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Lewis-Clark State College

BUS 482 – International Marketing – 01: Fall 2015 SYLLABUS Course Prerequisite: Bus 321 (Principles of Marketing)

Class Location: SAC 148

Class Hours: Tuesday & Thursday – 12:00 – 1:15PM

Professor: Ayodeji B Arogundade, Ph.D.

Office: Thomas Jefferson Hall (TJH 106)

Office Hours: Monday and Tuesday – 9:00 AM to 12:00 PM & by appointment

E-mail: abarogundade@lcsc.edu Phone: 208-792-2898

REQUIRED TEXT: Global Marketing, Warren J. Keegan and Mark C. Green (Pearson –

Prentice Hall, 2014, 8th ed.) ISBN-13: 978-0133545005

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, writing and

public speaking skills.

COURSE OBJECTIVES:

By the end of this course, students will be able to:

Provide a conceptual framework of global marketing

Gain perspectives of international marketing and examine how it is different from

domestic marketing

Explore some common marketing problems and opportunities companies face in

international environments using real world partnerships with local businesses

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

Develop skills in researching, preparing and delivering professional written and oral

presentations in a team based, professional setting, using common business software.

Understand the economic, geographic, legal and political environments that influence a

firm’s marketing options

Examine some of the fundamental changes taking place in the global marketing

environment

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Method of Evaluation:

Attendance and participation – 5 points × 26 classes = up to 130 points

Your attendance is very important to the successful completion of this course. If you are going to

be absent from any class, please contact me in advance. Not only will your attendance and

participation prepare you to complete the assignments, it is also part of your grade. Attendance

points for any given day may be reduced by half when engaging in any act (s) that could disrupt

the class. Class participation involves reading textbook chapters and possible other readings,

engaging in classroom discussions, and completing both in- and out-of-class assignments

Exams – 50 points each = 200 points

There will be four exams in this course, each covering the material from that section. The exams

will be closed book and will be taken in the class. There will NOT be a final exam, instead, the

group project will serve as the final exam.

Event in the News: - 4 × 30 = 120 points

This is a group activity (4 groups). Students in each group will present four current event

summaries on international marketing topics in the news. Topics of presentation should coincide

with the chapter in which it is assigned. For example, if the class discussion for that day is on

“Social and Cultural Environments”, the chosen “event in the news” should correspond

accordingly. Each group will prepare a power point presentation. The power point document

should not exceed 10 slides. Missed presentations cannot be made up. Also, every student in

each group will write one-page summary of the event presented, and turn it in before the

presentation.

Assigned Reading for Event in the News:

Bartlett, Christopher A., and Sumantra Ghoshal. “Going Global: Lessons from Late

Movers.” Harvard Business Review 78, no. 2 (March-April 2000), pp. 132-142. – G1

Prowse, Michael. “Is America in Decline?” Harvard Business Review 70, no. 4

(July/August 1992), pp. 36-37 – G2

Yan, Rick, "To Reach China's Consumers, Adapt to Guo Qing," Harvard Business

Review 72, no. 5 (September/October 1994), pp. 66-74 – G3

Banks, Philip. “India: The New Asian Tiger?” Business Horizons 38, no. 3 (May 1995),

pp. 47-50. – G4 – End

Jacobs, Laurence E., Charles Keown, Reginald Worthley, and Kyung-I Ghymn. “Cross-

Cultural Colour Comparisons: Global Marketers Beware!” International Marketing

Review 8, no. 3 (1991), pp. 21-30. – G1

Kim, Donghoon, Yigang Pan, and Heung Soo Park. “High- Versus Low-Context Culture:

A Comparison of Chinese, Korean, and American Cultures.” Psychology & Marketing

15, no. 6 (September 1998), pp. 507-521. – G2

Maruyama, Magoroh. “Bribing in Historical Context: The Case of Japan.” Human

Systems Management 15 (1996), pp. 138-142. – G3

Doran, Kathleen Brewer. “Lessons Learned in Cross-Cultural Research of Chinese and

North American Consumers,” Journal of Business Research 25 (2002), 823-829. – G4

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Kao, John. “Tapping the World’s Innovation Hot Spots”. HBS article RO903J. – G1

Kumar, V. and Anish Pagpal. “Segmenting Global Markets: Look Before You Leap.”

