BUS 319 International Marketing

Instructor:                                        Dr. Bonita M. Kolb, X4170 (office phone), Email: kolb@lycoming.

                                                            Office hours:  Tuesday and Thursday 12:30-2:00pm

The best way to reach me is through email. All emails must be written in grammatically correct English or they will not be read. You can also always leave a message on my office phone and I will call you back. Or you may stop by and see me during office hours. Stopping by right before class is not a good idea. 

Textbook and Reading: The required textbooks are:

International Marketing by Lascu

Consumer Behavior and Culture by de Mooij

Course Description: There are similarities between domestic and international marketing - both follow a similar process to meet the needs of consumers. However the major focus of this class will be on those areas that are unique to international marketing – cultural research, political considerations, pricing issues, international promotional communications and global distribution systems.

This course meets the diversity requirement. For this reason, there will be a strong emphasis on the effect of a person’s national and ethnic culture on their consumption decisions.

Learning Outcomes: The objective of this course is to expose you to the theories and practices of international marketing in organizations from both a conceptual perspective (a description of the concepts) and analytical perspective (how these concepts can be applied). The course will also encourage you to develop and apply your own solutions to international marketing problems.

After this class you should be able to:

• Understand how culture affects the development and marketing of products.

• Appreciate the importance of research to the international marketing process.

• Know how the key marketing concepts of product, place (distribution), promotion and pricing are affected

   by marketing internationally.

Student Responsibilities: Attendance is required. Since student involvement is crucial to the overall learning process, it is necessary for students to attend class. Role will be taken but no grade is assigned for attendance. Instead attendance will be assessed through concept analysis quizzes given on a random basis. There will be no makeup quizzes given.

Active class participation is expected. International marketing is an interesting subject that requires knowledge of different political, economic and cultural systems. It also requires knowledge of current events. So start reading or listening to the international news.

You must come to class with the assigned reading completed. (If you do not, you will fail the concept analysis quiz.) Think of your reading assignments as exercise for your mind. And just as with physical exercise, the best method is to have a regularly scheduled time and place for you to do your reading and prepare for class.

You may find the class demanding but I hope that you will also find it to be an exciting learning opportunity.  I will consider that you are all mature, intelligent adults who will rise to the challenge.

Research Assignments: The written assignment for this class will involve considerable research. To help you better learn the research process, you will be given two library workshops. After each workshop you be given a form to complete regarding the available information sources. The two worksheets will involve finding sources of information on a foreign country.

You will also be given three additional research worksheets focused specifically on segment, product and promotional method choice. Each will require you to provide in-depth information from one research source. This information will then be incorporated into your marketing plan.

Written Assignments – International Marketing Plan: Each student must complete an international marketing plan that will introduce a consumer product sold in the US into a country in which it is currently not available.

 The paper will include the following sections:  

1. Step One: Product and Country Background
• Description of the product and its features and benefits.
• Brief country background
• Rationale for introducing the product into the respective country.

2. Step Two
• Economic and trade analysis.
• Political and legal analysis.
• Socio-cultural analysis.
• Target market and competitive analysis
3. Section Three
• Marketing objectives.
• Promotional decisions.
• Distribution decisions.
• Pricing decisions
4. Section Four
• Organizational structure.

 You should support any important conclusions that have affected your choice or decisions by using four different references from books, articles from reputable journals or government sources. (Do not use your own or other textbooks!) At least one of the references must be from each type of source. It is essential that you learn to use references well, rather than frequently. Do not quote directly from your source. The outside sources that are used as references must be properly cited using Turabian citation style. If you do not know this style, check the library webpage.

Be sure that your writing is clear and concise and that your papers contain no grammatical or spelling errors. (Make Mr. Spell Check and Ms. Grammar Check your friends!)  All written assignments must be typed in a 12 point Times New Roman font and stapled. You must use a word processing program and demonstrate in your papers that you can use its features.  

 The purpose of the assignment is to allow you to apply what you are learning. It is critical that you correctly use the marketing concepts in the text. Your grade for the assignment will be based on your application and understanding of the concepts, appropriateness of research and quality of writing. Remember, tutoring help is available at the Writing Center conveniently located on the 3^rd floor of Snowden Library.

 All written work must be your own. All ideas taken from sources other than your textbook must be referenced. Plagiarism, either intentional or accidental, is not acceptable and will result in a failing grade on the assignment and, possibly, the course.

 You may find the class demanding but I hope that you will also find it to be an exciting learning opportunity.  I will treat you as mature, intelligent adults who will rise to the challenge. Students are expected to come to class on time and not leave during the class period without excusing themselves. Students will not come to classes wearing as outerwear clothes designed as sleepwear or underwear. Of course, no cell phones, pagers, etc. should be heard, seen or felt during class.

 Quizzes: Ten concept analysis quizzes will be given on the assigned written material. The dates for the quizzes will be chosen at random; therefore you must come to class prepared. The quizzes will be graded on an A, C or F basis. Grading will be based on both the content and writing style of your answer. The purpose is to teach you to learn to read for main content. It may be difficult at first, but everyone eventually learns. The quiz will ask the following question:

• What are three main ideas that the author discusses in the chapter and why is each important? Please answer in one complete, well written sentence for each point.

Exams:   The final will consist of analyzing a marketing case.

Grading: The follow percentage distribution will apply:

 20%       Final

40%       Marketing Plan

20%       Research Assignments

20%       Quizzes

100%     Total

 Course Outline: 

Academic Accommodations:

If you choose to request academic accommodations due to a specific learning need, please consult with Mr. Dan Hartsock, Coordinator of Services for Students with Disabilities.