Download Course Outline - Centennial College

Course Outline
School:
Business
Department:
Business Management
Course Title:
International Marketing
Course Code:
MKTG 332
Course Hours/Credits:
42
Prerequisites:
MA 221, MKTG 116, MKTG 117,
MKTG 221
Co-requisites:
N/A
Eligible for Prior Learning,
Assessment and Recognition:
Yes
Originated by:
Christine Oldfield
Creation Date:
Fall 2011
Revised by:
Peter Bannon
Revision Date:
Summer 2014
Current Semester:
Summer 2015
Approved by:
Chairperson/Dean
Students are expected to review and understand all areas of the course outline.
Retain this course outline for future transfer credit applications. A fee may be charged for
additional copies.
This course outline is available in alternative formats upon request.
MKTG 332
CENTENNIAL COLLEGE
International Marketing
Course Description
This course builds on the concepts learned in the introductory marketing course and places these
concepts in a global business context. Students learn the key variables which make international
marketing a more complex and challenging task than domestic marketing. Particular attention is devoted
to the demands placed on international marketers to effectively respond to the shifting forces of
globalization.
The course begins with an in-depth look at the impact on international marketers of various elements in
the foreign external environment. It then examines methods for the selection of foreign markets for entry
as well as the means of entry. The last third of the course focuses on the development of effective
international marketing strategies.
A major component of the course is the term report that enables students to apply the course material to
a real-world marketing opportunity.
Program Outcomes
Successful completion of this and other courses in the program culminates in the achievement of the
Vocational Learning Outcomes (program outcomes) set by the Ministry of Training, Colleges and
Universities in the Program Standard. The VLOs express the learning a student must reliably demonstrate
before graduation. To ensure a meaningful learning experience and to better understand how this course
and program prepare graduates for success, students are encouraged to review the Program Standard by
visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs,
visit http://www.collegeoftrades.ca/training-standards.
Course Learning Outcomes
The student will reliably demonstrate the ability to:
1. Apply the principles and concepts of domestic marketing to the international marketplace;
2. Identify international marketing opportunities and threats via an analysis of external environmental
variables, including international trade and economic issues, cultural and social forces, the political
and regulatory climate, and global competition;
3. Analyze strategies for foreign market entry;
4. Develop appropriate marketing strategies, including target market identification and marketing mix
decisions, which take into consideration the dynamic global environment;
5. Develop an international marketing plan.
Essential Employability Skills (EES)
The student will reliably demonstrate the ability to*:
2. Respond to written, spoken, or visual messages in a manner that ensures effective
communication.
5. Use a variety of thinking skills to anticipate and solve problems.
7. Analyze, evaluate, and apply relevant information from a variety of sources.
9. Interact with others in groups or teams in ways that contribute to effective working relationships
and the achievement of goals.
10. Manage the use of time and other resources to complete projects.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
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MKTG 332
CENTENNIAL COLLEGE
International Marketing
*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be
assessed in this course.
Global Citizenship and Equity (GC&E) Outcomes
The student will reliably demonstrate the ability to*:
5. Identify and challenge unjust practices in local and global systems.
6. Support personal and social responsibility initiatives at the local, national or global level.
*There are 6 institutional Global Citizenship & Equity outcomes. Of these 6 outcomes, the following will be assessed in this course.
Text and other Instructional/Learning Materials
Text Book(s):
Gillespie, Kate, and Hennessey, H. David. (2011). Global Marketing Third Edition. Boston, MA: SouthWestern, Cengage Learning, 2011.
ISBN-13: 978-1-4390-3943-4
ISBN-10: 1-4390-3943-7
Evaluation Scheme
➮ assignments: #1 – individual: An individual assignment designed to develop an understanding of
global marketing and international trade.
➮ Individual Assignment 2:: individual assignment – including GC&E component (5%)
➮ group term reports): two progress reports (2 X 5%)
➮ final written report: A major group marketing plan for a product launched in an international market
➮ Test #1 20%: The test will be based on chapters 1-7 of text.
➮ Test #2 25%: The test will be based on Chapters 8-15 of text.
