Topics in International Marketing
COURSE DESIGNATOR MADR 3016
Language of Instruction English
NUMBER OF CREDITS 3 credits
Contact Hours 45 hours
COURSE DESCRIPTION
This course is designed to show students how to manage advanced marketing strategies and deal with common
conflicts when conducting business in a Global environment.
Throughout the semester we will deepen in the marketing topics that students should already manage, while
adapting them to an International environment: Market Segmentation and Targeting (Country selection, Modes
of entry, Strategies for exploiting foreign markets, etc.); Analyzing Uncontrollable elements (Global economic
trends, regional economic integration, Social, Cultural and Environmental aspects of international trade, etc.);
and Managing Controllable variables (Product, Price, Distribution and Communication Strategies for exploiting
foreign markets, etc.).
COURSE PREREQUISITES
An introductory course, such as MKT300 Introduction to Marketing Management, MKTG3340 Fundamentals of
Marketing, or similar one, is strongly recommended to make the most of this specialization course.
COURSE OBJECTIVES
The global objective of this course is to provide students with the necessary knowledge and tools to develop
marketing strategies for a variety of markets in diverse cultural, political and economic situations.
Thus, upon completion of the course students should:
1. Understand the benefits that nations derive from unrestrained free trade.
2. Understand how the basic principles of marketing are applied in diverse cultural, political, legal and
economic environments.
3. Be able to analyze foreign markets, managing various techniques used by modern marketers for segmenting
foreign markets in both, consumer and industrial sectors.
4. Be able to design strategies for global competition, explain the various methods of entering foreign markets,
the degree of commitment required and the associated levels of risk.
5. Understand the concepts of product life cycle and classification of goods and their importance for foreign
market acceptance, product adaptation and overall marketing strategy decision-making.
6. Know how international marketers develop pricing strategies for goods sold abroad.
7. Understand the basic principles, objectives, and problems in developing international channels of
distribution.
8. Be able to identify sources of foreign market information including secondary data from both governments
and private industry.
9. Be able to apply the principal concepts and models in the workplace; as well as to perform a more advanced
coursework in any area of Business Administration.
10. Have improved their communication, teamwork, and critical thinking skills.
11. Have enjoyed accomplishing the above objectives.
INSTRUCTOR
Gonzalo Moreno
METHODOLOGY
Classes will be a mix of lecture (theory) and real-life case studies discussion (practice). Students are required to
prepare each lesson ahead (according to course schedule of classes) so as to make classes participative and
dynamic.
Tests (15% + 20%): There will be two midterm tests. Each test will cover half of the course content. Most of
the material on the tests will be taken from the textbook. Nevertheless, anything discussed in class is potential
test material.
At the same time, the course project will ensure a practical application of the course contents, expressed in two
presentations.
Group Presentations (25% + 30%): Students will be assigned to a group of 3 to 5 members. Each group will,
firstly, analyze and present a Multinational Market Region, including its Multinational Free-Trade Areas and
Agreements: North America (NAFTA), Latin America (CARICOM, CAFTA, Mercosur), Asia-Pacific
(ASEAN), EMEA (EU, Arab Common Market, OIC, Afican Union, ECOWAS, SADC).
Secondly, upon termination of the previous analysis, by the end of the course, groups will propose a Marketing
Strategy for the regional launch of one common product.
This project will be graded on the basis on creativity, thoroughness of the analysis and practical application of
course contents.
REQUIRED READING/MATERIALS
1)
Cateora, Gilly, Graham, International Marketing
14th. International Ed. 2009, McGraw Hill
* Newer versions of the text (16th Ed) are available only in the American Ed. Book to buy/use is at
students’ discretion.
2)
Selected Case Studies and specific materials.
GRADING
Attendance
Class Participation
Tests
Project presentations
0% (considered in Students’ best interest)
10%
35% = 15% + 20%
55% = 20% + 30%
CRITERIA FOR GRADING AND GRADING STANDARDS
Grading Rubric
A
93-100
AB+
B
BC+
C
CD+
D
F
90-92
87-89
83-86
80-82
77-79
73-76
70-72
67-69
60-66
0-59
Achievement that is outstanding relative to the level necessary to meet course requirements.
