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MARKETING 493.O01 - INTERNATIONAL MARKETING
DEPARTMENT OF MANAGEMENT AND MARKETING
JACKSONVILLE STATE UNIVERSITY
SPRING TERM, 2014
Instructor: Dr. Ken Day Class: 12:45–2:15, TT: 263, Merrill
Office: Merrill 222 Office Hours: 2:15-3:15 - MTWT
Telephone: 782-5470 or by appointment
Prerequisites: Senior status and Marketing 301.
Required Text: Global Marketing: An Interactive Approach, Gillespie,
Kate, (2011), (Third ed.) Houghton-Mifflin
ORGANIZATION OF THE COURSE
COURSE DESCRIPTION:
Trade with other countries is an extremely fast growing area of business. The whole world is moving away from reliance on trading within national boundaries. Increasingly this is being replaced by trade with other countries, either within an international group of trading partners or with the world at large. As the United States also moves in this direction, this area of marketing will become increasingly important. This course is designed to introduce the student to the marketing of goods and services in the international setting.
The study of International Marketing, leads to an examination of many fascinating areas, including the great diversity of cultures to be encountered in foreign lands. Parallel to these cultural differences are the many different environmental differences, including political, economic, legal, financial, and multinational grouping environments and those to be encountered in developing countries.
In addition to these environments are such issues as the various barriers to entry and ways to overcome these, which vary among nations.
The whole question of marketing internationally is examined from the managerial perspective, focusing on the issue of standardization vs. adaptation in the product and promotions area. International distribution systems and their differences are
compared. The various issues of international pricing are considered.
There is a large term project to be completed which reflects many of the issues examined in a hands-on setting and which is intended to integrate the material for the student.
The completion of this course should make the student sensitive to the many issues to be faced in the international marketing arena and where to locate the information and other resources necessary to resolve these issues.
COURSE OBJECTIVES:
1. The student will be able to explain why culture so deeply affects
the marketing of products.
2. The student will be able to show how the various environments (as
expressions of national culture) affect the marketing of products.
3. The student will be able to explain the difference between domestic
target marketing and target marketing internationally.
4. The student will be able to explain protectionism is its various
guises, its cultural roots and how it results in barriers to entry.
5. To lead the student to appreciate international differences
predicated on Geography, History and cultural differences.
6. The student will be imbued with an appreciation for the connection
between current affairs and Geographic, Historical and cultural
differences.
7. The student will be able to explain the quandary between
standardization and adaptation and how it applies to each of the,
“4P’s,” of marketing.
8. The student will be aware of the various methods of entry into a
foreign market and the differences in distribution within those
markets.
CONDUCT OF THE COURSE AND EXPECTATIONS:
1.) OVERALL CONDUCT:
Disability Accommodation Statement: Any individual who qualifies for reasonable accommodation under the Americans with Disabilities Act or Section 504 of the Rehabilitation Act should contact the Instructor immediately.
Academic Dishonesty in all forms will be dealt with swiftly and severely. That includes all forms of cheating, plagiarism and academic dishonesty found in the jsu student handbook. If you have any questions or concerns about the policy or the definition of plagiarism, please speak up.
Violations of the University’s academic code include, but are not limited to: possession of or use of unauthorized material during an exam, and providing information to another student, sharing information on in-class exercises. Violations of this code may result in academic penalties, including receiving an “f” for the course.
Plagiarism and the Code of Conduct: All students are expected to abide by the rules regarding plagiarism and academic dishonesty found in the jsu student handbook. If you have any questions or concerns about this policy or the definition of plagiarism. Please speak with me.
Each student agrees to the following statement of behavior:
1.) I agree that I, and only I, will be the one completing and
submitting class material (homework, exercises, exams, written
projects, etc.)in my name.
2.) I agree that I will not directly copy or plagiarize material
from books, articles, publications, the Internet, and students’
work or any other source. I am familiar with, and agree not to
violate, copyright laws. If small amounts from other sources
are used as part of any class assignment, I agree to clearly
indicate such and properly cite the source.
3.) I agree that I will not share answers to any homework
assignments, quizzed, exams or any other course material with
fellow classmates.
4.) I acknowledge that failure to comply with any of the above
statements may result in a failure for an assignment, removal
from the course, failure in the course and disciplinary action
deemed appropriate by the Instructor in his sole discretion
and/or policies and procedures set forth by the JSU Academic
Honor Policies:
http://jsu.edu/depart/handbook/page17.html#honesty.
Academic Dishonesty: If I believe an exam has been compromised, I reserve the right to retest the whole class or any individual in the class. (Check the Academic Honesty Policy online at:
http://jsu.edu/depart/handbook/page17.html#honesty.
Students are expected to adhere to the CCBA Student Code of Conduct which is posted around Merrill Building as well as on the CCBA website.
2.) Course Policies:
1. The course will be primarily focused on the text, supplemented by lecture material, class cases and videos. To be prepared for class, students must read before class the chapter to be discussed and prepare the questions following it, and read any cases assigned for discussion in the class. Be prepared to respond to questions on these cases and the chapter questions during class. The tests will also reflect this class focus.
2. In adherence to Department policy, students who come to exams after a paper has been turned in will not be permitted to write that test.
3. Department policy also states that cell phones and pagers must be turned off while you are in class. These can be very disruptive to the
class and to the Instructor. Exceptions must be arranged with the Instructor.
4. Students are expected to come to class on time. If you must be late, you must not walk between the class and the Instructor. This would also be very disruptive. Students arriving after roll has been taken will be counted absent for that period.
2.) INTERNATIONAL MARKETING PROJECT AND PRESENTATION:
There will be an individual project for each student in the class. This will be presented to the class later in the term. A student must present to receive a grade for this part of the course.
