Towson University
College of Business & Economics
________________________________________________________________________
MKT 445.003
International Marketing
Fall 2010
Syllabus/Course Outline
Instructor:
Dr. Feisal Murshed
Assistant Professor
Office: ST 123P
Email: fmurshed@towson.edu
(410) 704 2426 (Telephone)
(410) 762 3282 (Fax)
Office Hours: Tuesday and Thursday: 1:45 to 3:15 and by Appointment
Course Materials:
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Text: Gillespie, Kate, Jean-Pierre Jeannet, and H. David Hennessey, Global
Marketing, 2nd edition. Houghton-Mifflin, 2007. ISBN: 0-618-65953-6
Note: the text will be used for background reading. This means you will have to
read the chapters anyway. International Marketing is a dynamic field and its
environment, what appears to be chaotic, is constantly changing. The class will go
well beyond what is described in the text. This means the lecture may not follow
or duplicate the text.

Lecture slides are available online at Blackboard. The site will also contain
important announcements and copies of the Powerpoint slides we will be using.

As required, I shall pass out additional materials in class. We will also watch a
host of marketing related videos. Most of these materials cannot be posted in the
BB because of copyright issues.
Course Description:
Impact of international marketing environments on pricing, product, channels of
distribution, advertising and promotion. Problems and obstacles related to market surveys
and development of policies. Regional studies. Prerequisites: MKTG 341/342.
Majors only. Junior/senior standing
Course Overview:
The overriding objective of the course is to introduce you to the fundamental tools and
concepts of international marketing and help you develop a global perspective on
strategic marketing problems. You will note that many fundamental assumptions need to
be reexamined when applied to the marketplace outside the home country. The course is
designed to acquaint you with institutional, cultural and economic knowledge on
international markets and marketing, and will address the unique challenges of marketing
in today’s global economy. You will identify those issues and tasks critical to the
prospects and problems of marketing outside home countries. The course will address
how to balance the local and global considerations when developing the marketing mix.
Upon completing this course, you will be able to understand the context of marketing and
judicious application of marketing strategies in foreign markets, as such, recognize how
client needs, wants, and desire change as market place marketing variables also change
according to cultural and structural constraints.
This is especially interesting time to study international marketing. The world has seen
some unprecedented changes. Both domestic and economic activities were down for a
while, and in such dire economic time, international marketers could play important role.
Note that as the countries and forms around the world try to stabilize, any international
intervention of one nation is likely to impact others rapidly. You have to understand and
appreciate that chain reaction.
The learning process will draw upon a combination of lectures, discussions, practical
examples, and cases. The learning materials include the cultural environment of global
markets, assessing global market opportunities through consumer behavior research,
global marketing strategies for the international marketing mix, and implementation of a
global marketing strategy. The course is designed to be as interactive as possible.
Obviously, there will be substantial information that will need to be conveyed by me in a
lecture format. However, you are encouraged to pose questions, make comments, raise
examples from your own experiences and observations, and the discussion in a
meaningful way. You are encouraged to heighten your awareness and observation of
international events and activities occurring all around us and reported in popular media.
Feel free to bring these observations and share them in class but, get in the habit of
exploring how it is related with what we discuss in the class.
The course will be challenging and will certainly demand your time. You will have to
learn extensively about foreign countries: culture, history, geography, business customs,
and the recent events. We will also develop knowledge about the key global industries
and the latest trends surrounding those. It will also compete for time from other
involvements. As a standard rule, you are expected to put in about one hour of work at
home or the library for each class meeting. I enjoy leading adult discussion and facilitate
adult learning experiences. You will enjoy the class and will learn critical marketing tools
and their applications here, but the process will happen if, and only if, you are prepared.
This means you will have to take the responsibility. Bring an open mind, willingness to
work, and some curiosity to explore the materials in this course. Do these simple things:
you will do well, learn valuable things, and most importantly, will enjoy the process. Past
students have described this course as ‘a lot of work and a lot of fun.’ My personal
objective is to make it practical and relevant to you in your career. You may appreciate it
later.
Objectives of the Course:
This course is designed to:
1.
Enhance appreciation of international marketing as an area in which general
marketing principles are applied to a wide, often richly complex variety of
business environments.
2.
