THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
Bryan School of Business and Economics
Department of Business Administration
MKT 426.01 – International Marketing
Instructor – Dr. Nicholas C. Williamson
Class meeting times: 9:30 – 10:45 AM TR
Office hours: 9:20 AM – 9:30 AM and by appt.
Fall 2010
334-4533
Bryan 371
CATALOG DESCRIPTION: Practical aspects of marketing across national boundaries.
Complexities of export marketing are emphasized.
TEXTS: International Marketing – Ninth Edition - Czinkota and Ronkainen
Export Odyssey – Third Edition (2010) Nicholas C. Williamson and Steven M.
Cramer
GRADING:
Mid-term examination
Final examination
Export Odyssey:
1st Exp. Mkt. Str.
2nd Exp. Mkt. Str.
3rd Exp. Mkt. Str.
For. Mkt. Sel.
Oral Pres.
Written rept.
TOTAL
15%
15%
9%
5%
11%
10%
10%
25%
100%
PROJECT: See Export Odyssey - Third Edition © for details. Each student group must
line up as a "host" firm a Triad area manufacturing firm. A key part of the project calls
for making direct contact (by fax, e-mail and voice) with three or more potential
customers in the targeted foreign market. These potential customers must be located in a
country which the host firm has not marketed to in the past. If the efforts of a student
group lead to either a purchase order or the establishment of a formal relationship with a
foreign middleman organization (e.g., distributor or agent) within 90 days of the final
examination of the course, then each member of the student group will have his or her
final written and oral project grades changed retroactively to the very highest "A+"
grade, and each student member's course grade will be revised upward retroactively, if
an upward grade revision is indicated as a result.
Additionally, students will turn in to the instructor at the date specified below their
typewritten (word processed) mid-term evaluations of the Export Odyssey work outputs
of each of their team mates. This process will be repeated at the end of the course.
These two sets of evaluations will play a critical role in the instructor’s evaluation of
each student's final Export Odyssey grade.
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LEARNING OUTCOME GOALS FOR THIS COURSE:
1. Detail how the stages of economic development of a country relate to international
marketing issues.
2. Compare and contrast export and foreign direct investment as alternative modes of
entry into a foreign market.
3. Assess the cultural environment as it relates to the communications strategy in export
marketing.
4. Describe different financial tools that are available to the U. S. exporter, particularly
the small exporter.
5. Explore the "internationalization process of the firm" from the perspective of the
evolution of international marketing channels.
6. Assess issues in the adaptation of products for export, focusing upon the export of
consumer packaged goods to developing countries.
7. Explore issues in pricing nomenclature in export pricing; assess transfer pricing
issues as they relate to the reduction of a company's global income tax bill.
8. Examine different dimensions of international marketing channels as they relate to
the export marketing strategy of a U. S. exporter.
9. International communications issues an organizing factor in the structure of a U. S.
exporter's export marketing strategy.
10. Explore different export intermediaries, focussing upon the comparison between
general and specialty trading companies.
11. Identify circumstances that might justify the use of countertrade by a U. S. exporter.
12. Explore the Latin American debt situation of the 1980s as related to the structure of
topics dealt with in this course.
13. Examine international logistics as the organizing factor for "transaction fulfillment"
marketing factors in exporting.
14. Analyze global and bilateral export and import trade flows so as to enable one to
identify the best country to target.
15. Perform search activities using electronic databases so as to determine the character
of competition in specific foreign "product markets."
16. Describe how to assess different databases so as to identify viable customers in a
specific foreign market and for a specific product.
17. Detail the use of the international fax message as the prime tool for international
communications in export marketing activities.
FACULTY AND STUDENT GUIDELINES: Both the instructor of MKT 426 and
students enrolled in MKT 426 will adhere to the contents of the “Faculty and Student
Guidelines” document. A direct link to the PDF file containing this document follows:
http://www.uncg.edu/bae/faculty_student_guidelines.pdf
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POLICY: No make-ups unless due to illness. In that case, a note from an infirmary or
physician (on letterhead, with signature) is required before a make-up can be given.
HONOR CODE: The Academic Honor Code will be adhered to. Violations will be dealt
with accordingly.
Date
8/24
8/26
Activity
C&R
Course introduction
1
International trade, Intro to Export Odyssey
2
Commencement of team formation process
8/31 Export Odyssey - host firm issues
Deadline for forming teams
Students are charged with lining up a list
of 10-12 "prospect" firms for host firm
9/2
International economic environment; foreign
4
investment; students submit to instructor a
list of host firm candidates; instructor will
choose 3. Students are charged with lining
up a host firm.
9/7
International political and legal environments
5
9/9
International financial environment
11
9/14 Exporting process
9
9/16 MID-TERM EXAMINATION
9/21 At the library - print and electronic information
sources for the Export Odyssey project
9/23 Import Market Selection (I)
Deadline for student groups to have lined up
a host firm
9/30 Import Market Selection (II)
Students are charged with selecting the foreign
market to target with their focal product (line).
10/5 Determining industry and product codes, and
article searching – Students turn in import
market selection report. Students are charged
with producing the mid-term evaluations of
their team mates.
10/7 First Interim Statement Students are charged with
producing the First Interim Statement. Students
turn in to instructor their mid-term team mate evaluations.
10/14 Second Interim Statement
Students turn in their First Interim Statements.
Students are charged with producing the
Second Interim Export Marketing Strategy
statement.
10/19 Cultural environment
3
10/21 Export Odyssey: Analysis of macro-environments
of their targeted markets; students research their
W&C
1,2
6
-
7
7
4,5
8
9
4
10/26
10/28
11/2
11/4
11/9
11/11
11/16
11/18
11/23
11/30
12/2
foreign import "product markets".
Students are charged with Third Interim
Export Marketing Strategy Statement. Students
turn in Second Interim Statements.
International channels of distribution
13
Export Odyssey: Communicating with potential
customers in targeted foreign import market
12
Students turn in Third interim statements.
Students are charged with sending a series of
two international fax messages to each potential
customer in the targeted foreign market.
Discussion of requirements of Oral Presentation
Countertrade and global pricing
17
Export Odyssey oral presentations
"
“
“
Export Odyssey – Written Report discussion
Students are charged with submitting
their team mates’ evaluations, and
submitting the Final Written Report
International logistics
16
Students turn in final team mate performance
Evaluation report. Students turn in Export Odyssey
Written report to instructor by 5:00 PM. Students
Present to instructor certified mail receipt confirming
mailing to host firm.
10
11
12
12
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