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UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
SUBJECT: International Marketing
FACULTY: James Keeley, PhD
CONTACT HOURS: 48
YEAR: 2010
DAYS: Monday – Thursday
ROOM: G220
CODE: MKT485
CREDITS: 3
NON CONTACT HOURS: 96
PERIOD: Spring I
SCHEDULE: 7:30-9:10 am
SYLLABUS DATE: Feb 2010
1. COURSE DESCRIPTION
The purpose of this course is to review the changing competitive structures
in demand characteristics in markets throughout the world. Upon completion
of the course, each student will have an understanding of the challenge of
international marketing. For a growing number of companies, being
international is no longer a luxury but a necessity for economic survival.
These and other issues affecting the world economy, trade, markets, and
competition will be discussed.
2. JUSTIFICATION
The general importance of this course will allow the student to understand
and allow for the formulation of long-term strategic initiative for a multinational corporation.
3. OBJECTIVES
a. GENERAL
The achievement of the course objectives require skills to formulate,
analyze and critically evaluate alternative international marketing
strategies and their consequences. Internationalization and the
consequent changes in firm’s operating environments will be analyzed,
as well as the needs for adjustment in the firm’s (e.g. exporter or a firm
with local presence) marketing strategies due to these changes. Special
focus is on how to plan and manage the marketing efforts as a dynamic
process when entering and penetrating into foreign markets. This
requires various skills for conducting marketing analysis, developing
international marketing mix strategies, and organizing the firm for
successful implementation of sustained international market entry.
b. SPECIFIC
By the completion of this course, the student will be able to:
1. Apply the principles and functions of international marketing in
various types of markets and industries;
2. Develop a strategic, integrated marketing plan that considers the
micro, proximate and macro environment;
3. Appraise and apply appropriate strategic marketing tools to develop
the International marketing plan within the scope of varying political
climates;
4. COMPETENCIES
This course will allow students to demonstrate the skills needed for a
successful career in Marketing Management in an international context;
Develop personal managerial competencies through effective
communication, teamwork and strategic analysis, and critically analyze the
international business environments to produce effective, customer-focused
marketing plans and solutions for a range of organizations.
5. COURSE CONTENT OUTLINE
Class
Meeting #
1
Monday
Mar 15
2
Tuesday
Mar 16
3
Wednesday
Mar 17
Competencies
CONTENT
The Nature of
International
Marketing
The student
The Nature of
recognizes the International
connections
Marketing, continued
between
international
business
organization,
thought and
theory.
Trade Theories,
Economic
Development and
Integration
4
Thursday
March 18
Trade Theories,
Economic
Development and
Integration, continued
5
Monday
March 22
The student
Trade Distortions and
critically
Marketing Barriers
evaluates
alternative
theories of
management
recognizing the
centrality of
organizational
HOMEWORK/PROJ PERFORMANCE
ECTS/ASSIGNMEN
INDICATORS
TS (96 HRS.)
Manning & Reece
(2004)
Personal Selling
Pgs. 4-28
Manning & Reece
(2004)
Selling Opportunity
in the age of
information
Pgs. 29-42
Manning & Reece
(2004)
Creating Value Pgs.
52-70
Community Forum:
How do you create
value for the
customer?
Manning & Reece
(2004)
Sales Ethics
Pgs. 77-90
Manning & Reece
(2004)
Creating Product
Solutions
Pgs. 100-118
Community Forum:
Ethical Scenarios
Evaluates the
marketing of
products and
services on a
global scale
Classifies various
market theories
Recognizes
conditions for
economic
expansion
Recognizes
conditions for
economic
constriction
Selects an
appropriate theory
of management
based on unique
corporate
characteristics
decisionmaming within
the context of
new market
entry and
international
trade
6
Tuesday
March 23
Political Environment
for Trade
7
Wednesday
March 24
Political Environment
for Trade, continued
8
Thursday
March 25
The student
identifies and
explains how
the PEST
environments
can impact
international
trade
Legal Environment for
Trade
9
Monday
March 29
Pricing Strategies,
Basic DecisionMaking
10
Tuesday
March 30
Cultural Barriers
11
Wednesday
March 31
The student
Cultural Barriers,
develops an
continued
understanding
and connection
between
culture and
business
application
Manning & Reece
(2004)
Selling strategies
with value
Pgs. 123-134
Assesses the
climate for
potential trade
barriers
Manning & Reece
(2004)
Conducts a PEST
Buyer behavior Pgs. analysis
148-165
Instant Message:
Review of exam 1 Q
&A
Manning & Reece
(2004)
Dev. & qualifying a
prospect base Pgs.
