleges and Universities essentialemployability skills (EES) will be addressed throughout all programs of study.Students will have the opportunity to learn (L) specific skills, to practice (P) theseskills, and/orbe evaluated (E) on the EES outcomes in a variety of courses. The EESinclude communication, numeracy, critical thinking & problem solving, information

management, interpersonal and personal skills. The faculty for this course hasindicated which of the EES are either Learned (L), Practiced (P) or Evaluated (E) inthis course:

SkillL P E

SkillL P E

1. to communicate clearly,concisely and correctly in the

written, spoken and visual

form that fulfills the purpose

and meets the needs of the

audience

X X X 2. to locate, select,organize and document

information using

appropriate technology

and information sources

X X X

3. to respond to written, spokenor visual messages in a

manner that ensures effective

communication

X X 4. to show respect for thediverse opinions, values,

belief systems, and

contributions of others

X

5. to execute mathematicaloperations accurately

X X X 6. to interact with others ingroups or teams in ways

that contribute to

effective working

relationships and the

achievement of goals

X

7. to apply a systematicapproach to solve problems

X X X 8. to manage the use oftime and otherresources to complete

projects

X X X

9. to use a variety of thinkingskills to anticipate and solve

problems.

X X X 10.to take responsibility formy actions, decisions

and consequences

X X X

11.to analyze, evaluate, andapply relevant information

from a variety of sources

X X X

DELIVERY METHODS

1. Lectures, discussions, presentations.2. Case Studies on Global Companies3. Applicable Web Resources

TEXTBOOKS AND OTHER TEACHING AIDS

Required Text: International Marketing, Cateora, Graham, Bruning, McGrawHill-Ryerson, 2008, ISBN: 0-07-098495-6


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Other References: Dryden International Marketing Series VideoThe Globe and Mail, The Economist, The Financial Post, TheToronto Star

TESTING POLICY

Students are required to complete all assigned tests and exams. A student mustcontact the Professor prior to the exam if the student is experiencing anymedical problems that will prevent them from taking the test on the scheduleddate.

The student must provide appropriate support documentation immediatelyupon return to school. Acceptable documentation would be in the form of adoctors note, court summons or death certificate.

Marks for the missed test will be rolled over to the final test/exam.

ASSIGNMENT POLICY

Students are required to submit their assignments on the dates and timesspecified by the Professor. Late assignments receive a grade of zero.

The only exception to this are: medical reasons, death in the family or courtobligations.

The student must provide appropriate support documentation immediatelyupon return to school. Acceptable documentation would be in the form of adoctors note, court summons or death certificate.

PUNCTUALITY -- LATE FOR A CLASS

Coming to class on time shows respect for the class, students and your professor.Interruptions can break concentration, interrupt presentations and debates.

To respect the learning environment, we ask that if a student is late (within 5minutes) that the student enter the class quietly and with minimal disruption. Ifthe student is late beyond the 5 minutes of class starting, the student is to waituntil the break to join the class.

Since even the best plans can be subject to unforeseen incidents, students canbe late two times in the semester, and enter the classroom without having towait for the break.


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LEAVING CLASS EARLY

To gain the full essence of the learning outcomes for the class, students areexpected to attend each class in full. If the student requires leaving early, theymust notify the professor (in person or by email / voicemail) prior to thebeginning of the class. Participation marks will not be assigned if the student isnot present for the class.

ATTENDANCE - MISSED CLASS

If a student is not able to attend class, they are advised to contact theirprofessor prior to the class via e-mail or voicemail. It is the responsibility of thestudent to get briefed on material covered in class and to complete anyassignments that were given in class.

The student is to gain missed information through a classmate (buddy system).The Professor is not responsible to provide the information for missed classes.

LEARNING RESOURCES

Professors will direct students to appropriate resources, both web and librarybased. These may include PowerPoint slides, articles, publications, etc., whenavailable.

A Professors lectures notes will not be posted on the web.

Students are responsible for attending class, actively participating, and takingnotes. Additionally, students are encouraged to read the appropriate material

prior to coming to class. Reading the material prior to coming to class will allowstudents to participate in discussions and absorb more of the information beingpresented in class.

PARTICIPATION MARKS

For courses where there are participation marks, the student needs to be in classand actively participating to earn the participation mark(s).


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WRITTEN REPORTS

Students are to submit written reports and assignments typed, and incompliance with the standards outlined in the Modern Language Association(MLA) Format.

http://owl.english.purdue.edu/handouts/research/r_mla.html

EVALUATION SYSTEM

Assessment Tool: Description: Outcome(s)assessed:

EES

assessed:Date /

Week:

% of

Final

Grade:

Test #1 Analysis 1,3,4 7,9,11 3 25 %

Test #2 International Analysis 2,3,4 9,11 7 25 %

Group Project Analysis/Presentation 1,2,3,4 3,4,6,8,10 7 50 %

TOTAL: 100%

GRADING SYSTEM

The passing grade for this course is: D.

