Johns Hopkins University
International Marketing
Fall 2014 Syllabus
COURSE NUMBER: 660.358
COURSE TITLE: International Marketing
TIME: T/TH 1:30-2:45 p.m.
LOCATION:
PROFESSOR:
311 Hodson
Leslie L. Kendrick
Office: 104 Whitehead
Office Phone: 410-516-4586
Email: kendrick@jhu.edu
OFFICE HOURS: Leslie Kendrick: Mondays and Wednesdays, 3-4 p.m. and by appointment
Liz Bagdorf: Tuesdays, 12-1 p.m.
GRADER: Liz Bagdorf
Email: ebagdorf@gmail.com
; Phone: 860-227-3050
OFFICE HOURS : Mondays 1:30-2:30 p.m. and by appt.
REQUIRED TEXT:
International Marketing , by Cateora and Graham, 16th ed. (ISBN 9780073529974), Irwin McGraw Hill,
2013.
Supplementary Business Periodical Readings (provided by Instructor)
RECOMMENDED:
MLA Handbook for Writers of Research Papers , by Joseph Gibaldi, 7th edition (ISBN 978-1-60-329024-
1), MLA Publishers, 2009.
This reference paperback or one comparable is required for all groups to insure adherence to standard formatting for endnotes and the bibliography for the group project.
PREREQUISITE:
Principles of Marketing—660.250.

COURSE OBJECTIVES:
1) To help students gain an understanding of international marketing.
2) To provide students with the opportunity to explore the impact of economic, cultural, political and legal environments on international marketing efforts.
3) To allow students to analyze and develop global marketing strategies.
4) To challenge students to consider the ethical issues confronting international marketers.
5) To allow students to gain hands-on experience developing an international marketing plan for the product and country of their choice.
6) To hone communication skills, both oral and written, through a group project.
METHODOLOGY:
These course objectives will be pursued through the use of class and group discussion, case studies, videotapes, a guest speaker and a group project with written and oral presentation components.
COURSE PROCEDURES:
1. Prior to every class, each student is expected to read the assigned chapter(s), articles and case studies.
Students should come to class prepared to share their thoughts and views on the material.
2. If you must miss a class, it is your responsibility to get the notes from lecture, videos, cases, speakers, etc. from another student.
3. All assignments must be typed and submitted at the beginning of class on the due date. Late work will not be accepted since cases will be analyzed in class.
Assignments turned in late will receive a zero.
If a student knows they will not be in class on a day a quiz will be taken or an assignment is due, it is the responsibility of the student to call the instructor prior to class and arrange to email or fax the homework to the instructor prior to class or by a mutually agreed upon time. For extreme illness and other emergency situations, students are required to obtain documentation from their College's Advising
Office or the Health Center for submission to the instructor.
4. All assignments must be typed using double spacing and 11- or 12-point type. Points will be deducted for submissions that are handwritten. Multiple paged assignments must be paginated and stapled. Please do not use paperclips.
5. All assignments should be spell-checked and grammar checked prior to submission. Points will be deducted for spelling and grammar errors.
6. No make-up quizzes or mid-term exams will be given. If students arrive late to class and miss a portion of the quiz or exam period, they will have to do the best they can in the time remaining.
7.
Ethics Statement :

In this course, each student has the responsibility to document the following in individual and group papers: a) Quotations (the exact words/data from another person); b) Paraphrase (the rewording of another person’s ideas/data); c) Combination of quotation and paraphrase.
This applies to all sources of information, including company brochures, phone or in-person interviews and Internet information. All outside sources of information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, the MLA stylebook should be consulted.
On every exam, you will sign and date the following pledge: “I have completed this exam without unauthorized assistance from any person, materials or device.”
8. The University’s policy on disability accommodations is as follows: students must present their instructor with a letter from the Director of Academic Advising in Arts & Sciences or the Office of
Disability Services, stating the disability and the exact accommodations needed. If the student is unable to provide a letter, no special accommodations will be provided. Students are strongly urged to present this letter in the first few weeks of classes—and well ahead of a mid-term since seating in the Disability Services office must be reserved.
STUDENT LEARNING METHODS/COURSE REQUIREMENTS:
Class Participation . Students are expected to complete all assignments on time, to attend all classes and to be prepared for discussion sessions. Students should have read, studied and thought about the assigned material for each class. Students are expected to arrive at class on time . Daily quizzes will be given at the beginning of class and students who arrive late will have to do their best in the time remaining.
Participation points will be deducted for students who leave class early—i.e. after they have taken the quiz.
Quizzes . In order to encourage students to do the assigned reading in advance of class, a quiz will be given at the beginning of each class period.
This quiz will consist of ten true or false questions that cover major concepts from the current period's assigned readings (text chapters, cases and articles) and will be worth up to 5 points, ½ a point for each question. No make up quizzes will be given.
If students miss a class for any reason, their quiz grade will be zero for that day. Only the top 16 of the 19 quiz grades will be counted, for a total of 80 quiz points for the semester. Studying for the daily quizzes will not only prepare students for class, but also allow for better integration of text concepts into the group case assignment due at the end of the semester.

