BUS 335
INTERNATIONAL MARKETING
http://www.ups.edu/sbl/mccullough.html
Course Outline
Fall 2011
Dr. Jim McCullough
McIntyre 111 F
Office Hours: TuTh 1-2 p.m. or by appointment
Please note: There will be three special sessions held on Wednesdays from 4-7 p.m.
to insure adequate coverage of material in this class and to compensate for three
weeks when no classes are scheduled. These sessions are required and you are
expected to attend these sessions as a normal and integral part of the course. Two of
these sessions will be held for presentations by students which otherwise would have
been made during class time: one of these sessions will be held on Wednesday,
September 28 and one will be held on Wednesday, October 19. There will be one
International Marketing Fieldtrip on Wednesday, November 30. All students are
expected to attend these sessions. If you have concerns about these requirements
please contact the instructor as soon as possible.
Objectives: BUS 335 was developed to provide students with the background for
making marketing decisions in the international business environment and to develop
their capacity to assess and solve international marketing problems. This course will
provide an understanding of marketing principles as a basis for conducting research and
evaluating opportunities existing in international markets and examining the risks facing
business activities in those markets. Through lecture, discussion, and research, students
will develop the ability to prepare marketing programs that effectively reduce risk and
take advantage of opportunities in the marketplaces of the world.
This course has been designed to meet the needs of you, the student, and it is taught for
your benefit. If there are topics and issues you would like to see discussed, or portions of
the material with which you have difficulty, please feel free to bring those concerns and
problems to the attention of the instructor early in the semester so they might be
adequately handled.
Approach: This course will be taught using lectures and discussions of the various areas
of international marketing. These sessions will be supported by research and practical
projects designed to introduce greater realism and perspective to the course. Student
participation is a key element in the learning situation and your active involvement in
course activities is expected.
Text: Keegan, W.J., and M.C. Green, Global Marketing, 6th edition, Prentice-Hall, 2011.
Text: M.B. Wood, The Marketing Plan Handbook, 4th edition, Prentice-Hall, 2011.
Evaluation: Students will be evaluated on the basis of written and oral work, one
examination, and class participation. You are expected to be prepared for class and you
should expect to be called upon to present your analyses and perceptions on the material
assigned for discussion. You are expected to keep aware of changing conditions in world
markets, and, if you do not already to so, you should develop the habit of reading current
news sources regularly.
All written work must be turned in on the date indicated and must be typed. Late or
untyped work will not be accepted.
Pay particular attention to the relative weights of course work, as there will be no extra
credit, and your final grade will be based on your cumulative performance. In the
determination of your final grade, material will be given the following weights:
Examinations:
Midterm examination (individual)
15
Research papers and presentations:
Identification of Unmet Needs (individual)
Commodity Assessment (group activity)
Country Market Assessment (group paper)
Individual Summary of Country Assessment (individual)
Persuasive Presentation (group activity)
Marketing Plan (group activity)
Current Event Report (individual)
15
10
10
10
10
10
10
Class participation:
10
Total possible points
100
Examination: The examination will be based on material covered in class, project
activities, and case analyses, and may include essay or short answer questions and
problems.
Evaluating Unmet Needs: You should identify an unmet or unsatisfied need in the
global marketplace. This should be a need you identify in potential consumers that you
believe could be satisfied by appropriate application of marketing. It should not be the
need for a specific product. You will write a short paper of approximately five pages in
which you explain your identified need, discuss its scope, and suggest how it might be
satisfied. You should provide appropriate references. We will discuss these needs in
class but formal presentations will not be made.
Commodity Assessment: You will be assigned to a small group responsible for studying
one of the many commodities produced for export in the State of Washington. You will
conduct a study of the production, handling, and marketing of one commodity in several
foreign markets. You should focus on identification of different strategies used in the
international marketing of your commodity. Your group will make a formal presentation
comparing the marketing strategies used for your commodity. This presentation should
be comprehensive and professionally done. You will have approximately 15 minutes for
your presentation and these presentations will be made at a special session outside of
normal class time. You will submit a written report of your individual analysis at the time
of your presentation.
Research Papers and Presentations: You will be assigned to a small group to study a
country exhibiting significant political change or rapid economic growth and develop a
detailed market assessment of that country. Each of you must prepare two page
executive summaries of both the Cultural Analysis and the Economic Analysis and
include these in your paper. At a special class meeting outside of normal class time your
group will present a promotional poster presentation emphasizing the potential of
market in the country you have been studying. You will also prepare a one page
promotional poster based on your market assessment. This presentation should be
designed to convince the viewer of the potential in your country’s market. Your
promotional materials should include text, graphics, and other material you feel presents
your market in the most effective fashion. After viewing your promotional presentation
the class and other visitors will vote to determine the most promising markets. These
most promising markets will be selected for further analysis and discussion and the vote
will provide a basis for a portion of the presentation grade. Marketing opportunities in
the selected countries will be examined by small groups of students, and each group will
propose a marketing plan they feel has potential to succeed in that country. Your
strategic plans and analyses will be presented by groups in class during the final
examination period and a plan summary prepared by the group will be submitted in
writing at the time of the presentation.