Deepen understanding about the cultural differences and how that can
influence marketing decisions.
3.
Increase the students’ levels of verbal sophistication by intelligently
discussing international marketing activities and make students aware of
current international marketing activities
4.
Accomplish the learning objectives of: critical thinking, skilled writing,
skilled oral discussion/presentation, and application of knowledge gained.
Course Evaluation and Grading Scheme:
Students will be evaluated on the basis of three exams, assignments, country project,
quizzes, and lecture participation. Weights will be as follows:
3 Exams
Case/Assignments
Quizzes (best three)
Country Project
60%
15%
10%
15%
100%
300 points (100 per exam)
60 points
40 points
100 points
500 points
The official university grading scheme will be utilized in this class.
Grade
A
AB+
B
BC+
C
Grade Points Per Unit
4.00
3.67
3.33
3.00
2.67
2.33
2.00
Numeric Equivalent
100-94
93-90
89-87
86-84
83-80
79-77
76-70
D+
D
F
1.33
1.00
0.00
69-66
65-60
59 and below
Getting to Know You:
Even with large section sizes, I work to get to know you. This benefits you in several
ways. Every year I get asked to write letters of recommendations. If you don’t believe me
on this, ask some of last year’s students. But how can I do this if I don’t even know your
name? Therefore, please get a name tent and bring everyday to class. If you forget,
replacements will be cheerfully provided.
Know that I will prowl the aisles during class but have no fear. This class is all about
learning and having fun in the process.
Attendance and Participation:
Your presence in class is essential to your ability to understand and apply the material
covered in this course. You are expected and required to be here. Your attendance and
participation make a difference in your exam performance and eventually, in your grade.
Participation will occur during the class and there will often be in-class assignments. The
textbook will be used largely as a reference, and we will have an open discussion about
each of the chapters, plus any outside readings. You are expected to have read the text
and assigned readings prior to coming to the class (to complete additional research if
necessary) and expected to actively participate in the class, making quality comments that
advance the discussion.
In addition to your own original contributions to the discussions, good participation
requires listening to others, so that you may build constructively on others’ contributions.
It is critical that you give and receive criticism in a professional manner. For example, if
someone feels that the points you raise are not correct, or invalid, does not imply personal
criticism.
Throughout the course, quality of participation will be emphasized. In evaluating class
participation, a variety of criteria are used, such as whether it is:
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Accurate, concise, and reasonable
Well supported and defensible
Timely and linked to the current discussion
Action-oriented (not merely descriptive)
Participation includes adding new thoughts or questions as well as commenting on fellow
student responses. The understanding and application of concepts is best reinforced by
communicating with others. I will be the observer/facilitator of this process and will be
assessing your contributions to the topic-related discussions. From time to time, I shall
interject comments. But for the most part, the discussions will be left to the class. I shall
also provide additional ideas to consider. Healthy dialogues and differences of opinions
are good.
Absent is absent:
I do not expect anyone to miss any classes except for illness and pressing emergencies. I
shall, however, not be judging if your absence is “excused” or “unexcused”, whatever
this means. Simply: you are there or are not there. This means there is no point in letting
me know why you have missed a class. As illness or personal emergencies are
unpredictable, it would be very unwise to “cut” class a number of times early in the
semester. As I mentioned before, a good number of exam questions will be based upon
material touched upon within the classroom, your grades are likely to suffer if you do not
attend or fail to take good notes. Should you miss a class, be sure to obtain notes from
your classmates.
Case and Assignments:
For both case and assignments, you will work in a group of two and you should work in
same setting for all the cases. We will finalize the setting in the very first class. For the
case, you will have to respond to specific questions. You should try to apply what you
read and learn in the class discussion to your case analysis. Overall, you should exhibit
knowledge of the core issue as well as presenting a thoughtful, well-organized and wellreasoned discussion. In addition, there will be quite a few in-class and field assignments
that you have to do. You cannot elect to do a different assignment than the ones assigned
to you.
Some of these assignments will be assigned and done in the in the class. Those could be
based on current global events. This is yet another reason that you cannot afford to miss a
class.
The quality of case/assignment will be judged as an A, A-, B, C, or Unsatisfactory (U).