Case Questions/Analysis . Each student will be responsible for doing the following individually:
1) Analyzing two cases and answering the questions provided in a manner which reflects the synthesis of key issues and also text concepts studied to date; 2) Submitting to the instructor typed answers
( 4 pages double spaced maximum per case ) to the case questions for designated cases and 3) Bringing a spare copy of the case to class for reference during class discussion. NOTE: Case questions may not be turned in at the end of class or after class, since they will be discussed during class. If a student is ill, they must email their work to the Instructor prior to 12 noon on the day of class.
Team Project . Teams will choose a country and a consumer product to launch in that country and have it approved by the Instructor. Then, they will research the cultural, economic, market analysis and marketing plan components outlined in The Country Notebook—A Guide for Developing a Marketing
Plan (refer to text for project outline), submit a paper and present findings orally to the class at the end of the semester.
Teams are expected to use the JHU library resources that are introduced by Heather Tapager (see syllabus for class meeting date).
Each team will be responsible for submitting one copy of their team's written report and one hard copy of the Powerpoint slides at the beginning of class, prior to their team's oral presentation. The written report should include all of the case components noted in the appendix, including financial projections, with assumptions footnoted, and should be about 10 pages per section or 40 pages total (excluding appendices). The oral presentation should be a maximum of 20 minutes long.
Peer evaluation will be used for the written portion of this project as an incentive for teams to work together cohesively.
Mid-Term Examination. The mid-term examination questions will be drawn from the Supplemental
Readings packet (provided by the Instructor) text, cases, class exercises/simulations, videotape concepts and guest speakers. The mid-term exam is worth 100 points or 25% of your grade. There is no final exam for this course due to the scope of the final project/presentation. All work on the exam is expected to be done honestly and independently of other students. Failure to comply will result in a score of zero for the work in question. NOTE: The dates for the mid-term and the final group project presentations are included in this syllabus. Students must participate in the final group project oral presentation to earn their portion of the oral grade.

GRADING:
Group Project: “The Country Notebook”
TOTAL
--Oral presentation (30 points)
--Written report (100 points)
Class Participation
--In class exercises, contribution to discussion, attendance
Quizzes (5 points/quiz, best 16 of 19)
Mid-term (text chapters 1-11, cases, readings packet)
Cases (2 case write ups, 25 points each)
Grades will be awarded on the following basis:
97%+ A+
93%-96% A
90%-92% A-
87%-89% B+
83%-86% B
80%-82% B-
77%-79% C+
73%-76% C
70%-72% C-
60%-69% D
Below 60% F
Points
40
80
100
50
130
400
% of Grade
10%
20%
25%
12.5%
32.5%
100%

