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Argosy University COURSE SYLLABUS B6604 International Marketing

Faculty Information Faculty Name: James A. Ramos, Ph.D. Campus: Chicago Contact Information: [email protected] or (917) 517-9501 Office Hours: Immediately after class or by appointment Short Faculty Bio: Dr. Ramos began his career in advertising, planning the media and negotiating commercial space prices for clients, which included, Benetton, Louis Vuitton, Christian Dior, Givenchy, Prudential Securities, Pedigree Dog Food, Sheba Cat Food, Roman Meal Bread, and Tanqueray Gin. He also worked at NBC on projects to streamline communication with viewers, employees, and the press. Ramos has a keen interest in online consumer behavior, product placement, and new media and marketing tactics. He is a firm believer in collaborative learning. Dr. Ramos earned his Ph.D. in Mass Media from the department of Advertising at Michigan State University, his M.A. in Communication Management from the Annenberg School for Communication at the University of Southern California, and his B.A. in Communication from the Department of Communication and Media Studies at Fordham University.

Course description: This course focuses on the opportunities, problems, and challenges involved in international marketing. The course examines the methods companies use to organize their international versus domestic markets, international market research tasks, methods of entry strategies in the international markets, and potential marketing strategies for a multinational firm. Knowledge of local cultural environments is highlighted as a prerequisite for success.

Course Pre-requisites: None

Required Textbook: Keegan, W. J., and Green, M. C. (2007). Global Marketing (5th ed.). Prentice Hall. ISBN: 0131754343

Technology: Pentium III CPU/ Windows 98; 128MB RAM, printer; Microsoft Office; Acrobat (full version); Microsoft Internet Explorer 5.5 (PC), 5.0 (MAC), or Netscape Navigator 4.08; Norton Antivirus.

Course length: 7.5 Weeks

Contact Hours: 45 Hours

Credit Value: 3.0

Program Outcomes: 1. Communication 1.1. Oral/Written – Present business information orally and in writing using appropriate technology that is concise, clear, organized, supported, and persuasive in a professional manner appropriate to the business context 2. Critical Thinking/Problem Solving 2.1. Critical Thinking – Incorporate and synthesize information, theory, and practice in order to implement appropriate business actions 2.2. Problem Solving/Decision Making – Given a business situation, diagnose the underlying causes of the situation, evaluate possible solutions, and determine and defend appropriate course of action 2.3. Information Literacy – Access information from a variety of sources, evaluate the credibility of the sources, and apply that information to solve business problems 3. Team 3.1. Leadership – Describe the requirements of team members and leaders to work effectively and creatively in achieving team goals 3.2. Collaboration – Collect, categorize, and consider the views of all stakeholders 4. Ethics 4.1. Ethics – Identify the ethical principles related to personal and corporate behavior in specific business situations and explains the potential consequences 5. Diversity 5.1. Diversity – Identify the impact of both cultural and economic factors on the modern enterprise and explain the potential consequences 6. Analysis/Application 6.1. Applied Technology – Select and defend business technology solutions to typical business problems 6.2. Integration – Describe the interrelationship of the functional business areas of statistics, accounting, finance, marketing, operations, and strategy within the context of specific organizational goals 7. Global Economic & Regulatory Environment 7.1 Global Economic & Regulatory Environment - Given an international case, analyze the impact of international business practices and trade laws on the functional areas of the organization

Course Objectives: 1. Examine marketing theories and principles that would support international businesses. (Program Outcomes: 2.1, 5.1, 7.1) 2. Integrate market forces and cultural factors in making strategic marketing decisions. (Program Outcomes: 2.1, 2.2, 5.1, 7.1) 3. Assess the impact and effects of globalization on international marketing practices. (Program Outcomes: 2.1, 2.2, 2.3, 5.1, 7.1) 4. Compare and contrast the current practices applied in international versus domestic marketing. (Program Outcomes: 2.1, 2.3, 5.1, 7.1)

Assignment Topics:  Pricing differences for marketing channels and multinational markets  Cultural issues in market assessment  Export logistics  International cultural foundations  International industrial products  International market behavior  International market research  International marketing framework  International marketing plan components: Products, services, and sales  International marketing strategy  International political and legal issues  International pricing and finance  International product development/management/standards  International product distribution  International promotion  International trade unions/groups  Target marketing