An A grade will earn you 10, an A- will earn you 9, a B will earn you 8, and a C will earn
you 7. An unsatisfactory grade will earn you anywhere from zero to 6 points. For the
case, an unsatisfactory grade will be awarded if the analysis is merely a repetition of facts
from the case. Late assignments will not be accepted.
List of the Case (two person assignment)
Case 3.1: Banning Barbie P. 90
Questions: 1, 2, & 3.
Due: 09/30
Individual Assignment 1: Will be assigned in the class.
Due: 8/31.
Individual Assignment 2: One page summary of Guest speaker lecture.
Due: 9/28
List of Assignments (two person assignment):
Field Assignment: Will be posted in BB.
Due: 09/02
Global Banks assignment: Do some research and find out 10 leading Global Banks. You
will see that the ranking could be based on many attributes such as: size, market
capitalization, etc. Provide some information about the nature of operation, size,
subsidiaries, country of origins etc. You cannot include more than two US based bank.
Due: 09/14
Country of Origin Assignment: For the following countries find out some positive and
negative ‘Country of Origin’ associations. It could be an industry, product, service,
person, historical association. It is important that you are not ethnocentric in your
evaluation.
Switzerland, France, Italy, India, Australia, and Germany
Due: 10/19
Global Brand Assignment: You are required to choose two Global brands and provide a
one page short description of each. You can choose a product (BIC) or a service (HSBC)
or an organization (UN). You can also choose a person! For example, it should be
difficult for you to demonstrate how Nelson Mandela or Diego Maradona can be a global
brand. You cannot choose a brand of a US origin.
Due: 11/09
Global Services: Will be assigned in the class.
Due: 11/23
Exams and Quizzes:
You are required to take all 3 quizzes and 3 exams at the scheduled times. Since I shall
count the best two quizzes, under no circumstances, there will be a make up for quiz.
These will focus on your understanding of the important concepts and on your ability to
apply the concepts. No question will be entertained during the exams. You will be
completely on your own. Typically, the exams will be more challenging than the quizzes.
Both exams and quizzes will be comprised of true/false, multiple choice questions, and
short identifications. You can expect the exam questions to be little more challenging.
The exams will not be cumulative. For example, the second exam covers only the
materials since the first one and so on. The exams will cover assigned readings from the
textbook, periodicals, and other references, as well as materials from case, videos, and
class discussions. I would like to think that most of what we cover in the class is
important, and for that matter, anything we discuss in class is fair game for the
exam. No routine make-ups will be given for the exams. An exam can be made up only
under special circumstances and with prior notification to the instructor. I will require
written original documentation, when relevant. This means prior to the exams, I must
receive an email/phone call about this. No exception please!
Quizzes: 10 questions
Exam 1, 2, and 3: 50-60 questions
Term paper: Country Analysis
An exciting (although demanding) part of the course is the group project. This is
designed to reinforce class lectures and require students to apply the tools and concepts in
practical context. This is an opportunity for you to engage in problem solving using logic,
creativity and analytical skills. The term paper grade will be based equally on the quality
of oral presentation, and the write up quality (content, neatness, relevance, marketing
implications, clarity, persuasiveness, grammar, spelling, etc.). Note that group formation
and country selection has to be made at the end of first week.
You will be working in self selected groups of five/six and each member will get the
same grade on the term paper. Keep in mind that every student wants to do well in the
class. You can help by being prepared for group meetings, doing your fair share and
celebrating diversity. The groups that tend to perform the best also tend to have the
greatest diversity of viewpoints. Note that the project will receive a single grade and it is
expected that groups will deal with participation problem internally. No group needs to
accept the substandard performance or behavior of any group member. In order to
discourage free riders, if a member’s performance/participation is unacceptable to the
group, the group should deal with the problem members early and inform the instructor
prior to the submission date. Note that complaining about members’ non-contribution is a
last resort and before doing so, team members should apprise the delinquent member.
Eventually, the non-performing partner may have to turn in an independent project.
You need to fill out a peer evaluation (twice) but the grade will have suffered if you have
not rid yourself of the problem early. Following the peer evaluation, the grade of the
guilty party may suffer even more.
Countries for the assignment:
Asia: Malaysia, Indonesia, Thailand, Sri Lanka.
Australia: New Zeland
Europe: Romania.
Africa: Ghana, Uganda, Tanzania, Kenya, Nigeria.