Marketing Research 13, no. 1 (Spring 2001) pp. 8-13. – G2

Cavusgil, S. Tamer, and V.H. Kirpalani, “Introducing Products into Export Markets:

Success Factors.” Journal of Business Research 27, no. 1 (May 1993), 1-15. – G3

Nair, Ajit S., and Edwin R. Stafford. “Strategic alliances in China: Negotiating the

Barriers.” Long Range Planning 31, no. 1 (February 1998), pp. 139-146 – G4

Aacker, David A., and Erich Joachimsthaler. “The Lure of Global Branding.” Harvard

Business Review 77, no. 6 (November-December 1999), pp. 137-144. – G1

Simon, Hermann. “Pricing Opportunities - And How to Exploit Them.” Sloan

Management Review 33, no. 2 (Winter 1992), pp. 55-65. – G2

Arnold David. "Seven Rules of International Distribution." Harvard Business Review 78,

no. 6 (November/December 2000), pp. 131-137. – G3

De Mooij, Marieke, "Tailoring Your Strategy to Fit the Culture", IESE - Insight

Magazine, Stanford Graduate School of Business, November 2007, IIRO26-PDF_ENG, 8

pages.

Term Project and Presentation: - 250 points

This semester you will select a country of interest to study in the context of international

marketing. Once you have chosen the country of interest, also choose a product/service that is

not currently found in the targeted country and devise a cultural analysis and marketing plan for

the chosen country. For example, students can choose to market an automobile from the United

States into a foreign country or can choose to market an automobile into the United States that is

not currently available here. International students are especially encouraged to find products /

services that they’ve been accustomed to or enjoyed (a favorite type of food product) here in the

United States and wish to “export” to their home country.

There are different 4 sections to this group project:

Section 1: Introduction to the Culture of the Country

Cultural Analysis: The data suggested in the cultural analysis includes information that helps the

marketer make market-planning decisions. However, its application extends beyond product and

market analysis to being an important source of information for someone interested in

understanding business customs and other important cultural features of the country. This

cultural analysis is composed of two parts: information on the cultural makeup of the country

and the economic analysis of the country.

The information in this analysis must be more than a collection of facts. In preparing this

material, you should attempt to interpret the meaning of cultural information. With that said,

your country analysis should contain at least one paragraph on each of the following areas

I. Include short profiles of the company, the product to be exported and the country with

which you wish to trade

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II. Brief discussion of the country’s relevant history

III. Geographical setting

a) location

b) climate

c) topography

IV. Social institutions

a) Family

i) The nuclear family

ii) The extended family

iii) Dynamics of the family

(1) Parental roles

(2) Marriage and courtship

b) Education

i) The role of education in society

(1) Primary education (quality, levels of development, etc)

(2) Secondary education (quality, levels of development, etc.)

(3) Higher education (quality, levels of development, etc.)

ii) Literacy rates

c) Political System

i) Political structure

ii) Political Parties

iii) Stability of government

iv) Special taxes

v) Role of local government

d) Legal System

i) Organization of the judiciary system

ii) Code, common, socialist, or Islamic-law country?

iii) Participation in patents, trademarks and other conventions

e) Organizations

i) Group behavior

ii) Social classes

iii) Clubs, other organizations

iv) Race, ethnicity and subcultures

f) Business customs and practices

V. Religion and aesthetics

a) Religion and other belief systems

i) Orthodox doctrines and structures

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ii) Relationship with the people

iii) Which religions are prominent?

iv) Membership of each religion

v) Any powerful or influential cults?

b) Aesthetics

i) Visual arts (fine arts, plastics, graphics, public arts, colors etc.)

ii) Music

iii) Drama, ballet, and other performing arts

iv) Folklore and relevant symbols

VI. Living conditions

a) Diet and nutrition

i) Meat and vegetable consumption rates

ii) Typical meals

iii) Malnutrition rates

iv) Foods available

b) Housing

i) Types of housing available

ii) Do most people own or rent?

iii) Do most people live in one-family dwellings or with other families?

c) Clothing

i) National dress

ii) Types of clothing worn at work

d) Recreation, sports, and other leisure activities

i) Types available and in demand

ii) Percentage of income spent on such activities

e) Social security

f) Health Care

VII. Language

a) Official language(s)

b) Spoken versus written language(s)

c) Dialects

VIII. Executive Summary

After completing all of the other sections, prepare a two-page (maximum length) summary of the

major points and place it at the front of the report. The purpose of an executive summary is to

give the reader a brief glance at the critical points of your report. Those aspects of the culture a

reader should know to do business in the country but would not be expected to know or would

find different based on his or her home country should be included in this summary.

IX. Sources of information

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Section 2: The Economic Analysis of the Country

Provide the basics a marketer would need to know about a country before entry

The data collected for the economics analysis guideline are more straightforward than for the

cultural analysis guideline. There are two broad categories of information in this guideline:

general economic data that serve as a basis for an evaluation of the economic soundness of a

country and information on channels of distribution and media availability. As mentioned

earlier, the guideline focuses only on broad categories of data and must be adapted to the

particular company and its product needs. With that said, write at least one (1) paragraph for

each of these sections.

