MARK/IB3553

International Marketing

M5:30pm -8pm

Fall 2015(Speakman Hall 00112)

Professor:Dr. Xueming Luo

Charles GillilandDistinguished Professor of Marketing, Strategy, MIS

Office:Alter Hall 511

Office Hours:Wedn 12-1pm, or by appointment

Telephone:(215) 204-4224

Course Materials

  • Text: International Marketing, 16thedby Cateora, Gilly, Graham, McGraw-Hill Irwin(ISBN 978-0-07-352997-4).
  • Harvard Cases
  • Class handouts (readings, etc.)
  • BusinessWeek, Fortune, Harvard International Review, China Business Review, and Harvard Business Review (Highly Recommended)
  • Course website ( You may download chapter PowerPoints slides, lecture outlines, presentation schedules, learning tips, jokes, etc.

Course Overview

Marketing 3553 (cross-listed with IB 3553) is an advanced level marketing course designed to present, in seminar format, supplemented with class discussions, case analysis, and projects of Global Marketing. The course is most appropriate for undergraduate Marketing or IB Majors. The instructor expects students with a well-rounded background in marketing prepared to contribute to all class discussions.

This course design helps students to develop experience in identifying and exploring global marketing opportunities, cultures, and challenges. We examine problems in performing analysis of the internal marketing system of countries with various types of political-economic structures as well as the marketing implications of these different structures. Specifically, we explore the strategic impact of economic, cultural, political, and legal differences on marketing strategies and marketing mix elements: price, product, promotion, and distribution issues.

Specifically, the course covers problems of marketing and analysis of the internal marketing system of countries with various types of political-economic structures. The course focuses on strategic impact of economic, cultural, political, and legal differences on marketing; we direct attention to decisions regarding international product, price, promotion, and distribution issues.

We use a variety of different assessment tools: project, quiz, and test. We will also use written cases, and a research exercise, and a Semester-long Research Project to assure learning.

Course learning goals

  • Identify the key factors related to culture and global marketplace.
  • Research and identify profitable or attractive foreign markets.
  • Discuss the impact of different cultural values and belief systems on marketing products.
  • Determine marketing strategies appropriate and identify the relevant sources of information and analysis to support the selection of appropriate strategy
  • Identify, select, justify an appropriate marketing strategy, and evaluate the financial, human resource, operational and logistical implications of different strategies.

Course Outline (tentative; changes could be made randomly in class)

Date / Content / Assignment / Key Activities
Aug24 / Orientation: First day of class
Course organization / Video: new global trends
Aug 31 / Chapter 1: The Scope and Challenge of International Marketing
Assignment: Event Projects assigned
Special issues on ChinaIndia / Video: High-tech toilet
Sep 7 / Chapter 2: The Dynamic Environment of International Trade
Event Projectsstart
World music CD / Video: Wal-Mart in China
Mercedes&Chrysler
Sep 14 / Chapter 3: History and Geography–The Foundations of Culture
Video: India’s Economy and Foreign Markets / Youtube.com many foreign country video
Video: Mexico and South America
Chapter 4: Cultural Dynamics in Assessing Global Markets
World most famous women / Las Vegas in Macao
Sep 21 / Chapter 5: Culture, Management Style, and Business Systems Preparing International Money $ Showcase / Disneyland in global markets
Chapter 8: Developing a Global Vision through Marketing Research / Dr. Pepper in Latin International Money $
Sep 28 / Exam #1 (chapters 1, 2, 3, 4, 5, 8)
Oct 5 / Chapter 9: Economic Development / Samsung global ads
Chapter 10, 11: Multinational Regions (Europe, Africa, Middle East, Asia)
Oct 12 / Chapter 12: Global Marketing Management: Planning and Organization / Guest Speaker
Oct 19 / Chapter 13: Products and Services for Consumers / International Music Showcase
Oct 26 / Chapter 14: Products and Services for Businesses / Dr. Pepper in Latin
Nov 2 / Exam #2 (chapters 9, 10, 11, 12, 13, 14)
Nov 9 / Chapter 15: International Marketing Channels
Video: Honda North America
Nov 16 / Chapter 16: Integrated Marketing Communications and International Advertising / I Best collections of Cola wars ads
Nov 23 / No Class: Happy Fall Break
Nov 30 / Chapter 17: Personal Selling and Sales Management
Chapter 18: Pricing for International Markets / Sales Star Video
Dec 7 / Chapter 19: Negotiating with Intentional Customers, Partners, / Video: trade Japan
Dec 14 / Exam #3 (chapters 15, 16, 17, 18, 19)

Grading method

You have a total of 500 points. The final grade will be the weighted average of the points of exams, quizzes, event presentation, and Harvard case write-up. Please keep tracking your points throughout the semester.