South America: Uruguay, Venezuela.
As we get done with the group/country selection by the first week, the group work should
start as soon as possible as the rough draft of the external environment of the country is
due in
You will submit me the bullet point (in the least) of the key external environment. I shall
provide every group a comprehensive feedback about what else to cover and what
implications you should explore. Previous students have found this process very useful.
In the final project, you will analyze the external and internal environment of a foreign
country and the marketing implications of the same. This means to describe the
geography, culture, economic, social, political, and legal environments and to focus on
key local industries, distribution systems, logistics, business customs, etc. Information
about the market is the key to launch a product/service and develop the marketing
strategy. As such, it should work as a guide for any firm that plans to enter in that
particular country. On the margin, you should focus on various opportunities and threats
associated with that country/region. You should also focus on the leading MNCs
operating in that country.
I shall grade based on completeness, organizations, quality of information, and
conclusions based on facts. Given the internet, it is not a big task to obtain the relevant
information. Key is to explore and expand on the marketing implications. Below are
the main criteria for grading the project.
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Does the paper adequately cover all the elements of external and internal
environment?
Is the data/information presented appropriate/ sufficient to help a marketer?
What are the various marketing implications of the information?
Is the paper clearly written?
Does the paper cover the topics discussed in the class?
Is the paper well structured?
How is the appearance, organization and readability (i.e., sentence construction,
flow, grammar)?
I am looking for insightful analyses, and some original thinking. Core dump of raw data
and a mere description are not good enough to fulfill the depth, relevance and
completeness required of country analysis. Please use sections, subsections, bullets, and
the like to enhance readability. You must clearly cite your sources. Make sure your report
is polished and well structured. A good strategy to follow is to keep your paragraphs
short and clear. The report should have a consistent style, as if it was written by one
author. You are encouraged to use figure/table etc. Always plan ahead and leave time for
editing and proofreading. Make sure your report does not contain typos and careless
errors.
General Formatting Requirements: (Be careful so that your grade does not suffer)
Length: 20 pages MAXIMUM of text inclusive of tables, exhibits etc. This means you
have to be very specific in your description.
Font Size: 12 point, Times New Roman (nothing smaller than 8 point font can be used
anywhere in the document
Spacing: double spacing
Margins: 1" on all sides (top, left, bottom, and
Below are a number of factors you can consider – and write about – in your country
analysis. You should use graphs/tables etc. to represent some information. Mind the page
limit: this means you have to use your judgment to decide what is important and what is
not.
1.
1
Cultural environment
a. Briefly describe the country’s relevant history and how that shapes the
culture.
b. What are the important social institutions? The family (nuclear or
extended)? What are the dynamics of the family (e.g. parental roles, roles
of men and women)?
c. What is the level of education of the population? Literacy rates?
d. Languages: how many, which are official, spoken vs. written languages,
any conflicts?
e. Social organizations: are classes severely separated? Are there casts? Role
of ethnic groups.
f. Religion: which ones, what percentage of each, how important in daily
life, any religious conflicts? How modern or traditional is the society?
g. Recreation, sports and other leisure activities: What do people do in their
leisure times? Percentage of income spent on leisure?
h. What do people wear? What is business dress? Percentage of income spent
on clothes.
i. Housing: How and where do people live? Percentage of income spent on
housing.
2. Economic environment
a. Population: total; growth rates; density; distribution by age and gender;
urban-rural split; ethnic groups; immigration
1
1, 2, and 3 will be covered in the rough draft.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.
m.
n.
o.
p.
GNP or GDP: total, rate of growth, per capita
Distribution of wealth
Geography: location, climate, topography, minerals and resources
Stage of economic development
Principal industries and contribution to GNP
Foreign investment opportunities? In which industries? Attitudes towards
FDI?
Major exports and exports, international trade statistics
Exchange rates: main currency; current rate; stability; expectations
Membership in economic groups (e.g. EU, ASEAN, NAFTA)
Level of technology, investment in technology at a national level
Labor force: size, qualification, unemployment rates
Inflation rate
Existence of infrastructure: roads, transportation routes, common modes of
transportation, energy consumption
Channels of distribution (macro analysis): Middlemen, types of
middlemen, services offered; customary markups for various classes of
goods; number of retailers; typical size; national / regional coverage
Media: availability; types; costs; ownership of TV sets, radio, number of
newspaper and readership level; percentage of population reached by each
type of medium.
