INTERNATIONAL MARKETING (UNDERGRADUATE) Welcome to this semester’s class on International Marketing. International marketing focuses on factors in the environment that shape how companies bring their products and services (their offerings) to a range of markets. The international in international marketing emphasizes the decision of a firm to sell its offering outside its home market. When a firm goes enters an international market it needs to consider a range of economic, political, social and cultural factors. Our class will examine some of these factors and discuss some strategies that firms use to become successful in their international expansion. During the course you will: Learn about the basic concepts of International Marketing Have opportunities to increase your international outlook Have time to learn and improve your presentation skills in English Have opportunities to prepare business reports Course materials The main course book is: Global Marketing Management by Warren J. Keegan, Pearson, 2014 (8th Ed.). ISBN: 10: 0-273-76868-9. Agent Eric Chang 0919 388 237 I recommend you get your own copy of this. I will refer to it in class. To register for a grade please go to our Google Doc’s page: https://goo.gl/5LLca0 The syllabus, course briefs and feedback are on my website: www.j--s.net The online (MOOC) class is at: https://www.coursera.org/learn/international-business/ Please read the instructions for the project and in this syllabus to avoid problems and mistakes. Course teaching approach The class will be taught through lectures, in class exercises, presentations and discussion. The emphasis is on understanding the main concepts that underlie international marketing that can help you in your work-life. This class will be delivered through e-learning. This means you are responsible for signing up to International Business I (see link above). There will be quizzes based on this website. INTERNATIONAL MARKETING (UNDERGRADUATE) Assessment Parts Percentage Comments Group - Project Part I Group - Mid Term project Part II Group - Project Part III Group - Final Project Part IV 5 25 5 30 Group – topical issue 5 Presentation Report & presentation Report & presentation Mini-presentations on case questions (once) Each group presents a topical issue 10 20 (once) Submitted in the last week Weekly during teaching weeks Individual - Report Individual - Quizzes Please note: We have quite a large class so the following procedures are important. Please take care to submit assignments on time, practice presentations to keep to time and avoid missing class participation. By being professional in your approach you help yourself, others and me to enjoy our class experience. (1) Quizzes The quizzes will be done online. You need to be able to get online in class. You need to bring a notebook computer, a pad or some other device that can go online. (2) Project due dates Part 1 due on 16th March (in class report - upload PPT the night before). Mid-term (Part II) is due on the 13th April (upload PPT & report the night before). Part III is due on 18th May (in class report - upload PPT the night before). Final (Part IV) is due on the 15th June (upload PPT & report the night before). Individual report MUST be uploaded by class on the 15th June. (3) Other rules for assessment More than three unexcused absences from class will result in a zero grade for participation. Late submission of assignments will lead in a grade reduction. A minimum of five points will be deducted. Presentations should not overrun time. Practice! Overruns on time will be penalized. Technology (e.g., phones, pads and notebook computers) is useful. Please only use it for class work (e.g., checking dictionaries, looking up information, checking company names). There will be penalties for unconstructive use of technology (e.g., Facebook!). INTERNATIONAL MARKETING (UNDERGRADUATE) I am looking forward to an interesting semester with all of you! Professor James Stanworth February 2016 INTERNATIONAL MARKETING (UNDERGRADUATE) COURSE SCHEDULE Week Subject issues Online class Week 1 Introduction to the class Week 2 C1 - introduction to global marketing Week 3 C2 - global economic environment (& pp.113-116) Week 4 C4 Week 5 Project - Part I Week 6 C6 - global marketing and information systems research Module 2 - online class Quiz 4 Week 7 C7 - segmenting targeting and positioning Module 3 - online class Quiz 5 Week 8 Reading week Week 9 Mid-term - Project Part II Week 10 C8 global entry and market expansion strategies Module 4 - online class Quiz 6 Week 11 C10 - product decisions Module 5 - online class Quiz 7 Week 12 C11 - pricing decisions Week 13 C12 - global marketing channels Sign up and explore the online class (see link above). Notes Get the class book Get the reading for week 2 Visit the class website Complete the mini-introduction Confirm groups Quiz 1 Module 1 - online class Quiz 2 Quiz 3 See website for project brief. Module 6 - online class INTERNATIONAL MARKETING (UNDERGRADUATE) COURSE SCHEDULE (CONT.) Week Subject issues Week 14 Project Part III Week 15 C13 - global integrated marketing communications Week 16 TBC Week 17 Reading week Week 18 Final Project Part IV Online class Notes See website for: (1) final project brief. (2) individual report.