Requirement / Points / Weights
Exam 1 / 100 / 16.6%
Exam 2 / 100 / 16.6%
Exam 3 / 100 / 16.6%
Class Attendance / 100 / 16.6%
Quizzes (5*20) / 100 / 16.6%
Individual Assignment: Event presentation / 100 / 16.6%
TOTAL / 600 / 100%

^ group member peer evaluation scores will be counted. See the Peer Evaluation Form.

Alpha Grade reported for numerical scores as follows:

A = 93 - 100A- = 90 - 92B+ = 87 - 89B = 83 - 86B- = 80 - 82C+ = 78 - 79

C = 77C- = 74 - 76D+ = 71 - 73D = 70D- = 67 - 69 F = 66 or below

Students are to attend class and to arrive ON TIME. Attendance is taken at the start of each class.

Note: more than three unexcused absences will result in a lowering of a full alpha grade (regardless of exam grades). More than 5 unexcused absences will result in a failure for the course.

Three Exams: The 3 exams will cover all assigned text readings, class lectures, and assigned readings. The exams will not be cumulative; they will cover the text and lecture material covered since the last exam. You need to bring Scantron sheets and #2 pencils. Make-up exams will only be given to students in cases of emergencies; but written documents are required in advance or afterwards. All make-up exams will be scheduled right after Exam 3.

Quizzes: Although 6 quizzes will be given during the semester, only the highest 5 scores will be counted toward your grading (to your benefit). Quizzes will be given randomly at the beginning of the class, during the class, or at the end of the class.

Individual EventProjects: Each student is expected to make one oral presentation in class and turn in the PPTsduring the semester. Your event project will be evaluated based on your summary quality and presentation communication skills.

* pleasepower off or mute cellular phones. You cannot read newspaper, solve the crossword puzzle, or do anything not related to the class.

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For general counseling, try:

International Marketing

Grading Tracking Form

Requirement / Points / Tracking My Points
Exam 1 / 100
Exam 2 / 100
Exam 3 / 100
Class Attendance / 100
Quizzes (5*20) / 100
Individual Assignment: Event project (40) / 100
TOTAL / 600

IndividualAssignment: Event Presentation

  • Follow the format in below for bothpresentation and PPTs (10 minutes). Please remember that you should submit a hard copy of the PPTs (fit the slides in onepage, 2-sided) and the article (stapled together) to me at the beginning of the class due. You should keep a separate copy for your presentation. You also email me a soft copy of your powerpoint before the class due(Due dates are posted online).

(Your last name, first name )

(title, source, and date of the article*)

The introduction (you name and short summary of the article)

The foreign country mentioned in the current article (get more information from the websites for Country Information):Each student is expected to make one individual oral presentation in class. Select one current (less than 4 weeks old) article from BusinessWeek, Fortune, Harvard Business Review, theWall Street Journal*.

  1. the foreign country’s profile, your own experience (if any), google.com search culture shocks, and marketing in that country, youtube.com find videos of that country, and google.com search jokes,interesting facts, business culture in that country.
  2. compare the country to U.S.A (In your oral presentation, feel free to use any culture-relatedfood, dance, clothing,music,money,…, to demonstrate. Extra points possible)

, ,

The chapter conceptrelated to the current article:

  1. the concept(the key definitions in the end of each chapter of the textbook; you can get the concept from paragraph headings too) in the assigned chapter

The conclusion:

  1. your thoughts (2 most important points in your view) on how this article and the chapter concept can help a fortune 500 firm** (or your own firm) to market better or sell more in the foreign country

**You select a firm from

Oral presentation (red card shown means that it is time for conclusion)

You need to find an article that addresses one foreign country and a key term/definition of the chapter assigned to you. It is NOT necessary for you to find an article talking about the local firm per se. You only need to make argument on how and why this article will benefit the local firm.

1