3. Political/legal environment
a. Political structure, parties, stability
b. Political risk
c. Type of legal system
d. Restrictions on foreign investment; laws related to joint ventures or
foreign ownership
e. Quotas, tariffs, trade barriers
f. Laws about advertising message / media / times aired / products
4. Search through newspapers, magazines, and periodicals (e.g. the Economist’s
country reports) for recent marketing events (e.g. articles about new companies
entering the market, local Govt. restriction, competition, ad campaigns, etc). What
do these tell you about consumers, competition, and marketing in this country?
What are the key home country institutions (government, banks, social groups,
educational institutes)? What country-of-origin impacts (positive or negative) are
associated with that country?
5. Other marketing implications: What types of products or services would be suited
for introduction into this country or region? Why? Which ones wouldn’t be? Why
not?
6. What are the industries (e.g., car, fast-food, oil, beverage, food, cigarette) that
have attracted MNCs? What are those MNCs and how are competitions shaping
up?
Note that most information is available in internet and other public sources. Anyone can
obtain these, the challenge is to explore and discuss the implications! Grade will depend
heavily on the latter.
Project Presentation Guideline
You shall present the report in class and answer questions (at least one each from the
classmates and me). The project report and presentation will each receive a group score.
However, as indicated earlier, your individual score will also depend on the peer
evaluation score given by your group members.
Each group would have MAXIMUM 20 minutes for a presentation. Please make sure that
you finish your presentation in the allotted time. Prepare your slides accordingly. The
sequence of the presentations will be determined on random basis. Each group should
email me the power point slides before the presentation. It is especially important to
attend the presentation of other groups.
To evaluate your group presentation, I shall use the following criteria:
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Clarity
Professionalism
Quality of slide
Organization/time allocation
Followings are the general do’s/don’t of the presentation. More details are provided in the
appendix.
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No script reading.
Everyone on the team must speak.
Avoid ‘cluttered slide’…a slide should not have too many points.
Please do not make yourself ‘redundant’ by just reading out the slide.
Maintain the consistency in font, heading, style etc.
Maintain strong eye contact.
Avoid distracting mannerisms (chewing gum, uhs, oks, uhms, nervous habits,
carrying pen, over gesturing, anything that draws attention from the intended
message)
Articulate your words clearly
Use pauses effectively
Creativity is important, but do not let style get ahead of substance.
Do not dress informally.
Following are the issues that can make a difference between an ‘ok’ and ‘good
presentation.
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Clarity of presenters
Professionalism of presenters
Quality of visual aids
Organization/time allocation
How interesting was the presentation?
Quality of the points
First and foremost, you have to be prepared. The key is to practice it at least once.
Take note of the following points
--- Use your humor judiciously.
---Do not use cluttered (too much information) slide. It may be better to have bullets
rather than whole sentence… you can always 'speak' the sentence.
--- You need to have a proper introduction page…this means: project name, names
alphabetically written, name of the class, date etc.
---Try to go beyond what the slide contains. Provide something ‘extra’ when you talk.
--- Do not spend too much time in single slide
--- Eye contact is important! Look at your audience.
--- Please no script reading, at this stage, you cannot read from the notes. Just look at the
slides (not frequently though!) to make it look natural. Again, practice is the key.
--- Put a closing slide in the end. You can name it ‘question.’
--- It is always effective to use some figures/picture. It helps to put the idea across.
--- Choose the information to be presented. Each group will have 20 minutes. Make sure
that you prepare the slides accordingly and hit the high points.
Rough draft of External Environment and mid term peer evaluation due: October 26.
Term paper and final peer evaluation due: December 2.
