INTERNATIONAL MARKETING

Business 1670 Fall Semester 2012

Th - 6:00 p.m. – 8:40 p.m., 108 Biddle Hall

Instructor: Professor Skip Glenn Pre-Requisite: Principles of Marketing

(Introduction to Psychology is recommended)
Office: 133C Biddle Hall
Phone: 269-2695; Fax: 269-7255 Required Text: International Marketing (15e)
Hours: 11:00 a.m.-12:00 p.m. MWF Cateora, Gilly and Graham (2012)
3:30-4:30 p.m. TTh ISBN: 9780073529943
(plus anytime by appointment) (Hardback and Paperback)
e-mail: sglenn@[Link] The Connect online service is optional and
Website: [Link]/~sglenn provides practice quizzes if you choose—
see last page of this syllabus for more info
Home Phone: 718.614.3301 (no calls after 8 p.m. please)

Course Description
This is a critically important course in marketing for global enterprise. It examines the challenges and rewards
found in international marketing, which is now the center of growth and opportunity for U.S. enterprise at this time.
The course will cover the processes and pitfalls that face international marketers and how you research, design and
implement a marketing plan targeting a foreign market.

Course Objectives
The primary objectives of this course is to learn how global marketing works beyond our borders as well as how to
construct a sound plan for identifying and delivering a product made in the US to selected markets. During the
process of plan development, individuals will gain knowledge in the unique issues of delivering products and services
abroad including: import taxes, letters of credit, shipping agreements, free trade zones, regulations on media and
advertising and trade organizations and resources.

While conducting research and planning, students will learn how to remove their own cultural biases and
understandings from the equation in assessing foreign values, wants and needs. Additionally, the course will build
the skills of students in scanning and identifying marketing opportunities off our native shores.

Organization and Format

This course is structured around the 4 Ps of Marketing: product, price, place, and promotion in context of building
deeper understandings of culture, business processes and regulations around international trade and marketing.
Using best practices and project work, each of the “Ps” will be covered in detail with a focus on the unique
characteristics of developing foreign markets. Students will provide a market analysis presentation during the
course on a preferred country of choice. As an ultimate measure of your learning in the course, a final marketing
project is required which will incorporate the use of all 4 Ps in the development in an international marketing
context with a strong focus on special issues found around international marketing.
The format of most class sessions will be a lecture, market reviews, with some elements of classroom discussion.
Heavy emphasis will be on the “real world” applications of the material covered in the text and discussed in class.
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 COURSE GRADING POLICY
Your grade will be based upon the same two basic criteria used to evaluate performance in the Marketing
profession: analytical skill and teamwork. Individual skill accounts for 74% of your final grade and Teamwork
26% of your final grade..

Quizzes: Material and concepts on International Marketing covered in lectures will be covered in 5 quizzes.
Each will consist of 20 questions comprising a mix of multiple choice, exercise, and short answer questions. Each
question is worth half a point, so each quiz totals 10 possible course points.

Homework: There will also be 6 online homework assignments, each accounting for 2 possible points. No late
homework assignments will be accepted. Delivery can be made online or offline depending on the assignment
and is due on Tuesdays at midnight ET (0400 or 0500 GMT) the following week of the assignment. Late
submissions will not be honored.
Market Presentation: At the beginning of the semester, students will be asked to select a preferred country of
study. Students are expected to present the case and critical issues it illustrates for 20 minutes. This presentation
will include class engagement including a minimum of 5 minutes of discussion.

Team Project: Teamwork skill accounts for the remaining 26% of your grade. It will be evaluated by your
performance in working with a small group of other students to develop and present the team project, an International
Marketing Situation Analysis addressing any “real world” product and target market of your choice (subject to
instructor approval). Specifics include:
o Your group submits a 10 page report the last week of class (any text over 10 pages will not be graded).
o Your group presents your report during the final exam session to both the class and the instructor.
o The project accounts for 26 possible points using two evaluation tools:
1) Your team’s presentation will be graded by the instructor on a 1-10 scale; the report on a 1-12 scale
2) To ensure each member of your team contributes their “fair share” to the project, team members
will be given a secret ballot to judge your performance; if they feel you contributed your share,
you will receive all the points the team receives, up to 22 possible points; if, however, a majority
of your teammates feel you did not contribute your share, you will receive 0 points for the project.
The instructor accepts this secret team vote as the final decision on this aspect of your grade
You earn only the points you deserve with absolutely no make-up projects. Here’s a recap of the system:
Evaluated Projects Source of Evaluation Possible Grade Points
Quizzes Instructor 10 points each x 5 = 50
Market Presentation Instructor 12 points 12
Homework Instructor 2 points each x 6 = 12
Individual subtotal 74
Team Project
a) Presentation Instructor 10
b) 10 page hand-in Instructor 12
c) Milestone Submissions Instructor 4
Team subtotal 26
Grand Total 100

