Dr. Robert C. Moussetis
Hours: MW:12:00-2:00 TTh 9:00-9:30
International Marketing by Czinkota and Ronkainen (latest edition)
Prerequisites: International Business – Marketing
"Vision Statement: North Central College is a community of learners dedicated to preparing informed, involved, principled and productive citizens and leaders over a lifetime"
Course Description: The course will expose the student to the environment of international marketing, planning in the global arena, organizing global operations, leadership and cross-cultural management, and finally, controlling international operations. An emphasis will be given to the critical importance of culture and political forces relating to international marketing and exporting management.
Intended Outcomes: After completing this course, a student should be able to:
|Case Checks||100 (2 of four cases)|
|Exporting Plan - Group||300|
|Readings Check||150 (3 quizzes)|
|International Marketing Plan||150|
|Articles||100 (5 articles)|
Assignments: Congratulations! You were just hired by at Acro-International Corporation (AIC) a company representing the cutting edge of Global Marketing. This is the most prestigious and rewarding company on the planet. The competition for a job in this company is highly intense but you managed to get "your foot at the door" based on the potential for success you demonstrated during the interview. Although you have minimal experience, the company hired you on a trial basis for 10 weeks. Most of your activities will be small projects, analysis and evaluations of international business issues and marketing assessments, exporting, etc. Your permanent appointment will be based on the demonstrated capability to analyze and evaluate international issues, in depth of analysis and evaluation of business related issues, communication skills (oral and written), creativity and innovation and demonstrated capability to work in a team.
will be assigned various cases. Students will engage in a comprehensive
analysis of the cases and prepare to answer a variety of questions. Students
will be asked to respond to such questions (in a test format) and demonstrate
understanding of the issues in the case and possible alternatives. Students
will be assigned cases in the beginning of the term, which they must analyze
and prepare notes/responses. On an exam day, the student will be presented
with 1-2 questions. Students will have limited time to respond, hence,
comprehensive knowledge about the issues and alternatives is essential.
Students will not have time to read the case.
HONG KONG: THE MARKET OF THE FUTURE OR NO FUTURE
WATER FR0M ICELAND
OTJIWARONGO CROCODILE RANCH
This exercise facilitates the analytical and problem solving skills.
Articles: Every week (weeks 2 though 6
or 7), each student is expected to bring one article which is directly
related to international marketing. Students must prepare a one page
(only) summary of the article and relation to the course/subject.
Moreover, the students will formally present the article. Therefore a one-page
power point slide must be prepared and submitted with the article. Students
are responsible of bringing a disk or slide to facilitate their presentation.
Each presentation will be take 1-2 minutes. A discussion will follow when
appropriate. If students are not present, possibility of presenting the
article is removed, thus, credit for the article.
This exercise facilitates the development of global awareness and communication skills, both critical tools of International marketing. Also, it facilitates the emphasis on the principles of the course from the current practices of international marketing.
3. Exporting Plan: This is a group project. This project requires research and hard work. Students will identify a tangible product and identify a target country to export this product. Mexico, Canada, Japan, England, France, Germany are excluded from consideration as target countries. The product will have US as the place of origin. Students will be divided in-groups of two to three (depending on the class composition and academic background). Your group will represent the marketing team that has been assigned the responsibility to go international. The project will include a comprehensive written plan and a professional presentation. Students are encouraged to submit progress reports. A detailed analysis and guidance will be provided on the first week of classes. NO LATE EXPORTING PLAN WILL BE ACCEPTED
This exercise facilitates the development of a comprehensive business plan, which must be integrative in its approach and must consider all Intended Outcomes as described above. Furthermore, this exercise will facilitate the development of communication skills and effective presentation. Grading for this portion will be based on capability of team to put the project together (teamwork), content and organization of the plan, evaluation of teamwork and presentation (teamwork)
This exercise facilitates the development of the basic mechanics of the first mode of engaging in international business.
4. Readings Check: Each week, students will be supplied in advance with a list of questions. Those questions comprise the most critical issues, theories and/or points of international marketing. Each week, students will be expected to take an essay examination and demonstrate effectively a comprehensive understanding of concepts and issues as they are presented in the textbook (to maintain objectivity). Students can use additional information presented in the classroom and/or acquired elsewhere to support concepts/issues of examination questions. Students are encouraged to follow the structure of the textbook in preparation for the essay exams.
This exercise ensures the acquisition of basic-theoretical foundation
5. Individual Marketing Plan. Each student will develop his or her individual marketing plan. Each student will select a product and an international market to sell the product. Mexico, Canada, Japan, England, France, Germany are excluded from consideration as target countries. The report must include the following:
The entire written report should not exceed 6 pages (single space, font 10", and 1" margin). Each student should prepare a 4-5 minute power point presentation of her/his report. Grading will be bases on the content of the report, organization and presentation of the written document and the oral presentation.
