MKT 456-International Marketing
Fall 2004
Dr. Kyung-il Ghymn (keg@unr.edu)
Managerial Sciences Dept.
Office: BB 311C
College of Bus. Admin.
Office hour: 1:20-2:20pm:MW
University of Nevada
I.Course Objectives
This is an introductory international business course but an advanced marketing course. The
course is designed to introduce the student to a systematic and in depth analytic treatment of
marketing operations on a global scale. Although the course covers some basic international
environmental factors that affect the business decision-making process, the emphasis will be
placed on the strategic nature of the international marketing functions.
(Pre-requisite: MKT 210)
Specific objectives for the course include:
a) To provide an understanding of what International Business is, how it is developed, where
it stands now and where is it heading for the future.
b) To apply key international environmental factors to marketing decision makings.
c) To examine the major international trade concepts and theories and their assumptions &
critics.
d) To discuss and understand decision strategies in international marketing, alternative
approaches in different cultures.
e) To learn and practice some international marketing tools and techniques for better
management (developing skills in pricing, promotion, channels and product development).
f) To examine and become familiar with different information needs and the data source
availability.
g) To discuss some analytical tools to solve case problems in international marketing.
h) To consider control, evaluation and ethics in international marketing.
II.How These Objectives Will be Met
Several means of achieving these objectives will be employed. This will include:(a) reading the
textbook materials thoroughly; (b) preparing for and participating in class discussions;(c)
preparing and submitting case reports and term projects; and (d) lectures.
Executives of firms/organizations will be invited as guest lecturers.
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III.Conduct of Class
a) This course will be conducted on a combination of cases and lectures. Thus, the class will
emphasize the student participation in both case reports and class discussions. Individual
participation will constitute an important part of the total course grade. No participation in
discussion will lead the instructor to conclude that the student is not prepared and could have
a negative impact of 10%.
b) Everyone is required to submit a brief report (2 pages, typed, doublespaced) on all
assigned cases in addition to his/her oral presentation. The presenter's professional
manner(including proper dress), originality, and quality of presentation will be graded. No late
report will be accepted. The written case report must include:
1.
2.
3.
4.
C)
The case's major problems/issues/alternatives
Your reasons FOR or AGAINST the case
Your conclusion for the case
Detailed and proper citations of your references (either footnote systems or a separate
reference page (s) at the end of the case analysis)
Also, this course requires a major group (4 members formed on your own) term project.
TERM PROJECT
This project is to study the U.S. foreign trade practices with its major trading partners and
to investigate and identify their import barriers against the United States’ exports to these
countries. Follow the study guidelines below:
1.
Select one of the following countries for your study. Select one country.
USA againt:
1. Japan
16.
Chile
2. China
17.
Brazil
3. Korea
18.
Argentina
4. Canada
5. Mexico
6. Taiwan
7. Singapore
8. England
9. Germany
10. France
11. Italy
12. Spain
13. Nigeria
14. Kenya
15. South Africa
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2.
3.
4.
5.
6.
Organize your project team and submit your term project memorandum to your
instructor on September 15 which includes the country selected and the names of
the project team members. Also briefly state reasons for the country selection.
Submit your subject country’s culture paper (10-15 pages with references). This
paper includes your selected country’s traditional, unique and interesting
cultural characteristics that you want to share with your fellow Americans.
These findings are reported in your class on October 6 and your written report
is also submitted on this day.
Submit your subject country’s economic conditions (strength, weakness, trade
situations and specific trade statistics (against US) for the past 10 years.
Please consult with your instructor for more information on this part.
This written report is due on November 10.
Your class presentation on your term paper begins from November 24th and
your final written report due on December 1st. This is your major finding of the
term project. This portion includes: Detailed import barriers against American
products and the US import barriers against your study country. Include your
own analyses as to why the barriers exist and the future aspects of the trade
relationship.
For all reports above, footnotes and/or detailed references are required. Points
will be deducted when no or improper citations were made.
