Our mission is to enrich each student's life and
learning experience through an ethics-centered
education focusing on transforming concepts into
business practice.
International Marketing
MUSCARELLE 206
Tues Thurs 3:30pm-4:45pm
Professor JoAnne Beiter
OFFICE :
PHONE/E-MAIL:
Administrator:
MEETING TIME :
OFFICE HOURS:
REQUIRED TEXT:
CONNECT:
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Jubilee Hall 671
joanne.beiter@shu.email
Ms. Tanya Dixon/JH 5th floor
Tues and Thurs 3:30pm-4:45pm
CREDIT HOURS: 3
Mon/Wed 1pm-5pm
Th by appt . 5pm-7pm
Fri 10am-2pm- Teams
International Marketing 19th edition.
Cateora,Money,Gilly,Graham
Technical Support : 800.331.5094
FALL 2023
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WHAT IS INTERNATIONAL MARKETING?
“International Marketing is the performance of business activities designed to plan, price, promote,
and direct the flow of a company’s goods and services to consumers or users in more than one
nation for a profit.”
This term we will examine the environmental forces that are impacting global markets and how
that will alter the practices of international marketing. You will create a Country Notebook – A
Guide for Developing a Marketing Plan. (using your selected Country) In the last few classes
of the semester we will have a series of team presentations where we will share our plans for a
specific brand in a particular country or region as well as our opinions about international
Marketing trends.
Course Objectives:
In this course, we will examine the global opportunities and challenges that commonly confront
an international marketing manager. By the end of the course, you will:
● Identify current marketing issues that global marketing teams encounter in a multinational
environment
● Analyze a global company structure and the portfolio of brands marketed in international
markets
● Understand the basics of international trade and trade organizations such as WTO, IMF and
World Bank
● Learn how global trend analysis helps marketers predict customer needs
● Structure a SWOT analysis for countries and region
● Understand the different cultural, regulatory, and legal environments in different global regions
● Consider the impact of technology and social media trends and the impact on global
marketing campaigns
● Understand the need to develop cross- cultural communication and negotiating skills
We will achieve these objectives through the text, cases, current articles, and videos addressing
current shift in global philosophies and policies.
TEACHING PHILOSOPHY
Today’s global economy is rapidly changing as new digital technologies are interconnecting,
automating and transforming traditional methods of Global Marketing. The goal for this class is
to provide a broad understanding of today’s global marketing trends, terminology and best
practices through applying real life applications/examples within the classroom and course
assignments.
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Class meetings will consist of lectures, current events, article discussions, guest speakers and
presentations. ALL students are asked to participate in these discussions sharing information
and individual experiences. A combination of lecture/discussions, written assignments and
student presentations will be used to achieve the goals of this course. The term project
( Developing a Global Marketing Plan) will provide an opportunity to practice as a global brand
team that must operate in the midst of consistent change and uncertainty
On-time attendance is required at ALL classes and it is the student’s responsibility to be aware
of all handouts, assignments, and announcements given in class. Please exchange cell/email
with 2-3 students in class to obtain missed lectures/assignments.
Please know that the best way (outside office hours) to reach me is at joanne.beiter@shu.email.
If there is more urgent matter, please contact Ms. Tanya Dixon at 973-275-2531 and she will
contact me via phone. If you are having difficulty in the course or experience a situation that
affects your class performance, do let me know to mitigate a minor difficulty, escalating into a
serious issue.
ACADEMIC HONESTY
Each student is responsible for maintaining high standards of academic honesty and ethical
behavior. Therefore, all students’ work must be original and written in their own words. They
may quote authors where necessary, but they must be appropriately referenced. No cheating,
plagiarism or any other type of dishonest behavior will be tolerated. Copying the work of a
current or past student, or plagiarizing in any way, will result in a grade of “F” for the course.
ARTIFICIAL INTELLIGENCE (AI)
Chat GPT is active as a source in the present day. It is not a substitute for original
work. Expectations and grading of all essays, case analysis and written work for the ALL
projects to be original work. Chat GPT is a third-party source and if used… it must be cited as
one would any other quotation. If not… it is considered a form of plagiarism and will not receive
credit for original work.
ASSIGNMENTS AND GRADING
EXAMS E1-20%, E2-20%,E3- 25%
65%
Group Assignment .............................. 20%
Cases/Participation ................................ 15%
Total .................................................. 100%
Scale:
A =
A- =
B+ =
B =
B- =
95 to 100%
90 to 94.9%
87 to 89.9%
83 to 86.9 %
80 to 82.9%
C+
C
CD+
D
F
=
=
=
=
=
=
77 to 79.9%
73 to 76.9%
70 to 72.9 %
65 to 69.9%
60 to 64.9%
below 60%
EXAMS- 65% There will be a total of 3 Exams (non cumulative). Exams will be comprised of
both multiple choice and essay questions.
