INTERNATIONAL MARKETING ONLINE (BUS )

Transcription

1 INTERNATIONAL MARKETING ONLINE (BUS ) INSTRUCTOR Dr. Rachel Kaitz, Associate Professor of Business CONTACT (phone) OFFICE HOURS T,W,R 12:30-2:30pm ( ) and by appointment (fax) OFFICE LOCATION Harbor Center, #144G Prerequisite: BUS 321 (Principles of Marketing). REQUIRED MATERIALS Text: Global Marketing, Warren J. Keegan and Mark C. Green (Pearson Prentice Hall, 2011, 8 th ed.) ISBN: NOTE: The 7 th edition is probably adequate for this class, though some material is slightly different and may be presented out of order. Recommended supplemental Reading - The Wall Street Journal Instructor Contact Information and Technical Support If you have questions or comments about the course please call or me at rekaitz@lcsc.edu. I will respond within 24 hours. If you have technical questions with Warrior Web, LC Mail issues, and so forth, contact the IT Helpdesk at helpdesk@lcsc.edu and follow the tips for getting good help, or call for additional technical support. For technical difficulties related to Blackboard, contact the Blackboard Helpdesk at blackboard@lcsc.edu or call *If this is your first on-line course (or if you need a refresher ) please watch this tutorial to get you started: COURSE DESCRIPTION This course introduces you to the international (global) dimension of marketing. It is designed to provide you with a fundamental understanding of the nature and scope of international marketing. At the most basic level, international marketing requires us to make adjustments to our traditional marketing strategies. These adjustments are necessary to meet the challenges of different international environments. Consequently, the two main topical areas that we will be covering are the international marketing environments (e.g. culture, political, economic) and the marketing mix strategies. Emphasis will be placed on strategic thinking rather than the technical aspects. In addition, employers of college graduates recently have pointed to the importance of the ability to communicate ideas clearly and concisely. These skills are an important part of your education and an additional objective of this class will be to help you develop your analytical and writing skills.

2 OBJECTIVES By the end of this course, you will be able to: Provide a conceptual framework of global marketing Gain perspectives of international marketing and examine how it is different from home country marketing Be familiar with common marketing problems and opportunities companies face in international environments Develop skills in formulating product, price, distribution and promotion strategies in the context of business outside the U.S. Recognize cultural differences among countries and whether it is necessary to accommodate them in marketing plans and strategies Be familiar with key aspects of the international legal environment as it pertains to marketing Understand the economic, geographic, and political environments that influence a firm s marketing options Examine some of the fundamental changes taking place in the global marketing environment *NOTES: GRADING* GRADE SCALE Discussions (4) 20% A Cases (1) 10% A Field assignments (3) 15% B Country evaluation 20% B Midterm Exam 15% B Final Exam 20% C C D D This semester we will have four discussions on various topics. Please contribute and respond to these discussions before the end of the session in which they appear. Missed discussions cannot be made up. We will analyze a case study this term. I will provide the case and questions in week 3. Field Assignments will take you out into your environment to get first hand information about international marketing topics. We will complete three, two-page field assignments this semester. Information about the country evaluation is attached to the end of the syllabus. The exams for this course will be on-line proctored exams that must be taken at the Distance Learning Center on the LCSC campus (Lewiston), at the NIC testing center (Coeur d Alene), or another center that is set up with the Distance Learning office. Any student wanting to take tests at another location (e.g. your local library, city hall, clergy) must register that location/proctor with the Distance Learning Office as soon as possible. More information regarding setting up a location/proctor for testing can be obtained at the Distance Learning page of the LCSC website (lcsc.edu/dl). Again, this should be done as soon as possible. Contact: Distance Learning ( ) or ( ), dl@lcsc.edu

