MAR4156-1954
SEMINAR IN INTERNATIONAL MARKETING
FALL 2003
Instructor:
Office:
Phone:
Dr. Richard Sjolander
Bldg. 53/Room 140
474-2663
Office Hours: Monday and Wednesday
1:00 PM - 4:00 PM
Tuesday
9:00 AM - 12:00 PM
Class:
Monday
5:30 AM - 8:25 PM
Building 74 / 109
TEXT:
The reading material for this course will come from a number of different sources. In keeping with the seminar
format for the course, we will not have a single textbook for the semester.
Approximately 500 pages of a readings will be placed on reserve at the UWF library.
Recommended: The Wall Street Journal
READINGS
On reserve in the Library - about 400 pages - These materials will be placed on reserve throughout the term, as
needed
CASES
These will be made available as on my website: uwf.edu/rsjoland
Additional cases may be passed out in class.
INTRODUCTION
International Marketing reflects the emergence of a global marketplace and significant new challenges facing business
management in a competitive and rapidly changing international environment. This course will stress the
problems/challenges that differences in cultural, political, and socioeconomic environments introduce into the
marketing process in international operations. The emergence of electronic commerce as a channel of distribution in
the late 1990's is changing the paradigm of marketing operations, causing us to broaden our earlier definitions of
competition. Foreign competitors, and their effects on the American market will also be explored in this course.
PREREQUISITES
GEB 4361, FIN 3403, MAR 3023
COURSE OBJECTIVES
This course is intended to respond to the need for future U.S. business managers to be internationally literate with an
understanding of the cultures, economic systems, and business practices of participants in a highly interdependent
global marketplace.
The basic course objective is to enhance the international perspective students need in the global marketplace of the
21st Century. The course will focus on a number of timely international issues and developments:
*
Scope of international business, its significance, the role of U.S. companies in this marketplace, and the
driving forces to enter the global arena.
*
Special issues with European Union and pan-european market communications.
*
Factors impacting on U.S. competitive performance in international markets, and options for improving U.S.
competitiveness in these markets.
*
International trade, economic/political ramifications of trade imbalances and restrictions between the U.S.
and its trading partners, free trade vs. protectionism policies.
*
Cultural environment of international marketing.
*
Social responsibilities in multinational operations and ethical guidelines/business practices.
*
Host government relationships, political environment, and the implications of multinational operations on
national sovereignty, control/regulation problems.
*
Developing global corporate strategies, and assessing risks associated with market entry into new foreign
markets.
*
Developing strategies for competition in an electronic marketplace.
*
Developing strategies for risk minimization in international business.
COURSE METHOD
Seminar approach with maximum student participation encouraged through readings, research, and case
discussions/presentations. Course lectures intended to expand/clarify text assignments, supplemented with the use of
films, outside speakers, and class assignments/analysis. Emphasis will be on the understanding and application of
concepts, with opportunity provided for the student to demonstrate an understanding of the factors critical to the
success of an international operation. This will be reinforced through the use of business cases.
Students (working in small teams) will be expected to become a class resource by researching/presenting brief reports
on assigned cases and readings.
RESEARCH PROJECT
The traditional term paper in international marketing will be completed by individual students on topics of special
interest to them. Student proposals will be developed prior to and refined during our session at the library on Sept.
15.
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STUDENT EVALUATIONS
The following criteria will be used as the basis for evaluation of student performance/achievement, and weighted as
indicated below in arriving at a final course grade:
Mid-term Exam
Final Exam
Cases & Homework
Term paper
Total
25%
35%
15%
25%
100%
Class attendance is required reflecting a seminar approach and the need for maximum class participation to
successfully develop effective class discussion. (Course grades may be debited in cases where absences are deemed
excessive.)
The midterm and final examinations will consist of essay and short answer questions. They will be designed to test
your ability to analyze and synthesize the materials.
Attendance for exams is specifically required. (Makeup exams will not normally be offered except in cases with
extenuating circumstances.) One page (8 _ x 11) of notes may be brought to each exam. This means only the
Midterm and Final examinations, not the quizzes.
COURSE EVALUATION
Course and instructor will be evaluated using standard university student course evaluation forms.
(Suggestions/critique on course/content/format welcomed at any point during course.)
GRADING POLICY
94 - 100% = A
90 - 93% = A87 - 89% = B+
83 - 86% = B
80 - 82% = B77 - 79% = C+
73 - 76% = C
70 - 72% = C67 - 69% = D+
63 - 66% = D
56 - 62% = D- Note that this is not an approved university grade and can not be received as a course grade.
Midterm and Final exam grades:
Grades will be assigned based on the number of correct answers (points) on each test in relation to the number of
correct answers on the second highest test paper.
