MKTG 326 International Marketing Spring 2017 INSTRUCTOR: Dr. Rene Mueller OFFICE: Beatty Center Room 303 TELEPHONE: email muellerr@cofc.edu; work 843-953-5394 OFFICE HOURS: Tuesday and Thursday: 7:30-8:00; 9:20-11:20, and also by appointment COURSE PREREQUISITES: Junior standing, MKTG 302, ECON 201 and 202 or permission of the instructor COURSE DESCRIPTION. Marketing on an International scale with stress upon the viewpoint of the marketing manager who must recognize and cope with differences in legal, economic, spatial and cultural elements in different nations Emphasis is placed on marketing techniques and methods of expanding participation in foreign markets. COURSE OBJECTIVES: At the completion of this course students will have: 1) a raised consciousness of the importance of viewing international marketing management strategies from a global perspective. 2) learned fundamental principles and theories of international marketing 3) developed professional skills needed for identifying and analyzing important cultural and environmental uniqueness of any nation or global region. SBE LEARNING GOALS RELEVANT TO THIS COURSE: Effective Communications: Students will write professional documents that are technically correct and concise and make effective presentations utilizing technological tools and ability utilizing relevant discipline specific knowledge. Ethical Awareness: Students will recognize and be able to appraise ethical dilemmas involved in business decisions and competently engage in discourse aimed at resolution of these dilemmas utilizing relevant discipline specific knowledge. Global Awareness: Students will recognize and examine the global implications of business decisions while evaluating and integrating innovative applications of these implications utilizing relevant discipline specific knowledge. Problem Solving Ability: Students will demonstrate critical thinking skills in identifying and evaluating problems and opportunities in the business environment and apply analytical techniques to formulate creative solutions utilizing relevant discipline specific knowledge. ACADEMIC INTEGRITY AND THE COLLEGE HONOR CODE: All students are expected to adhere to the College of Charleston Honor Code. Lying, cheating, attempted cheating, and plagiarism are violations of our Honor Code that, when identified, are investigated. Each incident will be examined to determine the degree of deception involved. Violations of the honor code will result in an automatic failure of this class. The following paragraphs contain additional information as per College of Charleston guidelines. Incidents where the instructor determines the student s actions are clearly related more to a misunderstanding will handled by the instructor. A written intervention designed to help prevent the student from repeating the error will be given to the student. The intervention, submitted by form and signed by both the instructor and the student will be forwarded to the Dean of Students and placed in the student s file. Cases of suspected academic dishonesty will be reported directly by the instructor and/or others having knowledge of the incident to the Dean of Students. A student found responsible by the Honor Board for academic dishonesty will receive a XF in the course, indicating failure of the course due to academic dishonesty. This grade will appear on the student s transcript for two years after which the student may
petition for the X to be expunged. The student may also be placed on disciplinary probation, suspended (temporary removal) or expelled (permanent removal) from the College by the Honor Board. Students should be aware that unauthorized collaboration--working together without permission-- is a form of cheating. Unless the instructor specifies that students can work together on an assignment and/or test, no collaboration is permitted. Other forms of cheating include possessing or using an unauthorized study aid (such as a PDA), copying from others exams, fabricating data, and giving unauthorized assistance. Research conducted and/or papers written for other classes cannot be used in whole or in part for any assignment in this class without obtaining prior permission from the instructor. Students can find the complete Honor Code and all related processes in the Student Handbook at http://www.cofc.edu/studentaffairs/general_info/studenthandbook.html. Students should pay particular attention to the rules on plagiarism. Those found in violation of the honor code will receive an F in the course. All written work is to be turned in electronically to http://www.turnitin.com by 5 p.m. of due date. Late assignments will not be accepted. Disabilities Statement The College will make reasonable accommodations for persons with documented disabilities. Students should apply at the Center for Disability Services / SNAP, located on the first floor of the Lightsey Center, Suite 104. Students approved for accommodations are responsibile for notifying me as soon as possible and for contacting me one week before accommodation is needed. REQUIRED TEXTBOOK and READUINGS: Cateora, P. Gilley M and and Graham, J. International Marketing, 17 th edition, Publishing). (Chicago: Irwin The Globalization of Markets by T Levitt. Harvard Business Review available on WEBCT Distance Still Matters, Harvard Business Review available on WEBCT Other readings as assigned by professor ATTENDANCE POLICY: Attendance is mandatory. If a student misses 3 class periods, 10 points will be deducted from the final grade for each class missed. Late arrivals and early departures will