Current Events: Each student will be responsible for presenting a five-minute oral
presentation of a current news item at the start of a class once during the semester. These
presentations will be made in the foreign language you have studied at the University of
Puget Sound or the language you used to satisfy your foreign language requirement. You
should consider how to make your presentation understandable to students who cannot
understand the language of your presentation. Current events must have appeared within
one month of your presentation and should relate to the topic being discussed in class on
the day of your presentation. You must explain why this event is important to us and
discuss what we can learn from the story. A sign up for current event dates will be taken
at the start of the semester.
Class Participation: You are expected to participate in class discussions and activities
and attend student presentations and the library orientation. Your participation grade will
be based on attendance at required class sessions and your overall contribution to the
class.
COURSE SCHEDULE
Week 1
Week beginning August 29
Tuesday:
Introduction to International Marketing—Course Overview
Discuss Marketing and the Marketing Concept
Read: Keegan and Green, Chapter 1
Thursday:
Introduction to Marketing
Read: Wood, Chapters 1-2
Week 2
Week beginning September 5
Tuesday:
Markets and Consumers
Read: Wood, Chapter 3
Read: Keegan and Green, Chapter 6
Assign: Identification of Unmet Needs
Thursday:
Market Segmentation, Targeting and Positioning
Read: Wood, Chapter 4
Read: Keegan and Green, Chapter 7
Week 3
Week beginning September 12
Tuesday:
International Trade and Economics
Read: Chapter 2 and 3
Present: Current Events
Thursday:
Commodity Trade
Present: Current Events
Assign: Commodity Assessments
Week 4
Week beginning September 19
Tuesday:
Social and Cultural Environments
Read: Keegan and Green, Chapter 3
Present: Current Events
Thursday:
Social and Cultural Environments
Present: Current Events
Write and discuss: Assessment of Unmet Needs
Week 5
Week beginning September 26
(A special session to present commodity assessments will be held this week on
Wednesday, September 28, from 4-7 p.m. This required session is in addition to
normally scheduled class sessions.)
Tuesday:
Political, Legal, and Regulatory Environments
Read: Keegan and Green, Chapter 5
Present: Current Events
Wednesday:
Special session (4-7 p.m.) Commodity Presentations
Thursday:
Political, Legal, and Regulatory Environments
Present: Current Events
Assign: Country Market Assessments and Persuasive Presentations
Week 6
Week beginning October 3
Tuesday:
Global Marketing Management
Read: Wood, Chapter 5
Read: Keegan and Green, Chapter 8
Present: Current Events
Thursday:
Market Entry Strategies
Read: Keegan and Green, Chapter 9
Present: Current Events
Week 7
Week beginning October 10
Tuesday:
Competition
Read: Keegan and Green, Chapter 16
Thursday:
Brand and Product Decisions
Read: Wood, Chapter 6
Read: Keegan and Green, Chapter 10
Present: Current Events
Write: Country/Market Assessments due by 5 p.m.
Week 8
Week beginning October 17
(A special session will be held this week on Wednesday, October 19, from 4-7 p.m. to
make persuasive presentations. This is required session is in addition to normally
scheduled class sessions.)
Tuesday:
Fall Break--no class scheduled
Wednesday:
Persuasive Poster Session (4-7 p.m.)
Thursday:
Pricing Decisions
Read: Keegan and Green, Chapter 11
Read: Wood, Chapter 7
Present: Current Events
Week 9
Week beginning October 24
Tuesday:
Midterm Examination
Thursday:
No class scheduled
Week 10
Week beginning October 31
(No classes scheduled)
Week 11
Week beginning November 7
(No classes scheduled)
Week 12
Week beginning November 14
(No classes scheduled)
Week 13
Week beginning November 21
Tuesday:
Channel Decisions
Read: Keegan and Green, Chapter 12
Read: Wood, Chapter 8
Review: Keegan and Green, Chapter 8
Present: Current Events
Thursday:
Thanksgiving Holiday
No class scheduled
Week 14
Week beginning November 28
(A special session will be held this week on Wednesday, November 30, from 4-7 p.m.
for a field trip to local markets. This is required session in addition to normally
scheduled class sessions.)
Tuesday:
Communication Decisions
Read: Keegan, Chapter 13
Present: Current Events
Wednesday:
International Marketing Field Trip (4-7 p.m.)
Thursday:
Communication Decisions
Read: Keegan and Green, Chapters 14 & 15
Present: Current Events
Week 15
Week beginning December 5
Tuesday:
Developing Marketing Plans
Week 17
Week beginning December 12
Final Examination: Marketing plans will be presented in group format during the
time of the final examination. There is no written final examination.