TEACHING PLAN FOR
• INTERNATIONAL MARKETING
1. Basic description
Name of the course: International Marketing
Academic year: 2012-2013
Year: 4th
Term: 2nd
Degree / Course: Bachelor’s degree in International Business and Marketing
Code: 44201
Number of credits: 4
Total number of hours committed: 100
Teaching language: English
Lecturer: Tomislav Rimac
Timetable:
GROUP 1 (Plenary Class)
Tuesday 15:45-18:00
Aula: Chupa Chups
GROUP 2 (Plenary Class)
Tuesday 18:30-20:45
Aula: 4.1
GROUP 1A (Seminar)
Thursday 16:05-17:00
Aula: ETR
GROUP 2A (Seminar)
Thursdays, 18:20-19:15
Aula: ETR
GROUP 1B (Seminar)
Thursdays, 17:05-18:00
Aula: ETR
GROUP 2B (Seminar)
Thursdays, 19:20-20:15
Aula: ETR
OFFICE HOURS: Wednesdays, 18:00 – 19:00 and by appointment
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2. Presentation of the course
International Marketing course focuses on challenges and opportunities of
marketing new and existing products and services to the global marketplace. It
builds on the knowledge acquired in the Business Marketing course and applies
key marketing concepts in the international business context. It introduces
students to international-level strategic and operational marketing tools and
decision and influence techniques for international markets.
The course accomplishes its objectives through lectures, discussions of
readings from the business press, case analyses of actual global marketing
issues, and through a computer-based international marketing simulation game
Country Manager. It pays special attention to variations from home-country
marketing and to strategies used by international marketers. Specifically, the
course analyzes the impact of cultural, economic, technological, political, and
legal differences on the international marketing process.
On successful completion of this course students should be able to:
Understand the nature of international marketing strategy and its linkages to
corporate strategy vis-à-vis local and national marketing strategy
Develop analytical frameworks in the screening of national markets defining
the key factors in the firm’s internationalization process by evaluating the
international business environment, stressing particularly the economic and
cultural dimensions
Discuss the complexities and paradoxes that are prevalent in so many
successful and failing international marketing operations
Explore the tensions in adopting a global standardized action as opposed to
a locally responsive action in international marketing and relate these to the
overall corporate strategy of companies
Consider ethical and social responsibility issues, in the development and
implementation of an international marketing strategy
Successful completion of Business Marketing course or its equivalent is a
mandatory prerequisite for this course.
3. Competences to be achieved in the course
General competences
Instrumental competences
G.I.1. Ability to search, analyse,
Specific competences
Disciplinary competences
E.D.11. Introduce the basic marketing
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assess, and summarise information.
G.I.2. Ability to relate concepts and
knowledge from different areas.
G.I.4. Ability to tackle and solve
problems.
G.I.5. Ability to take decisions in
complex and changing environments.
G.I.6. Ability to develop, present and
defend arguments.
G.I.8. Oral and written competence in
communicating in English.
General personal competences
G.P.1. Ability to adapt, lead and work
in a group that is multicultural,
interdisciplinary, competitive,
changing and complex in nature.
Generic systemic competences
tools and capacitate for planning
commercial strategies.
Professional competences
E.P.1. Ability to understand the
decisions taken by economic agents
and their interaction in the markets.
E.P.2. Ability to analyse economic and
market indicators when taking
decisions within the organisation.
E.P.17. Ability to express and
understand spoken and written
communication in English at an
advanced level in the international
business environment.
E.P.21. Ability to search and use
various information sources.
E.P.22. Ability to contrast knowledge
obtained in the learning process and
adapt it to real situations.
G.S.1. Ability to apply creativity.
G.S.2. Ability to observe.
G.S.3. Ability to think globally.
G.S.9. Willingness to relocate
geographically.
Competences for applicability
G.A.1. Ability to apply acquired
knowledge and skills.
G.A.3. Ability to search and exploit
new information sources.
The above competences interrelate with the basic competences set out in Royal
Decree 1393/2007, namely:
a. Competence to comprehend knowledge, on the basis of general
secondary education
b. Competence to apply knowledge to day-to-day work in international
management or marketing, in particular, ability to develop and defend
arguments and to solve problems
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c. Competence to gather and interpret relevant data, enabling the
development of critical judgements on the economic and social reality
d. Competence to communicate and transmit information (ideas, problems,
solutions) to a specialised and non-specialised public
e. Competence to develop learning activities in a relatively autonomous
manner.
