Download Course Outline - BUSINESS IN MEXICO

INSTITUTO TECNOLOGICO AUTONOMO DE MEXICO
DIVISION ACADEMICA DE ADMINISTRACION Y CONTABILIDAD
Academic Division of Business Administration & Accounting
Undergraduate Business Administration Program
International Marketing
Intensive: Summer 2010
Professor:
Dr. Bruce McWilliams
E-Mail: [email protected]
Office: 5628-4000 ext. 6523
Course Description
This class is designed to teach the basic concepts of international marketing. We will use
lectures, cases and individual and group homework to discuss and practice the concepts learned
in the class. In addition, the course will consist of two mid-term and one final exam to test
students’ learning and understanding of the material.
Course Objectives
By the end of the course the student will be able to:
1) Understand the environment of international businesses.
2) Appreciate the impact of cultura on international marketing.
3) Diagnose aspects of marketing en the internationalization process.
4) Design international marketing strategies.
5) Evaluate the organization and coordination of effective international marketing
strategies.
6) Evaluate and appreciate the benefits of alternative international marketing strategies,
identifying the characteristic problems faced by firms in order to determine adequate
actions that these firms can take.
Methodology
The course will consist of 3 weeks in which there will be four four-hour sessions per week.
These sessions will consist of lectures and discussions as well as groups and individual
presentations.
Students will work in groups for some of the homework activities, and individually in others.
EVALUACIÓN
Partial Exam I
Partial Exam II
Final Exam
International Marketing Project
Readings, quizzes, cases and
Participation
TOTAL
20%
20%
25%
25%
10%
100%
Prerequisites for passing the course
Students must attend a minimum of 80% of the classes in order to pass.
There will be three exams. In order to receive credit for the course, a student must get an average
of at least 6.0 for three exams. If students do not pass the final exam (receive a 5), they will not
receive credit for the course.
Note: Daily reading of the material and participation in the class is required.
Bibliography
Textbook:
-
Cateora, Philip, and John Graham (2007) International Marketing. 13th edition,
McGraw-Hill.
Course Outline
Session
Content
Week 1
Monday: Introduction
-
Ch. 1: The Scope and Challenge of International Marketing
Tuesday:
-
Ch. 2: The Dynamic Environment of International Trade
Wednesday:
-
Ch. 3: History and Geography: The Foundations of Culture
Groups turn in their International Marketing Project Cultural Analysis
Groups present their Cultural Analyses
A
-
Ch. 4: Cultural Dynamics in Assessing Global Markets
B
-
Ch. 5: Culture, Management Style, and Business Systems
Due: International Marketing Project’s Economic Analysis
Presentations: Group Economic Analyses.
C
Thursday:
Week 2
Monday:
Tuesday:
MIDTERM EXAM
-
Ch. 7: The International Legal Environment
D
Wednesday:
-
Ch. 8: Developing a Global Vision Through Marketing Research
A
Thursday:
-
Ch. 12: Products and Services for Consumers
C
Due: International Marketing Project’s Marketing Audit and Competitive Market Analysis
Presentations: Marketing Audits and Competitive Market Analyses
-
Ch. 14: International Marketing Channels
Week 3
Monday:
D
Tuesday:
-
Ch. 16: Integrated Marketing Communications and International Advertising
B
Wednesday:
-
Ch. 18: Pricing for International Markets
Due: International Marketing Project’s Preliminary Marketing Plan
Presentations: Preliminary Marketing Plans
Thursday:
FINAL EXAM
C