MK775-144 International Marketing Syllabus - Winter2015

MK775-144 International Marketing Fall2015 Online Syllabus Page 1

COURSE SYLLABUS

Course Name : INTERNATIONAL MARKETING Course Number : MK775 Course Section : 144 Term : Winter 2015 Room : Online Instructor : Jorge J. Zavala, Ph.D. Email : [email protected]

COURSE DESCRIPTION: The International Marketing course is intended to help students understand the complexities of marketing products and services in the international market environment. This course utilizes an analytical approach to analyze complex business problems concerning the dynamics of implementing marketing management approaches into the framework of the global marketplace. Emphasis will be on applying a multi-disciplinary framework to help students understand the challenges that confront strategic marketing planners when evaluating economic, financial, political, regulatory, social-cultural, and technological issues when they are involved in international-market strategic planning and strategic implementation. To develop this understanding in students, analyses of international marketing strategies will be sourced from real-world case studies. Students will acquire an understanding of and experience in applying some of the various market analysis approaches that are employed in multi-national organizations, including forecasting, trend analysis, country data sets, and more and prepare written reports and oral presentations about their observations and recommendations. PREREQUISITES: MG660 – Strategic Marketing. LEARNING OBJECTIVES: Upon completion of this course, the student will be able to:

1. Identify the importance of world trade and understand all trade organizations (including regional trading blocs) that are relevant to international trade. Also, identify all sources of information about nations (including government publications, WTO reports, etc.) that are used by managers when making strategic international marketing management decisions. (Assessed by: Assignments 1 and 2).

2. Understand the impact of the cultural, economic, political, and legal dimensions on the selection of an international market when making strategic international marketing management decisions. (Assessed by: Assignments 3, 4, and 5).

3. Understand and examine the ethical challenges and opportunities in the international marketing decision-making processes. (Assessed by: Ethics Paper).

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4. Identify the environment’s new opportunities and threats, obtain and interpret accurate and actionable information about consumers and competition, through the design and implementation of an international marketing research process. (Assessed by: Assignment 8).

5. Exhibit awareness of available strategies used to enter a specific international market. (Assessed by: Assignment 9).

6. Identify the right marketing mix (product, price, channels, and communication) to succeed in the selected international market to provide the best results for the firm. (Assessed by: Assignments 10, 11, 12, and 13).

7. Integrate all course concepts into writing a plan to take a domestic firm abroad. Students should show mastery in assessing a country’s market environment, selection of the optimal entry strategies, and the development of the right marketing mix strategies being used in that international market. (Assessed by: International Marketing Plan).

REQUIRED TEXTBOOK: Czinkota, M. and Ronkainen, I. (2013). International Marketing, 10/E, South-Western, Cengage Learning, Mason, OH. ISBN13: 978-1-133-62751-7, ISBN10: 1-133-62751-X.

ASSESSMENT STRATEGY: Student’s final grade will be the result of the weighted average of the grading elements depicted in the table below.

GRADING ELEMENT

%

Explanation / Due Date

Participation 10

Students are supposed to actively participate in class discussions (through Blackboard Collaborate), submit assignments, and participate in any scheduled mandatory live sessions.

Assignments 30

These are the weekly assignments that cover course topics. These need to be developed by students and submitted on or before the due dates and times specified by the instructor.

Discussion Forums 25

These are due every week. Students need to post at least one direct comment to the topic of the week, and reply to at least two of their classmates’ posts.

Ethics Paper 10

In order to stress the importance of ethics as part of the competencies that needs to be developed by MBA students, this assignment requires an essay on an ethics related article to be announced by the instructor.

International Marketing Plan 25

This is an integrative assignment that encompasses most of the course topics in an individual document that needs to be submitted in the last week of the course.

Total

100%


Final Grade While the grading for each grading element will be done using a numerical scale from 0 to 100, the resulting final grade will be converted into the letter grading system using the following equivalence table:

Numeric Grade

Letter System Equivalent

90-100 A

85-89 B+

80-84 B

75-79 C+

70-74 C

Less than 70 F

Description of Grading Elements

Participation: Students are supposed to master specific concepts of the course. To make sure they accomplish that objective, quizzes might be administered throughout the course. In addition to that, students will be graded in their level of participation throughout the course: in discussion forums, in mandatory chats, through the number of on-time submission of assignments, and by the number of absences.

