MKT 4358 – INTERNATIONAL MARKETING
COMPREHENSIVE SYLLABUS
ALAN WHITEBREAD
OFFICE—W358
TEXT
Phone: 834-1963 E-Mail: Alan.Whitebread@ttu.edu
HOURS— Usually M - Th 1-2:30
None.
SUPPORT MATERIALS Use the Glossary of Terms at WWW.CSCMP.ORG in the Resources and Research tab for greater understanding of
the multiple definitions of key terms.
COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION
This course will provide a comprehensive review of the four major basic aspects and concepts in supply chain management. These include understanding
markets and supply chains, supplier management and supplier relationships, focal firm strategy and systems, and marketing channels of distribution and
channel relationships. There will be a mix of theory and actual business applications of the theory. The student will demonstrate application of all major
theories through interactive class participation and exams. Sources of information will include the textbooks, class lectures, and selected items on the
web.
EXPECTED LEARNING OUTCOMES
At the end of the course, students will have an understanding of the following.
 Creative Solutions: Develop creative solutions to Marketing problems focusing on the supply chain management [SCM] area.
 Define and Assess: Define market segments and assess attractiveness and how they affect SCM operations.
 Application: Apply Marketing knowledge to manage relationships including upstream, internal, and downstream.
 Ethical Decisions: Identify ethical content and decisions regarding policies and relationships.
 Marketing Plan: Identify components of a Marketing plan and how they impact to SCM.
 Globalization: Identify the implications of globalization on the entire supply chain.
 Role of Marketing: Explain the role of Marketing in the organization and society.
METHODS FOR ASSESSING EXPECTED LEARNING OUTCOMES
The final grade will be based on demonstrating competence in the four non-comprehensive exams. Exams may cover any materials since the previous
test—texts, lectures, discussions, handouts, web sites, current events, library materials, readings, and vocabulary. Two optional exercises may provide
additional test points. Lectures will expand on and explain the key components of the reading materials listed in the syllabus. The four exams are 100% of
the final grade (25% each). Reading all the appropriate materials before the lecture will be a great help to the student. The following grade scale
applies.
A=81% and above B=74% to 80% C=67% to 73% D= 61% to 66% F=60% and below
All students should be prepared to answer random questions in class—failure to do so could negatively affect their grade. Attendance is
required and the student is expected to be on time. If you miss a class you need to get good lecture notes from a classmate. Students will find
the tests quite difficult if any classes are missed, vocabulary is not learned, slides are not studied in detail, and the book is not reviewed.
Since all assignment dates are detailed on the syllabus, the student bears total responsibility for complying with the requirements of the
course. NOTICE: Late or make-up exams will not be given. If you miss an exam or an exercise you will receive a zero. No extra credit projects
will be allowed. Grades will only be discussed in person in my office. If you must miss class, see me in advance so we can arrange for you to
complete the work before your absence.
WITHDRAWALS
A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.
CLASS CONDUCT
Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities
will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.
CIVILITY IN THE CLASSROOM
Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an
opportunity to gain from time spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, or
similar devices, eating or drinking in class, making offensive remarks, reading newspapers, sleeping or engaging in any other form of distraction. Inappropriate
behavior in the classroom shall result in, minimally, a request to leave class.
ADA STATEMENT
Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to
make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note
instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For
additional information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.
MKT 4358 – INTERNATIONAL MARKETING
COMPREHENSIVE SYLLABUS
COURSE OUTLINE [subject to change without notice] The sixteen sections [listed below] logically take one from investigating
international business, through customer and transaction issues, to expanding global operations. Chapter contents are described in
some detail to show how the course develops.
There may be changes to this syllabus. All items in black font should be more in-depth than previous courses or entirely new to the
student. ITEMS IN BOLD BLUE [LECTURES, READINGS, VOCABULARY QUIZZES, AND TESTS] are lecture titles, key topics, or
items to do on your own. Be sure to take notes as appropriate for all lectures. Always check any READING that is a website for the
most current version on the internet.
SECTION 1—INTRODUCTION AND OBJECTIVES PLUS BUSINESS TOOLS AND THE WORLD
MARKETPLACE
7/7
Lecture 1A – Introduction and Objectives.
What’s in it for me? What am I going to learn? Why do we work to help American business?
An overview of key world trade issues
Lecture 1B – Business Tools and the World Marketplace.
International trade and the firm
Morals, Ethics, and Core Values
Vision; Mission; and Mission Statements: Purpose and Elements
Strategic Planning; Typical American Business Planning Tools and Analysis
-Marketing Myopia, Business Definitions and Extensions
-Core Competencies; Key Success Factors; SBUs; SWOT analysis
-Strategic Planning Formats: BCG; GE; Scenario Planning; Five Types of Development Projects
-Ansoff’s Product / Market Expansion Grid; Porter’s Competitive Advantage of the Firm; the Marketing Mix; First
Mover Advantage; GAP analysis; Product Line Planning
SECTION 2—THE IMPACT OF CULTURE ON INTERNATIONAL BUSINESS
7/8
Take vocabulary quizzes #1 & #2.
