PRELIMINARY Course Syllabus (See Carmen for updates)
Fisher College of Business, The Ohio State University
BUS M&L 4254/757: International Marketing
Instructor:
Office:
Email:
Telephone:
Melissa Fisher
250 Fisher Hall
fisher_935@fisher.osu.edu
n/a
Classroom:
Office Hours: By Appointment
URL: Carmen.osu.edu
Required Text
Text: International Marketing, by Cateora, Gilly, Graham, 14th edition – eBook is available
If you have the 15th edition, check the chapter topics, cases site
Case: IceBreaker – Harvard Business Review:
(http://hbr.org/product/icebreaker-the-us-entry-decision/an/806006-PDFENG?Ntt=icebreaker) (- may also be available from Uniprint)
Supplementary Course Material
All other course materials such as class slides and instructions will either be made available on
CARMEN or given out in the class.
Course Objectives
International Marketing focuses on developing the skills and understanding necessary to run a
successful business with international considerations and make key decisions, esp. global decisions,
which drive success. This course will prepare you to work as a key team member of an
interdisciplinary or marketing team within a larger organization. You will develop skills that will
allow you to evaluate the business, make recommendations, and execute upon those plans to drive
the business.
As a result of this class, you will be better prepared to:
1. Understand the issues and challenges that international marketers face
2. Understand and use many of the terms and business models commonly employed today
3. Understand how to create well-defined action plans and execute to achieve business goals
Class Format
There will usually be a lecture and examples related to the course topic and some universal
learnings and takeaways. We may also do some in-class exercises, and we will have presentations
by students of current events and cases related to class.
Students are responsible for the readings assigned. Reading should be done prior to the relevant
class as listed on the syllabus. Refer to discussion questions and online notes prior to class. NOT
all testable material will be covered in class or in online notes; similarly, not all testable material
will be found in books or online slides. The combination of book material and in-class
discussions/lectures will develop your thinking.
The main benefit of this class is not found in specific lessons learned but in developing a strategic,
internationally-sensitive perspective to solving problems and making business/marketing decisions.
Lectures will focus on main topics from the book and a typical class session will involve lecture,
case study discussions, and/or group activities.
If you have other commitments that make attendance difficult or impossible, you should consider
taking this course during a different quarter. I do not excuse students except for valid medical
emergencies, period. These must be documented by a written excuse signed by a medical
professional.
Fisher
BUS M&L 4254/757: Marketing Management, Page 1
Fall 2012
ATTENDANCE
Class attendance and active, quality participation in discussions is critical to your learning.
Therefore, please attend all classes and offer reasoned, thoughtful input that incorporates materials
from the texts and our lectures/discussions versus your personal opinions and random thoughts off
the top of your head. Though those thoughts are valuable to you, business strategy must be based
on critical thinking, reasoning, and analysis of facts. You will have the opportunity to develop
these skills and demonstrate them in our class discussions; therefore, you must attend class.
I have noticed a high correlation between final grades and attendance/participation.
COURSE EVALUATION – more to follow
Your grade will be determined as follows:
1. Tests – 3 at 25% each of final grade – 75% total (usu. 30-50 multiple choice questions)
2. Current events article/written assignment – one at 12.5% - sign up ASAP
- Current events article related to class topics:
- Oral presentation – summarize for class and relate to class topics (3 min. MAX.)
- Include a few slides in a brief presentation
- Written summary – one-half page (MAX.) hardcopy write up - relate to class topics
3. Case discussions – each of nine teams will lead one case discussion – 12.5% - sign up asap
- Provide < 3 min. summary of case facts
- Discuss how this case relates to class topics
- Lead discussion of case with class
- consider discussion questions
- include questions you develop relating to class/book topics
NOTE: There may be opportunities for extra credit at 1 or more points each
NOTE: Not all testable material will be covered in class discussion and lecture; some will be from
the required reading. Other testable material will come from class discussion and will not be
covered in book or slides.
Grading Scale – PLEASE NOTE CUTOFFS
The grading scale that will be utilized for the final grade is as follows (note: you must reach the
minimum of each range to get that grade – ex. an 86.5 would be a B without rounding):
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79.XX % 2.3
A= 90-93.XX %
3.7
C
= 73-76.XX % 2.0
B+
= 87-89.XX %
3.3
C= 70-72.XX % 1.7
B
= 83-86.XX %
3.0
D+
= 67-69.XX % 1.3
B= 80-82.XX %
2.7
D
= 63-66.XX % 1.0
E
= below 63
Re-grading requests or grade challenges will be accepted in writing within 1 week of receipt of the
grade. After that one week, grades are final and beyond questioning.
Grades may or may not be rounded at the end of the quarter.
1. Tests:
Dates for tests are given in the syllabus (subject to change). Questions will come from the cases,
lectures, discussions, and textbook topics. You are permitted to use ONE DOUBLE-SIDE, 8 ½”
x 11” sheet of paper with notes, definitions, etc. in tests.
During tests, questions will be discouraged, unless a typo or some other mistake in the test makes a
clarification necessary. During tests, only pen, pencil, eraser, calculator, and your one-page notes
are allowed to be left on the table. All other materials and cell phones must be put away and cell
phones silenced.
2. Current events article/written assignment – See above for more details
Fisher
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Fall 2012
3. Case discussions – See above for more details
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (see end of this document) with your
picture by Class 2
Important Notes

All relevant dates and assigned reading due dates are included in the Course Outline. Please
make note of these dates and plan your quarter accordingly. If you are unable to attend a
class, please notify me by email unless it is an emergency. With a valid medical excuse for
illness, missed tests will be dealt with on an individual basis. There may be a points penalty
for taking a test late; therefore, avoid this.

