INTERNATIONAL MARKETING (MKTG 4113)
Spring, 2014
Sarath A. Nonis
Room:
Email:
BA 402E,
snonis@astate.edu
Phone:
(870) 972-3430
Office Hours:
Tuesday & Thursday
8:30 – 9:30 & 11:00– 12:00
Wednesday 9:30 – 12:00 a.m., 1:30 – 3:00 p.m. and by appointment.
Course Objective
The international marketing course is designed to provide students with (a) familiarity
with the problems and perspectives of marketing across national boundaries and within
foreign countries; (b) insights into environmental perspectives of doing business outside
the home country; (c) analytical ability to make marketing decisions facing all firms
(exporters, licensor/licensee, joint venture firms, firms with overseas subsidiaries)
engaged in business outside the U.S.; and (d) knowledge of tools and practices for
structuring and controlling marketing programs related to overseas business.
Specific Pedagogical Objectives
1. Gain perspectives of global marketing; how is it different from domestic
marketing?
2. Theoretical foundations of international/global trade
3. Develop an understanding of international organizations and agreements and
how they affect trade and global marketing decisions.
4. Develop skills in analyzing economic and non-economic (i.e., political, legal,
cultural etc.) factors for identifying, evaluating, and approaching foreign
marketing opportunities.
5. Become familiar with alternative schemes for segmenting the global market.
6. Develop skills in formulating product, price, distributions, and promotion
strategies in the context of business outside the U.S. For example:
(a) Product: opportunity and need for product adaptation;
(b) Price: uniform pricing worldwide vs. differentiated price;
(c) Distribution: differences in overseas distribution arrangements, and
choice and appointment of middlemen, and;
(d) Promotion: transfer of U.S. advertising copy overseas and media
selection.
As always, one will get as much out of this course as one puts in; so your active involvement
in the course is essential for most positive experience. Please note that your instructors’ role
is to facilitate learning; real learning will require a joint effort by all in the class by applying
and extending the ideas introduced through the course material and class interaction.
Text Book
International Marketing by Philip R. Cateora, Mary C. Gilly, & John L. Graham. 16th Edition.
McGraw-Hill/Irwin publishing
Course Format
The course will consist of lecture, discussion, assignments, guest speakers, and case analyses.
Class time will be used to supplement the text book material with discussion of current
events. You are expected to come to class fully prepared by reading the assigned chapter
material for the day before class. You are expected to participate during the lecture.
Participation grade will take into account not only the quality of your comments but also
your preparation. The course will encourage active involvement of each and every student.
Given the format of the course, class attendance is mandatory. Please be on time for all
classes. Late arrivals distract the class and send a poor signal to all.
Recommended Outside Reading
The Economist, Businessweek, Wall Street Journal, Harvard Business Review,
Business Horizons, Financial Times, and other periodicals with international
content. I will also be assigning articles from some of these sources for you to
summarize for submission and for in class discussion.
Some "Do"s and "Don't"s
DO:
*Attend classes regularly and take class notes diligently
*Submit assignments on time
*Participate enthusiastically in class discussions
*Ask questions when you do not understand
*Work hard and earn a good grade
DON'T:
*Ever miss an exam or a quiz unless absolutely necessary. If you have to
miss one, please notify me before, and not after.
Course Requirements & Grading
Your final grade will be based on your performance in the following activities:
Weight
Points
+
First exam
15%
150
+
Second exam
15%
150
+
Third exam
15%
150
+
Assignments (group & individual)
20%
200
+
Quizzes
15%
150
+
Current event article s
10%
100
+
Case analyses
5%
50
+
Class participation
5%
50
TOTAL
100%
1000
Letter grades will be assigned based on the traditional cut-off percentages: 90% (A),
80% (B), 70% (C), & 60% (D). Below 60% would assure an F grade.
I reserve the right to change the relative weights under unavoidable circumstances. If
so, any changes are likely to be beneficial to you.
Exams:
The first two exams will consist of multiple choice and essay type questions (50%
multiple choice and 50% essay). Third exam is likely to be all multiple choice.
Assignment:
You will do at least 1 or 2 group assignments. One will be relating to culture.
In terms of individual assignments, I will ask you to complete one major assignment
and several short assignments (e.g., if I give more than 5 short assignments I will
keep the five best grades). Your answers should be typed and look professional.
Quizzes:
You will have approximately 5 quizzes. Tentative dates for these quizzes are
provided in the schedule. However, exact dates are likely to change and if so, I will
announce them in class and also inform you under announcements on blackboard. I
will give you at least 2 days notice before a change of quiz.