One of the major challenges in teaching International Marketing is getting students to appreciate the importance of cultural adaptation in marketing programs. This is particularly difficult when the student’s understanding of other cultures is limited. For many, the International Marketing course, along with International Business, is the first and perhaps only exposure to the study of other cultures. When the majority in a class lack cultural perspectives beyond those of the United States, it is difficult to get meaningfully involved in a discussion of marketing issues from a multicultural perspective. Unless students acquire a minimal understanding of another culture early in the course, the opportunity for those students to fully appreciate the complexity of developing a marketing plan in a foreign market is seriously reduced. There are a variety of ways to provide the students with this understanding, this project is used for this purpose in this course.
The term project will be assigned on Friday, January 20. There are two sequential sections for this project: Cultural Analysis, and a Market Audit. There will be two due dates during the term to prevent the project being done entirely at the end. The Cultural Analysis part (Part A) will be due on Wednesday, March 2, and the Market Audit (Part B) will be due when the paper is woven together and presented in its final form, Friday, April 13, Monday, April 16, Wednesday, Apr. 18 or, Friday, Apr. 20 (The first submission will also be worth 5 of the 30 point total, these points will be predicated on there being sufficient material to show that the student has Part A substantially finished.)
The project is worth 30 of the 100 points in the course (see the section on Grading). As the business world works on strict timetables, students must turn assignments in when due. There will be a five points /day reduction in your project grade for each day it is turned in late. This applies to each of Part A and the final submission). When I see a case or project that has parts that are a repetition of another case or project, those cases will be graded zero for both students involved.(The plagiarism policy outlined above)
3.) TESTS:
Each test will cover all materials covered since the last test. There will be no points earned for a paper that has not been presented. (The first test will cover all materials since the beginning of the course.)
There will be three term tests. Tests will be composed of short essay/answer questions based on the end of chapter questions and material covered in class. As the classes, cases and videos are designed to follow the text, it becomes obvious that the main focus must be the text and class room material supplemented by cases.
Regular class tests will not be comprehensive except the final. Should you miss a class test, the final test for you will be the same comprehensive as for everyone but you will also write a second test to cover the material of the missed test in greater detail. This is an even more comprehensive testing regime. Any test(s) written after the test time will receive no scaling.
If it is felt that a test has been compromised, the instructor reserves the right to re-test the class or any individual(s).
4.) MISSED TESTS:
Class tests in this course are not comprehensive except the final. In the event that a student misses a class test however, when an acceptable excuse in given for the absence the student will be permitted to write a make-up test at the discretion of the Instructor otherwise this missed test will be written at the time of the final. This amounts to an even more comprehensive testing scenario. Students generally do not do as well when they must learn extra material at test time. The solution: DON’T MISS CLASS TESTS! There will be no scaling of grades for tests written after the date for that test.
5.) ATTENDANCE, PARTICIPATION AND BONUS POINTS:
Attendance will be taken for each class. Good attendance, being prepared for class and constructive participation are the expected norm.
There are five bonus points a student can earn during the term, based on questions the Instructor will pose to students on a rotating basis and attendance. You will have to have excellent attendance and be prepared to answer questions and not be disruptive to the class or the Instructor, to gain these points.
Essay/short answer test questions will reflect material from the text as well as material from class not presented in the book. If your attendance is poor, you will be unable to answer these questions completely and your grade will suffer.
If you do not attend, you cannot answer questions which the instructor asks in rotation in class and therefore you will lose bonus points.
Poor attendance will cause you to lose points in three ways, class questions not answered and incomplete responses to essay question as well as bonus points.
The best policy to gain bonus points then is for you to attend regularly, not be disruptive and to participate in class discussions by answering questions when posed to you.
The Instructor in this course will not put up with students using cell phones or other electronic devices in class. The use of these in class would amount to disrupting the class and me and amounts to academic dishonesty. On the first instance of using one of these devices in class you will be warned, on the second instance I will speak openly to you in class about it and you will lose all your bonus points. On the third instance I will consider it to be blatant academic dishonesty and you will be dismissed from the class. You will be able to return to future classes only after you have seen and apologized to me, apologized to the class and I am satisfied that your behavior will change.
6) OFFICE HOURS:
There are office hours set forth in this course outline. The reasons for setting office hours are two-fold. First, office hours are those hours
set aside by a Professor to help students with academic and other problems. The second function is to allow the faculty member time to work on research and other academic and administrative pursuits. Should the need arise, contact me during my stated office hours or make an apptm’t.
Please be aware of why office hours are set each term and which hours during the week are my office hours. I will be available to you during these hours, and often at other times also. During these other times I may be in the library or doing computer work and not available to you.
GRADING: Term Test I 25
Term Test II 25
Term Test III 20
Project Total (submission #1 = 5, Presentation = 5) 30
Total 100
Bonus +5
GRADING SCALE: A = 90% and more
B = 80% to 90%
C = 70% to 80%
D = 60% to 70
F = less than 60%
COURSE STRUCTURE:
DATE SUBJECT & ACTIVITY CHAPTER
INTRODUCTION: THE MARKETING ENVIRONMENTS
Wed., Jan. 11: INTRODUCTION TO THE COURSE
THE GLOBAL ECONOMY 2
THE THEORIES OF INTERNATIONAL TRADE
Distribution of the Lenore Refill Package Case
Fri., Jan. 13: Continue with Chapter 2
PROTECTIONISM & Barriers TO NOTES
GROUPINGS
AGENCIES FOR STABILITY
CASE 2.1: BANANA WARS (p. 45)