Lincoln Memorial University

 

 

Semester:             Spring 2006                                                                                                                                        

Course:                 MKTG 410 – INTERNATIONAL MARKETING

Time:                     Tuesday & Thursday 1:00 – 2:15 PM

Room:                    DBSK 314

Revised: 1/3/06

Instructor:            Donald J. McCarren, Ph.D.               Office:                    DB 320

                                                                                                Telephone:            423-869-6450

                                                                                                Fax:                         865-458-8029

                                                                                                E-Mail:                   anoulap65@aol.com

 

                                                                                                Office Hours:        T             10 – 11 AM, 2:30 – 4 PM

                                                                                                                                TH          10 – 11 AM, 2:30 – 4 PM

                                                                                                                                MWF     10 – 12 PM    By Phone (865) 458-2751

                                                                                                                                By Appointment

 

 

 

Text:                       International Business, A Managerial Perspective (3rd Edition), Griffin and Pustay, Addison-Wesley, December 2001.  The text has a website at www.prenhall.com/griffin.

 

Course Perspective:

The course seeks to examine the complexity of marketing to emerging markets, markets dominated by natural resources, markets expanding so dramatically that their impact is felt globally, markets undergoing privatization, markets characterized by long standing corruption and political instability, as well as the changing role of the European Union, the G8, NAFTA and the global threat of terrorism.

 

International marketing is considerably more complex than domestic marketing.  However, the major corporations of the world, whether they be Swiss, British, French, German, American or Japanese recognize that to be truly successful, the majority of their revenues and profits must come from overseas.  For example, in a recent interview, Howard Schultz, CEO of Starbucks, stated that the opportunities for Starbucks in China are unparalleled “if we can become Chinese in our thinking”.  This simple statement suggests the significant effort required to compete effectively outside of one’s home territory.

 

Course Objectives:

                                We will tackle the diverse marketing issues presented in a global context by:

 

                                1. Examining alternative market entry strategies

                                2. Review successes and failures through the use of appropriate case studies

                                3. Acquaint the student with an approach to conduct a risk assessment analysis

                                4. Evaluate cultural, economic and marketing issues for diverse market types

                                5. Creating a model to project long term issues which will have potentially positive or negative impacts on our                                                  business.

 

Course Structure:

 

                                In addition to readings assigned in the textbook, topical articles will be provided for analysis and discussion.

 

                                A three part term project will be required.  Part I will focus on the cultural issues an international marketer should                                         consider.  This will be country specific e.g. India.  Part II will deal with the economic factors of importance its                                                ambitions, etc... for the same country.  And Part III will incorporate the previous two papers in creating a country                                         marketing plan for a selected international brand.

 

                                There will be a Mid Term and Final Exam based on a study guide of 20 essay style questions from which I will                                               choose 4 or 5.

 

                                Case studies will be used to illustrate selected key issues.  A format will be provided to you when needed.

 

 

 

 

 

 

Course Requirements:

 

                                Attendance Counts – If attending class is a problem for YOU – Don’t take this class.  Lack of on-time attendance                                        will count against you.  Similarly, if you leave before the class is over, YOU will be counted absent.

                               

                                Assignments – MUST be turned in on the date assigned.  YOU are responsible to get notes, handouts, assignments                                 and other course requirement from your classmates.

 

                                Class Participation –One of the goals of this course is to provoke questions, creative thought and to provide a forum                                                 for multiple points of view.

 

                                Tests – will be given at the Mid-Term and end of the semester and likely be in the form of essay style questions.                                          The goal is to give YOU an opportunity to express your ideas and understanding of the issues involved. 

 

                                There will be a heavy reliance on case studies to reinforce and expand upon the course work presented. 

 

                                The Oral Presentation of the term project and the written preparation will represent a significant part of your final                                         grade.

 

                                You should arrive at class meetings on time to avoid disrupting the class.  Cell phones, pagers, or PDAs should be                                     turned off before entering the classroom.  No unauthorized guests, including children, are allowed during class.                                           Working on assignments from other courses or studying for other exams, reading outside materials unrelated to the                                    course, talking with fellow students during lectures, sleeping in class, and any other disruptive behavior(s) is(are)                                       not permitted.

 

Grading:                Grading for this course is as follows:

                               

                                Attendance & Participation                               10%

                                Cultural Paper *                                                    15%

                                Economic Paper *                                                15%

                                Marketing Plan *                                                  20%

                                Mid-Term Exam                                                    15%

                                Case Studies                                                         10%

                                Final Exam                                                             15%

 

                                * There will be both an oral and written presentation.  Due dates to be determined.

 

                                NOTE: Any student with a disability requiring accommodation(s) should make an appointment with the Vice                              President for Student Affairs

                                (423-869-6393) to discuss specific needs.

 

                                NOTE: Academic Integrity (from LMU Undergraduate Catalog 2003-2004)

                                It is the aim of the faculty of Lincoln Memorial University to foster a spirit of complete honesty and high standard of                 integrity.  The attempt of any student to present as her/his own any work which he/she has not honestly performed is                                regarded by the faculty and administration as a very serious offense and renders the offender liable to severe                                               consequences and possible suspension.

 

                                Cheating: dishonesty of any kind on examinations or written assignments, unauthorized possession of examination                                    questions, the use of unauthorized notes during an examination, obtaining information during an examination from                                      another student, assisting others to cheat, altering grade records, or illegally entering an office are instances of                                            cheating.

 

                                Plagiarism: offering the work of another as one’s own without proper acknowledgement is plagiarism; therefore,                                        any student who fails to give credit for quotations or essentially identical material taken from books, magazines,                                           encyclopedias, web sources, or other reference works, or from the themes, reports, or other writing of a fellow                                             student has committed plagiarism.

 

                                Instructor Policy on Academic Integrity: Any assignment found to violate the above university policy will be                                               considered an F without the possibility of make-up opportunities.  Continued violations will result in an F for                                              the course.

 

                                The instructor reserves the right to make adjustments to this syllabus.