mktg & ib 317- class syllabus summer 2014 (1)

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MKTG/IB 317-M70 International Marketing

New Mexico State University

Summer 2014

Instructor: Wenkai Zhou, M.B.A.

Department of Marketing

Office: GU 300K

Office Phone: (575) 646-6848 (Email contact is preferred)

Office Hours: By Appointment

Email: [email protected]

Required Text:

International Marketing 4e, Dana-Nicoleta Lascu, Atomic Text Book Media Press, 2013.

ISBN- 1-930789-39-4. [Internet site: www.textbookmedia.com]

Objectives:

The purpose is to introduce you to many of the fundamental aspects of international marketing as

possible. We cover much of the core knowledge used in decision making and operations in

international marketing. The purpose is to acquire knowledge and understanding of the fundamental

dimensions of international marketing.

Students become more effective users of information technology relevant to marketing practice.

Students recognize legal and ethical issues associated with the practice of marketing.

Students become more effective critical thinkers.

Additional Learning Materials:

[1] Canvas for this course. Additional readings and materials for the course are posted on Canvas

under Modules.

[2] SUGGESTED: MSU-CIBERs Web Site (http://globaledge.msu.edu). The site is one of the best centers or resources for international business. I strongly ecourage you become familiar

with this site. It is used by many academics and businesses.

[3] SUGGESTED: You might regularly consult: The Economist [www.economist.com], The

Wall Street Journal [www.wsj.com], Financial Times [www.ft.com] and Asia Times

[http://atimes.com]. You are encouraged to refer to relevant materials from these

publications to enhance your knowledge about global marketing.

Course format and things to keep in mind:

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1. Read all assigned materials - chapters from the text and assigned readings posted in Canvas.

2. Review lecture slides many slides contain a written discussion of the visual displays.

3. Review chapter quiz and key terms at the end of each text chapter.

4. Take quizzes: Each quiz is to be taken during a specified time window [40 minutes to

answer 30 questions. Each question is worth 2 points]. Keep in mind that the time window

for quizzes closes on Fridays at 11:59 PM (See class schedule section of the syllabus for

details). You can take each quiz twice with highest score counting as your grade!

5. Take midterm online as scheduled during the time window (See class schedule section of the

syllabus). There will be 100 questions on the mid-term, and each question is worth 5 points.

You can take the midterm twice with the highest score counting as your grade!

6. Take the online final exam during finals week. The time window for the final exam begins

at 8:00AM June 23rd and ends on June 26th at 5:00PM. There will be 100 questions on

the final, and each question is worth 5 points. You can take the final twice!

7. Note: all quizzes and exams are open book, open notes, but are individual effort. Make sure

you read/review the respective book chapters and supplement materials carefully BEFORE

taking the quizzes/exams as you will only have 40 minutes for each quiz, and 130 minutes

for each exam. It is NOT a good idea to take the quizzes and/or exams without reading the

book chapters/supplement materials in advance and attempt to find answers during the tasks

if you want to do well in them!

8. All quizzes and the mid-term exam will be available on May 22nd at 8am, you can complete

them at your own pace after that day (prior to the due dates/times). However, it is your

responsibility to keep the due dates/times of the respective quizzes and exams in mind! The

due dates/times of all quizzes/exams can be found in the Class Schedule Section of the

syllabus! Be advised to allocate sufficient time to each one of the quizzes/exams and

complete them prior to the due dates/times. In other words, DO NOT try to complete

them last minute! There will be no make ups for quizzes or exams unless you have

acquired documented excuse from the instructor in advance.

9. Please be advised that all due dates/times are under Mountain Time (the time zone

under which Las Cruces falls). Make sure you make the time difference calculations and

submit the quizzes/exams on time if you are not physically located in this area.

10. There may be extra credit opportunities throughout the semester, I will announce them via

Canvas if available.

11. The instructor reserves the right to change this syllabus in writing or by announcement,

although changes are unlikely.

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Grading:

Grade Determination: Total Nature of

Course Component Points Assignments

Quizzes [13 at 60 points each] 780 Individual

Midterm [chapters 1 8] 500 Individual Final [chapter 9-14 & 16] 500 Individual

Total 1780

Grade Cutoffs:

A+ =1707 1780 D+ = 1053-1125 A = 1634 -1706 D = 981 - 1052

A- = 1562 1633 D- = 906-980 B+ = 1489 1561 F = below 906 B = 1415 - 1488

B- = 1344 - 1414

C+ =1271 - 1343

C = 1199 1270 C- = 1126 - 1198

Class Schedule MKTG/IB 317 Summer 2014

1. May 22 - May 30 Chapter 1: Scope, Concepts, and Drivers of International Marketing

Learning objectives: After studying this chapter you should be able to:

Define international marketing and identify the different levels of international involvement. Describe the different company orientations and philosophies toward international marketing. Identify environmental and firm-specific drivers that direct firms toward international

markets. Identify obstacles preventing firms from successful international ventures.