Class Timetable:  This term begins on Thursday 10/23.  This term ends on Saturday 12/13.  Our class will be conducted 100% on-ground.  Our class meets on Thursdays from 6-10PM.  Our fist class meeting, therefore, is on Thursday 10/23.  Our last class meeting, therefore, is on Thursday 12/4.  THERE IS NO CLASS ON THURSDAY 11/27 FOR THE THANKSGIVING HOLIDAY  The following is the complete schedule of class meetings: o Module One = 10/23 o Module Two = 10/30 o Module Three = 11/6 o Module Four = 11/13 o Module Five = 11/20 o Module Six = NO CLASS ON 11/27 (THANKSGIVING HOLIDAY) o Module Seven = 12/4 o Module Eight = No class meeting

Assignments deadlines: You may work on assignments ahead, but you are expected to submit them, per the instructions within the assignment list, IN THE MODULE stated. The assignments for a particular module are due no later than Day 7 of that module. Any student needing an exception to this policy must request permission from the professor. Assignments should be sent via email to: [email protected]. The following are assignment deadlines by module:  Module One assignments are due via email by Wednesday 10/29 at 11:9PM  Module Two assignments are due via email by Wednesday 11/5 at 11:9PM  Module Three assignments are due via email by Wednesday 11/12 at 11:9PM  Module Four assignments are due via email by Wednesday 11/19 at 11:9PM  Module Five assignments are due via email by Wednesday 11/26 at11:9PM  Module Six assignments are due via email by Wednesday 12/3 at 11:9PM  Module Seven assignments are due via email by Wednesday 12/10 at 11:9PM  Module Eight assignments are due via email by Saturday 12/13 at 11:59PM  Do note that no work will be accepted for grading past the last day of the term (Saturday 12/13/08 at 11:59PM).

Late Policies:

Assignments  Assignments may be up to seven days late from their original deadline without penalty  Assignments more than seven days late from their original deadline will be penalized 10%  Assignments more than fourteen days late from their original deadline will be penalized 20%  All assignments must be submitted before the close of the term (Saturday 12/13/08 at 11:59PM). No work will be accepted for grading past the last day of the term (Saturday 12/13/08 at 11:59PM).

Final project  All final projects must be submitted before the close of the term (Saturday 12/13/08 at 11:59PM). No work will be accepted for grading past the last day of the term (Saturday 12/13/08 at 11:59PM).

For all assignments please note you should:  Address all parts of this assignment specifically  Present clear rationale in support of for your positions  Base your rationale, AT THE LEAST, on material from the textbook.  Feel free to base your rationale in supplemental information you obtain from sources other than the textbook (e.g., books, articles, monographs, and/or web sites)  Note all sources using APA citation format

Reading/Assignment List

Module topics Readings Assignments 1 Overview - Chapter 1 Thought Assignment: Global economic systems . - Chapter 2 Explain the difference between the four global economic systems listed in the module topics. Review of marketing (p. 45-69) Additionally name one country that is an example of each type of economic system. . (Remember that you MUST address all parts of this assignment) Introduction to global a. Sources: At the least be sure to link your answers to the module readings. Drawing these marketing links helps to support your answers and demonstrates your broader critical evaluation of this . assignment in the context of our overall learning journey. Remember...quotations and Management orientations to paraphrasing from the text are the best means to demonstrate your critical consideration of global marketing: this topic. - Ethnocentric b. Length: This assignment should be at the least 2 pages double spaced (not including - Polycentric cover page or reference page) - Regiocentric c. Citation and references: Please cite all of your sources (including the textbooks) using - Geocentric APA format.

Influences on global markets . Written Assignment: Management orientations to global marketing Global economic systems Write a paper discussing the differences between the four management orientations to global . marketing listed in the module topics. Be sure to note the relationship between these Market capitalism orientations and marketing decisions that would result from each. . (Remember that you MUST address all parts of this assignment) Centrally-planned capitalism a. Sources: In addition to using the course’s text to address this assignment, you should . locate materials to support your response using the databases in the library. At the least be Centrally-planned socialism sure to connect your responses to the module readings. Drawing these links helps to support . your answers and demonstrates your broader critical evaluation of this assignment in the Market socialism context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. . Market development stages b. Length: This assignment should be at the least 3 pages double spaced (not including . High-income countries cover page or reference page) . Upper-middle-income c. Citation and references: Please cite all of your sources (including the textbooks) using countries APA format. . Lower-middle-income countries . Low-income countries