Lecture 2 – The Impact of Culture on International Business.
U.S. Culture & Practices: General: Family, Mobility, other
U.S. Business culture, laws, and practices;
Sensitizing Americans to Your Culture
SECTION 3—FIRST STEPS OF INTERNATIONAL BUSINESS
7/9
Lecture 3A – First Steps of International Business - 1.
International Organizational Issues and Goals
Global Organization Structure Alternatives
International Readiness
7/10
Lecture 3B – First Steps of International Business - 2.
International Business Keys to Success
Negotiations: Principles, Types, Culture and Negotiation
Why are these statements not true for an American business?
Introduction to Export Assistance Sources
Export Administration Regulations [EAR]
What? Why? Dual-use products
Export Commodity Control List
Handling Inquiries: Dangers All Around
7/13
Test #1
SECTION 4—ECONOMIC GEOGRAPHY AND EVALUATING ENVIRONMENTS
7/14
Lecture 4A – Economic Geography.
The Economic Environment: Country Economic Development; Economic Drivers; Key Economic Factors
Comparing Countries – Inter-country Analysis
Subjective Comparisons; Evaluating Data, Creating Meaningful Scales, Making Decisions with Imperfect Information
Lecture 4B – Evaluating Environments.
Country Economic Structure; Infrastructure; Forecasts
MKT 4358 – INTERNATIONAL MARKETING
COMPREHENSIVE SYLLABUS
Lecture 4C – Evaluating Environments: Risk and Competitive Analysis - 1.
Evaluating Types of Risk: Country, Political, Economic, Legal, Social, and Governmental
Lecture 4D Evaluating Environments: Risk and Competitive Analysis - 2.
Country Selection: Markets, Market Segmentation, Target Market Segments
Positioning and Differentiation; Positioning Strategies; Brand and Competitive Issues
SECTION 5—GLOBAL STRATEGY, PLANNING, AND PROGRAMS
7/15
Take vocabulary quiz #3
Lecture 5A – Global Strategy, Planning, and Programs.
National Competitive Advantage; Country-Specific Advantage
Competitive Advantage of the Firm – Three Generic Strategies
The Many Dimensions of Managing World Marketing Activities
7/16
Lecture 5B – Global Strategy, Planning, and Programs: Export Assistance and Basic Steps in Exporting.
Export Promotion
U.S. Department of Agriculture Export Programs; FAS Worldwide
Harmonized Tariff System; Determining the Correct HS code for imports; Schedule B codes for exports
Understanding Tariffs; A Brief Introduction to Rules of Origin
SECTION 6—INTERNATIONAL MARKET RESEARCH
7/17
Lecture 6A – International Market Research.
International Market Research
Primary or Secondary Data and Sources of Information
Sources of Government Assistance and Data
International Market Research Issues
Lecture 6B – International Market Research: The Regulatory Environment.
The Regulatory Environment
Trade & Marketing Barriers: Types of Tariffs
Import Control Regulations, Restrictions, and Permits
Export Restrictions, Control Regulations and Permits; Exchange Controls; Non-Tariff Trade Barriers /
SECTION 7—INTELLECTUAL PROPERTY, SPECIFICATIONS, & STANDARDS
7/20
Take vocabulary quiz #4
Lecture 7A – International Intellectual Property.
WTO: Review a video history of “From GATT to WTO” from the World Trade Organization on the Internet.
Intellectual Property Review and Knowledge Management; National level of protection / enforcement
READINGS – [1] International Copyright, Trademark, and Service Mark Issues; [2] International Patent Issues; and
[3] International Trade Secret Issues
Lecture 7B – Quality Systems, Standards, and Specifications.
Quality Systems -ISO, Six Sigma, Baldridge
Standards -ANSI, JIS, DIN, … and Product Specifications
SECTION 8—FOREIGN MARKET ENTRY ALTERNATIVES AND GLOBAL DISTRIBUTION SYSTEMS
7/21
Lecture 8A – Foreign Market Entry Alternatives.
Foreign Market Entry Alternative Basics
-Direct or Indirect and Issues; Licensing and Issues; Franchising and Issues; Foreign Direct Investment [FDI] and
Issues; Entity Options; Free Trade Zones
National investment incentives
Take vocabulary quiz #5
Lecture 8B – Business Buyer Behavior.
B2B Marketing and Business Buyer Behavior
7/22
Lecture 8C – Global Distribution Systems.
International Distribution [Types of Intermediaries, Channel Management Issues, Reseller Selection]
MKT 4358 – INTERNATIONAL MARKETING
COMPREHENSIVE SYLLABUS
7/23
Test #2.