In order to establish a correspondence between the basic competences and
those developed in the degree, these are grouped according to two criteria.
Thus, the competences developed in the subject are structured into those that
are seen as a development or specification of basic competences and those
that define the professional profile of the graduate, with respect to general and
specific competences.
Basic competence: understanding of knowledge
I. General competences G.S.2
II. Specific competences E.P.1
Basic competence: application of knowledge
I. General competences G.I.2, G.S.1, G.S.3
Basic competence: gather and interpret data
I. General competences G.I.1, G.A.3
II. Specific competences E.P.2
Basic competence: communicate and transmit information
I. General competences G.I.6, G.I.8
II. Specific competences E.P.17
Basic competence: develop learning activities
I. General competences G.I.4
II. Specific competences E.P.21, E.P.22
Competences that define the professional profile which are not included under
basic competences
In general, these competences combine the following key elements for
professionalising students in the area of international business and marketing:
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- Provide students with the capacity to adapt to dynamic teams and
environments
- Provide students with the capacity to create their own integral vision of the
operation of a business or international marketing project
- Provide students with the capacity to take complex decisions and carry out
negotiation processes
I. General competences G.I.4, G.I.5, G.P.1, G.S.9, G.A.1
II. Specific competences E.D.11
Own competences of the subject
Establish a company's international marketing strategy.
4. Contents
1. International market entry and development
Strategic planning
Marketing organization, implementation, and control
Research
Market entry and expansion
2. Export marketing mix
Product adaptation
Export pricing
Marketing communication
Distribution management
3. The global marketing mix
Global product management and branding
Global services
Global logistics and materials management
Global pricing
Global promotional strategies
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5. Assessment
The course is graded from 0 (the lowest grade) to 10 (the highest grade).
Passing the course requires a minimum final exam grade of 4.0, a minimum
simulation grade of 5.0, and a minimum total continuous evaluation grade
(simulation + preparation + quizzes) of 4.0.
At the ordinary term, the final grade for the course will be determined on the
following basis:
Assessment
elements
Time period
Type of
assessment
Comp
Opt
Assessment agent
Lecturer
Selfassess
Type of activity
Coassess
Weight
(%)
Grouping
Indiv
Group
(#)
BONUS EVALUATION (default is zero; no minimum requirement):
Class
Participation
Throughout
the course
x
x
x
x
Application
Conceptual
Overall
understanding
max
10%
x
CONTINUOUS EVALUATION (a minimum grade of 5 is required on SIMULATION and 4 on total continuous evaluation:
Country
Manager
Simulation
Week 3 to
10
x
x
x
x
Application
Conceptual
Overall
understanding
3/group
30%
Class
Preparation
Throughout
the course
x
x
x
x
Application
Conceptual
Overall
understanding
3/group
10%
≥4
x
x
Short
Quizzes
Overall
understanding
x
20%
Application
and synthesis
x
40%
SYNTHESIS EVALUATION (a minimum grade of 4 is required):
Final Exam
•
Exam
Week
x
x
International students: Please DO NOT BOOK tickets for your flights home
before the dates for the final exams are announced (usually at the end of the
week 5). Even if you have a ticket and a valid reason, ESCI will NOT
PROVIDE ALTERNATIVE DATES for the final exam.
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Terms and conditions for extraordinary exam sitting:
The date and time for the extraordinary exam setting will be set by ESCI. Only
final exam can be retaken during this session. All other grades stay unchanged
and cannot be compensated by extra work.
IMPORTANT further specifications on grading and assignment rules:
•
•
•
•
•
•
To be allowed to take the final exam, students must obtain an unadjusted
simulation grade greater or equal to 5.0 and an unadjusted total continuous
evaluation grade (simulation + preparation + quizzes) greater or equal to
4.0. If one of these two grades is below their specified minimum grades, the
lower of the two grades becomes the final course grade.
Students must take the final exam in order to obtain a final grade for the
course. If a student does not take the final exam, the final grade assigned to
the student will be “No presentado.”
Only students who took the exam during the regular exam term and have
obtained exam grade below 4.0 may use the extraordinary exam setting.
Minimum grade needed to be obtained at the final exam, in order to consider
the remaining course grading elements is 4.0. If a student obtains a final
exam grade below 4.0, the final grade of the course will be determined
exclusively based on the grade of the final exam.
The final exam is cumulative - it covers material from the whole course.
