International Marketing

Instructor Information

Name: Sally L. Andrews

Email: andrews@linnbenton.edu

Phone: 541-917-4256

PRIMARY COURSE OBJECTIVES:

The opportunities and challenges encountered today by international marketers are greater and more diverse than ever before. Our trade deficit is larger than it ever has been and more and more countries are pursuing free trade areas. New consumers are emerging in new markets from Eastern Europe, to Asia and Latin America. As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course will focus on the strategic implications of marketing in different country markets. Through this course students will begin to understand the complexities of marketing in foreign markets.

I believe I would be remiss in not pointing out that we have many ‘foreign’ markets within our own borders and even within the state of Oregon. As the Hispanic and Asian populations grow so do the needs to market to them differently than to the dominate culture. As you go through this course, please start noticing the impact of these different cultures in your communities. From simple things like products in your Grocery Stores, to the markets that supply these communities. How about the advertising as well as the festivals that abound!

COURSE DESCRIPTION:

As this course is on the web, there are some challenges that we all encounter. Assignments and interactions between all of us are important to the success of the course. Just because it is on the web I can not be available to you 24/7. I will try Monday-Fridays to respond to you within 24 hours. I will also be sending out frequent e-mails to you on information that I believe that is relevant. Please make sure that you are logging on to the website on a regular basis, even if it is to check your e-mail. It is of course that you correspond to your group members in a timely, professional manner.

Textbook:

International Marketing, Cateora & Graham, 12th. edition. McGrawHill Irwin.

I have used this text for a number of years. Periodically, I try a different one but always seem to come back to Cateora. I find that the material is presented in an easy to follow manner and the examples are ones that most of us can relate to. I also find that the cases are current and that they, again, are about companies/products that we are familiar with. I know that it is a costly book but I think it is one that you could keep and use as a reference text for your future jobs.

Individual Paper:

Individual, students will research and present a country marketing plan. This marketing plan can follow the guidelines presented in the country notebook found at the end of the text and on the student CD.

Student can pick a country of their choice. A word of caution-choose a country that information can found on fairly easily.

In addition, students should choose one of the following 3 products to use as their export product: 1) Frozen meals (these can be main meals, or side dishes) 2. Coffee or drinks such as tea----think Starbucks! 3) personal computers-not for work or the office but for the home.

Please clear your chosen country and product with me for I want to ensure that your country will have sufficient data out there to do this project.

You will be submitting your reports in different section throughout the term. Please see the assignment area for the dates and what is required.

Paper submissions:

Please drop your papers in the dropbox by the dates due. Please submit them by at least noon on the dates assigned. I will try and have them dropped back to you with my comments by the end of the week so that you will have some feedback for future papers. Please do not send me the previous Parts that you have already submitted, only the current Part due. All papers should be grammar and spell checked. They can be either single or double spaced for I will insert comments in the body of the papers. There is not a page limit.

Due to the nature of the course and the time limits of the term, late papers will not be accepted. Students know what information is required and the dates that papers are due. This allows students to submit papers early if they are going to be out of town on the submission date.

Group Case:

Within the first week of class, students will be divided into groups and will be assigned a case to prepare and present. This presentation will cover the major issues that are presented in the case. Please identify in depth the solution that the group has come up with in regards to these issues. This case will then be posted in the Main discussion area of the discussion area. All students are expected to participate equally in the preparation and submission of the case. Should the majority of the group express concerns about the equal participation, the group will have the authority to recommend a different grade for the non-participating student.

In addition to the presentation of a case, the group will all comment and analyze another group case. An evaluation of the material presented and covered will be given, with, again, all students participating. The analyzing group will recommend a grade as well as suggestions as to positives as well as areas that could have been covered differently.

Discussion Comments:

I have found that it is extremely valuable for students to interact with different thought processes on the materials. During the term students will present 6 different questions or comments on the discussion dates. No more than one question per week, please. I expect that students then will log into the discussion board and comment on the questions. I am not assigning points for comments on questions but if I find that students are not discussing the questions then I will assign grading to them!! Make life easier for all of us and just treat this class like e-mail! Log in ask questions, give information, and learn from the discussions as if it was a classroom setting!

Grading:

(individual papers)

Cultural Analysis 100

Economic Analysis 100

Market Audit and

Competitive Market Analysis 100

Preliminary Marketing Plan 100

Final decision 50

Total 450

Discussion questions

6 questions @ 10points 60

Group Case work:

Presentation 100

Analysis 100

Total 200

Total 710

A=90%; B=80%; C=70%; D=60%; F=<60%

Policies:

Academic honesty: Cheating and plagiarism will not be tolerated. All references must be sited as to their sources. Even if information is gathered from an individual of that country you MUST indicate that this is where you obtained this information. The act of information gathering is an important part of this course and various sources should be used. During the course of the assignment AT LEAST 12-15 different sources must be used and in significant amounts. In others words, just gathering a statistic from a country website is not enough to signify as a source. Multiple gatherings of information from that site is required and different types of material must be used to support your data information gathering.