3 Accessing the College Library and Research Resources LCSC offers links to the campus library and online sources to help you with research: Login: Same as Warrior Web Usually your first initial, middle initial, last name password: Your birthdate (mm/dd/yy) [for example, birthdate March 8, 1987 = ] Research Tools pages (subject guides): Click on Research Tools (by subject). Scroll down through the alphabetical list of Divisions/Subjects on the right. Need help? Call the Library Information Desk at , or call Distance Learning at and ask them to transfer you to x the library at refdesk@lcsc.edu. Learning Resources and Writing Center: LCSC is committed to helping students navigate the challenges of college life. Services include study skill development, counseling and tutoring support. For more information regarding the writing center, visit: or writinglab@lcmail.lcsc.edu. LCSC students also have access to the NIC writing Center at: Course Navigation: Each session will take one week, beginning Monday at 12:01am and ending at midnight the following Sunday evening. For each weekly session, you will read the assigned materials, participate in the discussions when applicable, and submit assignments that are due. To get the most from our threaded discussions, you should post an initial response to the topic by Wednesday, and then continue to add your comments throughout the week. You can respond to the initial basic question, as well as to comments made by other students. Discussion postings are worth 20% of your final grade and should be thoughtfully and professionally submitted (no texting formats or abbreviations, for example). You cannot make up missed discussions. Additional information about the field assignments, case, midterm and final exams will be provided closer to their scheduled dates, and the term paper requirements are attached. Meet your Professor: Dr. Rachel Kaitz has taught courses in Marketing, International Business, Leadership, Retail Management, International Marketing, Consumer Behavior, Strategy and Policy, Advertising, Integrated Marketing Communications, Copywriting, Economics and Business in the US and abroad since Dr. Kaitz has a Journalism degree with an emphasis in Advertising and Public Relations from the University of Georgia, a Master s in Business Administration with a concentration in Marketing from the University of Colorado at Boulder, and a Doctorate in Business Administration from Golden Gate University in San Francisco, CA. Rachel has worked as an Account Manager, Radio Station Executive, Public Relations Director, Mortgage Broker, Disc Jockey and Financial Counselor. In the mid 90 s Dr. Kaitz was a founding member of a San Francisco based financial counseling organization serving businesses, employee assistance programs, and financial institutions nationwide. She was subsequently hired by Providian Financial as a research consultant to study the impact of disclosure laws on consumer decision-making and credit behavior. Overseas, Dr. Kaitz has worked as a marketer for a London based insurance agency and as an Economics instructor for the Ford Foundation at the National Economics University in Hanoi, Vietnam. She is currently an Associate Professor at Lewis-Clark State College and lives in Coeur d Alene, ID with her husband Ed, and their four children.

4 Weekly Course Schedule Week 1: January Introduction and Overview Reading: Chapter 1 Introduction to Global Marketing Assignment: Class Introductions, Field Assignment #1 Week 2: January 26 February 1 The Global Marketing environment Reading: Chapter 2 The Global Economic Environment (including ethics) Assignment Due: Field Assignment #1 Week 3: February 2-8 Reading: Chapter 4 Social and Cultural Environments Assignment: Case #1 Week 4: February 9-15 Reading: Chapter 5 The Political, Legal and Regulatory Environment Assignments: Discussion #1 Assignment Due: Case #1 Week 5: February Reading: Chapter 7 Segmentation, Targeting and Positioning Assignment: Field Assignment #2 Week 6: February 23 March 1 Approaching Global Markets Reading: Chapter 8 Importing, Exporting and Sourcing Assignment: Study for Exam #1 Assignment Due: Field Assignment #2 Week 7: March 2-8 EXAM 1: Chapters 1, 2, 4, 5, 7 & 8 This exam must be proctored Please see notes above Week 8: March 9-15 The Global Marketing Mix Reading: Chapter 10 Brand and Product Decisions in Global Marketing Assignment: Discussion #2 Week 9: March Reading: Chapter 11 Pricing Decisions Assignment: Field Assignment #3 Week 10: March Reading: Chapter 12 Global Marketing Channels and Physical Distribution Assignment Due: Field Assignment #3 Week 11: March 30 April 5 Spring Break Week 12: April 6-12 Reading: Chapter 13 Global Advertising and Public Relations Assignment: Discussion #3

5 Week 13: April Reading: Chapter 14 Global Sales Promotion, Personal Selling, etc. Assignment: None Week 14: April Reading: Chapter 15 The Digital Revolution and the Global e-marketplace Assignment: Discussion #4 Week 15: April 27 May 3 Assignment: Prepare Country Evaluations Week 16: May 4-10 Assignments: Study for Final Exam Assignment Due: Country Evaluations Week 17: May EXAM 2: Chapters This exam must be proctored Please see notes above