Evaluation Name
CLO(s)
assignments: #1 – individual
Individual Assignment 2:
group term reports)
1, 2
1, 2, 3
1, 2, 3, 4, 5
final written report
1, 2, 3, 4, 5
Test #1 20%
Test #2 25%
Total
1, 2, 4
1, 2, 3, 4
EES
GCE
Weight/100
Outcome(s) Outcome(s)
2, 7, 10
10
2, 5, 7, 10 5, 6
15
2, 5, 7, 9,
10
10
2, 5, 7, 9,
20
10
2, 5, 7
20
2, 5, 7
25
100%
If students are unable to write a test they should immediately contact their professor or program Chair for
advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious
illness, or death of a close family member), students may be able to write a make-up test.
All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not
wish to have their work submitted to Turnitin® must, by the end of the second week of class,
communicate this in writing to the instructor and make mutually agreeable alternate arrangements.
When writing tests, students must be able to produce official College photo identification or they may be
refused the right to take the test or test results will be void.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
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MKTG 332
CENTENNIAL COLLEGE
International Marketing
Student Accommodation
It is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights
Code. Accommodation may include modifications to standard practices. Students with disabilities who
require academic accommodations must register with the Centre for Students with Disabilities. Students
requiring accommodation based on other human rights grounds should talk with their professors as early
as possible. Please see the Student Accommodation Policy.
Use of Dictionaries
•
•
English-Additional Language (e.g. English-Chinese) or Additional Language-English (e.g. RussianEnglish) dictionaries may be used in regular class work.
Dictionaries may be used in tests and examinations, or in portions of tests and examinations, as long
as they are non-electronic (not capable of storing information) and hard copy (reviewed by the
invigilator to ensure notes are not incorporated that would affect test or examination integrity).
Program or School Policies
N/A
Course Policies
n/a
College Policies
Students should familiarize themselves with all College Policies that cover academic matters and student
conduct.
All students and employees have the right to study and work in an environment that is free from
discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents
of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.
Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.
Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work
of others is presented by a student as their own and/or without citing sources of information. Breaches of
academic honesty may result in a failing grade on the assignment/course, suspension or expulsion from
the college.
For more information on these and other policies, please visit www.centennialcollege.ca/aboutcentennial/college-overview/college-policies.
Students enrolled in a joint or collaborative program are subject to the partner institution's academic
policies.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
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MKTG 332
CENTENNIAL COLLEGE
International Marketing
PLAR Process
This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by
which course credit may be granted for past learning acquired through work or other life experiences. The
PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably
demonstrates achievement of the course learning outcomes. Contact the academic school to obtain
information on the PLAR process and the required assessment.
This course outline and its associated weekly topical(s) may not be reproduced, in whole or in
part, without the prior permission of Centennial College.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
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MKTG 332
CENTENNIAL COLLEGE
International Marketing
Topical Outline (subject to change):
Week
1
Topics
introduction to the
course
Readings/Materials
chapter 1
Weekly Learning Outcome(s)
•identify the key success factors (KSF) for
students in this course
Instructional Strategies
Evaluation
Name
Evaluation
Date
lecture
class discussion
overview of global
marketing
2
3
4
international trade and chapter 2
economics
political and legal
chapter 3
forces affecting global chapter 4
marketing strategy
cultural and social
forces affecting global
marketing strategy
the international
competitive
environment
chapter 6
•track the growth of international business
•describe the evolution of global marketing
•identify reasons for firms’ interest in
exploiting foreign markets
•discuss the importance of international trade
to international marketers
•explain the economic rationale for trading
•evaluate the economic, political, and societal
arguments for protectionism
•identify the impact on international marketers
of the balance of payments and exchange
rate movements
•examine the roles of the IMF, the World
Bank, and the WTO in the international
economic and financial systems
•illustrate how regional trade agreements can
be useful to international marketers
•demonstrate an understanding of foreign
cultural and social forces and their impact on
international marketing
•apply Geert Hofstede’s cultural framework to
real-world marketing situations
•outline a strategy for cultural/social
adaptation
•determine how the political and regulatory
climate in host and home countries can affect
international marketing decisions
•compare the world’s four major legal
traditions
•explain the relationship between regulatory
change and political risk
•develop a strategy for political risk