Project presentation: Final Week (order will be decided on random basis)
Some Resources for the project:
The University Library
Useful Websites
Advertising Age, The
http://www.adage.com
American Marketing Association
http://www.marketingpower.com
AsiaOne
http://www.asia1.com.sg
Asia-Pacific Economic Cooperation
http://www.apecsec.org.sg/
BBC World Service
http://www.bbc.co.uk/worldservice
CIA World Fact Book
http://www.cia.gov/cia/publications/factbook/index.html
Commerce, U.S. Department of
http://www.doc.gov/
Company Readiness to Export
http://ciber.bus.msu.edu/diagnostictools/core_v.asp/
Economist, The
http://www.economist.com/
Edelman PR Worldwide
http://www.edelman.com
European Union Internet Resources at UC Berkeley
http://www.lib.berkeley.edu//GSSI/eu.html
Financial Times, The
http://www.financialtimes.com
Foreign Agricultural Service, USDA
http://www.fas.usda.gov/
Forbes
http://www.forbes.com
GeoCities
http://www.geocities.com
Global Edge
http://globaledge.msu.edu/
Globalization Guide (Monash)
http://www.globalisationguide.org/index.htm
Global Trade Watch
http://www.citizen.org/trade/
Harvard University Business School
http://www.hbs.edu/dor/
Hill and Knowlton PR
http://www.hillandknowlton.com
Hoovers Online
http://www.hoovers.com
India’s News.Net
http://www.indiasnews.net/
Information Please
http://infoplease.com/countries.html
International Association of Business Communicators http://www.iabc.com/homepage.htm
International Herald Tribune
http://www.iht.com
Los Angeles Times
http://www.latimes.com/
MSU CIBER
http://ciber.bus.msu.edu/
NAFTA, contents of the agreement
http://www-tech.mit.edu/Bulletins/nafta.html
NAFTA, Nader's anti-NAFTA site
http://www.citizen.org/pctrade/nafta/naftapg.html
Nation, The (magazine)
http://www.thenation.com/
PR, Internet Resources for
http://www unc.edu/~bsemonch/pr.html
Wall Street Journal, The
http://www.wsj.com
Wired Magazine
http://www.wisewire.com
WTO - World Trade Organization
http://www.wto.org/
Process Notes:
Every faculty may have some unique expectations as to course norms and class behavior,
below I outline mine.

Grading policy and weight of each component is detailed in this course outline
and you should be aware of your progress/standing etc., as the raw scores will be
posted in the BB. Yet, should you have any confusion/concern about the
policy/your standing, you should feel free to ask me. It is my responsibility to
keep you apprised on your standing, therefore, do not hesitate to ask/email. The
quiz and exam scores will be posted immediately after the class and assignments,
cases etc. will be returned in the next class (following submission). It is of your
priority to utilize my office hours. I am in the campus well beyond the office
hours and shall be happy to discuss the course, your progress, your contributions in the
class, or any other matters of interest to you, on an individual basis. Please come by
during office hours. If the scheduled office hours do not work for you or you miss
me for some reason, please email me and set up an alternate time. If at any point,
you have questions regarding what is expected of you, please contact me.

As mentioned earlier, class attendance and participation will be a critical
component of learning. It is YOUR RESPONSIBILITY to attend class and be
aware of what is going on in the class. If an unavoidable reason causes you to
miss the class, it will not exempt you from being responsible for all the material
covered in class and being aware of any announcements made in class. If you miss
class it is your responsibility to obtain the lecture or discussion notes and handouts, if
any, from your classmates. Please do not ask me what you will be or would have
missed etc. or something of that sort. This is not an online class and class room
learning cannot be acquired in any other way. To be brutally honest, I cannot
write an email to compensate whatever you have missed by not being in the class.

I shall try my best to utilize the class time effectively and would ask you to do the
same. This includes starting and finishing on time. I shall not keep you if we can
finish the materials early.

Late arrival in class is strongly discouraged. Primarily it is unprofessional; it is also
not taken lightly in business circles. It could be disruptive for the entire class. Please
adhere to this requirement. If you are running late, come to class- It’s OK as long as it
is not habitual.

Out of respect for the others, it is important for you to focus your full attention on
the class, for the entire class period. While most students do observe proper
decorum, it takes only a few to bother the entire class. In the past, I have received
complains (from the students about their class mates) about students who use
class time for other purposes or act in a disruptive manner. Proper class etiquette
also requires that you turn off your cell phone. Finally, you cannot use your laptop
during the class. All the slides are posted at the start of the semester. You can take
the print and have it in front of you. Also, you are not permitted to use any sort of
instant messaging during class. Any violation of these standards will be
considered as very serious.

