Texas A&M University-Corpus Christi
College of Business
Spring 2015
MKTG 4340
International Marketing
TR 12:30 – 1:45 PM
OCNR 130
Prerequisites: MKTG 3310
January 21-May 5, 2015
Dr. A. N. M. Waheeduzzaman
Office: OCNR 319
Telephone: 361-825-6014
Email: waheed@tamucc.edu
Webpage:
http://faculty.tamucc.edu/waheed
Office Hours
Office hours: MW (3:20-4:20 PM), R (2:50-6:50 PM), and by appointment. Try to use these
hours for the betterment of both of us. My office door is always open whenever I am in office.
You are welcome to walk-in. I will try to accommodate you as best as I can.
Text and Readings
Philip R. Cateora, Mary C. Gilly and John L. Graham, International Marketing, 16th Edition,
Irwin-McGraw Hill, 2013.
Waheeduzzaman, A. N. M. (2011), “Are Emerging Markets Catching Up With the Developed
Markets in Terms of Consumption," Journal of Global Marketing, 24 (2), 136-151.
Waheeduzzaman, A. N. M. (2011), “Competitiveness and convergence in G7 and emerging
markets,” Competitiveness Review, 21 (2), 110-128.
Waheeduzzaman, A. N. M. (2008), “Market Potential Estimation in International Markets: A
Comparison of Methods," Journal of Global Marketing. 21 (4), 307-320.
Objective and Learning Goals
The course aims at providing an understanding of international marketing from a global
perspective. Class discussions will include the following topics: analyzing global markets,
developing global marketing strategies, designing global marketing programs, and managing
global marketing efforts. Understanding the marketing process in an international context is the
focus of the class. Some of the specific learning objectives/goals to be accomplished are as
follows.
 Delineate the difference between domestic and international marketing.
 Understand and appreciate the diversity of political, cultural, economic, and financial
environment facing international marketing (Learning Unit I).
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

Evaluate the market potential of a country or region using various political, cultural,
economic, and financial criteria (Learning Unit II).
Design a marketing strategy involving product, promotion, price and distribution
decisions to reach a specific market (Learning Unit III).
Method of Learning
This is a hybrid class. Learning of the course materials will be achieved through (1) face to face
(F2F) in-class teaching, (2) self-study of chapters and submission of online assignments, (3)
discussion of chapters and videos, and (4) project. Use Blackboard for all instructional purposes.
My webpage at http://faculty.tamucc.edu/waheed can also be useful. Any change or update will
be posted in Blackboard. Follow instructions in Blackboard for all submissions. We will follow
the lesson plan given below. Check the Course Schedule that for a date-wise lesson plan. Also,
check date and availability in Blackboard.
Lesson Plan
UNIT I – UNDERSTAND INTERNATIONAL MARKETING ENVIRONMENT
Lesson1
Lesson2
Test
Videos
Scope and Challenge of International Marketing
Readings: Ch. 1
International Marketing Environment
Readings: Ch. 2-7
Short essay type covering chapters 1-7
Video1-Seoul Success
http://www.mhhe.com/business/management/videos/BW/Flash/SeoulSuccess.html
Video2-Disney Imagineering
http://bevideos.mhhe.com/business/video_library/0073337285/Disc_01/mp4/Clip_05
.mp4
UNIT II – EVALUATE COUNTRY AND REGIONAL MARKETS
Lesson3
Videos
Evaluation of Country Market and Region
Readings: Ch. 8-11 and Waheeduzzaman (2008) on market potential estimation
Video 3- McDonalds: Segmentation, Targeting, and Positioning
http://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_08.mp4
Video 4- Kraft: Marketing Globally
http://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_06.mp4
Discussion Video 3-4. Check date and availability in BB
Assignment UnitII-Assignment1. Check date and availability in BB
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UNIT III – DESIGN INTERNATIONAL MARKETING STRATEGY
Lesson4
Lesson5
Lesson6
Lesson7
Videos
Product Market Considerations
Readings: Ch. 12-14
Channels/Distribution Considerations
Readings: Ch. 15
Promotion Considerations
Readings: Ch. 16-17
Pricing Considerations
Readings: Ch. 18
Video5- Dole: Buying from Vendors around the globe
http://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_07.mp4
Video6-New Balance: Managing Supply From US and Overseas
http://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_14.mp4
Video7-Mini-US (Promotions)
http://bevideos.mhhe.com/business/video_library/0073364142/Disc_01/mp4/Clip_17
.mp4
Video8-Building a Brand in India the Mary Kay Way
http://lectures.mhhe.com/connect/0077441826/ch11_marykay.mp4
Discussion Video 5-8. Check date and availability in BB
Assignment UnitIII-Assignment2. Check date and availability in BB
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Course Schedule
Unit/
Lesson
I/1
Date
Jan 22 R
I/2
27 T
I/2
29 R
I/2
I/2
I/2
I/2
Feb 3 T
5R
10 T