Assignments: for every week there is an assignment to be prepared individually by students. The student is required to analyze, diagnose the problem, and propose alternative solution strategies in order to solve the problem. The student must use the theories and concepts reviewed in the course that are related to the problem. The students should turn-in a paper with their thought process and conclusions. During the class discussion of the cases, students should come prepared to present their solution and/or discuss other students’ points of view. When applicable (the assignment being a case study) these papers should follow the instructions in Appendix 1.

Discussion Forums: students are supposed to post a direct comment to the Topic of the Week through a Discussion Forum in Angel by mid-week, and to reply to at least two of their classmates’ posting by the end of the week.

Ethics Paper: In order to stress the importance of ethics as part of the areas that need to be covered by an MBA student, this assignment requires an essay on the topic. The topic will be announced by the instructor (a current event embedded in ethical behavior) and is due on Week 10.

International Market Plan (IMP): Students will be required to develop a marketing plan to approach an international market. The product and market will be selected by the student. The essay should integrate all the course elements and should follow the structure suggested in Appendix 2. A draft of the document should be submitted on Week 10 and the final version on Week 14.


CLASS DATES, TOPIC, AND ASSIGNMENTS SCHEDULE

Week

#

Dates

Main Topic

Sub-topics

Reading(s) & Assignment(s) Due

1 1/5-1/11 Global Environmental Drivers

International Marketing Definition

The Importance of World Trade

Opportunities and Challenges of International Marketing

The Goals of this course

Reading(s):

Course Syllabus.

Czinkota and Ronkainen,

International Marketing, Chapter

1 (pp. 3-19).

Czinkota and Ronkainen,

International Marketing, Chapter

1 Appendix A (pp. 21-24).

Mandatory Live Session #1: overview

of the course on Sunday, January 11, 2015 from 7 to 8pm (through Blackboard Collaborate).

2 1/12-1/18

International Trade Frameworks and Policy

The Historical Dimension

Transnational Institutions Affecting World Trade

Trade Positions Compared

The Impact of Trade and Investment

Policy Responses to Trade Problems

A Strategic Outlook for Trade and Investment Policies

Reading(s): Czinkota and Ronkainen, International Marketing, Chapter 2 (pp. 32-55).

3

1/19-1/25 The Role of Culture

Culture Defined

The Elements of Culture

Cultural Analysis

The Training Challenge

Making Culture Work for Marketing Success


4 1/26-2/1 The Economic Environment

Market Characteristics

Impact of Economic Environment on Social Development

Regional Economic Integration

Emerging Markets

Developing Markets

Reading(s): Czinkota and Ronkainen,

International Marketing, Chapter 4 (pp. 91-127).


Week

#

Dates

Main Topic

Sub-topics


5 2/2-2/8 The Political and Legal Environment

Home Country Political and Legal Environment

Host Country Political and Legal Environment

The International Environment

Ethical Issues

Reading(s): Czinkota and Ronkainen, International Marketing, Chapter 5 (pp. 131-164). Case Study: Czinkota and Ronkainen, International Marketing, “African Producers in the Cut Flower and Foliage Trade” Case Study (pp. 171-176).

6 2/9-2/15 Strategic Planning

Global Marketing

Globalization Drivers

The Strategic Planning Process

The Local Company in the Global Environment

Reading(s): Czinkota and Ronkainen, International Marketing, Chapter 7 (pp. 206-231). Ethics Paper: to be determined by the instructor. Instructions will be posted in Blackboard. Mandatory Live Session #2: overview of the International Marketing Plan (course project) on Sunday, February 15, 2015 from 7 to 8pm (through Blackboard Collaborate).

7

2/16-2/22 Analyzing People and Markets

International and domestic research

Recognizing the Need for Research

The Benefits of Research

Determining Research Objectives

Determining Secondary Information Requirements

The Primary Research Process

The International Information System

Reading(s): Czinkota and Ronkainen (2013), International Marketing, Chapter 8 (pp. 235-266). Case Study: Czinkota and Ronkainen (2010), International Marketing, ‘Starting an Import/Export Business Case (pp. 302-305). Note: this case will be uploaded by the professor for your convenience.