Section 9—LEGAL SYSTEMS AND ISSUES AROUND THE WORLD
7/24
Take vocabulary quiz #6
Lecture 9A – Legal Systems and Issues Around the World.
OECD; Corruption
Foreign Corrupt Practices Act [Documentation and Compliance]
Comparative Legal Systems and Levels of Influence
Lecture 9B – International Contracts.
International Contracts: Distribution Agreements
-Key clauses [Force Majeure, …], Key Rights [Power of Attorney, …], Termination
-Litigation vs. arbitration vs. mediation vs. resolution
Examples of types of contracts
SECTION 10—INTERNATIONAL PRODUCT,SERVICE, AND INTEGRATED MARKETING
COMMUNICATIONS DECISIONS
7/27
Lecture 10A – International Product and Service Decisions.
International Product Line Planning
-The Product Concept and The Expanded Product Concept; The Product Life Cycle
- Brand Management, Brand Strategy, and Brand Decisions
-Packaging and Labeling; Package Testing
-Legal and Regulatory Requirements [U.S. Customs Regulatory Compliance; In-country Regulatory Compliance]
-Packaging changes required for in-country legal compliance [color[s], standard[s], language[s], mark[s], …]
Lecture 10B – International Distribution Alternatives, Systems, and Agreements.
International Distribution Alternatives, Systems, and Agreements
Channels of Distribution and Channel Maps
Channel Roles, Expectations, and Controls; Channel issues – conflict and control
7/28
Lecture 10C – International Integrated Marketing Communications [IMC] Decisions.
Integrated Marketing Communications: A Global Perspective
-Global Advertising and Promotion: Different Sets of Rules; Trade shows and trade missions
SECTION 11—BASICS OF INTERNATIONAL TRADE: EXPORTING AND IMPORTING
Take vocabulary quiz #7
Lecture 11 – Basics of International Trade: Exporting and Importing.
Export Intermediaries: Roles and Responsibilities
-Freight Forwarder, Customs Broker
INCOTERMS 2000
Export Documents: Bill of Lading types, other frequently used documents
7/29
Test #3.
SECTION 12—BASICS OF LOGISTICS, INSURANCE, AND SUPPLY CHAIN MANAGEMENT
7/30
Lecture 12A – Basics of Supply Chain and Value Chain Management.
Supply Chains and Value Chains: Components, Flows, and Issues [Vendor involvement, Vendor security]
Third Party Logistics Suppliers [3PL’s]
Lecture 12B – Logistics, Packaging, Transportation, and Federal Security Regulations.
Bureau of Industry and Security [BIS]
Logistics: Cycle Time Management, Transportation, Packaging
Federal Security Developments
SECTION 13—BASICS OF INTERNATIONAL FINANCIAL INSTRUMENTS
MKT 4358 – INTERNATIONAL MARKETING
COMPREHENSIVE SYLLABUS
7/31
Take vocabulary quiz #8.
Lecture 13A – Basics of International Financial Instruments - 1.
Financial Crises, Contagion, Hyperinflation
Monetary Methods of Payment for International Transactions
-Cash in Advance and Open Account; Documentary Collections and Drafts: Against Payment, Against Acceptance,
and Time Draft
Lecture 13B – Basics of International Financial Instruments - 2.
Monetary Methods of Payment for International Transactions – continued
Letters of Credit [L/C] – L/C types
Banker's Acceptance; Electronic Methods of Payment: SWIFT and TradeCard TM
Bank Guarantees: Bid Bond, Advance Payment Guarantee, and Performance Bond, Staged Payments Structure
Nonpayment: Civil unrest, Foreign currency controls, delays, or shortages
READING – Trade Finance Guide
SECTION 14—ADVANCED INTERNATIONAL FINANCING OF EXPORTS
Lecture 14 – Advanced International Financing of Exports.
Take vocabulary quiz #9.
Working Capital
Short-term and Long-term Financing Options
-Government Assistance: EXIMBANK and OPIC
SECTION 15—BASICS OF INTERNATIONAL TRADING AREAS AND AGREEMENTS
8/3
Lecture 15 – Basics of International Trading Areas and Agreements.
Take vocabulary quiz #10.
Benefits of Trade: The price of protectionism.
Regional Economic Integration; Exports, Imports, and Trade Flows; Forms of Economic Integration
Review of Selected Trading Areas
-A Brief Introduction to Rules of Origin
-EU; NAFTA ; FTAA ; MERCOSUR; EAEC / ASEAN
SECTION 16—CHOOSING FROM GROWTH ALTERNATIVES
8/4
Lecture 16 – Choosing from Growth Alternatives.
Financial Consolidation Issues
Uruguay Round: TRIMS and TRIPS
Knowledge of U.S. Tax Laws
Fiduciary responsibility of corporations [public and private]
8/5
Test #4.
7/6/15