12 R
II/3
17 T
19 R
II/3
24 T
II/3
II/3
II/3
III/4
26 R
Mar 3 T
5R
10 T
III/4
12 R
16 M -19 R
24 T
26 R
31 T
III/4
III/5
III/6
III/6
III/7
Apr 2 R
7T
9R
14 T
16 R
21 T
23 R
28 T
30 R
May 5 T
Spring 2015 MKTG 4340 International Marketing
[F2F=face to face, ON-online]
Class
Topic
Meeting
F2F
The Scope and Challenge of International Marketing
Project consultation
F2F
The Dynamic Environment of International Trade
Project consultation
F2F
History and Geography: Foundations of Culture
Project consultation
F2F
Cultural Dynamics in Assessing Global Markets
F2F
Culture, Management Style, and Business Systems
F2F
The Political Environment: A Critical Concern
F2F
The International Legal Environment: Playing by the
Rules
F2F
Test (Chapter 1-7)
ON
Developing a Global Vision through Marketing
Research
F2F
Waheeduzzaman (2008): Market Potential
Estimation
ON
Economic Development and the Americas
ON
Europe, Africa and the Middle East
ON
The Asia Pacific Region
ON
Global Marketing Management: Planning and
Organization
ON
Product and Services for Consumers
Spring Break
ON
Product and Services for Business
ON
International Marketing Channels
ON
Integrated Marketing Communications and
International Advertising
ON
Personal Selling and Sales Management
ON
Pricing for International Markets
F2F/ON Project consultation
F2F/ON Project consultation
F2F/ON Project consultation
F2F/ON Project consultation
F2F/ON Project consultation
F2F
Written project due in class and online
F2F
Project presentation
F2F
Project presentation
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Chapter
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
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Course Description and Policy
Test: There will be a written short essay type test. I will discuss this in class. No make up for the
test will be given without valid reason. I will determine validity based on university policy. Test
is 20% of the grade.
Project: The research project is a critical component of the class. It helps you apply the concepts
learned in the class. Collect data as per instruction and follow the format to write/present the
findings of the study. The project must be typed. Submit online and bring a hard copy in the
class. Late submission will not be accepted. Project is 45% of the grade, 35% for the written part
and 10% for presentation. The project evaluation matrices are enclosed.
Assignments: You are required to submit online assignments via Blackboard. Follow
instructions, check date/time, availability and submit accordingly. Online assignments comprise
15% of the grade.
Attendance and Online Discussion: Discussion is a student centered open forum—check the
topics/threads and express your learned opinions, stay focused on the topic and participate
meaningfully. Both quality and quantity of participation will be considered. I will keep track of
the discussion and will participate as and when necessary.
Also, participate meaningfully when we meet face to face in class. Sign attendance. You are
expected to be present in class during the entire class period on the days we meet in class. Do not
sign attendance for others. This is forgery and will lead to penalty. You will be responsible for
all class works whether you attend or not. Follow instructions, check date/time, availability and
submit accordingly. Attendance and online discussion is 20% of the grade.
Quality Participation Premium: I may give an extra credit of 1-5% to deserving students who
attend class regularly, participate meaningfully in class discussion, and contribute positively to
class quality. This is a marketing class, impression counts—avail the opportunity, make yourself
visible in a positive way!
Grading: You will be evaluated on the basis of your performance on three criteria: test (20%),
online assignments (15%), attendance and online discussion (20%) and project (45%). You can
also earn an extra 1-5% as quality participation premium. Actual grading will depend on the
distribution of score of the class. A possible evaluation and distribution for grading would be as
follows: A = 90%-100%, B = 80%-89%, C = 70%-79%, D = 60% -69% and F = below 60%.
Grades will be posted in Blackboard.
Messaging and Email Policy: If you have class related questions visit me in office, use the office
hours. Face to face interaction is more useful in learning. In case you have to use electronic
media, my preferred method of communication would be Blackboard messages. It is relatively
easy keep track of messages in Blackboard. I will try to get in touch with you as soon as I can;
hopefully, within 48 hours. Please that understand that we teach large classes and as such it
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becomes difficult for us to respond to messages on time. In extraneous circumstances, you may
use email. Use your judgment in sending emails; do not abuse the free mode of communication.