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Grade Conversion Scale
To determine your final letter grade for the course, simply add up the points you earn from the above projects
and compare them with the grade conversion scale below:
A+ 98-100 B+ 88-89 C+ 78-79 D+ 68-69 F 0-59
A 92-97 B 82-87 C 72-77 D 62-67
A- 90-91 B- 80-81 C- 70-71 D- 60-61

Extra Credit
Extra credit in the Business curriculum is at the discretion of the instructor. None is available in this course.
Study Assistance
During the semester, if you feel you are falling behind your classmates, please don’t panic. First, let me know
your concerns; perhaps we can work together to help you make it through the semester. Second, contact the
Academic Success Center, Room G-16 Owen Library (#7998), for tutors to help you--free of charge.

STUDENT EXPECTATIONS
You should expect that you will know:
- How a product is marketed into a foreign market
- How global trade is managed, regulated and cultivated
- How to research online resources such as tariffs, best shipping agreements and regulations
- How to research and use marketing communications, including advertising, direct marketing, and, public relations,
among others in international settings.
- You should also expect to learn some of the basic tools for establishing Marketing strategy, including:
- Consumer behavior, market research, channel analysis in foreign countries.
- Finally, you should expect to learn how to integrate these elements in the preparation and presentation of your final
international marketing plan.

INSTRUCTOR EXPECTATIONS
Overall
All students enrolled in this class are subject to the Code of Conduct for all UPJ Business majors, attached to this syllabus.
Consistent with this Code, the expectations described below also apply.
Attendance
All students are expected to attend class. In fact, the instructor’s expectation is that you will maximize your investment in
this course by attending as many sessions as possible. Therefore, attendance will not account for a portion of your
grade, although it may help you in some borderline situations (for example, if you are within less than a full point of the
next highest grade). A class roster will be circulated within the first 15 minutes of each session for sign-in; those arriving after
10 minutes will not be permitted to sign in and be considered absent. The instructor reserves the right to penalize students who
abuse the attendance policy by adjusting grading (downward) accordingly.
Cell phones and any other electronic devices must be disabled during class. If a device activates during class, you must
leave the classroom to respond—but you will not be permitted to return for the remainder of class. This policy includes
incoming and outgoing text messages.
Assignments
Unexcused quiz absences can not be made up. If you know you will be absent when a quiz is scheduled, advise the
instructor in advance either by personal visit, phone call, email, or even a faxed written excuse up until class time of the
quiz date, as assigned in class (you are responsible for making sure there are no changes to the due date).
On occasion, during a quiz review session, some questions might be “thrown out” and credit granted due to a flawed
question design. To qualify for this credit, two conditions must occur: more than 50% of the class must have incorrectly
answered the question; and students must be present on the day the quiz is reviewed to receive credit. This policy is also true
for issues with homework: they must be resolved on the day the homework is returned to students to receive credit.

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Late homework assignments or final project reports will not be accepted. Both of these assignments must be typed and
the final project must be stapled or professionally bound.
Presentations
Presentations will be graded according to the following standards: 10 = an exceptional effort which surpasses the
requirements of the assignment; 9 = a very good effort in successfully fulfilling the requirements; 8 or less: an effort
which does not fulfill all requirements of the assignment. Standard business attire is required for the final presentation, just
as it would be at such a presentation in “the real world.” This includes at least a dress shirt and tie for gentlemen.

Honesty Policy
Since this course will simulate “real world” analytical processes, professional plagiarism standards will be enforced.
Therefore, if any dishonest practices are discovered, the result will be instant failure for the entire course. This includes new
high-tech methods of cheating, such as copying a fellow student’s computer file, making cosmetic changes, and then turning
it in as your own work. The instructor also reserves the right to require a spontaneous oral presentation of the facts
contained in any written assignment or of the answers provided on any quiz.
Students With Disabilities
Students with disabilities requesting academic accommodations for this course should notify the course instructor and the
Office of Disability Services as early as possible in the semester. The Director of Disability Services will verify the
disability and determine reasonable accommodations for the course. To schedule an appointment or to learn more about
these services at UPJ, please call #7998 or visit the Academic Success Center in Room G-16 of the Owen Library.