Read : i. Lascu, Chapter 1, Scope, Concepts, and Drivers of International Marketing (and the posted lecture ppt) ii. Three Cheers for Global Capitalism, American Enterprise, June 2004. iii. Globalization and its Contribution 2013 materials Tasks: Take Ch1 quiz this is the quiz on chapter 1 of Lascu, the lecture/discussion, and required readings. Note: the time window for this Chapter 1 quiz begins at 8:00 am May 22nd and ends on May 30th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz. You can take the quiz twice.

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2. May 22 - May 30 Chapter 2 Overview of the International Marketing Environment

Learning Objectives: After studying this chapter students should be able to:

Provide an overview of the world economic environment and examine different perspectives on economic development.

Address differences between countries of different levels of economic development and discuss the importance of emerging markets.

Examine the indicators of political risk and address international firm approaches to political risk management.

Describe how international law, home-country law, and host-country law affect international firm operations and how to address issues related to jurisdiction.

Discuss different legal systems, intellectual property laws, and national laws with extra-territorial impact that affect international firms.

Examine the natural and technological environments and the potential limitations they present to international firms.

Required Readings:

i. Lascu Chapter 2, An Overview of the International Marketing Environment (and the posted lecture ppt)

ii. End of Corruption FCPA Handbook 2012 iii. Ethics, Corruption, and Economic Freedom-Oct 2003

Tasks: Take Lascu Ch2 quiz this is the quiz on chapter 2 and readings. Note: the time window for Chapter 2 quiz begins at 8:00 am on May 22nd and ends on May 30th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz. You can take the quiz twice.

3. May 22 May 30 Chapter 3 International Trade: Institutional Barriers & Facilitators

Learning Objective: After studying this chapter students should be able to:

Identify different trade barriers imposed on international trade and the arguments used to erect and maintain these barriers.

Provide an overview of key international organizations facilitating international trade directly or by promoting economic development.

Identify government efforts involved in promoting economic development and trade.

Describe other trade facilitators, such as foreign trade zones, off-shore assembly plants, and special economic zones, and the Normal-Trade-Relations Status.

Required Readings:

i. Lascu, Chapter 3 International Trade: Institutional Barriers and Facilitators (and the posted

lecture ppt)

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ii. 2012 Index of Economic Freedom Highlights, especially pages 1 thru 8.

iii. Corruption Perceptions Index 2011

iv. Does International Trade Kill Good American Jobs?

v. The US Isnt as Free as It Used to Be-WSJ-2010 vi Gibson Guitar Wails on Federal Raid-WSJ-2011

vii. Excel Data- the CPI-Freedom Index, GDP, GDP Per-capita, and FDI

Tasks: Take Lascu Ch3 quiz this is the quiz on chapter 3 of Lascu and readings .Note: the time window for Chapter 3 quiz begins at 8:00am on May 22nd and ends on May 30th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

4. May 22- May 30 Chapter 4 - Regional Economic and Political Integration

Learning Objectives: After studying this chapter you should be able to:

Provide an overview of the determinants of regional economic and political integration.

Examine the different levels of economic and political integration and identify, within each world region, economic and political agreements that have met with success.

Examine the functions of the different policy and governance bodies of the European Union.

Marketing Management Decision Making Process or Problem Solving Process.

Required Readings:

i. Lascu, Chapter 4 Regional Economic and Political Integration (and the posted lecture ppt) ii. The Globalization Index, Foreign Policy, Nov-Dec 2007, pp68-76

iii. The 2007 e-readiness rankings, April 2007

Tasks: Take Lascu Ch4 quiz on chapter 4 and readings. Note: the time window for Chapter 4 quiz begins at 8:00am on May 22nd and ends on May 30th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

5. May 22 June 6 Chapter 5 Cultural Influences on International Marketing


Identify elements of culture and examine how they affect international marketing practices around the world.

Describe national and regional character based on dimensions such as time orientation, business practices, gift giving, socializing, gender roles, and materialism.

Discuss cultural variability in terms of the Hofstede dimensions with appropriate examples and address cultural change in a marketing context.

Address the self-reference criterion and ethnocentrism and describe how they impede mutual understanding and cooperation, with direct negative effects on marketing practices.

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Describe the global consumer culture as it manifests itself around the world.

