Focusses on the marketing management problems, techniques, and
strategies necessary to incorporate the marketing concepts into the
framework of the world marketplace. It follows a multi-disciplinary
approach to create a broad understanding of the subject matter.
Concepts from economics, political science, anthropology,
sociology, management, and marketing are integrated into the
course. The textbook is heavily supplemented with articles from
appropriate journals and magazines. Prerequisite: 84-312; junior
standing. 3 credits.
The general objective of this course is to familiarize the students
with the perspectives and the problems of doing business across
national boundaries. The more specific objectives will include:
a) Developing skills in analyzing international marketing
environment for identifying foreign market opportunities.
b) Developing skills in formulating product, price, distribution
and promotion strategies in the context of business outside
the U.S.
c) Developing an understanding of international organizations and
agreements and how they affect international marketing
decisions.
d) Developing an understanding of ethical issues in conducting
international business.
e) Familiarizing the students with the use of INTERNET to gather
international marketing information and data.
This course will include reading of the assigned chapters from the
textbook, assigned cases, supplementary articles on selected topics
from a variety of journals/magazines, lectures, class discussion,
guest speaker(s), film(s) and a group term project. In addition,
the students will join a moderated international marketing
discussion list and share their ideas electronically with the
fellow list members.
The Term Project
The project will generally involve a market analysis of a specific
country/region for a particular product/product line and the
development of a comprehensive marketing plan. The students will
also have the option of selecting a specific international
marketing topic that is approved by the instructor.
The term project will be done in groups. There will be three
students per group and the students will be allowed to choose their
group members. Specific topics for this project will be suggested
by the instructor. Please note that you will not be allowed to
change your project topics after the first three weeks of the
semester. The groups will report to the class in April (a
presentation schedule will be provided later) and a written group
term paper will be submitted on April 30.
Examinations
The examinations will include questions from the textbook, assigned
readings, lecture material not covered in the text, guest lectures,
films and group presentations. The test format will consist of
multiple-choice, true-false and short essay questions.
Cases
Each student will select 5 cases (from a list of 20 selected cases
from the textbook), analyze them and write a 2-3 page report on
each case. It is expected that the students will read additional
articles on each topic to gather more current information and/or to
look at different points of view. The due dates will be announced
later. The individuals who submit a case in a given day are
expected to discuss their cases in the classroom.
Another option is to create your original cases (in consultation
with me) to be used by other students in future semesters. These
cases should be about 5 pages in length and should provide and
additional references. Each one of these original cases will be
equivalent to two cases that you do from the textbook.
Participation in the Electronic Discussion List (GLOBE)
I believe that learning takes place both in the classroom and
outside the classroom. You all have different ideas and read
different articles from journal/magazines and newspapers. Sharing
these with fellow students (and me) could significantly improve and
increase the learning that takes place in this course.
In the past, I encourage the students to read the assigned work
before coming to class and present their ideas during classroom
discussion. They were also urged to read current international
business/marketing literature (from sources such as the Wall Street
Journal, Business Week, Fortune, and others) and share these with
the members of the class. I still expect you to do this. In
addition, to facilitate further information sharing, I am asking
you to participate in an electronic discussion list this semester.
This list, tentatively called the GLOBE, is mainly for
International Marketing students (we might expand it later). I will
initially serve as the moderator of this list. Thus, whenever you
want to make a contribution (e.g. a copy of an interesting
international marketing article that you have read recently, a
reference to an article, an event that might be of interest to the
members, an internship lead, a job announcement, a joke, etc.), you
E-Mail it directly to me, and then I distribute it to the list.
Note that this is a moderated list and hence some submissions that
are not appropriate may not be accepted for distribution!
OTHER: Students are expected to read current articles to support
their case analysis. Other relevant articles may be
suggested later through the GLOBE.
You are urged to use the INTERNET to locate and retrieve data and
other information for your projects. I will hold a class at the
beginning of the semester to introduce you to Ithaca College mail
system and the Internet. I plan to place assignments, presentation
schedules, syllabus, (and perhaps lecture outlines) etc. on
Internet. Please visit the "International Marketing" section of my
homepage on internet for such information. Note that you can also
find links to other locations from this page that you might find
useful for doing your research.
ADDRESS: http://www.ithaca.edu/business/bus2/
It is expected that you use a word processing package (preferably
WordPerfect) to do your term papers. You should use a spreadsheet
package (such as Quattro Pro, Excel or Lotus) to do your charts and
graphs.
It is recommended that you use ABI/INFORM for literature search and
National Trade Data Bank (available in Smiddy Computer Lab) for
statistical information. Please consult with me if you need
assistance in the use of the above software.
OFFICE HOURS (406 Smiddy)
GRADING
20% Examination #1 Chapters 1-5
20% Examination #2 Chapters TBA
20% Project - Presentation and Final Paper
25% Final Examination (Semi-cumulative; Chapters TBA)
15% Cases, Participation and Attendance
Monday 2:00 - 3:00
Tuesday 11:00 -12:00
Thursday 11:00 -12:00
or by appointment (274-3945)
Ch. 1 -- The Scope and Challenge of International Marketing
Ch. 2 -- Global Business Environment
Ch. 3 -- Geography and History
Ch. 4 -- Cultural Dynamics in Assessing Global Markets
Ch. 5 -- Business Customs and Practices in Global Marketing
Ch. 6 -- The Political Environment
Ch. 7 -- The International Legal environment
Ch. 8 -- Researching Global Markets
Ch. 9 -- Emerging Markets and Market Behavior
Ch. 10 -- Multinational Market Regions and Market Groups
Ch. 11 -- Planning and Organization
Ch. 12 -- Export Trade Mechanics and Logistics
Ch. 13 -- Marketing Consumer Products
Ch. 14 -- Marketing Industrial Products
Ch. 15 -- International Distribution System
Ch. 16 -- Global Advertising and Promotion
Ch. 18 -- Pricing for International Markets