You are encouraged to ask questions by email and/or set up an appointment. Questions
will be answered by return email, during a one-on-one meeting, or during the next class
session. At any time, you are encouraged to set up an appointment for one-on-one
assistance.

Please let me know if you have a disability and need accommodations to make the learning
environment more effective. Also, let me know if you are a client of Student Disability
Services and need accommodations.

You are responsible for everything that takes place in class, including changes to
assignments or schedules, whether you are present or not. If you must miss class, please
arrange with a classmate to share notes.

Please come to class on time. Late arrivals may cause a deduction of points from your final
grade. Turn off your cell phones and pagers before you come to class. Do not take calls
in class. Do not use your PDA while class is being conducted. Taking notes on a
laptop is acceptable; doing other work or searching the internet during class is not.
These actions cause the class to become distracted and diminish the learning environment.

Any changes to the syllabus will be posted online and/or discussed in class. You are
responsible for following the most recent syllabus. Group exercises may be noted in the
online slides.
DROP Policy – Fisher College of Business
Fisher College of Business strongly enforces University attendance policies. As per University rule
3335-8-33, any student may be disenrolled from a course for failure to attend by the first Friday of
the term, or by the 3rd instructional day of the term, or by the second class meeting, whichever
occurs first.
http://trustees.osu.edu/rules/university-rules/rules8/ru8-33.html
Have fun! This course lets you formulate marketing
strategy without risking your own money or your job!
Fisher
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Fall 2012
ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand
the University’s Code of Student Conduct, and that all students will complete all academic and
scholarly assignments with fairness and honesty. Students must recognize that failure to follow the
rules and guidelines established in the University’s Code of Student Conduct and this syllabus may
constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that
you review the Code of Student Conduct and, specifically, the sections dealing with academic
misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:



Fisher
The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/tensuggestions.html)
Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
BUS M&L 4254/757: Marketing Management, Page 4
Fall 2012
Slides can be downloaded from Carmen. Please bring slides for several classes as we will discuss
them in order but may move ahead of the following schedule. Tentative topics and dates:
Course Outline* (check Carmen for updates)
Topic (We will also discuss IceBreaker case and
Textbook Chapter
Dates
how it relates to our topics)
14th edition
1
8/23
Syllabus review and overview of class
1
Introduction to International Marketing and Trade
2
2
8/28
History, Geography, and Culture
3
Mattel Hot Wheels example
3
8/30
Cultural Dynamics
4
4
9/4
Case: Starbucks – p. 594
5
9/6
Culture, Management, Business Systems
5
6
9/11
Case: Disney – p. 612
7
9/13
The Political Environment
6
8
9/18
Case: Airbus – p. 623
9
9/20
NO CLASS
10
9/25
Test 1 (inc. cases)
TEST 1-6, cases
11
9/27
SPEAKER – TBD
12
10/2
Global Vision and Marketing Research
8
13
10/4
Case: Mayo – p. 640
14
10/9
9???
Emerging Markets – Americas/Asia Pacific
15
10/11
Case: Coke/Pepsi – p. 602
16
10/16
Global Marketing Management:
11
Planning/Organization
17
10/18
Mattel organization structure example
18
10/23
Product and Services for Consumers
12
19
10/25
Case: McD/Great Britain/Obesity – p. 658
20
10/30
Test 2 (inc. cases)
Test 8, 9, 11, 12, cases
21
11/1
International Marketing Channels
14
Avon and Barbie, Mattel example
22
11/6
SPEAKER – TBD
23
11/8
Integrated Marketing Communications
16
24
11/13
Case: Nestle – p. 598
25
11/15
Product and Services for Businesses
13
26
11/20
Case: Iberia – p. 664
27
11/22
TG – NO CLASS
28
11/27
Personal Selling, Sales Management
17
Mattel/Africa example
Pricing for International Markets (start)
18
29
11/29
Pricing for International Markets (finish if needed)
18
Case: Bottom of Pyramid – p. 654
30
12/4
Test 3 (inc. cases)
Test 14, 16, 13, 17, 18,
cases
FIN
TBD
*Note: Subject to change. Speakers’ schedules may necessitate revision. Please check the
information on CARMEN for updates to syllabus, lecture slides, announcements, or files.
No.
Fisher
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Fall 2012
Due: Class 2
BIO SHEET: Bonus Opportunity
BUS M&L 4254/757
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Why did you pick this major?
Year in School:
Courses taken (in the areas of marketing):
Marketing:
Others that you enjoyed or disliked and why:
What are your comments on marketing courses?
What do you hope to gain from this class?
Why did you take this class?
Work experience in marketing, if any:
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
Fisher
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Fall 2012