Information | Course
Description | Texts | Course
Objective | Course Format
Grading and Performance Evaluation | The Course Outline and Assignments
|Professor||Dr. Irvine Clarke III, Associate Professor of Marketing|
|Office Location||643 Zane Showker Hall|
|Office Hours||Office hours available by appointment.|
A study of the scope, challenges and strategies of international marketing. The structure of multinational markets including economic factors, foreign cultures, nationalism, and government regulations are covered. The emphasis of the course is on foreign market research, international distribution channels, international product policy, international promotion, and pricing policy. Marketing problems arising from differing degrees of foreign involvement such as exporting, licensing, and establishing foreign subsidiaries. Prerequisites: MBM 5503 and undergraduate level marketing or MKTG 5103.
No text is required for this class. However, a complete set of class readings will be provided which corresponds to the class schedule. These class readings will be provided by your in-country contact prior to the beginning of class.
Supplementary Texts: For those who wish to improve their background of International Marketing, I recommend the following supplementary textbooks. Note: the supplementary textbooks are NOT required for this class.
- Meloan, Taylor W. and Graham, John L. International and Global Marketing: Concepts and Cases. Chicago: Irwin. Click here to order the supplementary text.
- Cateora, Philip R.: International Marketing, Irwin, Ninth Edition. Click here to order the supplementary text.
- Other readings and cases may be distributed in class. My International Business Resource page can be accessed at the following web site: http://www.reocities.com/irvineclarke/ib.html.
The course is designed to provide a foundation for the understanding of international marketing by investigating the economic, political and social factors which impact managerial marketing mix decisions. The first section of the course, provides a comprehensive introduction to: global marketing environments, consumer and industrial market behavior, recognition of relevant cultural differences and the assessment of global marketing opportunities. Additionally, the course will explore trends in emerging global markets and consumer segments with specific regard to the effects of regional market groupings on these evolving exchange opportunities.
Students should develop an appreciation of the framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region. The second section of the course addresses the formation of global marketing strategies in a marketing mix context. Multinational marketing theory is applied to global managerial decision making on: product, price, place and promotion. Emphasis is placed on the strategic implications and decision criteria required for international marketing. Students should aim at attaining a familiarity with the ecumenical complexity of marketing mix decisions in an international framework and the ways in which governments and businesses deal with these issues.
Please see the following web site for the specific course objectives: http://www.reocities.com/irvineclarke/6513objectives.html.
To achieve the objectives of the course, lecture/discussion sessions on the assigned reading materials and student paper/case presentations will be employed. Students are expected to arrive well prepared to discuss the meeting's assigned topic. In particular, students must have completed the meeting's required readings, prepared the selected cases or questions and should be fully prepared to discuss these issues in-class. All written assignments should be of professional quality: printed, well-organized, and correct in all aspects of English. Both the mid-term and the final examination will consist of essay questions which will reflect the major issues and topics covered in the course. Emphasis will be placed on the application of the global marketing theory.
AND PERFORMANCE EVALUATION:
The following scale will be used. A grade of zero will be assigned for any assignments not turned in on schedule or for missing an exam.
|97.5 - 100||A+|
|92.5 - 97.49||A|
|90 - 92.49||A-|
|87.5 - 89.99||B+|
|82.5 - 87.49||B|
|80 - 82.49||B-|
|77.5 - 79.99||C+|
|72.5 - 77.49||C|
|70 - 72.49||C-|
|67.5 - 69.99||D+|
|62.5 - 67.49||D|
|60 - 62.49||D-|
Incomplete grades will only be given if extraordinary circumstances (beyond the student's control) occur that preclude students from completing the course. Incompletes will not be given to students who have failed to complete assignments because of their own propensity to procrastinate.
A group paper will be expected. Specific paper guidelines will be provide during the first week of class. The paper topic should be selected, and discussed with me before submitting the paper proposal. This one-page paper proposal must be submitted by each group on class #6.
Collaboration: Students are permitted, in fact encouraged, to collaborate on homework, cases, and for class preparation. This can often crystallize important information. However, no collaboration is allowed during written in-class exams. Therefore, no communication of any type (talking, passing of notes ...), or other assistance between students will be allowed during exams. Violations will result in a grade of zero for the exam (and an F in the course) and students will be referred to the Dean of Students for further appropriate action.
COURSE OUTLINE AND ASSIGNMENTS:
|Class Meeting #1||Overview of Course||N/A|
|Class Meeting #1||International and Global Marketing||Reading 1|
|Class Meeting #1||Globalization I||Readings 2 and 3|
|Class Meeting #1||Globalization II||"Who Owns the 21st Century?" Lester Thurow|
|Class Meeting #1||Culture||Readings 6 and 7|
|Class Meeting #2||Global Strategy I||"Managing in a Borderless World" Kenichi Ohmae|
|Class Meeting #2||Global Strategy II||"Global Strategy in a World of Nations" George Yip|
|Class Meeting #2||Global Implementation||"Great Strategy or Great Implementation - 2 Ways of Competing in Global Markets" William Engelhoff|
|Class Meeting #3||Developing Global Competitive Advantage||Case: Levi Strauss Japan KK|
|Class Meeting #3||Emerging Markets Strategies||N/A|
|Class Meeting #3||Market Entry Strategies||Reading 16|
|Class Meeting #4||Information for Global Marketing Decisions||N/A|
|Class Meeting #5||Global Positioning and Segmentation||Case: Heineken NV: Buckler Nonalcoholic Beer|
|Class Meeting #6||Global Product Strategies I||Paper Proposal
|Class Meeting #6||Global Product Strategies II||"Can You Standardize Multinational Marketing?" Robert Buzzell|
|Class Meeting #7||Global Pricing Strategies I||N/A|
|Class Meeting #7||Global Pricing Strategies II||Readings 25 and 26|
|Class Meeting #8||Global Distribution Strategies||Reading 27
"How Multinationals Can Counter Gray Market Imports" S. Tamer Cavusgil and Ed Sikora
|Class Meeting #8||
Global Promotion Strategies
"Can Sales Promotion Go Global? Kamran Kashani and John A. Quelch
|Class Meeting #9||Developing a Globally Competitive Infrastructure||Case: ICI Paints|
|Class Meeting #9||Global Marketing||Reading 5|
|Class Meeting #10||Mid-Term Examination||Covers all material from Class Meeting #1 through #5.|
|Final Examination||Covers all material from Class Meeting #6 through #10.|
NOTE: The above schedule and procedures in this course are subject to change in the event of extenuating circumstances. My International Business Resource page can be accessed at the following website: http://www.reocities.com/irvineclarke/ib.html.
This syllabus is subject
to change upon notification by the professor.
Copyright © 1999-2001 by Dr. Irvine Clarke, III.