Integrity and Conduct: You are expected to maintain highest standards of integrity and
professionalism in your academic work and class conduct. Zero tolerance for academic
dishonesty, plagiarism, cheating or misconduct (e.g., cross-talking, cell phones, online
distractions in laptops etc.) will be upheld. Turn off cell phones or other electronic devices
during class. Consult the University and College policy (e.g., College of Business Student Code
of Ethics) on these issues. Deviation or misconduct will lead to penalty.
As an academic community, TAMUCC requires that each individual respect the needs of others
to study and learn in a peaceful atmosphere. Under Article III of the Student Code of Conduct,
classroom behavior that interferes with either (a) the instructor’s ability to conduct the class or
(b) the ability of other students to profit from the instructional program may be considered a
breach of the peace and is subject to disciplinary sanction outlined in Article VII of the Student
Code of Conduct. Students engaging in unacceptable behavior may be instructed to leave the
classroom. This prohibition applies to all instructional situations.
Drop Policy: As an instructor I would like you to be in the class. Let me know if you are facing
difficulty. I will try my best to accommodate you. However, for any reason if you need to drop
the class please check the university calendar for the drop dates and refunds associated with it.
The dates vary from semester to semester. Also, you must initiate the process to drop the course
by going to the Student Services Center and filling out a course drop form. Just stopping
attendance and participation will not automatically result in your being dropped from the class.
Students with Disabilities: As a university, TAMUCC complies with The Americans with
Disabilities Act (ADA), a federal anti-discrimination statute that provides comprehensive civil
rights protection for persons with disabilities. Among other things, this legislation requires that
all students with disabilities be guaranteed a learning environment that provides for reasonable
accommodation of their disabilities. If you believe you have a disability requiring an
accommodation, please visit the university Disability Services office for proper advice. Also,
inform me in advance so that I can accommodate you in the class.
Grade Appeals: For complete details, including the responsibilities of the parties involved in the
process and the number of days allowed for completing the steps in the process, see University
Rule 13.02.99.C2, Student Grade Appeals, and University Procedure 13.02.99.C2.01, Student
Grade Appeal Procedures. For assistance and/or guidance in the grade appeal process, you may
contact the Office of Student Affairs. Usually, the process starts with discussing the matter with
me, and, I will try my best to see that fairness prevails.
Exam Proctoring Fee Disclaimer: Please be aware that courses may require the use of examproctoring involving third party charges. Exam-proctoring charges may range from $1-$50.00
per exam. Students may be required to schedule exams at least 24 hours in advance or incur late
scheduling charges. All costs for exams are the responsibility of the student. Students may also
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be responsible for providing webcams to be used in test proctoring.
Syllabus Disclaimer: This syllabus has been created as a guide to the class and is as accurate as
possible. However, all information is subject to change. Any changes will be posted on the
Blackboard Announcements. The instructor reserves the right to modify/change course
requirements as circumstances dictate. For example, the instructor may change the number and
frequency of articles/cases, if needed. You will be notified about the change by e-mail or through
Blackboard.
Statement of Academic Continuity: In the event of an unforeseen adverse event, and classes
cannot be held on the campus of Texas A&M University–Corpus Christi; this course will
continue through the use of Blackboard and/or email. In addition, the syllabus and class activities
may be modified to allow continuation of the course. Ideally, University facilities (i.e., emails,
web sites, and Blackboard) will be operational within two days of the closing of the physical
campus. However, students need to make certain that the course instructor has a primary and a
secondary means of contacting each student.
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International Marketing Project
Spring 2015
MKTG 4340 International Marketing
Dr. A. N. M. Waheeduzzaman
Project due on April 28, 2015
I. Purpose
The purpose of the project is to familiarize you with the international marketing environment,
evaluate market potential and develop strategy to reach a target market. Assume yourself to be an
international marketing consultant to the company of your choice. Use “The Country NotebookA Guide for Developing a Marketing Plan” in the text as a guide in completing the project.
II. Task and Group
Pick a brand, product or a product category and conduct a preliminary market and industry
analysis. Preliminary analysis should lead you to a country (you may pick a region also) in which
you will be marketing your product. Get the project approved by the instructor by using the
project approval form. Your product and country/region must be approved by the instructor.
Foreign students must not pick their native country.