Achievement that is significantly above the level necessary to meet course requirements.
Achievement that meets the course requirements in every respect.
Achievement that is worthy of credit even though it fails to meet fully the course
requirements.
Represents failure (or no credit) and signifies that the work was either (1) completed but at a
level of achievement that is not worthy of credit or (2) was not completed and there was no
agreement between the instructor and the student that the student would be awarded an I.
Summary of how grades are weighted:
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Attendance
5%
Class Participation
10%
Homework and assignments
30%
Mid-term project presentation
25%
Final Project presentation
30%
Overall Grade
100%
TENTATIVE/SAMPLE CLASS SCHEDULE
INTERNATIONAL MARKETING
DAY
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
Mon
Wed
12/01/15
14/01/15
19/01/15
21/01/15
26/01/15
28/01/15
02/02/15
04/02/15
09/02/15
11/02/15
16/02/15
18/02/15
23/02/15
25/02/15
02/03/15
04/03/15
09/03/15
11/03/15
16/03/15
18/03/15
23/03/15
25/03/15
30/03/15
01/04/15
06/04/15
08/04/15
13/04/15
15/04/15
CLASS
#
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
CONTENT
Introduction to the course
OVERVIEW: The scope of International Marketing
OVERVIEW: International Trade
CULTURE: Assesing Global Markets
Conclusions: Main Variables assesing Global Markets
CULTURE: Management style and Business Systems
CULTURE: The political environment
CULTURE: The international legal environment
FIRST MIDTERM EXAM
Developing a Global Vision: Marketing Research
Emerging Markets
Students' Presentations: Multinational Market Regions I
Students' Presentations: Multinational Market Regions II
Conclusions on Global Market Oppotunities
Global MK Management: Planning and Organization
Products and Services for Consumers
Products and Services for Businesses
International Marketing Channels
Exporting and Logistics: Special issues for bussinesses
IMC and International Advertising
Guest speaker TBC
Personal Selling and Sales Management
Pricing for International Markets
Conclusions on Global Marketing Strategies
SECOND MIDTERM EXAM
Students' Presentations: Multinat'l Marketing Strategy I
Students' Presentations: Multinat'l Marketing Strategy II
Course Conclusions
READINGS
(CHAPTER)
-1
2
4
-5
6
7
8
9
(10)
(10)
-11
12
13
14
15
16
-17
18
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NOTES:
This course is designed to be completed in between 20 and 26 lecture sessions.
The course may also be completed with a +/-5hr. practicum, consisting in a set of organized visits to retail
distribution sites (around sessions 17 / 18)
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ATTENDANCE POLICY
Regular attendance and punctuality are mandatory in order to earn full marks. The final grade will take into
consideration preparation required for class (i.e. readings) and participation in class discussions. If you miss any
meetings without an excused absence from the on-site director, your final grade will be dropped accordingly. In
the case of absences, it is the student’s responsibility to find out what information was given in class including
any announcements made.
UNIVERSITY OF MINNESOTA POLICIES AND PROCEDURES
Academic integrity is essential to a positive teaching and learning environment. All students enrolled in
University courses are expected to complete coursework responsibilities with fairness and honesty. Failure to do
so by seeking unfair advantage over others or misrepresenting someone else’s work as your own, can result in
disciplinary action. The University Student Conduct Code defines scholastic dishonesty as follows:
SCHOLASTIC DISHONESTY:
Scholastic dishonesty means plagiarizing; cheating on assignments or examinations; engaging in unauthorized
collaboration on academic work; taking, acquiring, or using test materials without faculty permission; submitting
false or incomplete records of academic achievement; acting alone or in cooperation with another to falsify
records or to obtain dishonestly grades, honors, awards, or professional endorsement; altering forging, or
misusing a University academic record; or fabricating or falsifying data, research procedures, or data analysis.
Within this course, a student responsible for scholastic dishonesty can be assigned a penalty up to and including
an “F” or “N” for the course. If you have any questions regarding the expectations for a specific assignment or
exam, ask.
STUDENT CONDUCT
The University of Minnesota has specific policies concerning student conduct and student needs. This
information can be found on the Learning Abroad Center website.
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