8

2/23-3/1 Market Entry and Expansion

Stimuli to Internationalize

Change Agents

Going International

Licensing and Franchising

Foreign Direct Investment



9 3/2-3/8

Marketing Organization, Implementation, and Control

Organizational Structure

Implementation

Control



Week

#

Dates

Main Topic

Sub-topics


10 3/9-3/15

Product Management and Global Brands

Product Variables

The Market Environment

Product Characteristics

Company Considerations

Global Product Development

Reading(s): Czinkota and Ronkainen, International Marketing, Chapter 11 (pp. 355-390). International Marketing Plan (IMP): submission of Draft. Mandatory Live Session #3: feedback to the students’ IMP draft on Sunday, March 15, 2015 from 7 to 8pm (through Blackboard Collaborate).

11 3/16-3/22 Pricing Strategies and Tactics

Price Dynamics

The Setting of Export Pricing

Terms of Sale

Terms of Payment

Getting Paid for Exports

Managing Foreign Exchange Risk

Sources of Export Financing

Price Negotiations

Leasing

Countertrade



12 3/23-3/29 Advertising, Promotion, and Sales

The Marketing Communication Process

Planning Promotional Campaigns

Other Promotional Elements


13 3/30-4/5 Global Distribution and Logistics

Channel Structure

Channel Design

Channel Management

E-Commerce

International Logistics

Management of International

Logistics

Reading(s): Czinkota and Ronkainen, International Marketing, Chapter 15 (pp. 496-529). Case Study: Czinkota and Ronkainen, International Marketing, ‘Toyota Incident’ Case Study (pp. 535-539).

14 4/6-4/12 Course Project

Course Project: submission of

International Marketing Plan final document.

This syllabus is subject to change at the discretion of the instructor.


CLASSROOM POLICIES AND GUIDELINES The King Graduate School (KGS) at Monroe College is committed to providing an environment that is conducive to learning and welcoming of all students. We ask that you be mindful of the College’s Code of Academic and Scholarly Integrity and the Guidelines for Exemplary Practice which outlines our expectations for professional decorum. STATEMENT OF ACADEMIC INTEGRITY: The King Graduate School of Business at Monroe College is committed to the highest standards of intellectual honesty and academic integrity. Students in this department are expected to uphold these standards. Academic dishonesty takes many forms, including but not limited to: cheating, plagiarism (to steal or pass as one’s own the ideas or words of another without crediting the source); any fraudulent act designed to gain academic grades, credit or any form of recognition not properly earned; multiple submissions of the same work for credit in more than one course; as well as misconduct during internships. These forms of academic dishonesty are violations of section 213B of the New York State Education Law and carry harsh penalties including the possibility of failure and dismissal. PLAGIARISM AND ACADEMIC HONESTY POLICY Plagiarism is the practice of claiming or implying original authorship of (or incorporating material from) someone else's written or creative work, in whole or in part, into one's own without adequate acknowledgement. Plagiarism also includes:

Copying from another student

Failure to include your own (original) discussion and/or commentary with written or creative work from someone else even though you acknowledge the source(s).

If a student has committed plagiarism, s(he) will be assigned a grade of zero (or ‘F’) on the first such incident/assignment during the semester, and will be placed on probation, with written confirmation from the Dean. If a student commits plagiarism a second time, s(he) will immediately be assigned a final semester grade of ‘F’ for the course. Multiple occurrences of plagiarism may result in dismissal from the King Graduate School. If a student has been found to cheat on an exam, the student may be immediately dismissed from the King Graduate School. During the semester, students will be required to submit one or more written assignments to an Electronic drop box called “Turnitin” to allow instructors to evaluate possible violations of the plagiarism policy. “Turnitin” software is located in the college’s Angel course management system. If a student is found to have committed plagiarism, the course instructor will provide documentation substantiating the plagiarism and will review this document with the student. PROPER CONDUCT OF STUDENTS IN AN INTERNET CLASS: Students will observe proper conduct following the rules specified by Monroe College. Please observe courtesy and avoid the use of inflammatory language. Be respectful of the rights of others who you share space with in the Internet. Be mindful of the privacy of others and do not send unsolicited messages. Any use of inflammatory and disrespectful language and placement or inclusion of topics or discussions which do not belong with the course topic will be deleted. Any inappropriate conduct by students either to the instructor, classmates and staff will be