assessment and reduction
•identify the different strategies global firms
use to compete against each other
•identify the different strategies local firms use
to compete against global firms
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
lecture
class discussion
introduction to term
report
•handout
•group formation
lecture
class discussion
lecture
class discussion
assignment #1 Week 3
due
(10%)
progress
report #1 for
term report
due (5%)
Week 4
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MKTG 332
Week
5
6
7
8
9
CENTENNIAL COLLEGE
Topics
Readings/Materials
consumer, business,
and government
purchase behaviour
chapter 5
global marketing
research
chapter 7
Test #1
global marketing
opportunities: market
selection strategies
overview of the
marketing mix
Chapters 1-7 of text
chapter 8
brief overview of
chapters 10-15
global marketing
opportunities: market
entry strategies
chapter 9
Weekly Learning Outcome(s)
•examine the role which history and
government play in determining a nation’s
competitive environment
•analyze the competitive threat to Canadian
marketers of firms from developing countries
•discuss “country-of-origin” as a competitive
weapon
•describe how consumer purchase behaviour
varies from country to country
•examine aspects of purchase behaviour
relevant to international business markets
•identify major characteristics of government
buying processes
•articulate an effective means for dealing with
requests for bribes
•summarize the challenges in conducting
international market studies, competitive
studies, and environmental studies
•explain the major steps in collecting and
analyzing secondary and primary data for
foreign markets
•itemize the key requirements for a global
information system
Evaluation of key learning's week 1-6
•distinguish among firms’ various motivations
for international expansion
•debate the strategic considerations in a firm’s
choice of region for international marketing
emphasis
•apply the model for foreign market selection
to a real-world global business opportunity
•identify the key elements of the marketing
mix for global marketing strategy
•create a framework for the appropriate
incorporation of each element of the
marketing mix into the term report
•list the advantages and disadvantages of
direct vs. indirect exporting
•assess the various methods for entering a
market via foreign production facilities
•compare various ownership strategies for
foreign market entry
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
International Marketing
Instructional Strategies
Evaluation
Name
Evaluation
Date
lecture
class discussion
lecture
class discussion
Test invigilation
lecture
Test #1 (20%) Week 7
class discussion
lecture
class discussion
assignment #2 Week 9
due, incl.
GC&E
(15%)
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MKTG 332
Week
10
11
12
13
CENTENNIAL COLLEGE
Topics
Readings/Materials
global marketing
strategy: goods and
services decisions
chapters 10 and 11
global marketing
strategy: promotion
decisions
chapters 14 and 15
global marketing
strategy: price
decisions
chapter 12
global marketing
strategy: distribution
decisions
chapter 13
Weekly Learning Outcome(s)
•examine the conditions under which mergers
and acquisitions may be desirable entry
options
•specify the reasons for exiting a foreign
market
•compare the advantages of product
standardization vs. product adaptation
•establish guidelines for packaging, warranty,
and branding decisions
•examine the considerations in introducing a
new product for global markets
•formulate trademark protection strategies
•describe the ways in which international
services marketing differs from international
goods marketing
•illustrate the role of corporate social
responsibility in global marketing decisions
•explain how different foreign environments
affect promotion mix decisions
•discuss the key criteria for effective selling in
foreign markets
•choose appropriate sales promotion and
public relations tools for a global promotion
strategy
•debate the advantages of global vs. local
advertising
•apply global creative and media
considerations to the development of
advertising plans
•evaluate the issues in selecting an
advertising agency
•explain why international pricing decisions
are more complex than domestic ones
•analyze the impact of cost factors, market
factors, and environmental factors on
international pricing decisions
•describe how marketers can respond to the
challenges of price escalation, parallel
imports, and countertrade
•identify the major participants and each one’s
role in global distribution systems
•determine the factors in distributor selection
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
International Marketing
Instructional Strategies
lecture
class discussion
Evaluation
Name
Evaluation
Date
progress
report #2 for
term report
due (5%)
Week 10
final written
term report
due (20%)
Week 12
lecture
class discussion
lecture
class discussion
lecture
class discussion
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MKTG 332
Week
14
CENTENNIAL COLLEGE
Topics
Test #2
Readings/Materials
Chapters 8-15 of text
Weekly Learning Outcome(s)
•outline methods for successful location,
selection, motivation, and control of
distributors for foreign markets
•develop strategies for gaining distribution in
markets already dominated by competitors
•detail the major logistics decisions in global
marketing
•catalogue emerging trends in global
distribution
Evaluation of learning outcomes
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
International Marketing
Instructional Strategies
Test invigilation and
evaluation
Evaluation
Name
Evaluation
Date
Test #2 (25%) Week 14
9