A+ 90-100 4.0 B+ 77-79 3.3 C

+

67-69 2.3 D

+

57-59 1.3 Below 50 F 0.

0

A 86-89 4.0 B 73-76 3.0 C 63-66 2.0 D 50-56 1.0

A- 80-85 3.7 B- 70-72 2.7 C- 60-62 1.7

Excerpt from the College Policy on Academic Dishonesty:

The minimal consequence for submitting a plagiarized, purchased, contracted, or in any manner

inappropriately negotiated or falsified assignment, test, essay, project, or any evaluated material will be a

grade of zero on that material.

To view George Brown College policies please go to www.gbrownc.on.ca/policies

Students will receive feedback and/results of all tests and assignments within two weeks of the due date

except in unusual circumstances.
http://owl.english.purdue.edu/handouts/research/r_mla.htmlhttp://owl.english.purdue.edu/handouts/research/r_mla.htmlhttp://www.gbrownc.on.ca/policieshttp://www.gbrownc.on.ca/policieshttp://www.gbrownc.on.ca/policieshttp://owl.english.purdue.edu/handouts/research/r_mla.html


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COURSE SCHEDULE

Week Topic Outcome Content Chapter(s)/R

eference

1 Analyze the

scope and

challenges of

international

marketing

1 Define and understand global and

international marketing

Examine global perspective: branding

country image

Analyze globalization of North American

businesses

Define and understand pro-globalists,

anti-globalists, skeptics,

transformationalists

Analyze the international marketing

task

Evaluate marketing decision factors

Evaluate domestic and foreign

environmentsUnderstand reasons for environmental

adaptation

Examine and understand the concept of

ethno-centricisim

Evaluate the concept of global

awareness

Evaluate the stages of International

Marketing

Understand strategic orientation

Discuss issues of Starbucks and WTO

Evaluate Canadas trade patternsUnderstand International trade theories

Understand the product life cycle

theory

Evaluate the balance of payments

Understand and examine the concept of

balance of payments and foreign

exchange.

Define protectionism and discuss trade

barriers

Examine GATT, WTO, IMF, and The

World BankDiscuss group project details (50% of

Final Grade)

1 and 2

2 The Dynamic

Environment of

International

Trade

1,2,4 Examine and evaluate cultural dynamics

in assessing global markets

Discuss the Canadian community in

Hong Kong

Define the origins of culture

3 and 4


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Understand the elements of culture

Evaluate cultural knowledge and

cultural exchange

Examine the important concept of

Required Adaptation

Evaluate gender-bias in International

Business

Examine and evaluate business ethicsExamine the issues of political

environment

Understand the concept of sovereignty

of nations

Evaluate political risks of international

marketing

Assess country risk and reducing

political risk

3 The

International

Legal

Environment

1,3 Understand the International Legal

Environment

Evaluate the basis for legal systemsinternationally

Examine jurisdiction in International

Legal Disputes

Analyze the protection of intellectual

property rights and commercial

marketing laws within countries

Examine Canadian vs. Host country laws

Assess market entry in global markets

Evaluate breadth and scope of

International Marketing Research

Examine the research process

Evaluate the use of secondary and

primary data

Discuss the issues of gathering primary

data

Evaluate and examine the concept of

multi-cultural research

Examine research on the internet

Evaluate estimating marketing demand

Examine marketing research tools in

Canadian corporations

Analyze cost efficiencies across global

markets

Nestle case study

5 and 6

4 Emerging

Markets

1,2 Examine marketing and economic

development

Evaluate marketing practices in a

developing country

Examine developing countries and

7 and 8


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emerging markets

Understand strategic implications for

marketing

Evaluate economic, cultural, and

political factors related to marketing

and economic development

Understand the patterns of multi-

national corporationsExamine global markets and multi-

national market groups

Examine strategic and marketing mix

implications for Europe, CIS, The

Americas, Asian-Pacific Rim, Africa, and

the Middle East

Review for Test #1

Case study: Coke and Pepsi learn to

compete in India

Euro-Disney case study

5 Global

Marketing

Management

2,3 Test #1 (25 % of Final Grade)

Examine global marketing management

Examine benefits of global marketing

and branding strategies

Evaluate and design a marketing

strategy and discuss marketing strategy

of 3M Corporation

Examine planning stages for global

markets

Examine and evaluate alternative

market entry strategies

Examine and understand global

competition

Examine the concept of exporting,

contractual agreements, joint-ventures

and FDIs.

Case Study: Krispy Kreme Donuts

Going Global?