Required Readings:

i. Lascu Chapter 5 Cultural Influences on International Marketing (and the posted ppt) ii. American Culture and Values iii. The International Executives Baggage: Cultural Values of the American Frontier iv. Ferocious Differences by Dr. Castaneda v. Haiti and the Voodoo Curse-WSJ-2010

Tasks: Take Lascu Ch5 quiz this is the quiz on chapter 5 and readings. Note: the time window for Chapter 5 quiz begins at 8:00am on May 22nd and ends on June 6th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

6. May 22 June 6 Chapter 6 International Marketing Research


Define international marketing research and provide a description of its immense scope; offer examples of each type of research conducted in international marketing.

Describe the steps involved in the international marketing research process while addressing the international constraints involved in each step.

Introduce the concept of decision support systems for international marketing and the sales forecasting process.

Required Readings:

i. Lascu Chapter 6, International Marketing Research: Practices and Challenges (and the posted

lecture ppt).

ii. Dental Equipment - US Domestic Exports [in Excel]

iii. Dental Equipment US imports [in Excel] iv. Discussion of dental equipment exports and imports

Tasks: Take Lascu Ch6 quiz this is the quiz on chapter 6 and readings.. Note: the time window for Chapter 6 quiz begins at 8:00am on May 22nd and ends on June 6th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

7. May 22 June 6 Chapter 7 International Strategic Planning


Develop a general understanding of international marketing strategy at the different levels of the international organization and provide some insights into the international marketing planning

process of selected companies.

Identify the rationale for adopting a particular target marketing strategy in international markets.

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Introduce the concept of country attractiveness analysis and offer a blueprint for conducting the analysis.

Identify the bases for consumer segmentation and offer company application examples.

Describe the three targeting strategies used by companies worldwide.

Describe the six positioning strategies that international companies can use to position their brands in the minds of target consumers.

Read:

i. Chapter 7 Lascu International Strategic Planning (and the posted lecture ppt).

ii. Kelloggs internationalization versus globalization of the marketing mix iii. Market Potential Indicators for Emerging Markets 2011 iii. Measuring The Potential of Emerging Markets: An Indexing Approach Tasks: Take Lascu Ch7 quiz this quiz on chapter 7 readings. Note: the time window for Chapter 7 quiz begins at 8:00am May 22nd and ends on June 6th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

8. May 22 - June 6 Chapter 8 - Expansion Strategies and Entry Mode Selection

Learning Objectives: After studying this chapter you should be able to:

Offer an understanding of company expansion strategies, entry mode selection, and the risks involved at each level.

Describe different types of strategic alliances involving international companies.

Required Readings:

i. Chapter 8 Lascu Expansion Strategies and Entry Mode Selection (and the posted lecture ppt). ii. Offshoring for Long-Term Advantage 2007 A T Kearney iii. Smug in a no think existence by Paul Craig Roberts iv. Second Thoughts on Free Trade by Schumer and Craig Roberts

Tasks: Take Lascu Ch8 quiz. Note: the time window for Chapter 8 quiz begins at 8:00am on May 22nd and ends on June 6th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz. 9. May 22 June 13 Midterm (Covers Chapter 1-8 and all assigned readings)

May 22nd thru June 13th at 11:59 PM is the time window for

the on-line midterm. You can take the Midterm twice and the

highest score counting as your grade. The midterm covers

chapters 1 thru 8 and all assigned readings. The time allowed

for each attempt is 130 minutes.

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10. May 22 June 13 Chapters 9 and 10 Product and Services

Learning Objectives Chapters 9 & 10: After studying this chapter students should be able to:

Describe the drivers for international standardization and offer an overview of the international standardizationlocal adaptation continuum and respective company strategies.

Examine country-of-origin effects on brand evaluations in relation to product stereotypes and consumer ethnocentrism.

Examine challenges faced by service providers in international markets.

Address issues related to brand name protection and the reasons behind widespread international counterfeiting.

Address the marketing of industrial products and services and related product and service standards.

Evaluate the stages of international product life cycle and identify the locus of operations and target markets at each stage.

Identify the different dimensions of the international product mix with company illustrations.

Examine the new product development process and the activities involved at each stage in international markets.

Examine degrees of product newness and address international diffusion processes.

Required Reading:

i. Chapters 9 and 10 in Lascu (and the posted lecture ppt). ii. The Anholt Nation Brands Index-Special Report Q1 2007

Tasks: Take Lascu Ch 9 & 10 quiz. Note: the time window for Chapters 9 & 10 quiz begins at 8:00am on May 22nd and ends on June 13th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

11. May 22 June 13 Chapters 11 and 12 Managing International Distribution

Operations and Logistics


Describe the functions of home-country and host-country middlemen involved in international distribution.

Identify the different facilitators of international distribution and logistics and describe their involvement in the international distribution process.

Address the challenges encountered by distribution in countries of different development levels.

Required Readings:

i. Chapters 11 and 12 in Lascu (and the posted lecture ppt).