2 Influences on global markets - Chapter 3 Thought Assignment Assignment: Cultural differences and marketing decisions . - Chapter 4 What is culture? What are some of the ways that cultures differ (e.g., values, attitudes, and Trade agreements and regions - Chapter 5 beliefs)? How are these elements manifested in your native culture? Select a country in an . opposite hemisphere. How would differences in these cultural elements affect marketing Free trade areas decisions in that country? Offer specific examples. . (Remember that you MUST address all parts of this assignment) Custom unions a. Sources: At the least be sure to link your answers to the module readings. Drawing these . links helps to support your answers and demonstrates your broader critical evaluation of this Common markets assignment in the context of our overall learning journey. Remember...quotations and . paraphrasing from the text are the best means to demonstrate your critical consideration of Economic unions this topic. b. Length: This assignment should be at the least 2 pages double spaced (not including . cover page or reference page) Society, culture, and c. Citation and references: Please cite all of your sources (including the textbooks) using consumerism APA format.

. Political, legal, and regulatory Written Assignment: factors in global marketing Compare NAFTA to any other preferential trade agreement (e.g., European Union or Mercosur). Are these the same type of agreements? If not, how does each differ? What advantages does each hold for countries within the agreement? (Remember that you MUST address all parts of this assignment) a. Sources: In addition to using the course’s text to address this assignment, you should locate materials to support your response using the databases in the library. At the least be sure to connect your responses to the module readings. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

3 Global market entry - Chapter 6 Thought Assignment Assignment: Entering global markets Global market research and (pp 189-200, What are the advantages and disadvantages of the five market entry strategies listed in the information systems 219-221) module topics? For each entry strategy name one company that has used it to enter a foreign - Chapter 7 market and describe the results. . Segmentation, targeting and - Chapter 8 (Remember that you MUST address all parts of this assignment) positioning in global markets (pp 262-274, a. Sources: At the least be sure to link your answers to the module readings. Drawing these . Positioning strategies 282-286) links helps to support your answers and demonstrates your broader critical evaluation of this . Global consumer culture - Chapter 9 assignment in the context of our overall learning journey. Remember...quotations and positioning (pp 293-315) paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. . Entry strategies b. Length: This assignment should be at the least 2 pages double spaced (not including - Exporting cover page or reference page) - Licensing c. Citation and references: Please cite all of your sources (including the textbooks) using - Contract manufacturing APA format. - Strategic partnerships/Joint ventures Written Assignment: Positioning and global culture - Direct investment As one considers how to approach global markets, a number of positioning strategies are available. However some of the most unusual involve products that in some way transcend national boundaries. This quality gives their positioning a different angle, one that may signify a future for marketing where products have multinational unified brand recognition. To date, however, this has been rare except in special cases. With this in mind: - Discuss global consumer culture positioning (GCCP). Be sure to mention other strategic positioning choices global marketers can make. - What factors lend high-touch products to global consumer culture positioning (GCCP)? Please give an example of a high-touch product that has GCCP. (Remember that you MUST address all parts of this assignment) a. Sources: In addition to using the course’s text to address this assignment, you should locate materials to support your response using the databases in the library. At the least be sure to connect your responses to the module readings. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

4 Global marketing mix: Product - Chapter 10 Thought Assignment Assignment: Global brand success . Custo Choose a global brand and briefly describe what type of product it is, its country of origin, mer solutions through and the extent of its global distribution. Then briefly explain reasons for the brand’s global product and brand decisions success. Be sure to discuss what type of global brand strategy (or strategies) was responsible . Count for this success. ry-of-origin influence (Remember that you MUST address all parts of this assignment) . Strate a. Sources: At the least be sure to link your answers to the module readings. Drawing these gic alternatives links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 2 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

Written Assignment: Perceptions about and attitudes towards particular countries often extend to products and brands known to originate in those countries. These perceptions are part of a brand's image and contribute to brand equity. Perceptions and attitudes can be positive or negative--'German' is synonymous with quality engineering, 'Italian' with style, and 'French' with chic. Consumers differ in the importance of country of origin and perceptions of different countries. The reputation of a particular country can change (e.g., Finland’s Nokia rose in stature to a global brand). For a country like Slovenia to enhance its image abroad is very different than for Scotland or China; Slovenia needs to be launched. Some foreign products have a substantial advantage (e.g., foreign beers). With this in mind consider: - How can buyer attitudes in a foreign market about a product's country of origin affect the global marketing strategy for that product? - Consider instances where the attitude toward the country of origin for the brand in question is positive and offer an example. - Consider instances where the attitude toward the country of origin for the brand in question is negative and offer an example. (Remember that you MUST address all parts of this assignment) a. Sources: In addition to using the course’s text to address this assignment, you should locate materials to support your response using the databases in the library. At the least be

sure to connect your responses to the module readings. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