The highest score = A+
The second highest score = 100%
Example of grade calculation:
Observed points on test
3
66
highest number of points earned on test = A+
63
= 100% (second highest observed score)
58
= 92.06%
(58 / 63) x 100% = 92.06%
56
= 88.9%
(56 / 63) x 100% = 88.9%
52
= 82.5%
(52 / 63) x 100% = 82.5%
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SCHEDULE
MAR 4156
SEMINAR IN INTERNATIONAL MARKETING
FALL 2002 - Focus on The European Union
Aug. 25
Course Introduction
Background on International
Marketing and Case 1
Sept 1.
Labor Day
No Class
Sept. 8
The Need for International Marketing
Reading 1. Case 2
Sept. 15
Managing International Information Flows
Meet as usual in our classroom – we go later to
Reading 2,
Guest Lecture,
Peggy Toifel, Business Reference
Librarian
the Library Class room
Sept. 22
Cross-Cultural Marketing Strategies
Reading 3 and Case 3
Sept. 29
Theory in EU Trade
Reading 4
Case 4
Oct. 6
Strategy in EU Marketing Part 2
Reading 5 and Case 5
Oct. 13
This date is reserved for work on your term projects in the library
Oct. 20
Strategy in EU Marketing Part 2
Oct. 27`
Midterm Examination - Bring Blue Book!
Nov. 3
Competitive advantage
Readings and Case 6
Nov. 10
Functional Realities In Global Markets
Reading 7 and Case 7
Nov. 17
European Distribution Strategy
Reading 8 and Case 8
Nov. 24
Pricing and Price Fluctuation Strategy and
Pan-European Advertising
Reading 9 and Case 9
Dec. 1
Global Competition in the United States Market
Reading 10 and Case 10
Dec. 8
Final Examination - Bring Blue Book!
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Reading 6 and Case 6
READINGS
Reading 1:
Reading 2:
Cateora, Philip, and John Graham (2002), International Marketing, 11th Edition, Boston: McGraw
Hill, Chapter 8, “Developing a Global Vision through Marketing Research,” pp206-237.
Case 2:
Magdalinos, Alkis (1999)
in Principles of Marketing, Second European edition, Kotler,
Armstrong, Saunders and Wong
Reading 3:
Johansson, Johny (2003),
Global Marketing, Third Ed., Boston: McGraw-Hill Irwin, Chapters 4
& 5, Cultural Dynamics and Business Cultures,” pp. 96-149.
Case 3:
Kolesa, Paul, (1991) “Ikea’s Global Strategy: Furnishing the World,”, in Rita Martenson,
Innovations in International Retailing, Gothenburg, Sweden: Liber.
Reading 4:
Cateora, Chaper 10, “Multinational Market Regions,” pp. 278-317. and
Selections to be assigned from EU website
Case 4:
Carducci, Elizabeth, Horikawa, Akiko, and David Montgomery (1994) “Levi Strauss Japan K.K.”
Selling Jeans in Japan.
Reading 5:
Johansson, Chapter 8, “Local Marketing in Mature Markets,” pp. 258-293. and
Pew Charitable Trust (Part of the “Views of a Changing World, survey report, June, 2003”). Read the
summary and be familiar with the tables in the body of the report to be found on-line at:
www.pewtrusts.com/pdf/vf_pew_research_global_attitudes_0603.pdf
Case 5:
Bruer, Wolfgang and Richard Kohler, (1994) , “P&G’s Pert Plus: A Pan-European Brand?
Reading 6:
Johansson, Chapters 9 & part of 10, “Local Marketing in Growth Markets,” and “Local Marketing in
Emerging Markets,” pp. 294- 349.
Case 6:
“It’s Raining Cranberries,” student developed case based on Steven Dunlap’s new Pensacola based
company. See Money section article in Pensacola News Journal, Sept 7, 2003 for guidance. This is a
major assignment to be worked on over the period from Oct. 6 – Oct. 20. Student groups will
research and write the case, with case notes and solutions to case questions.
MIDTERM EXAMINATION FOLLOWS THIS SECTION OF THE COURSE
The UWF HONOR CODE is as follows:
EXPECTATIONS FOR ACADEMIC CONDUCT
As members of The University of West Florida academic community, we commit ourselves to honesty. As we strive
for excellence in performance, integrity -- both personal and institutional -- is our most precious asset. Honesty in our
academic work is vital, and we will not knowingly act in ways which erode that integrity. Accordingly, we pledge not to
cheat, nor to tolerate cheating, nor to plagiarize the work of other. We pledge to share community resources in ways
that are responsible and that comply with established policies of fairness. Cooperation and competition are means to
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high achievement and are encouraged. Indeed, cooperation is expected unless our directive is to individual
performance. We will compete constructively and professionally for the purpose of stimulating high performance
and standards. Finally, we accept adherence to this set of expectations for academic conduct as a condition of
membership in the UWF academic community.
Approved UWF Faculty Senate
May 10, 1991
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