171-190
Community Forum:
Types of Preferred
Customers
Case Study:
On-line Surveys in
International
Marketing
Research: Pros and
Cons
Community Forum:
Do Surveys Tell the
Truth?
Manning & Reece
(2004)
Approaching the
customer
Pgs. 198-220
Case Study:
Entrepreneurship in
International Trade
Manning & Reece
(2004)
Creating the
consultative
presentation
Pgs. 225-245
Community Forum:
International
Entrepreneurship
Assess the legal
requirements for
fair trade
Understands the
power of
perception in
marketing
Identifies barriers
to product
identification and
marketing scheme
Classifies trade
barriers in order of
importance
Manning & Reece
Consumer Behavior
(2004)
within the International Creating value with
the sales
Context
presentation
Pgs. 251-271
12
Thurs
April 1
13
Monday
April 5
14
Tuesday
April 6
15
Wednesday
April 7
16
Thursday
April 8
The student
explores the
impact of
effective
research prior
to new market
entry
Mid Term
Examination
Mid Term
Examination
Marketing Research
and Information
Systems, continued
Manning & Reece
(2004)
Closing the sale
Pgs. 297-309
Market Analysis and
Foreign Market Entry
Strategies
The student
Product Strategies,
recognizes the Basic Decisions, and
importance of Product Planning
having a
business plan
and business
strategy for
new market
entry
17
Monday
April 12
Marketing Research
and Information
Systems
18
Tuesday
April 13
Product Strategies,
Branding and
Packaging Decisions
19
Wednesday
April 14
The student
Distribution Strategies,
evaluates and Channels of
explains the
Distribution
significance of
managing
information and
data
Manning & Reece
(2004)
Servicing the sale &
building
partnerships
Pgs. 318-336
Community Forum:
After the Sale
Servicing
Manning & Reece
(2004)
Management of self;
The key to sales
productivity
Pgs. 346-363
Manning & Reece
(2004)
Negotiating buyer
concerns
Pgs. 275-291
Manning & Reece
(2004)
Communication
styles
Pgs. 369-388
Manning & Reece
(2004)
Management of the
sales force
Pgs. 393-409
Case Study:
Going Global;
Assessing Market
Explores what the
market wants
through consumer
need
Demonstrates
knowledge of
consumer choice,
market need and
cultural/political
environment
Identifies potential
target markets
through effective
research
Selects an
appropriate tool to
identify foreign
entry market risk
Argues that
culture influences
sales and
marketing strategy
Demonstrates
effective market
research
technique
Differentiates
between colors
and their
marketing
significance
Evaluates cost
effectiveness and
customer
satisfaction
through
distribution ways
and means
Opportunities
Community Forum:
Cultural Barriers to
Trade
Lamb & Hair (2005)
Distribution Strategies, Developing the
global vision
Physical Distribution
and Documentation
Pgs. 64-99
20
Thursday
April 15
21
Monday
April 19
22
Tuesday
April 20
Promotion Strategies,
Personal Selling,
Publicity and Sales
Promotion
Lamb & Hair (2005)
Segmentation and
targeting
Pgs. 184-207
Community Forum:
The Supermarket
Sampler or The
Effectiveness of the
Push Girl
Lamb & Hair (2005)
Product and service
concepts
Pgs. 262-287
The student
builds a
foundation of
knowledge
regarding the
social
responsibilities
of firms both
domestically
and abroad
Promotion Strategies,
Personal Selling,
Publicity and Sales
Promotion, continued
23
The student
Wednesday
constructs a
April 21
pricing strategy
for MNC
market entry
The market forgotten;
the poor and
disadvantaged
Promotion Strategies,
International
Advertising
Case Study:
International
Marketing at the
Bottom of the
Pyramid
Lamb & Hair (2005)
Retailing
Pgs. 352-368
Final Exam
Final Exam
24
Thursday
April 22
Identifies
paperwork
demands
necessary for
product entry/exit
Determines and
formulates
effective brand
strategies to build
and manage
International
brand equity
Discusses pricing
determinants in a
foreign market
Examines a reallife case that
illustrates
socioeconomic
marketing across
the board
6. METHODOLOGY
Various methods of learning technique will be used including lectures,
facilitation of debate, presentation and discussion and problem-based case
studies will be employed in what is essentially an experiential learning
environment.
