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THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
Bryan School of Business and Economics
Department of Marketing, Entrepreneurship, Hospitality and Tourism
MKT 426.01 – International Marketing
Fall
Instructor – Dr. Nicholas C. Williamson
2013
334-4533
Class meeting times: 2:00 PM – 3:15 PM TR
Room 206
Office hours: 1:45 PM- 2:00 PM TR and by appt.
Bryan 371
CATALOG DESCRIPTION: Practical aspects of marketing across national boundaries.
Documentary complexities of international marketing emphasized.
TEXTS: A Basic Guide to Exporting – 12th Edition
Export Odyssey – Seventh Edition Nicholas C. Williamson and Steven M. Cramer
(2013)
GRADING:
Mid-term examination
25%
Export Odyssey:
1st Exp. Mkt. Str.
14%
2nd Exp. Mkt. Str.
11%
For. Mkt. Sel.
10%
Oral Pres.
10%
Written rept.
30%
TOTAL
100%
PROJECT: See Export Odyssey © (2013) for details. Each student group must line up as a
"host" firm a Triad area manufacturing firm. An optional 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
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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 student who is a member
of the team will be awarded an increase in his (her) final grade for MKT 426 by one letter grade.
For example, if, without taking the sale into account, a student’s final grade for MKT 426 is B,
then that student’s final grade in MKT 426 would be increased to A. Note: In order to be
eligible for the one letter increase in the final grade, the student’s grade in MKT 426 without the
sale would have to be at least C+. For example, if a student’s grade in MKT 426 were C+
without taking into account the successful sale, then that student’s final grade in MKT 426
would be increased to B+. However, if a student who was on a team where a sale was made had
achieved a grade of C without taking the sale into account, then that student’s final grade in
MKT 426 would remain C.
Additionally, students will turn in to the instructor at mid-term (date specified below) their
typewritten (word processed) evaluations of the 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. It
is each student team member’s responsibility (1) to keep in touch in an on-going basis with all
other members on the team regarding their perceptions of his or her performance, and (2) to
adjust his or her performance accordingly if there are communicated shortcomings! This will
ensure that there will be no “surprises” regarding Mid-term and Final Team mate
evaluations! The course instructor must accept these evaluations at “face value” and will
assign team mate evaluation scores and MKT 426 final grades accordingly!
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.
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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. Examine international logistics as the organizing factor for "transaction fulfillment"
marketing factors in exporting.
13. Analyze global and bilateral export and import trade flows so as to enable one to identify the
best country to target.
14. Perform search activities using electronic databases so as to determine the character of
competition in specific foreign "product markets."
15. Describe how to assess different databases so as to identify viable customers in a specific
foreign market and for a specific product.
16. 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
POLICY REGARDING MAKE UP OF MID TERM EXAMINATION: 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. For a student who misses the Mid Term
due to an official UNCG function (e.g., varsity sports) must provide the instructor with written
evidence of such at least two weeks in advance of the Mid Term Examination.
HONOR CODE: The Academic Honor Code will be adhered to. Violations will be dealt with
accordingly. Typically, a student who is ultimately found guilty of an Honor Code Violation
will receive an automatic F in the course.
ATTENDANCE POLICY: Attendance in class is mandatory. Each student has 3 excused
absences. The fourth absence (unless due to illness with supporting documentation from a
medical doctor) will lower the student’s final grade by one letter grade, and the fifth absence will
lower the student’s final grade by two letter grades. Attendance will be taken each and every
class except (a) Mid term examination date and (b) Export Odyssey Oral presentation
dates. Each student will sign his (her) signature by his (her) printed name on a circulated
signature sheet on each date that attendance is taken. Any student who arranges to have his
(her) signature fraudulently written on any signature sheet is deemed to be committing an
Honor Code Violation and is subject to being assigned an automatic F in the class! The
other person who fraudulently signs the name will also be deemed to have committed a
similar Honor Code Violation, and will be treated similarly.