subject under the same rules and conditions imposed by the college to all Monroe College students. ATTENDANCE: Students are expected to logon at least three times per week to complete their assignments, their discussion forums and address their classmate’s responses. Please keep in mind that assignments and discussion forums are 50% of the course grade. Students are suggested not to miss any assignments or discussion forums as it will critically lower their course grade. Late work will not be accepted as this is an online course. The drop box must be used for all assignments completed within the current week. Weekly attendance will be recorded via the submission of or participation in ANY of the following: due assignments, postings and replies in the discussion forum and, participation in the live session/office hours scheduled for the week. The discussion forum questions are not only to be addressed individually, but also discussed between each student to promote understanding of course material. MONROE COLLEGE DISABILITY SUPPORT SERVICES: Monroe College is fully accessible to the disabled and admits those students whose credentials demonstrate that they have the motivation and capabilities to pursue successfully their academic goals at the college. Any student with a disability who needs accommodation for examinations or audio/video notes capabilities should inform the instructor at the beginning of the course. If you, as a student with a disability, have difficulty accessing any part of the online course material for this class, please notify the instructor immediately. Students with disabilities are encouraged to contact Disabled Students’ Coordinators Doris Weingrad [email protected] (Bronx Campus) or Saadia Del-Llano [email protected] (New Rochelle Campus) for further assistance.




APPENDIX 1

Case Study Report’s Format


The format for all case study reports is detailed below. In the elaboration of each of these sections, the student should include concepts from the chapter covered in the course. I. Introduction

Brief history of the company Company situational analysis Financial/Marketing relevant data

II. Main Body of the Paper

Answers to case study question. Statement of Marketing Problem(s): is it a targeting, positioning, marketing mix,

problem? Why you think so? Identification of strategic marketing alternatives available based on your current

knowledge of the concepts from the course. Explain logic and feasibility, and give advantages and disadvantages.

Recommended strategic alternative and financial impact expected. Implementation plan (activity plan) recommended for the company (including

challenges and issues). Evaluation and control plan suggested

III. Conclusion

Brief Summary of problem and solution and financial impact. References Appendices (optional)


APPENDIX 2

INTERNATIONAL MARKETING PLAN

INSTRUCTIONS


MK775 – INTERNATIONAL MARKETING PLAN SUBMISSION INSTRUCTIONS

Objective: The objective of the International Marketing Plan (IMP) would be for students to outline the launch of a product/service in an international market plan. For this matter, students could either use an ongoing company’s products/services (from a company currently operating in a domestic market, the US for example) that are going to be taken to an international market (Canada for example). The idea would be to analyze the proposed international market/country and be able to develop an adequate marketing mix (along with the rest of the international marketing plan components) that suits that international market/country in order to make this venture a successful one. Submission Requirements: Students are required to submit a draft and a final paper.

Draft 1 should include a discussion of the Product/Service offering, Situation Analysis

and Competition on the international market (country) selected.

FINAL PAPER: A 15-20 page paper (not including the appendix with charts and

worksheets, and reference pages) detailing the marketing plan for the product/service

you have selected to introduce in the international market (country) that you think have

the highest chances to succeed. The final paper should include each of the sections

listed below. This paper should be submitted by the 14th week of the semester (or as

stipulated by the course syllabus).

THE FOLLOWING SECTIONS SHOULD BE INCLUDED IN YOUR FINAL INTERNATIONAL MARKETING PLAN

Section

#

Section Content

I Executive Summary

II Situational Analysis (current domestic history if an ongoing company)

III Market Analysis (international market/country) . Market Demographics . Market Needs . Market Trends . Market Growth

IV The Competition (international market/country)

V Product/Service Offering (for the international market/country)

VI Marketing Strategy (for the international market/country) . Marketing & Financial Objectives . Target Market . Positioning . Strategies . Marketing Mix


Section

#

Section Content

VII Financials (for the international market/country) . Sales Forecast . Expenses Forecast . Marketing contribution

Appendices (optional)

Notes:

FINAL PAPER including the appendix with charts and worksheets, and reference pages) should be submitted by the 14th week of the semester.

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MK775-144 International Marketing Syllabus - Winter2015

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