Professional Documents
Culture Documents
Course Name
Course Number
Course Section
Term
Room
Instructor
Email
: INTERNATIONAL MARKETING
: MK775
: 144
: Winter 2015
: Online
: Jorge J. Zavala, Ph.D.
: jzavalavinces@monroecollege.edu
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 environments 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 countrys 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:
Students final grade will be the result of the weighted average of the grading elements depicted
in the table below.
GRADING ELEMENT
Participation
10
Assignments
30
Discussion Forums
25
Ethics Paper
10
25
Total
100%
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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
90-100
85-89
80-84
75-79
70-74
Less than 70
A
B+
B
C+
C
F
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Week
#
Dates
1/5-1/11
Main Topic
Global
Environmental
Drivers
Sub-topics
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).
1/12-1/18
International
Trade
Frameworks
and Policy
Culture Defined
The Elements of Culture
Cultural Analysis
The Training Challenge
Making Culture Work for
Marketing Success
Market Characteristics
Impact of Economic Environment
on Social Development
Regional Economic Integration
Emerging Markets
Developing Markets
1/19-1/25
1/26-2/1
The Role of
Culture
The Economic
Environment
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Week
#
Dates
Main Topic
Sub-topics
2/2-2/8
The Political
and Legal
Environment
2/9-2/15
Strategic
Planning
2/16-2/22
Analyzing
People and
Markets
2/23-3/1
Market Entry
and Expansion
3/2-3/8
Marketing
Organization,
Implementation,
and Control
Global Marketing
Globalization Drivers
The Strategic Planning Process
The Local Company in the
Global Environment
Stimuli to Internationalize
Change Agents
Going International
Licensing and Franchising
Foreign Direct Investment
Organizational Structure
Implementation
Control
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Week
#
10
11
Dates
3/9-3/15
3/16-3/22
Main Topic
Product
Management
and Global
Brands
Pricing
Strategies and
Tactics
Sub-topics
Product Variables
The Market Environment
Product Characteristics
Company Considerations
Global Product Development
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
13
3/30-4/5
Global
Distribution and
Logistics
14
4/6-4/12
Course Project
Advertising,
Promotion, and
Sales
Channel Structure
Channel Design
Channel Management
E-Commerce
International Logistics
Management of International
Logistics
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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 classmates 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
dweingrad@monroecollege.edu
(Bronx
Campus)
or
Saadia
Del-Llano
sdelllano@monroecollege.edu (New Rochelle Campus) for further assistance.
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APPENDIX 1
Case Study Reports Format
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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.
III.
Conclusion
Brief Summary of problem and solution and financial impact.
References
Appendices (optional)
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APPENDIX 2
INTERNATIONAL MARKETING PLAN
INSTRUCTIONS
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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 companys 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
IV
V
VI
Executive Summary
Situational Analysis (current domestic history if an ongoing
company)
Market Analysis (international market/country)
. Market Demographics
. Market Needs
. Market Trends
. Market Growth
The Competition (international market/country)
Product/Service Offering (for the international market/country)
Marketing Strategy (for the international market/country)
. Marketing & Financial Objectives
. Target Market
. Positioning
. Strategies
. Marketing Mix
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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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