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LATE ARRIVAL AT CLASS: The door to the class will be locked 5 minutes after the
officially stated time for the class to begin. Do not lock on the door to be let in. You will
not be let in.
DATE
ACTIVITY
ABGE
EO
8/20(C)
Course intro., ABGE, EO
1,2,3
1,2
8/22(A)
Team Formation – Meet in classroom to
4,5
5
6,7,8,9
5
10,11,12
5
5
meet and join teams – Team leader emails
instructor by end of day to name team names
8/27(C )
Characteristics of viable host concern
Presentation of “blueprint” letter to use
Charged with lining up host concern,
presenting list of 15 to instructors
8/29(C)
Instructors choose 5 from list
Teams engage in intensive search for next
7 days.
9/3 ( C)
Financial Issues in Exporting
13,14,15
9/5 (A)
ABGE wrap up. Deadline for lining up host
16,17
concern
9/10 (A)
At library – familiarization with PC/TAS
-
3
-
-
-
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(Must read Ch. 3 of EO at least two times (2) prior
to coming to lab), product and industry
coding systems, index of concordance
9/12 (C )
MID-TERM EXAMINATION
9/17 (C)
Import Market Selection (Must read Ch. 6 of
EO at least two (2) times prior to coming to class)
Charged with completing IMS
9/19 (A)
Import Market Selection – meet as a team in
computer lab to perform different parts of IMS
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5
9/24 (C )
Key word search of articles
Turn in IMS
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(Must read Ch. 4 of EO at least two (2) times prior to
coming to class)
9/26 (A)
First Interim Statement – Student team members
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meet in computer lab to allocate activities, and
commence working on them (Must read Ch. 7
at least two (2) times prior to coming to lab.)
10/1 (C )
First Interim Statement – Q & A
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Charged with completing First Interim Statement
10/3 (A)
First Interim Statement – Complete a “draft” of the
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First Interim Statement. Create exhibits, List of
exhibits and List of References.
10/8 (C )
First Interim Wrap up, description of Team Mate
2,7
Evaluation process and output. Charged with
Team Mate Evaluation.
10/10 (A)
Turn in First Interim Statement to MEHT office.
2,7
Turn in Team Mate Evaluations in seal
Envelope and put under door of Room 371.
10/17 (C )
Second Interim Statement (Must read Ch. 8
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at least two (2) times prior to coming to class.)
Charged with completing Second Interim.
10/22 (A)
Second Interim Statement – at computer lab
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Allocation of activities and performance of
the activities
10/24 (C )
Second Interim Statement – Wrap up Q & A
8
10/29 (A)
Turn in Second Interim Statement to MEHT
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Office.
6
10/31 (C )
Discussion of Oral Presentation (Must read
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Ch. 10 at least two (2) times prior to coming
to class.) Charged with doing Oral Presentation,
charged with finding out which of 4 dates is (are)
ok for contact person of host concern.
11/5 (C)
Oral Presentation – in computer lab, completing
9,10
work for. Email instructor on dates
which are ok.
Instructors will be on hand in the classroom to discuss
with all interested students what needs to be done to
qualify for the one letter grade increase in the final
grade for MKT 426, based upon making a sale of
product to a final buyer in a qualifying foreign country.
11/7 (C )
Final wrap up for Oral Presentation, discussion of
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Final Written Report requirements. Discussion of
requirements for Final Team Mate Evaluations
11/12 (C )
Oral Presentations
11/14 (C )
Oral Presentations
11/19 (C )
Oral Presentations
11/21 (C )
Oral Presentations
11/26 (A)
Work in computer lab on Final Written Report
12/3 (A)
Turn in Final Written Report to MEHT office
by 5:00 PM. Place Final Team Mate Evaluations under the
door of room 371 Bryan by 5:00 PM
In order to receive course credit, students must
present to instructor Certified Mail Return Receipt
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Requested document confirming mailing of a
complete copy of the Export Odyssey report
(including all exhibits) to host firm.