Your task is to define the target market, profile the customers, assess the market potential,
analyze the international marketing environment and design and implement the marketing mix
for the company in a specific country or a region.
You will complete the project in groups. Form groups and elect a leader on the first day of the
class. Leader of the group will be your primary liaison. No more than five members can be
included in one group. You cannot change the group membership without prior approval from
me. All members in the group should contribute equally and will receive the same grade. Groups
may opt for peer evaluation and differential grading. See Group and Peer Evaluation section
below for details. I will also explain this in class.
III. Submission Instruction
Collect data as per instruction and follow the format to write/present the findings of the study.
The project must be typed and submitted on time. Late submission will not be accepted. Submit a
MS Word copy via Blackboard by 11:00 AM on the day it is due and bring a hard copy in class.
For online submission use file name as follows: MKTG4340-Spring 2105-GroupX-Company
Name. Again, Blackboard will not accept late submission. I will grade the hard copy and keep
the electronic copy as reference. Only one submission from each group will be accepted. Group
leader will submit the project on behalf of the group. You can be penalized for multiple
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submissions.
V. Data Collection
Most of the data for the project can be obtained from various secondary sources including
Global Market Information Database (GMID), Census Bureau, Globaledge (Michigan
State University), The World Bank, United Nations, Central Intelligence Agency (CIA),
Heritage Foundation, Freedom House, Transparency International, IBIS World,
LexisNexis, Wharton Research Services, etc. Visit Bell Library Databases and my
website links. Use the same unit/base for exchange rate while collecting data from GMID
or any other source. I have found that year-to-year exchange rate is a good practice.
VI. Project Description
The project must be presented in a professional manner. Use the American Psychological
Association (APA) guidelines for writing style, citations and format. Bell Library has a short
handout on APA guidelines. All sources from which data have been collected must be properly
cited in the paper as references. Use the following format to report your findings. Follow the
page limitations for each section of the report. Again, The Country Notebook-A Guide for
Developing a Marketing Plan can be a very useful in completing the project.
1. Target Market Definition: Define the target market and make a profile of the customers
of the company. The target market definition of the company may begin with
segmentation. If the market is segmented then elaborate the basis for segmentation and
define each segment and its characteristics. If the company does not have segmented
markets then investigate and determine if segmentation is possible.
2. Estimation of Market Potential: Estimate the total market potential of the company with
the help of past sales data. If data are not available then conduct your own estimate. The
article, Waheeduzzaman (2008) delineates a few methods of market potential estimation.
Read the article before using them for the study. You may use Table 1 for your analysis.
The table is given as an example using durables possession data. Your actual table can be
different from this one.
3. Competition: Determine major players in the industry and discuss the nature of
competition in the country market. Suggest a competitive and positioning strategy for the
company. The segmentation analysis, conducted earlier, should be useful here. You may
use market share data, SWOT analysis, or other competitive analysis tools for this
section. Keep the focus in the country of your choice.
4. Analysis of International Marketing Environment: Explain how the external environment
affects the marketing efforts/functions of the company. Consider economic, demographic,
technological, legal/political and social/cultural factors affecting the industry, company
or product. Discuss how each of them affects the market. Specifically, identify those
factors/forces that directly affect the marketing efforts of company in the country of your
analysis. Use the
5. Designing of Marketing Mix: Determine the marketing mix for the company and suggest
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an implementation strategy. Explain each of the four Ps. Discuss product design and
attribute, pricing, promotion and distribution. If needed, suggest separate marketing mix
for each segment identified. Discuss standardization adaptation issues here.
6. Conclusion: Conclude the study with strategy suggestion for the company, especially in
marketing. Also, briefly discuss your learning experience here.
VII Project Presentation Format
The project must follow the format given below. You may put all tables and charts at the
end of the report. Be sure to refer them in the text. I will prefer that you maintain the page
limitations. The main body of the report cannot be more 35 pages excluding references,
tables, charts or graphs.
Cover page
Executive Summary (2 pages)
Table of Contents
I Introduction (1-2 pages)
Describe the purpose, scope, methodology and limitations of the paper.
II Target Market Definition (2-3 pages)
III Estimation of Market Potential (3-5 pages)
IV Competition (3-5 pages)
V Analysis of International Marketing Environment (4-7 pages)
VI Designing of Marketing Mix (4-7 pages)
VII Conclusion (2-3 pages)
References
Tables
Charts and graphs
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VIII Group and Peer Evaluation
As stated, project is a group work. It is not only a critical component in learning but also a
significant portion of the grade (40%). I expect you to work in groups, as closely as possible.