Guideline

I. Introduction

II. Population

a) Total

i) Growth rates

ii) Number of live births

iii) Birth rates

b) Distribution of population

i) Age

ii) Sex

iii) Geographic areas (urban suburban, and rural density and concentration)

iv) Migration rates and patterns

v) Ethnic groups

III. Economic statistics and activity

c) Gross national product (GNP or GDP)

1. Total

2. Rate of growth (Real GNP or GDP)

a. Personal income per capita

b. Average family income

d) Distribution of wealth

i) Income classes

ii) Proportion of the population in each class

iii) Is the distribution distorted?

e) Minerals and resources

f) Surface transportation

i) Mode

ii) Availability

iii) Usage rates

iv) Ports.

g) Communication systems

i) Types

ii) Availability

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iii) Usage rates

h) Working conditions

i) Employer-Employee relations

ii) Employee participation

iii) Salaries and benefits

i) Principal industries

i) What proportion of the GNP does each industry contribute?

ii) Ratio of private to publicly owned industries

j) Foreign Investment

i) Opportunities?

ii) Which industries?

k) International trade statistics

i) Major exports

(1) Dollar value

(2) Trends

ii) Major imports

(1) Dollar value

(2) Trends

iii) Balance-of-payments situation

(1) Surplus or deficit?

(2) Recent trends

iv) Exchange rates

(1) Single or multiple exchange rates?

(2) Current rate of exchange

(3) Trends

l) Trade restrictions

i) Embargoes

ii) Quotas

iii) Import taxes

iv) Tariffs

v) Licensing

vi) Customs duties

m) Extent of economic activity not included in cash income activities

i) Counter trades

(1) Products generally offered for counter trading

(2) Types of counter trades requested (i.e. barter, counter purchase, etc.)

(3) Foreign aid received

n) Labor force

i) Size

ii) Unemployment rates

o) Inflation rates

IV. Developments in science and technology

a) Current technology available (computers, machinery, tools etc.)

b) Percentage of GNP invested in research and development

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c) Technological skills of the labor force and general population

V. Channels of distribution (macro analysis)

This section reports data on all channel middlemen available within the market. Select a specific

channel as part of your distribution strategy for your marketing plan

a) Retailers

i) Number of retailers

ii) Typical size of retail outlets

iii) Customary markup for various classes of goods

iv) Methods of operation (cash/credit)

v) Scale of operation (large/small)

vi) Role of chain stores, department stores specialty shops

b) Wholesale middlemen

i) number and size

ii) Customary markup for various classes of goods

iii) Method of operation (cash/credit)

c) Import/Export agents

d) Warehousing

e) Penetration of urban and rural markets

VI. Media

This section reports data on all media available within the country or market. Select specific

media as part of the promotional mix and strategy for your marketing plan.

a) Availability of media

b) Costs

i) Television

ii) Radio

iii) Print

iv) Other media (cinema, outdoor etc.)

c) Agency assistance

d) Coverage of various media

e) Percentage of population reached by each of the media

VII. Executive summary

After completing the research for this report, prepare a two-page (maximum) summary of

the major economic points and place it at the front of the report

VIII. Sources of information

Section 3:

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 should be included in this section. Prepare a two-

page (maximum) summary detailing your proposed strategy

Section 4:

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In other to gain a deeper understanding of your country on interest, you are to interview a

student who happens to be a citizen of your country of interest. Compare the findings

from such interview with what you discovered from the literature

Write a one page summary detailing your findings from the interview

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 using APA style & use spell check. I also recommend having a third party read through

the document to catch editing or grammatical mistakes before you submit. During the last two

weeks of class, you will orally present your term project. More information will be provided

about the presentation component of this assignment. Presentation must include slides prepared

using either PowerPoint or Prezi. Please email me at abarogundade@lcsc.edu or visit during

office hours with any questions about this assignment.

Summary

Attendance & Participation 130 points

Exam #1 50 points

Exam #2 50 points

Exam #3 50 points

Exam #4 50 points

Events in the News (4) 120 points

Term Project 200 points

Project Presentation 50 points

Total Points Possible 700 points

Point System

A 92 – 100%

A- 90 – 91%

B+ 88 – 89%

B 82 – 87%

B- 80 – 81%

C+ 78 – 79%

C 70 – 77%

D 60 – 69%

F 0 – 59%

Instructor’s Policy

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Missing class: If you are going to miss class for any reason, please contact me in advance.

Examinations cannot be made up. If you miss class without prior approval during a test day, you

will take a score of zero on the test that was missed. No exceptions and no excuses. Test can only

be taken before the test date. Students missing class are responsible to get any lecture notes from

other students in the class. Course assignments such as homework or papers are always due on

the assigned due date.

