MKT 466: International Marketing
Professor: Fekri Meziou, Ph.D.
Email: meziouf@augsburg.edu
Course Description
This thought-provoking course is designed primarily for students interested in the study of business activities on a global scale. More specifically, the majority of the course will be devoted to those issues and activities unique to marketing a product or service in an “international setting.” Topics will include international environment scanning and analysis, comparative market research, and marketing mix decisions on a global scale.Text: International Marketing 3rd edition. Dana-Nicoleta Lascu, Atomic Dog Publishing.
Prerequisite: Students must have a basic understanding of marketing principles prior to taking this course.
Course Objectives
The objectives of this course are:- Provide a framework for understanding how the international environment shapes international marketing decision-making.
- Develop skills in finding international market information in order to make global marketing decisions.
- Address the differences and similarities between domestic and international marketing mix decisions.
- Appreciate the role of formal analysis and systematic decision-making in approaching global marketing problems.
Course Methodology
This course will be conducted online. The course will utilize Moodle as the platform for delivering course content and for enabling students to engage in discussions and learning. Testing will also be done online. Student participation in the learning process through discussion forums is essential for this success of this course. Posted Lecture material will amplify the information contained in the text and will deal with recent marketing issues. Students should engage in the learning process at least weekly. The instructor will be in frequent contact in order to help students achieve their learning objectives. Students may wish to try the Student Introduction Course to get an introduction to moodle and practice using forums or uploading files.Expectations and Commitments
- How often students should log in to the course? At least weekly
- How frequently students are expected to post in discussion areas? At least weekly
- How often the instructor will log into the course? 5 days per week
- How quickly the instructor will respond to questions? Within 48 hours (except for holidays)
- How quickly the instructor will return graded work? Within the week
Assessment of Student Learning
Three quizzes will be given during the term (see course syllabus for dates). Quizzes will measure students’ ongoing progress towards their understanding of marketing issues raised in this course. Quizzes will consist of conceptual and applications questions. All students must answer discussion questions and participate in discussion forums. Up to 50 points can be earned for the course if a student submits comprehensive answers to discussion questions during each session.
For each session, you must provide your answers to the discussion questions and internet exercises on or before the due date. It’s been my experience that students move on to the next session and do not read old comments. Therefore, there is no point in submitting late answers if students cannot learn from your work. Please read thoroughly the “Discussion Forum Writing Guidelines” document before you start work on this component of the course.
Written Cases: The course will also require two written case analyses. The details of case analysis will follow on a separate page. The objectives of the cases are to enable students to develop their analytical and decision-making skills in international marketing.
Course grades will be determined on the basis of 300 points distributed as follows:
Quizzes (50 points each) - 150 points
Cases (50 points each) - 100 points
Quality of Contribution to Course Discussions - 50 points
Distribution
279+ - 4.0
269-278 - 3.5
255-266 - 3.0
240-254 - 2.5
225-239 - 2.0
210-224 - 1.5
195-209 - 1.0
Less than 209 - 0.0
A 10 percent penalty per day applies to any work submitted past the due dates.
Course Assignments and Schedule
Session 1
Topics to be covered this week:- Course introduction: the concept of global marketing
- The international marketing environment
Reading assignments:
Textbook: Chapter 1, 2, 3, 4, 5
- Introduction and learning objectives of this session
- Instructor’s big picture commentary
- Discussion questions (post your discussions by end of the week)
- Internet exercise
Session 2
Topics to be covered this week:- Global market research
- Foreign market entry strategies
Reading assignments:
Textbook: Chapters 6, 7, 8
- Introduction and learning objectives of this session
- Instructor’s big picture commentary
- Discussion questions (post your discussions by end of the week)
Session 3
Quiz #1 for chapters 1, 2, 3, 4, 5Case Study: American Electronics Co.
Links to:- Introduction to case analysis
- See model case analysis here
Session 4
Case analysis # 1 dueTopics to be covered this week:
- Global product decisions
Reading assignments:
Textbook: Chapters 9, 10
- Introduction and learning objectives of this session
- Instructor’s big picture commentary
- Discussion questions (post your discussions by end of the week)
- Internet exercise
Session 5
Quiz #2 for chapters 6, 7, 8, 9, 10
Topics to be covered this week:- Global pricing decisions
- Global distribution decisions
Reading assignments:
Textbook: Chapters 16, 11
- Introduction and learning objectives of this session
- Instructor’s big picture commentary
- Discussion questions (post your discussions by end of the week)
- Internet exercise
Session 6
Topics to be covered this week:- Global promotion decisions
Reading assignments:
Textbook: Chapters 13, 14, 15
- Introduction and learning objectives of this session
- Instructor’s big picture commentary
- Discussion questions (post your discussions by end of the week)
- Internet exercise
Session 7
Topics to be covered this week:- Course conclusion and wrap-up.
Case Study: Ocean Spray in Scandinavia
Case analysis # 2 due this week
