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Download Course Outline - BUSINESS IN MEXICO
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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