INTERNATIONAL MARKETING Spring 2001

Dr. Robert C. Moussetis

Office: 119 Loomis Phone: 630-637-5475romousse@noctrl.edu

Office Hours: MW:12:00-2:00 TTh 9:00-9:30
Export Overview
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Text: 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:

  1. Demonstrate an understanding of the Scope and Dynamics of International Marketing.
  2. Demonstrate an understanding of the Cultural and Political Environment of Global Markets
  3. Demonstrate an understanding and capability of Assessing Global Market Opportunities
  4. Demonstrate an understanding of Developing Global Marketing Activities
  5. Demonstrate an understanding of Implementing Global Marketing Management
  6. Demonstrate the capability to recognize-analyze intl. marketing issues & provide alternatives.
  7. Demonstrate a basic capability in the development of Intl. Marketing & Exporting Plans.
  8. Demonstrate a capability of organized oral presentations (individual and team).
  9. Demonstrate the capability to work in a team environment.
Learning Process
  1. Lectures/Discussions, group discussions, participation, etc.
  2. Preparation of project assignments (individual and group projects)
  3. Reviews on lectures and concept/issue discussions (in-class)
  4. Short Presentations of Current International Marketing topics (in-class).
  5. An Individual and Group Presentations.
Assessment Tools
  1. Readings Checks and Final Exam: Establishing Conceptual/Principal Foundations
  2. Case(s): Developing Analytical and Synthetical skills
  3. Exporting Plan (group project) : Establishes Principles, Teamwork, and applications
  4. Article Reviews: Current Practices in International Marketing
  5. Product/Service Marketing Plan (individual).
  6. Portfolio Development: Presentation and Organization Marketing Skills
  7. Oral and Written Communication Skills.
Work Distribution
 
Distribution of Wok
Points Allocated 
Case Checks  100    (2 of four cases)
Exporting Plan - Group 300
Readings Check 150    (3 quizzes)
Portfolio Preparation 100
Final 100
International Marketing Plan 150
Articles 100  (5 articles)
Total 1000

 

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.

1. Case(s): Students 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.
Cases:
    IKEA
    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.

2. 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.

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 Page
Executive Summary (explain in one page the content of the entire package)
Table of Contents
Resume
Exporting Plan
Individual Marketing Plan
Articles (5)
Case Analysis (Optional)

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:

>>>>>900     A

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

Group Formation for the Exporting Plan Week 2 Chapter 4-5-6 Potential Quiz on Chapters1-2-3

Ideas on Exporting by each group

Week 3 Chapter 7-8 Potential Quiz on Chapters 4-5-6

First Progress Report on the Exporting Plan: Each group must submit two proposals which will identify two tangible products and three potential countries, why the product was selected, why the group think that it will be a success, why the particular country. Each proposal should be no more than a page. Proposals should be based on research and not prescriptive reasoning. Week 4 Chapter 9-10 Potential Quiz on Chapters 7-8-9

Week 5 Chapter 13-14-15 -Review of Exporting Process

Draft on Individual Marketing Plan
Week 6 Chapter 16-17-18Potential Quiz on Chapters 13-14-15 Complete Draft of Exporting Plan Week 7 Chapter  Potential Quiz on Chapters 16-17-18 -Chapter 19-20-21 Seminar

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.

Final written copy of exporting plan is due. Week 11 FINAL
THE ABOVE SYLLABUS IS SUBJECT TO CHANGE.
Changes are mainly contingent to the
progress of the class

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.

Chapter123
Chapter456
Chapter789
ExportProcess&Pricing(ch8-9-11)
Channels&Distribution Strategies(ch13)
GlobalMarketingPricingStrategy(Ch14-15-18)
GlobalPromotionalStrategies(Ch20)
Product&BrandManagementServiceMktg(Ch16-17)

Quiz Questions Spring 2001

Chapter 1-2-3

  1. What is International marketing? What are the challenges and opportunities in International marketing? Explain why?
  2. Explain the nature of IMF and WTO.
  3. Explain the Policy responses to Trade Problems
  4. Explain how international marketing/business act as a change agent? What is cultural imperialism? Explain and provide examples. Identify all the elements of culture.
  5. Identify and discuss the sources of cultural knowledge.
  6. Explain: Culture-based Segmentation. Why and how it relates to International Marketing?
Chapter 4-5-6
  1. What are the market characteristics critical to the international marketing function? Explain why.
  2. Why is regional economic integration critical to international marketing? Explain. Identify some of the most critical regional economies.
  3. What are the types of financial risks impacting international marketers? What are the sources of financing?
  4. Explain Forfaiting and Factoring.
  5. Identify and explain the steps necessary in Financial risk Management. What is Transaction Exposure?
  6. Explain the reasons for export controls? How Antitrust legislation relates to the International marketing? Explain
  7. What are some of the contingencies and losses associate with exposure to political risks? Explain
Chapter 7
  1. Identify and briefly discuss the four primary differences between domestic and international marketing
  2. What is the equation determining the basic value of international research? What are the basic elements/tasks in each of the stages when researching foreign markets?
  3. Identify all the sources of Data. Identify and briefly describe the research techniques. Beyond the internal information system, organizations put mechanisms in place to enrich the basic data flow, what are those mechanisms/tools?
Chapter 8
  1. Identify and discuss the motivations to internationalize.
  2. Identify and discuss change agents in the internationalization process.
  3. To highlight the key implications of the internationalization stages, identify the main corporate concerns in each stage of the internationalization. Briefly discuss.
Chapter 9 (adjusted)
  1. What is licensing? Discuss assessment of licensing and identify the key issues in negotiating licensing agreements

  2. What is an EMC? Explain. Discuss EMCs as agents and distributors. Discuss Compensation of EMCs.
Chapter 10
  1. What are the basic alternatives when a firm is attempting to decide between standardization and adaptation?
  2. Identify and briefly discuss factors encouraging standardization and adaptation.
  3. Identify and discuss at least three factors from the market and three factors from product characteristics affecting the Product-Adaptation decisions.
Chapter 11
  1. Explain all the Terms of Sale*
  2. Explain all the Terms of Payments*
*terms will be given. Your responsibility will be to explain them full Chapter 12
  1. Discuss: How to negotiate in other countries. Identify key elements
  2. Identify and discuss the components of the Promotional mix
  3. Identify the communication tools available to an international marketer. Discuss two in depth.
Chapter 13
  1. Identify and discuss determinants of channel structure. Explain
  2. Identify and briefly discuss the types of intermediaries involved in serving a market.
  3. How do we find the intermediaries and how do we screen intermediaries? Explain
Chapter 14
  1. Identify and discuss the globalization drivers. Provide examples.
  2. What is cross-subsidization? What is glocalization ? Explain.
  3. Discuss the Choice of Competitive Strategy
Chapter 16
  1. Briefly discuss the Product development process
  2. Briefly discuss the reasons for R&D investment abroad
  3. Discuss testing and launching new products
  4. Discuss the advantages and disadvantages of Product Portfolio Approach.
Chapter 17
  1. Describe briefly the differences between goods and services. Identify the distinct elements that illustrate their differences. Provide at least three examples of global services
  2. What is helping the development of global services? Explain
Chapter 18
  1. Identify the corporate objectives of transfer pricing. Identify and briefly explain the three philosophies of transfer pricing. Identify the transfer pricing challenges
  2. What is skimming? What is penetration pricing? Explain.
Extra: What is the difference between glocalization and mass customization