CLASS PARTICIPATION/HW/CASES – 15%
Class participation not only demonstrates preparedness, but also enhances the learning
process. Since the class will be based on discussion/lecture, you are strongly encouraged to
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read the Chapter prior to class, participate in the exercises, articles, cases, and other topics
raised in class. Homework will be assigned each class and noted accordingly.
Case studies are a part of your normal weekly Chapter(s) homework assignments. Case studies
will be presented in groups during the semester and are counted towards class participation.
Your presence in class is essential to your ability to understand and apply the material covered
in this course. Therefore, attendance is mandatory. This does not mean that you cannot miss
class; you are the best judge of your own priorities and it is understandable that, at times, other
commitments (or illness) may prevent you from attending class. If you miss class, it is your
responsibility to obtain the lecture or discussion notes and handouts, if any, from your
classmates. Excessive absences do reflect a lack of commitment to the course and will lead to a
lowering of your grade. Perfect attendance without active participation may result in a lower
participation grade.
Overall it is important that your comments fit into and build on previous ones. So, participation
also involves active listening. Below are some guidelines…
Lecture / Discussions: Active participation means making a contribution that moves the
discussion forward. Examples include: drawing useful implications out of facts and
principles presented in the cases and articles; engaging in a thoughtful dialogue with
other class members; asking interesting questions; enhancing class discussions with
real world examples and experiences.
Case/ Article Preparation and Discussions: The success of the case/article method relies
on your preparation and active participation. That material is never learned by merely
sitting back and listening to others discuss what you have not prepared. Therefore, it is
essential that you thoroughly read and prepare each assigned Chapter HW and the
case/article. One case will be assigned each group, and articles are to be
GROUP ASSIGNMENT – 20%
The group assignment is comprised of developing COUNTRY NOTEBOOK AND GLOBAL
MARKETING PLAN. We will be discussing the details of this assignment in February as to what
needs to be researched, developed, written and presented in April/May.
LIBRARY RESOURCES
For NYT and WSJ content please direct students to use the links within the Business Resources
Guide. Subscription content is available to all SHU faculty and students.
Special Accommodations
Students at Seton Hall University who have a physical, medical, learning or psychiatric
disability, either temporary or permanent, may be eligible for reasonable accommodations at the
University as per the Americans with Disabilities Act (ADA) and/or Section 504 of the
Rehabilitation Act
In order to receive such accommodations, students must identify themselves at the Office of
Disability Support Services (DSS), provide appropriate documentation and collaborate with the
development of an accommodation plan. The DSS phone number is 973-313-6003, email
address DSS@shu.edu. For further information, please go to https://www.shu.edu/ disabilitysupport-services/
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PLEASE COME TO CLASS PREPARED TO ACTIVELY PARTICIPATE…
1. READ THE CHAPTER
2. ANSWER ASSIGNED HW QUESTIONS
3. READ & PRESENT CASES
4. PRESENT CURRENT EVENTS
5. WORK AS AN EQUAL TEAM MEMBER ON GROUP PROJECT
DATES
Aug
29
31
Chapter 1: Scope and Challenge
Chapter 1: Scope and Challenge HW
Sept
5
7
Chapter 2: Dynamic Environment
Chapter 2: Dynamic Environment HW
12
14
Chapter 3: The Foundations of Culture
Chapter 3: The Foundations of Culture HW/Case
19
21
Chapter 4 : Cultural Dynamics in Assessing Markets
Chapter 4: Cultural Dynamics in Assessing Markets HW
26
28
Chapter 5: Culture, Management Style
Chapter 5: Culture, Management Style HW/ Case
Oct
Nov
3
DEVELOPING A COUNTRY NOTEBOOK – discussion
5
EXAM 1 – 20% Chapters 1, 2, 3, 4, 5
12
17
Chapter 6: Political Environment
Chapter 6: Political Environment
19
Chapter 7: Legal Environment - HW
24
26
Chapter 9: Economic Development – Americas
Chapter 9: Economic Development – Americas HW
31
2
Chapter 10: Europe, Africa, Middle East
Chapter 10: Europe, Africa, Middle East HW/Case
7
9
Chapters 11: Asia Pacific
Chapters 11: Asia Pacific HW
9
14
16
HW/Case
TAKE HOME EXAM- 20% Chapter 6,7,9,10,11
Chapter 15: International Channels
Chapter 15: International Channels
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DUE ON 16
DEVELOPING A COUNTRY NOTEBOOK OUTLINE
21
23
Chapter 13: Products/Services
HAPPY THANKSGIVING ¡!
28
30
30
Chapter 13: Products/Services
Chapter 13: Products/Services
Chapter 18: International Pricing (1/2 chapter)
5
7
FINAL EXAM 3
Chapter 16: Integrated Communication/Advertising 2 groups present
Chapter 16: Integrated Communications/Advertising 3 groups present
AS PER UNIVERSITY DATES: December 13-19
GLOBALIZATION
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