Required Materials

International Marketing. 12th ed. Philip R. Cateora and John L. Graham. 2005. Chicago: McGraw-Hill/Irwin Co.

International Business Culture Series: A Practical Guide to Understanding Business Culture: Mexico, France, China, Peggy Kenna and Sonda Lacy. Passport Books. (IF THESE TEXTS ARE NOT AVAILABLE, PHOTOCOPIES WIL BE PROVIDED OR OTHER APPROPIRATE BOOKS WILL BE SELECTED).

Objectives

The general purpose of this course is to provide skills to manage international market functions for the future marketing and management professionals. Specifically, the student should develop:

1. An appreciation for the tendency for markets to become global;
2. Sensitivity to different cultural norms, values, and business practice;
3. Skills to analyze complex international marketing situations;
4. Knowledge of the factors affecting the ability of firms to market internationally; and
5. SKILLS to research and develop an international marketing plan. Developing a marketing plan is a major skill that employers in marketing look for in prospective employees. You will develop such skills.

Four basic approaches will be used: lectures, cases/internet/article exercises, field trips/guest lecturer, and international marketing plan analysis and development. Lecture will be used to familiarize the student with the basic concepts and issues in international marketing. The student will be expected to apply these ideas to assigned cases/internet/article exercises, which will be assigned weekly or biweekly depending upon time constraints. If a case is assigned, the student will be asked to analyze each case using the following framework:

1. A complete situational analysis (which means describing the relevant facts/details from the case);
2. Analyze, and record problems by identifying strengths, weakness, opportunities and threats;
3. Formulate, evaluate, and record alternative courses of action; and
4. Select and record the chosen alternative and justify your solution.

Cases/internet/article exercises will be assigned weekly or biweekly depending on time constraints and always due on Friday. Cases/internet exercises/articles will be assinged one week and due the Friday of the next week. You will be asked to report on your results/analysis. The student will be expected to read and think about the assigned exercise and be prepared to discuss it in class when the case/exercise is due.

The instructor will develop one or two field trips to organizations that are involved with international marketing or have guest lecturers from such organizations. The field trips will likely occur on Saturday. You are expected to organize your schedule to accommodate. These trips will be toward the latter part of the semester. Guest speakers may be used instead of field trips if field trips are not feasible

Assigned readings from the text. The student is responsible for all material assigned. Any or all of this material will show up on the exams and final.

• Additional articles may be handed out in class or placed on reserve in the library.
• Exercises may be in the form of case or internet or article analysis. We will have 10-12 of these (usually 4 cases and 6 intenet exercises and perhaps, several articles).
• Two exams and one final. Exams will be announced. The final will be during finals week. They will be multiple choice and essay exams.
• Any field trip/guest speaker will require a 2 page reaction paper.
• Marketing plan for a product or service to be marketed internationally.
• Students are allowed three cuts. Beyond that, one point will be deducted from the grade up to a total of five points. After 9 cuts the student will be removed from the class.

• Typed cases/internet/article exercises 25%
• 3 in-class exams 30%
• Marketing plan 20%
• Presentation of Marketing Plan 10%
• Field trip/guest speaker reaction paper 10%
• Class attendance 5%