Team spirit and intra-group cooperation is essential for success. Try to develop favorable culture
from the very beginning. Divide the work, work together and receive the same grade for each
submission. If you opt for differential grading then use the following form and attach it with the
project.
Title of the Project
Group #
File Name:
Group Member
Student A
Student B
Student C
Student D
Overall Contribution
100%
90%
100%
80%
Actual Score of the Student
40*1.0= 40%
40*0.9= 36%
40*1.0= 40%
40*0.8= 32%
Overall contribution of the group member could be based on the following criteria (C1-C5). I am
interested in your final evaluation, i.e., the overall contribution score (maximum 100%).
C1: Attitude, mutual respect and interaction (20%)
C2: Attendance in group meeting (20%)
C3: Timeliness in group submission (20%)
C4: Involvement in group work (20%)
C5: Overall quality (20%)
I will explain this further in class. Again, peer evaluation is OPTIONAL and should be used for
differential grading only.
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IX Project Approval Form
This document must be typed. You must not proceed without the approval of the project. Once
approved the project cannot not be changed. Instructor will retain this approval form for
reference. Please provide the following information.
1. Date of submission
2. Name of the company with primary contacts
3. Names of the group members in the study
4. Brief description of the company (describe the company, its primary business, market,
revenue etc.)
5. Detailed time frame for the study (draw a time line for data collection, analysis, writing
etc.)
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X Project Evaluation: Written Part
Date: _____________ Project Title: ____________________________ Group: _______
Criteria
1
2
3
4
5
6
7
8
9
Points
10
10
10
10
10
Introduction
Target Market Definition
Estimation of Market Potential
Competition
Analysis of International Marketing
Environment
Designing of Marketing Mix
Conclusion
Citations and references
Overall quality and presentation
Total
Points Earned
10
10
10
20
100
Comments on the Project:
XI Project Evaluation: Presentation Part
Date: _____________ Project Title: ____________________________ Group: _______
Criteria
1
2
3
4
5
6
7
8
9
Points
10
10
10
10
10
Introduction
Target Market Definition
Estimation of Market Potential
Competition
Analysis of International Marketing
Environment
Designing of Marketing Mix
Conclusion
Team coordination
Overall quality and presentation
Total
Comments on the Project:
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10
10
10
20
100
Points Earned
Table 1
Market Potential Estimation for a Durable
Year
2008
Possession of the durable
Demand for the durable based on
possession data
Demand for the durable using chain
ratio method
Demand for the durable using method of
analogy
Average demand for the durable
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2009
2010
2011
2012
2013
Know Your Instructor
My Statement
I am an academic. I enjoy reading, teaching, conducting research, consulting, writing
and publishing. I believe every time I teach a student, publish a paper, make
professional presentation, or consult a company, I am making a marginal
contribution to the society.
Employment
Professor of Marketing and International Business in the College of Business, Texas
A&M University-Corpus Christi since 2000. Previously taught at Salisbury State
University (Maryland), University of New Haven (Connecticut), North South
University (Bangladesh), and Institute of Business Administration (IBA), Dhaka
University (Bangladesh).
Education
Ph.D. in Business Administration from Kent State University, Ohio. Have two
MBAs, one in International Business from George Washington University,
Washington, D.C. and the other in Marketing from Institute of Business
Administration, Dhaka University, Bangladesh.
Research Interest
Marketing and International Business. Special topics of interest include international
competitiveness, emerging markets, convergence and globalization.
Publications
Publications appeared in Competitiveness Review, Journal of Global Marketing,
Journal of Global Business, Journal of Transnational Management Development,
Midwestern Journal of Business and Economics, Journal of Management, Business
and Economics, and Proceedings of the American Marketing Association.
Associate Editor, Journal of Competitiveness Studies
Received University Excellence Award in Research at Texas A&M UniversityCorpus Christi. Received awards for Excellence in Teaching at Texas A&M
University-Corpus Christi and University of New Haven, Connecticut.
Distinctions
Honor Societies
Beta Gamma Sigma (George Washington University), Phi Beta Delta (Kent State
University), Alpha Mu Alpha (American Marketing Association) and Sigma Beta
Delta (University of New Haven).
Membership
American Marketing Association, Academy of International Business, American
Society for Competitiveness, International Management Development Association,
Society for Advancement of Management, and National Geographic Society.
Personal
Married, two children. Enjoy teaching, reading, writing, publishing and traveling.
Have traveled to over 20 countries of the world.
Good Luck! Have a Great Semester!
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