Semester 1, 2024 INTERNATIONAL MARKETING* (BUSS340) Professor Class Office Office Hour Teaching Assistant 정인식 JEONG Insik LP 210, Mon & Wed 1:30-2:45 pm LP 618, ijeong@korea.ac.kr Mon 2:45-5:00, Wed after class & by appointment Jae, jaybae4606@korea.ac.kr Course Description This course serves as an undergraduate-level seminar on international marketing (IM) for Korean firms. The primary objective of the course is to provide a framework for managing marketing operations across borders. Emphases will be given to the analysis of international markets, their respective consumers and environments, and various marketing management issues required to meet the demands of true global markets. In particular, this course will focus on: (1) international marketing challenges from the perspective of Korean firms, (2) developing marketing strategy based on analysis of customers and markets in foreign countries, and (3) various marketing examples in the context of Asian markets as well as emerging markets, such as India, Malaysia, Indonesia, Vietnam, and Thailand. Course Material Primary - lectures - journal articles & cases: a list will be provided in class - presentations, discussions and Q&As - tutorials Secondary (required) - Green & Keegan (2020), Global Marketing (10th edition), Pearson If you have not taken any marketing courses yet, pick an introductory marketing textbook, then begin reading chapter 1 and other chapters dealing with STP, consumer behavior, product and brand, among others. Course Format & Grade This course is conducted along a seminar format, using a combination of lectures, class discussions, case analysis, in-class exercises, and student presentations. Given International Marketing (U) 1 the format, it is essential for students to read assigned book chapters, cases, articles and/or other reading materials for each class. Refer to the Class Schedule to be available on Blackboard. The lectures will often focus on advanced international marketing issues that are neglected in contemporary IM textbooks. In addition, IM challenges and strategies adopted by Korean and Asian firms are not necessarily covered in most textbooks, based on marketing practices of North American and European firms. Participation & discussion Assignment & quiz (5 points each) Tutorial (5 points x 6) Exam (midterm & final) Total 10+ 20+ 30 40 100+ points Optional: case or topic presentation, extra credit (maximum 10 points) Exam & Quiz There will be midterm and final exams. Quizzes will be given regarding reading assignments such as textbook chapters, cases and articles. Further information will be provided in class. Tutorial A total of six tutorial sessions are offered to enhance student learning and participation. For each session, a practical international marketing topic is pre-announced with reading assignments, based on which students will be able to join group discussions exploring the topic in the classroom. From each tutorial, students can get a maximum of five points toward his/her final grade. Zero point in the case of absences or no participation. Case Analysis To give a pragmatic focus to the course, a series of cases and managerial issues will be discussed. Case analysis will be a core component of learning in this course. For each case, a list of issues will be announced for discussion (see Blackboard). For extra credits, some students may make a presentation to address the questions given concerning each case analysis. Typically, two students will be responsible for presenting a case for about twenty minutes, followed by Q&As. Your presentation will have to address the afore-mentioned issues assigned for each case. Upload the ppt slides in advance so that other students will have a chance to review your material. Follow the guideline for case presentation. International Marketing (U) 2 Assignments 1. All the assignments submitted or presented should be an original work independently prepared by each student or group. Copying and/or exchanging assignments between students or from other external sources are strictly prohibited. 2. Whenever applicable, the reference section should reveal all relevant information on each referenced article, book, URL, interview, etc. Chat GPT? Additional Notice 1. A teaching assistant will be available to facilitate lectures and student evaluation. The TA will be responsible for course administrative issues and grading. 2. Announcements regarding assignments and other coursework will be frequently made during class sessions. It will be the individual student’s responsibility to take note of these announcements for him/herself. TA is not responsible for your negligence concerning assignments and due dates. 3. Students are expected not to interfere with lectures, discussions and presentations with inappropriate behavior. Do not use notebook or smartphone for other matters. 4. Absences count. Multiple absences can have a significant influence on a student’s final grade, as the student is not able to participate in class discussions at all. * Subject to change or to be announced in class International Marketing (U) 3 Topics Covered Basic issues in international marketing (IM) - IM concept, domain and characteristics - Korean AND Asian perspectives International marketing environment - demographic environment - cultural environment - economic environment - ‘emerging’ markets in Asia - market differences and marketing challenges Segmentation & positioning in international markets - consumer behavior - country: origin issues - segmenting international markets - positioning issues Global marketing strategy - standardization versus adaptation issues - product management issues - launching new products in international markets - global brand management - marketing globalization issues - marketing localization issues - marketing competition between global and local firms (brands) - marketing cultural products globally - global marketing & digital platforms * Subject to change. Details to be announced in class. International Marketing (U) 4