Participation in this course is graded as a bonus. Participation grade can
increase your final grade for no more than 1.0. Your participation mark will
be based on your class contribution. Some of the behaviors that contribute
to effective class participation are captured in the questions that follow:
1. Is the participant a good listener?
2. Are the points that are made relevant to the discussion? Are they linked
to the comments of others?
3. Do the comments add to our understanding of the situation?
4. Do the comments show evidence of analysis of the case?
5. Does the participant distinguish among different kinds of data (that is,
facts, opinions, beliefs, concepts, etc.)?
6. Is there a willingness to share?
7. Is there a willingness to test new ideas, or are all comments "safe"? (For
example, repetition of case facts without analysis and conclusions or a
comment already made by a colleague.)
8. Is the participant willing to interact with other class members?
9. Do comments clarify and highlight the important aspects of earlier
comments and lead to a clearer statement of the concepts being
covered?
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The questions above deal with both the process of class participation and (of
equal or greater concern) the content of what you say. Please trust that both
quality and frequency are important, but that quantity never can make up for
low quality.
Please do not confuse participation with assistance. Having a perfect
assistance record still may result in zero participation mark if you do not
actively participate in the class discussions. However, if you do not assist to
classes, then neither you can participate. Thus, if your assistance falls below
80% of all classes (6 or more absences), your participation will be set to
zero irrespective of your contribution during the classes you were present at.
At the beginning of the term, you will self-form groups of exactly 3 students
that will play Country Manager simulation.
Grading of actual simulation results will be relative and it will depend on how
well your group does in comparison to other groups. Other group
deliverables will be graded using absolute evaluation and these grades will
not depend on how well your group does in comparison to other groups.
Although each group will get one mark, individual marks will be adjusted
(upward or downwards) based on the 360 0 evaluation that you will have to
complete during the final exam.
If there will be more than 4 quizzes, the lowest grade will not count for the
total mark for this element. If the number of quizzes is less or equal to 4, all
quiz grades will count towards the final course mark.
Preparation grade is a punitive grade. By default, every student is given 1.0
grade for the preparation activities. If instructor determines that a student
came to the class unprepared without previous notification, the preparation
mark will be reduced to 0.7. If a student comes to two classes unprepared,
the preparation grade will be lowered to 0.3, and to 0 if a students come to
three classes unprepared.
6. Bibliography and teaching resources
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Basic bibliography
o Czinkota, M. R. and Ronkainen, I. A. (2009). International
Marketing. 9th Edition. South-Western College Pub.
Supplementary bibliography
o Keegan, W. J. and Green, M. (2012). Global Marketing. 6th Edition.
Prentice Hall.
o Usunier, J-C. (2009). Marketing Across Cultures. 5th Edition.
Prentice Hall.
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o Doole, I., Lowe, R. (2008). International Marketing Strategy:
Analysis, Development and Implementation. 5th Edition. South
Western Educational Publishing.
Teaching resources
o Supplementary on-line and video cases for teaching purposes
o Power point slides
o Supplementary on-line articles
o Country Manager simulation software
•
Students are required to read all assigned cases and articles. Although the
course will loosely follow Czinkota and Ronkainen’s book listed in the basic
bibliography section, there is no required text book for this course. In the
supplementary bibliography section you may find some books that you might
want to refer to during the course or after for further reading on the topics
covered during the class. Nevertheless, you will not need to buy or borrow any
of these books to successfully complete the course.
7. Methodology
The course is composed of a mixture of lectures, tutorials, seminars, simulation
and case discussions. The purpose of the lectures is to present and discuss
theories, concepts, analytical techniques and empirical findings. We will
supplement lectures with tutorials that will allow us to practice the analytical
techniques introduced during the lectures. Furthermore, we will discuss a
number of comprehensive business cases. The goal of the case discussion is to
apply the concepts to the context provided by the case and to make decisions
based on both qualitative and quantitative analysis.
Face-to-face
(in the classroom)
- Lectures
- Tutorials
- Discussion of cases and
articles
Directed
(outside the classroom)
Professor
- Prepare classes
- Prepare tutorials
- Prepare cases and articles
Independent
(outside the classroom)
- Follow current business
press for latest
developments related to
the class
Student
-
Participation in discussions
Quizzes
Tests
Final exam
- Prepare seminars
- Prepare cases and articles
- Play simulation
- Class preparation and
readings
- Independent study
- Exam preparation
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These teaching methods require intensive students’ involvement and therefore
it is important that students read the assigned material prior to each class. As
the class is offered in English, all reading material will be provided in English
only. Students will be provided with the cases, readings, exercises and power
point presentations either before or after the class via the Intranet site (“Aula”).