Date
Aug. 28
Sept. 2
Sept. 4
Sept. 9
Sept. 11
Sept. 16
Sept. 18
Sept. 23
Sept. 25
Sept. 30
COURSE SCHEDULE—INTERNATIONAL MARKETING
Topic(s) Reading
Course Introduction & Syllabus Review
Sample quiz (not graded)
Exercise: SRC
DVD: McDonald’s International
Case: Starbucks
Quiz #1 (includes text & case)
International Trade
Case: Dixon Ticonderoga (supplemental)
DVD: Trade in Steel
Due: Team member names, brainstorm on country and product
Quiz #2
Ch. 1
Case 1-1
Ch. 2
Supp. case
Article 1
History and Geography
Case: Nestle Infant Formula (1-2)
Quiz #3
Guest Speaker: Heather Tapager
Meet at Library: Preliminary Research (graded)
Ch. 3
Case 1-2
The Country Notebook
Ch. 4
Case 1-3
Article 2
Cultural Dynamics in Assessing Global Markets
DVD: Trade Disputes and Cultural Differences
Due: Coke & Pepsi in India case questions
Quiz #4
Simulation: Communicating in an Unfamiliar
Environment (attendance taken)
Culture, Management Style and Business Systems
Case: Marketing Microwave Ovens
Case: Toyota (supplemental)
Quiz #5
The Political Environment
Quiz #6
DVD: Launching Water Purifiers In India
Case: MacDermid, Inc. (supplemental)
The International Legal Environment
Cases: Coping with Corruption in China,
When Buyers and Sellers Disagree &
Ethics and Airbus
Quiz #7
Ch. 5
Case 1-4
Supp. case
Article 3
Ch. 6
Supp. case
Article 4
Ch. 7
Cases 2-4, 2-5, 2-6
Article 5

Date
Oct. 2
Oct. 7
Oct. 9
Oct. 14
COURSE SCHEDULE—INTERNATIONAL MARKETING
Topic(s) Reading
Marketing Research
Case: Mayo Clinic
Due: Part I of Group Project:
Cultural Analysis (graded, 20 points)
Quiz #8
Guest Speaker: T. Rowe Price
Economic Development and the Americas
Case: Selling Tobacco to 3 rd
World Markets
Quiz #9
Ch. 8
Cases: 3-1
Ch. 9
Case 4-6
Article 6
Europe, Africa and the Middle East
Case: McDonald’s and Obesity
Case: Continued Growth for Zara and Inditex
Quiz #10
Ch. 10
Case 2-7
Case 3-4
Oct. 16
1
Oct. 21
NO TUES. CLASS—FOLLOW MONDAY SCHEDULE
The Asia Pacific Region
Case: Ultrasound Machines, India, China and a
Skewed Sex Ratio
Case : Marketing to the Bottom of the Pyramid
Quiz #11
Ch. 11
Case 2-8
Case 3-3
Article 7
Oct. 23 Global Marketing Management
Case: FedEx and UPS in China (supplemental)
Case: Dell Inc. (supplemental)
DVD: Honda—Foreign Direct Investment
Quiz #12
Ch. 12
Supp. cases
Oct. 28
Oct. 30
Nov. 4
Mid-term (Ch. 1-12, cases, readings packet, class work)
Products & Services for Consumers
Case: Tambrands
DVD: Breathe Right Nasal Strips
Quiz #13
Products & Services for Businesses
Case: Boeing (supplemental)
Case: Merrill Lynch in Japan (supplemental)
Quiz #14
1
Classes meet according to Monday schedule per JHU Academic Calendar.
Ch. 13
Case: 4-1
Articles 8, 9
Ch. 14
Supp. cases
Article 10

Nov. 18
Nov. 20
Dec. 2
Dec. 4
Dec. 15
Date
Nov. 6
Nov. 11
Nov. 13
/f14358syll
COURSE SCHEDULE—INTERNATIONAL MARKETING
Topic(s) Reading
International Marketing Channels
Case: AIDS and Condoms
Case : Cutco (supplemental)
Due: AIDS & Condoms Case Questions
Quiz #15
Marketing Communications & Int’l. Advertising
Case: Cultural Norms, Fair & Lovely
DVD: Two Takes: Coke & Pepsi
Quiz #16
Personal Selling and Sales Management
Case: National Office Machines
Case: Starnes-Brenner
Due: Part II of Group Project:
Economic Analysis (graded, 20 points)
Quiz #17
Ch. 15
Case 4-5
Article 11
Ch. 16
Case: 2-2
Article 12
Ch. 17
Case: 2-3
Case 4-4
Guest Speaker
Pricing for International Markets
Case: Euro-Disney
Quiz #18
International Negotiations Ch. 19
Case/Role Play: Sales Negotiations for MRI Systems Case: 4-3
Quiz #19
Group Project Work Session, Q&A (in class)
Ch. 18
Case: 2-1
Article 13
Final Exam Period—2-5 p.m.
Group Project Due: The Country Notebook
Parts III & IV, plus revisions of Parts I and II AND Oral Presentation
Groups 1-5
Course Evaluation