5 Global marketing mix: Price - Chapter 11 Thought Assignment Assignment: Pricing strategies in global markets . Customer costs and pricing Discuss various pricing strategies available to global marketers. Define each and explain decisions when a marketer may choose one over the others. For each strategy name one brand that has . Pricing strategies in foreign used it in its efforts to expand into foreign markets. markets (Remember that you MUST address all parts of this assignment) . Constraints on pricing in a. Sources: At the least be sure to link your answers to the module readings. Drawing these global markets links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 2 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

Written Assignment: Constraining factors on pricing decisions in global markets Pricing in foreign markets presents a number of special challenges because there are factors that can constrain pricing decisions. Name and explain several of these constraining factors. How might a marketer respond to each of these challenges? (Remember that you MUST address all parts of this assignment) a. Sources: In addition to using the course’s text to address this assignment, you should locate materials to support your response using the databases in the library. At the least be sure to connect your responses to the module readings. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

6 Global marketing mix: Place - Chapter 12 Thought Assignment Assignment: Physical distribution in global markets . Customer convenience Physical distribution in foreign markets can present a number of special challenges. Briefly . Channel decisions describe some these challenges, noting their relationship and influence on logistics and . Consumer vs. industrial transportation. Name a global brand, not in your text, that has been recognized for its products superior global distribution operations. . Channel choices (Remember that you MUST address all parts of this assignment) . Global retailing a. Sources: At the least be sure to link your answers to the module readings. Drawing these . Physical distribution links helps to support your answers and demonstrates your broader critical evaluation of this - Logistics assignment in the context of our overall learning journey. Remember...quotations and - Transportation paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 2 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

Written Assignment: Global retailing Identify various strategies for retail market expansion, explaining the differences between each, the advantages of each, and the reason whys a global marketer would choose one strategy over the others. (Remember that you MUST address all parts of this assignment) a. Sources: In addition to using the course’s text to address this assignment, you should locate materials to support your response using the databases in the library. At the least be sure to connect your responses to the module readings. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

7 Global marketing mix: - Chapter 13 Written Assignment: Global advertising strategy Promotions - Chapter 14 How can a global advertising campaign benefit a brand? What are some of its advantages for . Communicating product and a company? Identify various strategic alternatives to a standardized global brand campaign. brand value in global markets What advantages do these possess? through: (Remember that you MUST address all parts of this assignment) - Advertising a. Sources: In addition to using the course’s text to address this assignment, you should - Public relations locate materials to support your response using the databases in the library. At the least be - Sales promotions sure to connect your responses to the module readings. Drawing these links helps to support - Personal selling your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember...quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. b. Length: This assignment should be at the least 3 pages double spaced (not including cover page or reference page) c. Citation and references: Please cite all of your sources (including the textbooks) using APA format.

8 Managing global marketing - Chapter 16 Final project: Global marketing plan efforts Identify a marketing challenge and propose a solution in a marketing plan. Integrate as many of the course objectives as possible into your global marketing plan and budget.

The full details of the Final Project - Global Marketing Plan, including the outline you will use for the plan, are located in the file below. Please follow the directions below to open this file.

The icon below is actually a file. You first should open this syllabus in MSWord. Then double click on the icon below. It will open the outline that you will use for the Final Project - Global Marketing Plan. Please contact me with any questions.

Global Marketing Plan Outline

Grading Criteria

Grading Scale Total points A 1000 – 930 A- 929 – 900 B+ 899 – 880 B 879 – 830 B- 829 – 800 C+ 799 – 780 C 779 – 730 C- 729 – 700 F 790 and below

ACADEMIC EVALUATION (COURSE GRADE) 1. Thought assignments: - 6 at 40 points each (4% each) 240 points (24%) 2. Weekly assignments: - 7 at 80 points each (8% each) 560 points (56%) 3. Final project: - 1 at 200 points (20%) 200 points (20%) 1000 points (100%)

Library:

All resources in Argosy University’s online collection are available through the Internet. The campus librarian will provide students with links, user IDs, and passwords.