All written materials must be typewritten, 12-point font, double-spaced, and
PROOFREAD for correct English and punctuation usage.

To relate conceptual materials to the real world, you are expected to read a variety
of business periodicals regularly and watch TV programs/news that have
international content. Internet should also enable you to relate to current global
issues. This will pay additional dividends.

All e-mail to me requesting a reply must be from students’ Towson e-mail
address. (xxx@towson.edu). University policy prohibits faculty from sending any
personal, private, or secure information to any other e-mail address. In a weekday,
please allow me 12 hours to reply to your e-mail messages. Most of the times, you
may find me very prompt in replying. Please always use in the subject line
FIRSTNAME_LASTNAME_MKT445.003. Attachments will not be opened due
to the danger of accidental .exe virus contamination unless you use this heading.
Please keep your messages concise and specific. I often receive 60+ emails a
day. Use appropriate Netiquette. If you require a speedier response, I strongly
suggest stopping by during office hours. Please do not ask for information that is
already there in the syllabus or BB.
Academic Honesty:
All of your work in this course should be guided by the Towson University regulations
regarding academic integrity and the school’s honor code. Each student’s conduct will be
held to a high standard. To this end, plagiarism, cheating, collusion, conduct
unbecoming, or other violations of honesty and fair dealing will be dealt with particularly
harshly. The first occurrence will result in failing the assignment. The second occurrence
will result in failing the class. In both cases, a permanent record will be placed in the
student’s academic file.
Plagiarism is “[t]he act or an instance of copying or stealing another’s words or ideas and
attributing them as one’s own.”2 Plagiarism is an act of dishonesty and in this course,
plagiarism may result in a loss of grade and reporting of the incident to relevant authority.
To avoid plagiarizing someone else’s work or to avoid any allegations of plagiarism, all
work in this course should be cited. In addition, submission of work previously
completed and graded for other courses but submitted as work for this course constitutes
self-plagiarism and will be considered as plagiarism noted above.
Citations should be used whenever another person’s ideas, models, text, graphs, figures,
spoken word, photos or Internet statements are used. The student should give credit to
the actual author by citing each instance in which someone else’s work is used. If you
have questions regarding proper citation format, feel free to check the American
Psychological Association style format online or go to the following:
http://www.liunet.edu/cwis/cwp/library/workshop/citapa.htm
2
Black’s Law Dictionary, 7th Ed., p. 1179, St. Paul, MN: West Group.
Repeated Course:
According to University policy, all students may repeat any course once. If repeating, you
are advised to inform the instructor. For a third attempt, the student must obtain prior
written approval from the Academic Standards Committee. If students enroll for a third
attempt without permission, they do so at their own risk.
Course Withdrawal:
Please note that the last day to drop the class is November 8 (Monday), as noted in the
online Academic Calendar. Students dropping on or before this date will receive a “W”
on their official transcript. Withdrawal after that date will require an assignment of a
letter grade for the course.
Student with disabilities:
In accordance with University policy, if you have a documented disability and require
accommodations to obtain equal access in this course, please contact the instructor at the
beginning of the semester and when given an assignment for which an accommodation is
required. Students with disabilities must verify their eligibility through the Office of
Disability Support Services (AD 232).
Writing skills:
Students are expected to display college-level writing skills. Students who lack writing
proficiency will be required to visit the writing lab for supplemental instruction. The link
of the program is http://www.towson.edu/cbe/student_resources/writingprogram.asp and
the lab is located in ST 117.
Online Student Evaluation:
Student evaluations of this course play a crucial role in my delivery. This semester, all
course evaluations will be administered online during the last two weeks of the course.
You will receive an email with a link to the website with directions on how to access the
survey. It is vitally important that you complete the survey as I use the results to modify
the course and assess my teaching and the University uses the results to address
technology and facility needs. You can be assured that your responses will be
confidential as the results will be transmitted to me after the grading period and they will
not include any identifying information.
Biographical Sketch of Instructor:
Feisal Murshed earned his Ph.D. from Joseph M. Katz Graduate School of Business at
the University of Pittsburgh. He taught at University of Pittsburgh, University of
Michigan-Flint, and North South University, Dhaka, Bangladesh. Prior to that, he worked
in the area of sales and marketing for six years. He consulted in the area of small business
development and pharmaceutical industry. His recent research has dealt with marketing
strategy and firm capabilities. His work has appeared in Marketing Science and Journal
of Marketing Research. These two are the leading academic journals in the field of
Marketing. He has also published in Harvard Business Review, and that article is
translated in different languages and used in leading MBA programs throughout the
globe.