count as absences unless the professor has approved this in advance. Four absences will result in an automatic F. Further, students will be responsible for anything missed in the lectures. CELL PHONES AND OTHER ELECTRONIC COMMUNICATION DEVISES. The use of cell phones and other types of electronic communications devises in the classroom is prohibited. In the past, students have complained that the ringing of cell phones is a major distraction. Out of consideration for the rights of your fellow students, please turn all cell phones off. Likewise, text-messaging, emailing, and other forms of communication with students outside of the classroom is distracting to the professor. When students communicate electronically with others outside of the classroom, they are not engaged in the class lectures and discussions and are mentally absent Any student who uses a cell phone or communicates electronically with others outside of the classroom will be asked to leave and counted absent. GRADING POLICY: Quizzes and homework 20 pts Assignment (To Be Announced) 5 pts 3 Tests (multiple choice) 45 pts Export Plan/Group Project 30 pts
100pts Quizzes and Tests In order to have meaningful class discussions, it is vital that students keep abreast of current events and content found in the assigned readings (articles and textbook). Quizzes (via TurningPoint and online) and homework assignments are one way to ensure that students are completing the assignments given to them. Online Quizzes by midnight the day BEFORE class Globalization/Distance Quiz Jan 18 Chap1 Jan 23 Chap2 Jan 23 Chap3 Jan 25 Chap4 Feb 8 Chap5 Feb 15 Chap6 Feb 22 Chap7 Feb 27 TEST 1 March 2 Chap8 Mar 13 Chap9 Mar 15 Chap10 Mar 20 Chap11 Mar 22 Chap12 Mar 27 Chap13 Mar 29 TEST 2 April 4 Chap14 April 5 Chap15 April 10 Chap16 April 12 Chap17 April 17 Chap18 April 19 Chap19 April 24 TEST 3 April 27 Introduction Discussion Class Introduction (Due Jan 13 th by midnight)- You will use the OAKS discussion board to introduce yourself stating: Name Hometown Major and Minor fields of study Countries you have visited After the Introduction closes, you will summarize your classmates respondents. You will summarize the following (by Jan 17 th at midnight): How many are instate, out of state or foreign students Majors and minors by percentage e.g. 38 students, 10 are IB students so 10/38=26% The 5 most popular countries visited by your classmates The most different country visited (you opinion) Exams will assess student s knowledge of the material covered in the text and in class lectures. Exams will be predominately multiple choice with possibly a few short answer questions. Practice exams are available at the publisher s website.
Students are also required to actively participate in class discussions. To assess whether a student is prepared for class participation, a pop test may be given. Projects. Students will be required to do a short primary research project on counterfeits. Dr Mueller will provide you with details as soon as the questionnaire gets approved by the CofC s Institutional Research Board. Export Plan Students will be required to develop an import or export (international marketing) plan for a company. Summaries of grading criteria, guidelines and sources of information will be published on OAKES. To encourage students to begin work early, Dr Mueller will review students work and make suggestions for improvement anytime prior to two weeks before the due date (April 11). STUDENTS ARE STRONGLY ENCOURAGED TO MAKE USE OF THIS OPPORTUNITY. Students are also encouraged to make use of the College s Skills Writing Lab. International Marketing Topics Scope and Challenge of Globalization Overview Globalization of markets Types of Distance (culture, administrative, geographic, economic) Self reference criterion Ethnocentrism and Stereotypes Stages of international involvement International Economics and Trade Basic theory Balance of payments Trade Policy Trade organizations History/geography Culture (Hofstede) Definitions Elements Factual vs interpretive Cultural change Business Culture Management styles Adaptation (elective, imperative, exclusive) Decision-making Concepts of time ((m time-p time) Context (high and low) Hofstede Negotiations Gender Bias Ethics New medias Political Environment Sovereignty Political Stability Political Risk Assessing Political Risk Violence and Terrorism Cyber terrorism Lessening political risk (insurance, JVSs, Licensing, etc) Nationalism and animosity Trade disputes Confiscation, expropriation, domestication
Economic risks Graft and Corruption Legal Environment Code vs common Jurisdiction Dispute Resolution Intellectual Property Rights National Marketing laws- green, anti-trust, corruption, etc. Extra-territorial application of laws Emerging Markets Multinational groupings- Types FTAs/FTZs Planning and Organizing Planning Alternative market-entry Competition Mktg Research Products Services Channels (types) Logistics Documents Restrictions INCO terms Financing terms Integrated Marketing Communications Communications model Hi context/low context Types of marketing communication Challenges Personal Selling Recruiting and retaining expatriates Preparing for foreign assignments Developing cultural awareness Changing profile of the global manager Foreign language skills Pricing Policy objectives Parallel imports Full vs variable cost pricing Skimming vs penetration Currencies and exchange rates Transfer pricing Price quotations and pro forma statements Price escalation Countertrade Negotiating National stereotypes Impact of culture in the negotiation process