- Brief Description of the Product (1/2 page)
- Target Country Selection and Reasons (1/2 page)
- Basic economic, cultural, legal and political analysis (1 page)
- Product Adaptation- Marketing Approach (1-2 pages)
- Methods of Distribution and/or Strategies to enter the Target Market (1-2 pages)
- Expected Projections (1 page)
This exercise allows the individual development of a project and the enhancement of organizational and communication skills.
6. Portfolio Preparation: For this portion of the course, the student needs to prepare a package with the following elements:
Cover PageCase Analysis (Optional)
Executive Summary (explain in one page the content of the entire package)
Table of Contents
Individual Marketing Plan
Note: Elements from other courses could be added to the portfolio (as long as they communicate and are consistent with the overall package.
Student should develop an interview approach to put this package together. Your prospective employer just asked you to prepare this portfolio prior to your interview. Grading will be based on presentation and organization of the materials. Grading for this project will be "On a Curve". Judges will be introduced to the project (businesspersons, etc.) to facilitate the evaluation process.
This exercise facilitates the development of a complete marketing plan (self-marketing Plan). It facilitates organizational and presentational skills and offers the opportunity to students to reflect on their learning. Students are welcome to add more elements to their portfolio
7.Final:The final will contain integrative questions covered during the course. Readings check questions are an excellent indicator of the nature of the final. Students are advised to create a working document with all the quiz questions (preferably typed) which will facilitate studying for the final examination.
Assignment of Grades will be as follows:
800 – 899 B
700 – 799 C
600 – 699 D
000 – 599 F
PLAGIARISM: Please follows the guidelines of the college. Academic integrity is required. Academic dishonesty will not be tolerated. The grade of "F" will be assigned and the recommendation to be expelled from the institution will be given to the Academic Dean, if a student is engaging in academic dishonesty.
In general, each week students should have an article, be prepared for a quiz and in class exercises. Students should read in advance the chapters of discussion and ask questions about specific points they may have.
Week 1 Chapter 1-2-3
Ideas on Exporting by each group
Week 3 Chapter 7-8 Potential Quiz on Chapters 4-5-6
Week 5 Chapter 13-14-15 -Review of Exporting Process
Week 6 Chapter 16-17-18Potential Quiz on Chapters 13-14-15
Draft on Individual Marketing Plan
Week 8 Lab Session for Projects - Review of Critical Elements
Week 9 Individual Presentations and Final Report Due
Week 10 Group Presentations of Exporting Plans-Reviews.
Standards of Achievement – Grading – General Guidelines
Mechanics of Grading: Congratulations! You have been selected to fill an internship position at Acro International Corporation. Part of your training is to explore your ability to work with other people on international problems/issues, your ability to work with time limitations and your ability to demonstrate basic understanding and competency in international marketing.
A: Students can define, describe, and communicate effectively their understanding of international marketing consistently and exceptionally. Students participate actively in class discussion, case discussion, and offer alternatives and solutions that are based on concrete theoretical information and/or factual information generated form readings and/or cases. Students can integrate consistently basic theoretical concepts, ethical implications and multicultural issues. Students attend all classes and complete all projects consistently and exceptionally.
B: Students can define, describe and communicate effectively most of the concepts/issues in international marketing consistently. Students participate most of the time in class discussion, case discussion and offer alternatives and solutions that are based on concrete theoretical information and/or factual information generated form readings and/or cases. Students can integrate most of the basic theoretical concepts, ethical implications and multicultural issues. Students attend most classes and complete all projects consistently and/or exceptionally.
C: Students can define, describe and/or communicate effectively most of their understanding of basic international marketing. Students participate most of the time in class discussion, case discussion and/or offers alternatives and solutions that are based on concrete theoretical information and/or factual information generated form readings and/or cases. Students can identify some basic theoretical concepts, ethical implications and multicultural issues. Students attend most classes and complete all projects consistently and adequately.
D: Students can define or describe or communicate effectively some basic concepts in international marketing. Students participate sometimes in class discussion, case discussion and/or offers alternatives and solutions that are based on some theoretical foundation and/or factual information generated form readings and/or cases. Students can identify very few of the basic theoretical concepts, ethical implications and multicultural issues. Students attend most classes and complete all projects but poorly.
F: Students are unable to define or describe or communicate effectively some basic understanding in international marketing. Students seldom or never participate in class discussion, case discussion and offer no alternatives and solutions that are based on some theoretical foundation and/or factual information generated form readings and/or cases. Students can identify very few of the basic theoretical concepts, ethical implications and multicultural issues. Students attend most classes and/or complete some/none of the projects poorly.
Quiz Questions Spring – 2001