Library Resources: Argosy University’s core online collection features nearly 21,000 full-text journals and 23,000 electronic books and other content covering all academic subject areas including Business & Economics, Career & General Education, Computers, Engineering & Applied Science, Humanities, Science, Medicine & Allied Health, and Social & Behavior Sciences. Many titles are directly accessible through the Online Public Access Catalog at http://library.argosy.edu. Detailed descriptions of online resources are located at http://library.argosy.edu/misc/onlinedblist.html.

In addition to online resources, Argosy University’s onsite collections contain a wealth of subject-specific research materials searchable in the Online Public Access Catalog. Catalog searching is easily limited to individual campus collections. Alternatively, students can search combined collections of all Argosy University Libraries. Students are encouraged to seek research and reference assistance from campus librarians.

Information Literacy: Argosy University’s Information Literacy Tutorial was developed to teach students fundamental and transferable research skills. The tutorial consists of five modules where students learn to select sources appropriate for academic-level research, search periodical indexes and search engines, and evaluate and cite information. In the tutorial, students study concepts and practice them through interactions. At the conclusion of each module, they can test their comprehension and receive immediate feedback. Each module takes less than 20 minutes to complete. Please view the tutorial at http://library.argosy.edu/infolit/

Academic Policies

Academic Dishonesty/Plagiarism: In an effort to foster a spirit of honesty and integrity during the learning process, Argosy University requires that the submission of all course assignments represent the original work produced by that student. All sources must be documented through normal scholarly references/citations and all work must be submitted using the Publication Manual of the American Psychological Association, 5th Edition (2001). Washington DC: American Psychological Association (APA) format. Please refer to Appendix A in the Publication Manual of the American Psychological Association, 5th Edition for thesis and paper format. Students are encouraged to purchase this manual (required in some courses) and become familiar with its content as well as consult the Argosy University catalog for further information regarding academic dishonesty and plagiarism.

Scholarly writing: The faculty at Argosy University is dedicated to providing a learning environment that supports scholarly and ethical writing, free from academic dishonesty and plagiarism. This includes the proper and appropriate referencing of all sources. You may be asked to submit your course assignments through “Turnitin,” (www.turnitin.com), an online resource established to help educators develop writing/research skills and detect potential cases of academic dishonesty. Turnitin compares submitted papers to billions of pages of content and provides a comparison report to your instructor. This comparison detects papers that share common information and duplicative language.

Americans with Disabilities Act Policy

It is the policy of Argosy University to make reasonable accommodations for qualified students with disabilities, in accordance with the Americans with Disabilities Act (ADA). If a student with disabilities needs accommodations, the student must notify the Director of Student Services. Procedures for documenting student disability and the development of reasonable accommodations will be provided to the student upon request.

Students will be notified by the Director of Student Services when each request for accommodation is approved or denied in writing via a designated form. To receive accommodation in class, it is the student’s responsibility to present the form (at his or her discretion) to the instructor. In an effort to protect student privacy, the Department of Student Services will not discuss the accommodation needs of any student with instructors. Faculty may not make accommodations for individuals who have not been approved in this manner.

The Argosy University Statement Regarding Diversity

The Argosy University provides equitable access through its services and programs to students of any social, geographic and cultural background, regardless of gender, and strives to prepare all candidates to work with and provide services to diverse populations. Argosy demonstrates its commitment to diversity through the development and support of a diverse educational community.

Mission Statement-College of Business Argosy University College of Business is dedicated to providing practical, evidence-based, high-quality, solutions-focused business programs at the undergraduate and graduate level, as well as continuing business education and specified certificate training to business practitioners in public private, and non-profit, sectors across industries. All undergraduate and graduate programs of the College of Business & Information Technology are designed for the business practitioner, to instill excellence of execution in knowledge, skills, and ethical values of the business professional and business educator. The inherent goal of these academic programs is to foster values of social responsibility in a supportive, learner-centered environment of mutual respect and professional excellence.

Acknowledgement of Syllabus Content

I (student name) have read and understand the course syllabus for at Argosy University, Chicago. The instructor is , Ph.D.

I hereby agree to the terms stated in this syllabus

______Student signature Printed name Date

Note fix the links, remove the u from argosyu.edu