9

6 Products and

Services for

Consumers

2,3 Define the concept of quality in regards

to products and global markets

Examine products and culture

Evaluate core-component, packaging

component, and support services

component

Discuss and analyze marketing

consumer services globally

Examine barriers to entering global

markets for consumer service

Identify and analyze brands in

International Markets

Evaluate and discuss global brands,

10


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national brands, countries of origin of

global and private brands

Case Study: 7AM Brands: Overcoming

Cultural Resistance

7 Products and

Services for

Businesses

1,2 Evaluate the demand in global business-

to- business markets

Examine the volatility of industrial

demandExamine technology and market

demand

Identify quality standards in global

markets

Examine the definition of quality by the

buyer

Evaluate and analyze ISO9000

certification

Examine business services and after-

sale services

Discuss the importance of trade shows

to Canadian business in global markets

Evaluate relationship marketing in the

business-to-business concept

Analyze and discuss locating business

customers

Boeing Case Study

11

8 Intersession Week

9 International

Marketing

Channels

3,4 Examine channels of distribution

structures

Analyze import-oriented distribution

structure

Examine the Japanese distribution

structure

Analyze the concept of KIRETSU in

marketing channels in Japan

Evaluate retail giants and globalization

Examine distribution patterns

Analyze alternative middle-man choices

Examine factors affecting the selection

of channels such as costs, risk, control,

and continuity

Analyze locating, selecting, and

motivating channel members

Evaluate the use of the internet and

international marketing

Case Study: Wrigleys Corporation and

China

12

10 Exporting and

Logistics

2,3 Analyze exporting and logistics related

to International Marketing

Understand and evaluate export

13


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restrictions

Determine export requirements

Analyze the use of export permits

Evaluate import restrictions

Understand concept of tariffs, quotas,

import licenses, industry standards,

boycotts, embargos, and voluntary

restrictionsExamine and discuss terms of

sales/Incoterms

Evaluate foreign commercial payments

such as letters of credit, bills of

exchange, cash in advance, and open

accounts

Evaluate export documents

Understand packing and marking

requirements in global marketing

Analyze customs-privileged facilities

such as foreign trade zones, bonded

warehouses, special economic zones,

and Maquiladoras

Examine and analyze the concept of

logistics

Case Study: An Export Sale: From

Trade Show to Installation

11 MarketingCommunications

and Segmentation

4 Identify and analyze sales promotions in

International markets

Discuss and examine International

public relations

Examine and evaluate international

advertising

Understand advertising strategy and

goals

Examine product attribute and benefit

segmentation

Examine regional segmentation

Evaluate global advertising and the

communications process

Analyze legal constraints in

international advertising

Discuss the issues of linguistic

restrictions and cultural diversity

Examine the limitations of media in

global markets

Evaluate campaign, execution and

advertising agencies

Case Study: Barbie vs. Mulan

14

12 Personal selling

and sales

3,4 Examine and analyze personal selling

and management

15


12/13



management Examine and analyze the designing of

the sales force

Examine and understand the

recruitment process of marketing and

sales personnel globally

Understand selecting sales and

marketing personnel

Analyze the training process forInternational Marketing personnel

Evaluate and understand the motivating

of sales personnel globally

Examine the designing of global

compensation systems

Evaluating and controlling sales

representatives

Preparing personnel for foreign

assignments

Understand and analyze the

development of cultural awareness

Examine the changing profile of the

global manager

Understand the importance of foreign

language skills

Case Study: Wal-Mart International vs.

Sony International

13 Pricing for

International

Markets

2,3 Evaluate pricing schedules for

International markets

Understanding pricing policy

Evaluate approaches to International

pricing

Examine the concept of price escalation

in global marketing: Costs of exporting,

tariffs, inflation issues, deflation

concerns, transportation costs, and

foreign exchange fluctuations

Discuss and construct a price-escalation

model

Analyze the factors that will lead to

reduction in price escalation

Examine leasing in international

markets

Discuss and understand counter-trade

as a pricing tool

Evaluate the concept of transfer pricing

strategy

Examine price quotations in global

markets

Examine and analyze the concept of

international pricing

16


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Case Study: Proctor and Gamble vs.

Kimberly-Clark

Review for Test #2 (25 % of Final Grade)

14 International

Negotiations

3,4 Test #2 (25 % of Final Grade)

Examine negotiating strategies with

International customers, partners and

regulators

Understand and evaluate the dangers ofstereotypes

Examine the impact of culture on

negotiation behaviour

Examine and analyze differences in

values

Examine, analyze and understand

differences in thinking and decision-

making processes

Examine implications for managers and

negotiators

Understand the importance of

negotiation preliminaries

Discuss the strategies to be utilized at

the negotiation table

Analysis of issues after negotiation

Examine and analyze North American

and Japanese negotiation styles

Case Study: Japanese AISATSU

17

15 Final group projects and written

submissions

Please note: this schedule may change as resources and circumstances require.

For information on withdrawing from this course without academic penalty, please refer to the

College Academic Calendar:http://www.georgebrown.ca/Admin/Registr/PSCal.aspx
http://www.georgebrown.ca/Admin/Registr/PSCal.aspxhttp://www.georgebrown.ca/Admin/Registr/PSCal.aspxhttp://www.georgebrown.ca/Admin/Registr/PSCal.aspxhttp://www.georgebrown.ca/Admin/Registr/PSCal.aspx

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