Cases:
We will discuss at least 4 cases in class. Each student is required to read the case and
answer the question before the discussion of the case in class. Your answers will be
collected prior to the in class discussion.
Current Event Articles
Each group will take turns in providing a 5 minute summary of a current event
(within the year) that has relevance to the topic to be discussed in class for that day.
Your summary should at least include the following: A copy of the article, title of the article,
the main idea, important facts that the author uses to support the main idea. Concepts,
frameworks, ideas etc. discussed in the article that are also included in the textbook should be
highlighted separately at the end of the article.
Class Participation:
Part of this grade will be based on attendance and paying attention and participating
in a meaningful way in class discussions.
Attendance Policy:
Attendance will be taken each day. Missing more than 15 minutes any time during
the class period will constitute an absence. Part of your class participation grade
WILL include attendance.
Late Assignments, Missing Exam, and or Quizzes:
Late assignments: Penalty for any late assignment is half credit. If you are submitting
any late assignment for a grade, make sure it is handed over on or before the next
class period. I will not collect any late assignment that is more than one week overdue
unless this has been discussed with me ahead of time. It is your responsibility to find
the exact due date for the assignments and what I will be covering in class on any
given day because what is in the syllabus is often tentative. Because of circumstances
(weather, health, spending more time on certain topics etc.) I might have to make
changes. They will be mentioned in class but if you are not in class please make an
effort to keep up with what is going on in class.
Missing an Exam: Students must take all exams at scheduled times except in case of
an unavoidable emergency (medical, death of near relative or unavoidable university
related engagement). Documentary proof is required for such excused absences.
Please notify me before missing and not after (email or call) proof can follow later. If I
am convinced of the validity of the excuse for missing an exam, I will give the student
a make-up exam most probably on dead-day, the day before we start the final exams.
No makeup will be given if you don’t have a valid excuse for missing an exam or a
quiz.
Tentative Schedule
1/21
Introduction
1
1/23
Global Marketing/International Trade
1&2
1/28
International Trade
2
1/30
Economic Development; The Americas
9
2/4
Economic Development; Europe, Africa, & the Middle East
Short Individual Project: Currency Assignment Due
10
2/6
Economic Development; Europe, Africa, & the Middle East
10
2/11
Economic Development; Asia-Pacific Region (Emerging Markets)
11
Summary of the article due: Business Innovations from Emerging Market Countries
into Developed Countries: Implications for ………. (available on Bb)
Case 3-3 Due Marketing to the Bottom of the Pyramid (available on Bb)
2/13
Political Vulnerability
Quiz 1 (Chapters 1 & 2 and whatever discussed in class)
6
2/18
Political Vulnerability & Legal Systems
6, 7
2/20
Legal Systems
7
2/25
Quiz 2 (Chapters 9, 10, & 11; possibly 6 also but will mention in class)
2/27
Exam 1 (Chapters 1, 2, 6, 9, 10, 11)
3/4
Culture
3, 4, 5
Case 2-5 Due: Coping with Corruption in Trading with China (available on Bb)
3/6
Culture continued
Individual Project 1 Due
3, 4, 5
3/11
Culture Continued
3, 4, 5
3/13
Culture Continued
Quiz 3
3, 4, 5,
3/18
Culture Continued
Culture Assignment Due
3, 4, 5
3/20
Culture Continued
Case 2-1 Due: Not So Wonderful World of Disney (available on Bb)
3, 4, 5,
3/25 & 3/27
Spring Break
4/1
Entry Strategies
12
4/3
Segmentation & Positioning (this topic will be covered only on a need basis)
4/8
Exam 2
4/10
Products & Services
Quiz 4
13
4/15
Products & Services
13
4/17
Exam 2 (Chapters 12, 3, 4, 5, 7)
4/22
Industrial Products
14
Case 4-1 Due: Tambrands Overcoming Cultural Difficulties (available on Bb)
4/24
Distribution Systems
15
4/29
Pricing
18
5/1
Integrated Marketing Communications
Quiz 5
Case Due: Banyan Tree Hotels & Resorts (will be available on Bb)
16
Exam 3 Day of Final
I reserve the right to make any changes to this tentative schedule.
It is your responsibility to find the exact due date for the assignments and what I will be covering in
class on any given day because what is in the syllabus is often tentative. Because of circumstances
(weather, health, spending more time on certain topics etc.) I might have to make changes. They will be
mentioned in class but if you are not in class please make an effort to keep up with what is going on in
class. Also note there is a grade for attendance and class participation.