MY EXPECTATIONS:
Class Preparation: I expect you to come to classes prepared. This includes
reading of the assigned cases, articles, reviewing of the power point slides and
exercises. Quizzes at the beginning of the plenary sessions and seminars will
test your preparation. While participation during the classes is predominantly
voluntary, I also practice “cold calling”. This means that anyone can be asked to
answer any question. Fear of public speaking or limited fluency in spoken
English will not be accepted as an excuse.
Punctuality and Deadlines: I expect you to be on time for classes. Majority of
quizzes and some unannounced tests will take place at the beginning of the
class. Being late will not be a valid excuse for extending the time assigned for a
quiz or a test. I understand that due to unforeseen circumstances, you may be
occasionally late. If possible, please let me know in advance if you are going to
be late. Being habitually late is a good way of losing goodwill. Deadlines will
always be strictly enforced and no exceptions of any kind will be made without
prior approval.
Attendance: I expect you to attend classes regularly. I understand that due to
unforeseen circumstances, you may be occasionally absent. If possible, please
let me know in advance if you are going to be absent. Being habitually absent
and/or being absent without a valid reason is a good way of losing goodwill.
Being absent does not excuse you from the deadlines. It is your responsibility to
ensure that I receive required material by the given deadline, in the specified
format, even if you are not present. If your attendance is below 80% (more than
6 unjustified absences), your bonus participation mark is set to zero
independent of your actual participation.
Class Discipline: It is of utmost importance that you respect your classmates
and the professor by allowing them to work and study in a professional
environment. Private conversations among students during the class will not be
tolerated. According to ESCI rules, the professor may ask student(s) to leave
the classroom. If you are asked to leave the classroom, your attendance sheet
will be marked as ‘expelled’ (counts as two unjustified absences) and you will
be asked to meet with the program coordinator.
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Intranet (“Aula”): It is students’ responsibility to ensure timely access to the
Aula.1 International students: please talk to exchange program coordinators at
your school and at ESCI in order to obtain Aula access as soon as possible.
Until you obtain the access please ask one of your local classmates for the
access to print or copy the class materials. Not having the access to the Aula
will not be accepted as an excuse for not doing required course work.
Laptops: Students MUST bring their laptops to every class. Students may use
laptops ONLY when instructed to do so. For the remainder of the class use of
any electronic devices such as laptops, iPADs, phones, or similar is not
allowed.
YOUR EXPECTATIONS:
Responsiveness and Feedback: You should expect that questions and
concerns that you raise with me would be answered, addressed and responded
to. Besides formal feedback mechanisms, feel free to jot me an e-mail with any
question or feedback. I will try my best to respond as speedily as I possibly can.
If you need to talk to me, you can send me an e-mail requesting to meet during
the office hour or at other time. I will schedule time to sit and talk to you.
Although I am usually available before and after the class for impromptu
questions and consultations, unless you previously request to meet, you need
to be prepared for the possibility that I may ask you to postpone the
conversation for another day due to my previously scheduled obligations.
Punctuality: You should expect me to start and finish classes on time. If we
need extra time to cover materials, or need to organize an extra session, I will
only do so if the majority of the class agrees.
Preparation and Rigor: You should expect the most up-to-date and rigorous
materials to be covered in class.
Guidelines and Expectations: For all assignments, exams and other course
materials, I will state my expectations as clearly as possible.
If either of us finds that the other party has been violating expectations, it is our
duty to inform the other party as promptly, and in as fair a manner as possible.