Course Schedule
International Marketing
(Subject to moderate changes. Please check the blackboard regularly)
Date
08/26 (Th)
Read
Introductory
slides
08/31 (T)
Topic(s)
Course Introduction
Key Terms and Concepts
MNC/Global company
Global Marketing Imperative
09/02 (Th)
International Trade & Globalization
Chapter 2
09/07 (T)
09/09 (Th)
Continuation
No Class: Field Assignment
Do
09/14 (T)
Continuation
Do
09/16 (Th)
Cultural Environment
Ethnocentrism & SRC
09/21 (T)
Continuation of Culture
Chapter 3 and
extra slides on
Culture
Do
09/23 (Th)
Do
09/28 (T)
Guest Lecturer
Mr. Richard Mosher
Continuation of Culture
09/30 (Th)
Legal and Political Environment
Chapter 4
Due: One page
summary of Guest
lecture
Case 1 (Barbie) Due
10/05 (T)
Chapter 5, 6
Quiz 2: Chapter 3
10/07 (Th)
Global Consumers & Competition
Review of Exam 1
Exam 1
10/12 (T)
10/14 (Th)
Continuation
Global Cons/Comp: Summary
Do
10/19 (T)
Chapter 8
10/21 (Th)
Discussion on Country project
Marketing: Domestic to International to
Global
Different Modes of Entry
10/26 (T)
Continuation
10/28 (Th)
Global Products/Brands
Chapter 1
Do
Due/Imp things
Group Formation
(assignments…two
persons)
Group Formation (term
paper…five/six persons)
Individual Assignment
due
Country Selection
Home Assign: Global
Banks Due
Quiz 1: Chapter 1 & 2
Chapter 1-3
Home Assign: CoO Due
Chapter 9
Chapter 10
Due: Rough Draft of
Term paper
Quiz 3: Chapter 5 & 6
11/02 (T)
11/04 (Th)
Review of Exam
Exam 2
Chapter 10
Chapter 4-6, 8, 9
Home assign : Global
Brands
Quiz 3: Chapter 11
Continuation: Global Products/Brands
11/09 (T)
Global Service
Chapter 11
11/11 (Th)
11/16 (T)
11/18 (Th)
Global IMC
Continuation
Global Distribution
Chapter 14
Do
Chapter 13
Continuation
Do
11/23(T)
11/25 (Th)
11/30 (T)
12/02 (Th)
12/07 (T)
Thanks Giving: No class
Global Pricing
Exam 3 Review
Exam 3
Final Week Presentation of project
Home assign: Global
Services
Chapter 12
Country Paper Due
Chapter 10-14.
Fall 2010
Mid term Peer Evaluation for the Term Project
Due: With the Rough Draft
Please evaluate your and your partners’ effort/participation in terms of quantity and
quality of efforts. Use a number to indicate level of efforts that each group number put in
at this stage of group work. The total points for the group will be 100. To illustrate, if
there are 4 members, equal contribution of everyone will have 25 points against
everyone’s name. This is the time to address the problem if someone in your group is not
working. He/she/they need to shape up, other wise, whole group will suffer by having a
bad or not so good end product.
Country covered:
(Your name)
score
_________________
_______
Group members
___________________
________
___________________
________
___________________
________
___________________
Total:
________
100
Fall 2010
Final Peer Evaluation for the Term Project
Due: End of the Semester
Country report is an important part of this course. This form will be used to assess the
group dynamics. Please evaluate your and your partners’ effort/participation in terms of
time spent and contribution (for both written paper and presentation). Neither the
instructor nor the student(s) should be a party to free ride. At the same time, I expect all
of you to be honest and professional.
Country covered:
(Your name)
score
_________________
_______
Group members
___________________
________
___________________
________
___________________
________
___________________
________
___________________
________
Total:
100
NOTE: This evaluation will be held in strictest confidence. No one else will see it.
COMMENTS: Please explain reasons for any significant differences in marks given to
yourself or other group members in the space below.