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 COURSE SCHEDULE
Topic Week Day Date Topic Assignments * = out of order
Introduction --
1 Thursday 8/30 Overview Chapters 1 & 2
Culture 2 Thursday 9/6 Cultural Environment Chapter 3/ Homework Assigned
Cultural Dynamics in Global Chapter 4
Markets
3 Thursday 9/13 Culture and Business Abroad Chapter 5
Political Environment Chapter 6
4 Thursday 9/20 International Legal Rules Chapter 7/ Homework Assigned
Team Project Session Culture Quiz (1 – 5)
Global 5 Thursday 9/27 Global Market Research Chapters 8 and 9
Markets Team Market Due
Economic Dev. - New World Quiz Review
6 Thursday 10/4 Economic Dev. – Europe, Africa, Chapter 10/
Mideast Homework Assigned

Tuesday 10/9 Fall Break (Monday Classes) No Class

7 Thursday 10/11 Asia Pacific Region Chapter 11
Team Cultural Assessment Global Market Quiz (6 – 11)
Strategies 8 Thursday 10/18 Global Marketing Management Chapter 12/
Homework Assigned
Products and Services – B2C Chapter 13
9 Thursday 10/25 Products and Services – B2B Chapter 14/
Homework Assigned
International Marketing Channels Chapter 15/
10 Thursday 11/1 International Marketing Chapter 16
Communications and Advertising Product Services Quiz (12 – 14)
11 Thursday 11/8 Personal Selling and Sales Chapter 17
Management
Intl. IMC Quiz (15 – 16)
12 Thursday 11/15 Pricing for International Markets Chapter 18
Quiz Review/
Homework Assigned

13 Thursday 11/22 Thanksgiving Break No Class

On the 14 Thursday 11/30 Negotiation with Partners Chapter 19
Ground Negotiation Role Play
15 Thursday 12/6 Quiz/group work session Sales & Pricing Quiz (17 – 18)

Final Prep Friday 12/7 Hand in Final Paper

Final Project 16 Thursday 12/13 Final Presentations Final Presentations

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International Marketing Final Project Checklist Spring 2012

Grading
Hand-in = 12 points
- 10 typed page limit (anything beyond 15 pages will not be graded)
- Additional information can be provided in an appendix
- All data and content sources must be attributed at the spot in the text where the information appears, using
the following format: (Wall Street Journal, March 3, 2012); no bibliography page is necessary
- Provide detailed rationale for all of your answers
- Penalties will be assigned for typos and grammatical errors
- Please list all your group members on the cover page in alphabetical order
Presentation = 10 points
- Limited to 20 minutes
Participation = Pass/Fail
- All possible points or zero
- Based upon your team’s secret ballot evaluation of your contribution

Required Outline
A International Marketing Analysis and Plan
 Background (2 points)
- Brief introduction and history of your brand and its parent company
- 5 year trend of sales and profits for the industry, and your brand, by year
- (tips: present data in tables; use IBIS World for industry data and 10-Ks for corporate data—broken down to your brand)
- Macro environmental factors impacting your brand and its industry and target country

 Cultural Analysis (2 points)

- Geography
- Social Institutions and Language
- Religion and Aesthetics
- Living Conditions

 Economic Analysis (2 points)

- Economic Statistics
- Infrastructure and Distribution Channels
- International Trade and Restrictions
- Media Channels
- Pricing strategy

 Market and Competitor Audit (2 points)

- Product Applicability
- Market Analysis (size, geography, demography)
- Consumer Buying Habits
- Available Distribution and Promotion Channels
- Competitor Analysis (products, prices, market share)

 Preliminary Marketing Plan (4 points)

- Objectives
- SWOT analysis
- Product adaptation
- Promotion Mix
- Distribution Channels (shipping, packaging, warehousing)
- NAICS code
- Price (tariffs, VAT, transportation costs)
- Terms of Sale and Methods Payment
- Budget

(Points may be deducted for poor grammar, punctuation, spelling or lack of attribution of all sources)
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 Business Curriculum
Classroom Code of Conduct
Classes are considered to be a work environment and students are expected to maintain professional standards of
conduct at all times. Remember, every student contributes to, or detracts from, a productive learning environment.
Make sure your decorum adds to a positive environment. Therefore the instructor reserves the right to ask students
to leave the room if they engage in any of the following activities:

• Disruptive behavior targeting fellow students and/or the instructor

• Working on subject matter not related to the course (including homework)
• Checking/responding to email and text messages or using the internet without the instructor’s permission
• Consistently arriving late to class
• Getting up and leaving class frequently (to get a drink, etc.)
• Leaving cell phones and pagers on during class, using cell phones/receiving calls during class
• Reading materials not related to class
• Failure to maintain professional and courteous behavior at all times

Your college years are the perfect time to learn, practice, and incorporate professional standards of conduct.
Be punctual and prepared, do work you can be proud of, make meaningful contributions to teams and groups to which
you belong. Take advantage of opportunities to network, meet professionals, and build career enhancing skills.

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