Late Work: Is not accepted, no exceptions and no excuses. You either get it done and turned in

on time, or you do not.

Class Decorum: I will appreciate that you are not late to my class. Receiving or sending of text

messages, using a laptop for something other than class work will not be tolerated. Attendance

points for any given day may be reduced by half when engaging in distracting/disruptive

activities such as texting/using cell phone, completing other coursework, routinely leaving class,

using laptops, arriving late, leaving early, sleeping, using profanity, and possible other

discretionary actions

SYLLABUS ADDENDUM

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 http://www.lcsc.edu/student-consumer-information/

Disability Accommodations

Students requiring special accommodations or course adaptations due to a disability and/or a

health-related issue should consult their course instructors and the LCSC Student Counseling

Center immediately (RCH 111, 792-2211). 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 (http://webdev.lcsc.edu/catalog and the LCSC Student Handbook

(http://www.lcsc.edu/media/1152314/13-14-Student-Handbook-Revised.pdf) 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 (792-2226). 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).

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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

(http://www.lcsc.edu/student-affairs/student-code-of-conduct/).

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, and 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.

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Lewis-Clark State College

BUS 482 – International Marketing – Fall 2015

DATE DAY TOPIC ASSESSMENT

Week #1

(Aug 25)

T Chapter 1: Introduction

Chapter 1: Intro. To Global Marketing

TH

Week # 2

(Sept. 1)

T

Chapter 2: The Global Economic Environment

Video

TH “Event in the News-(i)”

(Groups 1 & 2)& Case St.

Week #3

(Sept 8)

T

Chapter 3: The Global Trade Environment

TH “Event in the News-(i)”

(Groups 3 & 4) & Case St.

Week # 4

(Sept 15)

T

Chapter 4: Social and Cultural Environment

Video

TH “Event in the News-(ii)”

(Groups 1 & 2) & Case St.

Week #5

(Sept 22)

T Exam 1 (Chapters 1 – 4)

TH Chapter 5: Political, Legal & Regulatory

Environment

Week #6

(Sept 29)

T

Chapter 6: Global Marketing Information

Systems and Research

TH “Event in the News-(ii)”

(Groups 3 & 4) & Case St.

Week #7

(Oct 6)

T Chapter 7: Segmentation, Targeting, and

Positioning

TH “Event in the News-(iii)”

(Groups 1 & 2)& Case St.

Week #8

(Oct 13)

T Chapter 8: Importing, Exporting & Sourcing “Event in the News-(iii)”

(Groups 3)

TH

Chapter 9: Global Market Entry Strategy

“Event in the News-(iii)”

(Groups 4)

Week #9

(Oct 20)

T

TH

Exam 2 (Chapters 5 – 9)

Chapter 10: Product Decisions

Week #10

(Oct 27)

T

Chapter 11: Pricing Decisions

TH “Event in the News-(iv)”

(Groups 1 & 2) & Case St.

Week #11

(Nov 3)

T Chapter 12: Channels and Physical

Distribution

“Event in the News-(iv)”

(Group 3)

TH Chapter 13: Global Marketing

Communications Decisions I

“Event in the News-(iv)”

(Group 4)

Week #12

(Nov 10)

T Chapter 14: Global Marketing

Communications Decisions II

TH Exam 3 (Chapters 10 – 14)

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Week #13

(Nov 17)

T Chapter 15: Global Marketing & Digital

Revolution Case Study

TH Chapter 16: Strategic Elements of Competitive

Advantage Case Study

Week #14

(Nov 24)

T Thanksgiving Break

(Enjoy)

TH

Week #15

(Dec 1)

T Chapter 17: Leadership, Organization and

TH Exam 4: (Chapters 15 – 17)

Week #16

(Dec 8)

T Work on Final Project NO CLASS

TH Work on Final Project NO CLASS

Week #17

(Dec 15)

T Final Presentation

TH Final Presentation

NOTE: This syllabus is subject to change. Additional lecture topics may be added, minor changes to the

schedule of topics, and changes to course policies may be required as the course progresses, and as deemed

appropriate by the instructor.

Course Common Professional Components (CPC) in Estimated Contact Hours:

A. Accounting (ACT) 1

B. Marketing (MKT) 35

C. Finance (FIN) 2

D. Management

1. Management Principles (MGT) 5

2. Organizational Behavior (OB) 3

3. Human Resource Management (HRM) 1

4. Operations Management (OM) 3

Total Management 12

E. Economic/Social/Legal Environment

1. Legal Environment of Business (LAW) 2

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2. Economics (ECN) 2

3. Business Ethics (ETH) 2

Total Economic/Social/Legal Environment 6

F. Decision-Support Tools

1. 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