1
https://aula.esci.upf.edu/login/index.php?lang=en
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8. Scheduling activities
Note: Seminars are starting from the week 1 (Thursday, January 10, 2013)
Week
Hours
Sessions
Date
Class Preparation
Time
In Class
Time
After Class
Time
Course Introduction
Marketing Strategy and Analysis
Week 1
Lecture 1
Tuesday, Jan. 08
NA
Seminar 1
Thursday, Jan. 10
Review articles 1 to 4
Review tutorial questions
0
3
1.5
Article 1: Note on Marketing Strategy
Article 2: Market segmentation, Target Market
Selection, and Positioning
Article 3: Note on Low-Tech Marketing Math
Article 4: Marketing Analysis Toolkit: Market
Size and Market Share Analysis
Tutorial 1: Reviewing basic marketing concepts
2
Review your notes
Review PP slides
Independent study
2
1
Review your notes
Independent study
1
2
Review PP slides
Review your notes
Independent study
1
1
Review your notes
Independent study
1
2
Review your notes
Review PP slides
Independent study
Simulation: Preparation and
Quiz
4
Preparing for Market Entry
- International Market Research
- International Market Entry Strategies
Week 2
Week 3
Lecture 2
Tuesday, Jan. 15
Review PP slides
Read the case
Read the article
Seminar 2
Thursday, Jan. 17
Read the case
Review case questions
3
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Lecture 3
Tuesday, Jan. 22
Review PP slides
Read the article
1.5
Video 1: Tracking the Growth of India’s Middle
Class
Article 5: Global Gamesmanship
Case 1: Mary Key Cosmetics: Asian Market
Entry (HBS 594-023)
Case 2: Vietnam: Market Entry Decision (HBS
598-081)
Marketing Communication
Product Adaptation
1.5
Article 6: Customizing Global Marketing
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Seminar 3
Week 4
Week 5
Week 6
Week 7
Thursday, Jan. 24
Read the case
Review case questions
1.5
Case 3: Citibank: Launching the credit card in
Asia Pacific (HBS 595-0.26)
1
Review your notes
Independent study
1
4
1
Lecture 4
Tuesday, Jan. 29
Review PP slides
0.5
Global Product Management and Branding
2
Review your notes
Review PP slides
Independent study
Simulation: Market
attractiveness analysis
Seminar 4
Thursday, Jan. 31
Read the case
Review case questions
1.5
Case 4: Neilson International in Mexico (A) (Ivey
995G03)
1
Review your notes
Independent study
11
Lecture 5
Tuesday, Feb. 05
Review PP slides
0.5
Export and Global Pricing
2
Review your notes
Review PP slides
Independent study
Simulation: Market forecast
Seminar 5
Thursday, Feb. 07
Read the case
Review case questions
1.5
Case 5: Colgate Max Fresh: Global Brand RollOut (HBS 508-009)
1
Review your notes
Independent study
Lecture 6
Tuesday, Feb. 12
Review PP slides
0.5
Global logistics and materials management
Distribution management
2
Review your notes
Review PP slides
Independent study
Simulation: Round 1 to 3
No class
Thursday, Feb. 14
NA
NA
0
NA
2
Review your notes
Review PP slides
Independent study
Simulation: Round 4 to 6
1
Review your notes
Independent study
10
9
0
Lecture 7
Tuesday, Feb. 19
Review PP slides
0.5
Global promotional strategies
Marketing organization, implementation, and
control
Seminar 6
Thursday, Feb. 21
Read the case
Review case questions
1.5
Case 6: Medi-Cult: Pricing a Radical Innovation
(IMD 044)
8.5
4.5
1
4.5
0
4.5
1
14
Week 8
Week 9
Week 10
Lecture 8
Tuesday, Feb. 26
Review PP slides
0.5
Customer Relationship Management
2
Review your notes
Review PP slides
Independent study
Simulation: Rounds 7 to 10
Seminar 7
Thursday, Feb. 28
Read the case
Review case questions
1.5
Case 7: Rosewood Hotels & Resorts: Branding
to Increase Customer Profitability and Lifetime
Value (HBS 2087)
1
Review your notes
Independent study
1
2
Review your notes
Review PP slides
Independent study
Simulation: Presentation
preparation
3
4
8.5
0.5
New Trends in Marketing
Marketing in the Bottom of The Pyramid
Markets
Lecture 9
Tuesday, Mar. 05
Review PP slides
Seminar 8
Thursday, Mar. 07
Read the article
1
Article 6: The Mirage of Marketing to the Bottom
of the Pyramid: How the Private Sector Can Help
Alleviate Poverty
1
Review your notes
Independent study
1
Lecture 10
Tuesday, Mar. 12
Prepare presentation
1
Simulation: Group Presentations
2
NA
0
Seminar 9
Thursday, Mar. 14
Prepare presentation
0.5
Simulation: Group Presentations
1
NA
0
Exam
Mar. 18-23, 2013
Prepare for the final exam
10
Exam
2
NA
0
10.5
10.5
Exam
Week
2
Total Hours
100
30.5
30
39.5
Last updated: November 16, 2012
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