In summary, the main objective of this study is to examine the trade barriers between the
two countries: Cultural, political (administrative), religious, economic as well as tariff
barriers are to be detected and analyzed.
The report should include: 1) The study objectives, 2) the study methodology, 3) country’s
cultures, 4)economic and market structures, 5) 10 years’ trade statistics, 6) trade barriers
(cultural, political, economic, religious and tariffs), and conclusion including the future
perspectives regarding the trade barriers.
Basis of Grading
Participation in class discussion:
10%
Case(oral and written) reports:
20%
Project(oral and written) reports:
20%
Mid-term Exam
20%
Examination
30%
No make-up exam or late report will be accepted. For an emergency case, discuss it
with the instructor.
Grade "A": 90% or better performance
Grade "B": 80-89% "
"
Grade "C": 70-79% "
"
Grade "D": 58-69% "
"
( (+)/(-) grade policy is in effect for this course)
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Attendance Policy
3 or more unexcused absences may bring one grade level down.
Textbook
Cateora, Philip R. and John Graham, International Marketing, 12th ed. Irwin, 2005,
and the Wall Street Journal
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Fall 2004
Syllabus for MKT 456
Dr. Kyung-il Ghymn
----------------------------------------------------------------------------------------------------------------------Date
Topics
Assignments
---------------------------------------------------------------------------------------------------------------------8/23 Introduction, course description,
term paper and topic discussion
8/25
The importance of international marketing for the U.S. economy
(homework handout distribution)
Domestic vs. International Marketing:
Past, present, and future
8/30
Library tour for international business information
9/1
Financial Aspects of International Marketing (handout exercise)
9/8
International Trade Concepts and Theory:
Historical Development of World Trade &
U.S.Trade
9/13
IMF, World Bank, Asian Financial Crisis and Lessons Learned.
9/15
World Marketing Environment:
Cultural, Political, Social(population)
and Legal environments
9/20
Project Day
9/22
Term Project Proposal due:
A memorandum(to the instructor) regarding the
team's project, the names of the project members
and the country selected
Chapt. 1&2
Chapt. 3&4
Chapts. 5,6,7
Class Debate:"Globalization (Free trade) vs. Protection”
(For all debate cases, everyone must
take a side and participate)
Chapt. 10
and
Library data
sources
Presenter:(globalization)_____________________
Counter Presenter(protection):_________________________
9/27
International Marketing Research
chapt. 8
5
9/29
Consumer Behavior
10/4
Culture paper presentation by each project team
and the written report due
10/6
Class Debate: MNCs: Development Agent or
Exploitative Agent
Presenter:(development)
Counter Presenter:
Chapt.9,10
& library
sources.
_____________
_______________
10/11 Global Marketing:
McDonald’s(video)
British Beef(video)
Yoplait (video)
Trade dispute (video)
US Companies Doing Business Overseas (video)
10/13 Class Debate (Case 1-3):
"Nestle-The Infant Formula Incident”
Presenter:(Nestle at fault)_________________________________
Counter Presenter(Consumers at fault)______________________
10/18 International Product Development Decisions
chapts. 12,13
10/20 Project day
10/25 Mid-Term Exam (Coverage: Chapters 1-10)
10/27 International channels/logistics
11/1
chapts. 14,15
Class Debate(Case 2-3):"To Bribe or not to Bribe?"
Presenter (to bribe):___________________________
Counter Presenter (not to bribe):_________________________
11/3-8 Special lecture on:"Mktg systems and
structures in Japan, Korea, China, Taiwan,
Hong Kong, Thailand, Malaysia, Singapore,
Indonesia, S. America and Europe."
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11/10 International Promotion Strategies
Economic/trade Statistics due
Chapt.16,17
11/15 The Internet and Its Impact on Global Marketing
11/22 International Pricing
Chapt. 18, 19
11/24 Project day
11/29-12/1 and 6
Student Project presentations (25 min. for each team; power-point presentation; submit
a disk copy).
12/13 Final Exam (2:15-4:15p)
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