6 Syllabus Addendum from Main Campus Consumer Information In 2008, the federal government required all post-secondary institutions offering federal financial aid programs to provide key data to both prospective and current students. To comply with this requirement, Lewis-Clark State College has developed a consumer information page, which may be accessed at Disability Accommodations Students requiring special accommodations or course adaptations due to a disability and/or a healthrelated issue should consult their course instructors and the LCSC Student Counseling Center immediately (RCH 111, ). Official documentation may be required in order to provide an accommodation and/or adaptation. Student Rights and Responsibilities Students have the responsibility for knowing their program requirements, course requirements, and other information associated with their enrollment at LCSC. Students should review the LCSC General Catalog ( and the LCSC Student Handbook ( for more information. Accidents/Student Insurance Students participating in LCSC classes normally must look to their personal health insurance policy (Student Health Insurance Plan or comparable private coverage) should an accident occur. In the event of an accident, please seek medical help, if necessary, and report the incident to LCSC Security ( ). Fieldtrips or other special student activities may also require students to submit a signed participation waiver (forms can be obtained from the supporting Division Office). Enrollment Verification/Attendance Students who are not actively pursuing their classes may have to repay part or all of their financial aid awards depending upon the circumstances. Academic Dishonesty Academic dishonesty, which includes cheating and plagiarism, is not tolerated at LCSC. Individual faculty members will impose their own policies and sanctions regarding academic dishonesty. Students who are accused of being academically dishonest may be referred to the VP for Student Affairs for official disciplinary action. Illegal File Sharing Students using LCSC s computers and/or computer network must comply with the college s appropriate use policies and are prohibited from illegally downloading or sharing data files of any kind. Specific information about the college s technology policies and its protocols for combating illegal file sharing may be found on the VP for Student Affairs web page ( ). Diversity Vision Statement Regardless of race, color, age, sex, religion, national origin, disability, veteran status, or sexual orientation, you will be treated and respected as a human being. Disclosures During this course, if you elect to discuss information with me which you consider to be sensitive or personal in nature and not to be shared with others, please state this clearly. Your confidentiality in these circumstances will be respected unless upholding that confidentiality could reasonably put you, other students, other members of the campus community, or me in danger. In those cases or when I am bound by law to report what you have told me, such as incidents involving sexual assault or other violent acts, I will submit a report to appropriate campus authorities. Updated January 2014

7 International Marketing Country of Interest Project - Spring 2015 This semester you will select a country of interest to study in the context of international marketing. Once you have chosen the country you are most interested in studying, you should begin gathering information in the following topic areas: Section 1: Compile three things about your country that the rest of us probably don t know and which affect attitudes, consumption or everyday behavior in some way (How do people shop/ perceive material goods/ use products/ blend religion and consumption/ incorporate culture eating, dressing, etiquette, etc.) Provide the basics a marketer would need to know about a country before entry: GDP/ population breakdown (demographics), type of market structure, major trading partners, major industries, and so forth. Give examples of regulations or customs related to selling that are different than those in the United States and which are relevant to marketing (advertising laws, labeling requirements, and so forth) Address trends in the market you are studying that are likely to affect consumption in the future (e.g. in India more young people are living outside their parents homes before marriage. China one child policy and a cultural preference for boys has led to little emperors and a severe shortage of females) Section 2 (choose one of the following options): Evaluate an international campaign for its impact and effectiveness in the different markets where it runs and make educated recommendations for improving any weaknesses or exploiting any untapped opportunities you find. OR Take a product available in your country of interest and propose a strategy for generating demand in your home country (or vice versa). Consider all aspects of marketing (4 Ps) in your strategic plan. A SWOT analysis would be useful here. Your finished project should be roughly 10 double spaced pages, not including any supporting attachments (ads/ promotional copy, regulatory information, tables etc.). Please include an executive summary (check with me if you need guidance here), use section headings, cite sources & use spell check. I also recommend having a third party read through the document to catch editing or grammatical mistakes before you submit. This assignment is worth 20% of your final grade, and is due Sunday, May 10, at midnight. Please me at rekaitz@lcsc.edu or visit during office hours with any questions about this assignment.

8 Component Hours A. Accounting (ACT) B. Marketing (MKT) C. Finance (FIN) D. Management 1. Management Principles (MGT) 2. Organizational Behavior (OB) 3. Human Resource Management (HRM) 4. Operations Management (OM) Total Management E. Economic/Social/Legal Environment 1. Legal Environment of Business (LAW) 2. Economics (ECN) 3. Business Ethics (ETH) Total Economic/Social/Legal Environment F. Decision-Support Tools Information Systems (IS) 1 2. Quantitative Methods/Statistics (QM) 1 Total Decision-Support Tools 2 G. Global Dimensions of Business (GLOB) 20 H. Integrative Experience (INT) 1 Total Contact Hours 79