BISHOP S UNIVERSITY WILLIAMS SCHOOL OF BUSINESS AND ECONOMICS

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1 BISHOP S UNIVERSITY WILLIAMS SCHOOL OF BUSINESS AND ECONOMICS BMK 372 B01 INTERNATIONAL MARKETING STRATEGY CODE: BMK 372B01 NAME: International Marketing Strategy CREDIT Hours:3 TERM Winter 2005 TIME: TH 13:00-14:30 LOCATION: H301 PROFESSOR: Dr. Cranmer Rutihinda OFFICE: Hamilton 219 OFFICE HOURS: 10:00-14:00 Friday OFFICE PHONE: (819) ext crutihin@ubishops.ca 1. COURSE DESCRIPTION The focus of this course is primarily on the formation or revision of strategies related to consumer and competitive analyses in international markets. Exploration and understanding of international markets will be facilitated utilizing a social, legal, economic, political and technological framework. This information will be used jointly with competitive and industry scanning to forecast, segment, position and target within international markets and to highlight the inherent challenges of international market research. Strategic decisions faced by students assuming the role of marketing managers include channel analysis and deployment (modes of new international market entry, logistics), in addition to the challenges of pricing, promotion and product development on an international scale. 2. COURSE OBJECTIVES At the end of the course the students should be able to 1. Understanding of the complexity and diversity of international marketing. 2. To understand international marketing concepts 3. Carry out international marketing research 4. Develop a comprehensive international marketing plan 3. PREREQUISITES BMK 112, BMK 211, BMG TEXTBOOK Isobel Doole and Robin Lowe International Marketing Strategy: Analysis, development and implementation 4 th Edition Thomson Learning. 5. TEACHING METHOD This course is structured to provide ample opportunity for interaction among students, and between students and instructor. The course will primarily consist of lectures, discussions, video presentations, cases, and group projects. Page 1 of 5

2 6. ASSIGNMENTS Reading assignments include text chapters, and other required material designated against topics in the course syllabus. Students will be required to read current periodicals and journals to keep abreast of current international developments. To ensure active student participation each student is required to read all reading assignments prior to the respective class. International Marketing Plan Project: Students will be required to write an international business plan that will consolidate the entire course material. The project is due on March 22. The project should be done in teams of not more than four students. See project guidelines for further details. 6. CLASS ATTENDANCE AND PARTICIPATION All students are expected to be in class on time for all class meetings. Attendance begins the first day of class and all students are expected to remain in class for the entire class period unless prior arrangements have been made with the instructor. Because of the emphasis on discussion and interaction, attendance on a regular basis is mandatory. Absenteeism cannot be tolerated. Students frequently absent will be denied to take the final examination. 7. EVALUATION AND COURSE GRADE 1. Classroom Participation & Quiz 20% 2. Midterm Test I 30% 3. International Marketing Plan 20% 4. Midterm Test II 30% 5. There will be no supplementary exams 8. IMPORTANT DATES 1. Deadline for Project Proposal Submission January 25, Midterm February 21, Last day to withdraw with permission March 8, Deadline for International Marketing Plan submission March 22, Midterm Test II March 24, 2005 Page 2 of 5

3 9. SCHEDULE OF COURSE ACTIVITIES DATE TOPIC REQUIRED READING AND DEADLINES 1 Jan 11 & Jan 13 Course Overview & International Chapter 1 to 3 Marketing Environment 2 Jan 18 & 20 International Marketing Research Chapter 4 3 Jan 25 & 27 International Marketing Strategies Chapter 5 & 6 4 Feb 1 & 3 International Product Strategies Chapter 8 5 Feb. 8 & 10 International Communications Chapter 9 Strategies 6 Feb 15 Midterm Test 1 Jan 25. Deadline for submitting project proposal 7 Feb 17 & 22 Managing International Distribution Chapter 10 Channels 8 Feb 24 International Pricing Chapter 11 9 Feb. 28-March 4 READING WEEK 10 March 8 International Pricing Chapter March 10 &15 International Market Entry Strategies 12 March 17 & 22 International Marketing Implementation 13 March 24 Midterm Test II 14 March EASTER HOLIDAYS 15 March 31 Project Presentations Chapter 7 Chapter 12 March 22 Final Project Submission Deadline for all 16 April 5 Guest Speaker Chapter April 7 &12 Course Wrap-up Page 3 of 5

4 10. PROJECT GUIDELINES You will be required to prepare an international marketing plan of an existing company for a new international market that the existing company has no presence. The company can be a manufacturing, service or a non-for-profit organization. For smaller companies with fewer product lines the entire offering of the company can be used but if you choose to use a large company then you will have to use single product lines. It is easier to use on product/service line. In your international marketing plan you will be required to conduct: 1. Company situation analysis 2. Identify countries with high market potential for your company s product 3. Conduct an in depth market and competitive analysis 4. Select the best country market 5. Determine best entry strategy for the chosen country 6. Develop a comprehensive marketing plan The project should be done in a team of four students. Projects should be printed out and submitted in the suggested format below by March 22 and presented with the aid of a power point. It is recommended that users use the program called Global Marketing Management System Online (GMMSO) found at Students must register individually. Each team will decide on how best to divide their work, enter information, and whose code they will use to complete the final project. a. Suggested Project Report Format Cover Page Title Page Executive Summary (Not more than one page) Purpose Methodology Key Findings o Company Situation Analysis o Determining Global Market Opportunities o In-Depth Market Analysis o Entry Strategy and Development of the Marketing Program Conclusions Recommendations Page 4 of 5

5 Table of Contents Introduction Company Situation Analysis Determining Global Market Opportunities In-Depth Market Analysis Entry Strategy and Development of the Marketing Program Summary, Conclusions and Recommendations Bibliography Appendix o Screens from phase two o Documents o Power Point Presentation Outline o Other o Inset CD in a plastic or paper envelope as part of your paper NOTE: The instructor keeps both your paper and CD. You may want to make and keep one copy for yourself b. Suggested Power Point Format of Project presentation Purpose of the Project Methodology Process used to complete the project Type of data/sources o Secondary sources o Primary sources Key Findings: Phase 1 Phase 2 Phase 3 Phase 4 Conclusions Recommendations Page 5 of 5