7. EVALUATION
The student will be assessed through daily participation and evaluation by
written work and testing. By the conclusion of this class the student will be
able to recognize and identify key objectives and will be able to
fundamentally apply what was learned based upon the information given in
this bi-mester of instruction.
7.1 Assessment Criteria
Completion and knowledge of the assigned course readings,
Two in-class examinations,
Two out-of-class examinations,
Consistent use of electronic media,
Completion of assigned homework
Classroom participation
7.2 Performance Markers
Evaluates the marketing of products and services on a global
scale
Recognizes conditions for economic expansion
Recognizes conditions for economic constriction
Selects an appropriate theory of management based on unique
corporate characteristics
Assesses the climate for potential trade barriers
Examines a real-life case that illustrates socioeconomic marketing
across the board
Examines a real-life case involving international finance
Understands the power of perception in marketing
Constructs an advertising campaign
Demonstrates knowledge of promotional strategy and distribution
demands
Discusses pricing determinants in a foreign market
Determines and formulates effective brand strategies to build and
manage International brand equity
Evaluates cost effectiveness and customer satisfaction through
distribution ways and means
Differentiates between colors and their marketing significance
Demonstrates knowledge of consumer choice, market need and
cultural/political environment
Argues that culture influences sales and marketing strategy
Selects an appropriate tool to identify foreign entry market risk
7.3 Weighting
Unit Quizzes
Unit Exams
Homework
Participation
30%
50%
10%
10%
8. BIBLIOGRAPHY
8.1 REQUIRED:
Manning, G. & Reece, B. (2004). Selling today; Creating customer value.
Pearson Education.
Lamb, C. & Hair, J. (2005). Essentials of marketing, 4th Ed.
Southwestern; Ohio.
8.2 COMPLIMENTARY:
None
8.3 HANDOUTS/READINGS (Given in Class):
Entrepreneurship in International Trade
On-line Surveys in International Marketing Research: Pros and Cons
Multi-Cultural Marketing
Going Global; Assessing Market Opportunities
Applications of Multivariate Analysis in International Tourism Research:
The Marketing Strategy Perspective of NTO’s
International Marketing at the Bottom of the Pyramid
8.4 WEBLIOGRAPHY:
EBSCO DATABASE at:
http://search.ebscohost.com/
The International Institute for Management Development:
http://www.imd.ch/
World Economic Forum:
http://www.weforum.org/en/index.htm
Index of Economic Freedom:
http://www.heritage.org/research/features/index/
Country Studies:
http://lcweb2.loc.gov/frd/cs/cshome.html
International Trade Association:
http://trade.gov/index.asp
9. FACULTY INFORMATION
NAME: James Keeley, PhD
E-mail: [email protected]
ACADEMIC CREDENTIALS:
B.A.A.S Bachelors of Arts and Sciences
GRADUATE:
M.Ed. Master of Education
M.B.A. Master of Business Administration
Ph.D. Doctor of Philosophy
.
Prepared by: James Keeley, PhD
Date: February, 2010
Reviewed by:
Date: February, 2010
Dean Monica Reynoso