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Tasks: Take Lascu chapters 11 and 12 quiz. Note: the time window for Chapter 11 and 12 quiz begins at 8:00am on May 22nd and ends on June 13th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

12. May 22 June 20 Chapter 13 The International Promotional Mix

Learning Objectives: Chapter 13 After studying this chapter you should be able to:

Describe the international promotional mix and the international communication process.

Explore the international advertising formats and practices around the world.

Describe the international advertising and media infrastructure and infrastructure-related challenges in different markets.

Describe advertising strategies and budgeting decisions and offer examples of international applications.

involved

Required Readings:

i. Chapters 13 book chapter and the posted lecture ppt. ii. The Benetton Case iii. A Model for Predictive Measurements of Advertising Effectiveness iv. View the ads for Benetton

Tasks: Take Lascu Ch13 quiz. Note: the time window for Ch 13 quiz begins at 8:00am on May 22nd and ends on June 20th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

13. May 22 June 20 Chapter 14 International PR and Sales Promotion


Provide an overview of international publicity and the different international public relations activities that can be used to influence it.

Describe different approaches to international consumer promotion and the activities involved.

Describe different approaches to international trade promotion and the activities

Read:

i. Chapter 14 book chapter and the posted lecture ppt. Tasks:

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Take Lascu Ch14 quiz. Note: the time window for Ch 14 quiz begins at 8:00am on May 22nd and ends on June 20th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

14. May 22 June 20 Chapter 16 International Pricing Strategies


Identify pricing-related internal challenges facing international firms.

Identify pricing-related challenges imposed by competition on international firms.

Identify pricing-related challenges imposed by the political and legal environment on international firms.

Identify pricing-related challenges imposed by the economic and financial environment on international firms.

Address international pricing decision of international firms.

Propose one possible global pricing process

Required Reading:

i. Chapter 16 International Pricing Strategies book chapter and the posted lecture ppt.

ii. The Big Mac Index

iii. A Bad Turn for European Firms WSJ article

Tasks: Take Lascu Ch16 quiz. Note: the time window for Ch 16 quiz begins at 8:00am on May 22nd and ends on June 20th at 11:59 pm. Remember, you have 40 minutes to take a 30 question quiz.

15. Final Exam During Exam Week. June 23rd 8:00am- June 26th 5:00pm Covers chapters

9-14 and 16 plus readings that were assigned during the semester. You can take the

final twice and the highest score counts as your grade. The final covers

chapters 9-14, 16, and all assigned readings. The time allowed for each

attempt it 130 minutes. Final is due June 26th, 2014 at 5:00PM.

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Special Class Considerations, Procedures, or Rules:

1. No make-up quizzes you have two attempts in a given time window.

2. No make-up exams you have two attempts in a given time window. 3. All quizzes and exams are individual effort! Any student found guilty of academic

misconduct shall be subject to disciplinary action.

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Student Conduct

By taking this course, you agree to abide by The New Mexico State University Student Code of

Conduct. In brevity, this means that you will adhere to standards of both academic and non-

academic integrity. Academic integrity includesbut is not limited tocheating and/or plagiarism. Any instance of cheating and/or plagiarism will result in a zero for that assignment, quiz, or exam.

Non-academic integrity includesbut is not limited toactual or threatened physical injury to any person, engaging in individual or group conduct that is violent, abusive (including sexual

harassment), indecent, unreasonably loud (including cell phones and music devices), or similar

disorderly conduct that infringes upon the privacy, rights, or privileges of others or disturbs the

peace or the orderly process of education on campus. For an expanded explanation of the Student

Code of Conduct, please refer to the following: http://www.nmsu.edu/~vpsa/SCOC/scoc.pdf.

Students with Disabilities

New Mexico State University is committed to providing reasonable accommodations for qualified

NMSU students in accordance with state and federal laws. Services for Students with Disabilities at

New Mexico State University offers a variety of services to students with documented physical,

learning, or psychological disabilities. If you feel you may qualify for such services, please contact

the Services for Students with Disabilities office as soon as possible. Contact information for the

SSD office is as follows: The Corbett Center, Room 244; Phone: (505) 646-6840.

Incompletes

University policies limit the use of the I (incomplete) grade to documented situations beyond the students control that make it impossible to complete the course on schedule. The emergency must

occur after the last day to withdraw with a W, and the student must be passing the course at the time of the emergency. I cannot issue an I grade to avoid assigning a grade for marginal or

failing work.

Email Communications

Any e-mail from you to me should be sent either through Canvas or through your official NMSU e-

mail account. Due to privacy and security concerns, I am unable to respond to e-mails from or about

students that do not originate from an official NMSU e-mail address.

mktg & ib 317- class syllabus summer 2014 (1)

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