Course Syllabus

Harvard University Extension School

2015 Syllabus

MGMT S-6040

International Marketing

Thursday evenings

        

 

Nicholas Nugent, Ph.D.

Phone:   603-644-3115
E-mail:  nugent@bc.edu

Brad Allen, Ph.D

Phone: 603-455-1614                 

Email: callen@plymouth.edu 

 

Graduate Teaching Assistant:

Margaret Nugent 

Phone: 603-566-9916

E-mail: magsjp@hotmail.com     

 

 

 

Course Description:

This course involves the study of the issues involved in identifying, and developing, relationships with international markets.  The course analyzes the marketing that occurs across national boundaries. Never before in the history of this country has international marketing been so critically important.

Textbooks & Required Reading:

Global Marketing 8th Edition eBook

Authors:  Keegan and Green

Publishers: Pearson

* Please see Announcement for specific purchase instructions titled "Text Book Purchase". 

 

Course Objectives:

Upon satisfactory completion of this course competency, a student should have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products ion foreign countries.  This includes American companies marketing elsewhere as well as foreign firms marketing their products here in the USA.

 

The course will be conducted through lectures, discussion, and case analysis. 

Session

Date

Topics, Readings, & Assignments

1

9/03

Introduction to International Marketing. 

Scope & Challenge, “Do it”

Keegan & Green: Chapter 1

 

2

9/10

The International Mktg. Environment

Case Study:  Internationalizing the Sweatshop

Case Study:  When International Buyers and Sellers Disagree

Keegan & Green:: Chapters 2-3

 

3

9/17

 

Cultural Dynamics / Business Customs

Keegan & Green:: Chapter 4

Segmenting, Targeting & Positioning

Keegan & Green:: Chapter 7

Case Study:  A Job in Rio

 

4

 

 

 

5

 

9/24

 

 

 

10/1

Int’l Political Environments

Keegan & Green: Chapter 5

Case Study:  Marketing to the Bottom of the Pyramid

 

Marketing in a Digital World

Supplemental Power Point

Global Marketing & The Digital Revolution

Keegan & Green:  Chapters 15

 

 

6

10/8

Global Marketing Channels and Physical Distribution
Keegan & Green:  Chapter 12

Case Study:  Dove

 

7

10/15

 Strategy Alternatives & Expansion  

Case Study:  VW Aims for the Top  

Keegan & Green:  Chapter 9

Brand and Product decisions in Global Marketing

Keegan & Green:  Chapter 10

Review for Midterm

 

 

8

 

 

10/22

 

Mid-term Opportunity

9

10/29

Foreign Exchange/Market Research

Keegan & Green:  Chapter 6

Global sourcing - Tradeport

Keegan & Green:  Chapter 8

Webquest:  Find Me Some Bikes

 

10

11/5

Global Advertising/Promotion

Keegan & Green:  Chapters 13 & 14

 

 

11

 

12

 

 

13

11/12

  

11/19

 

 

11/26

Corporate Social Responsibility

 

Export Mechanics/Counter trade

Keegan & Green:  Chapter  8

 

Thanksgiving Holiday– No Class

 

14

12/3

Competitive Advantage

Keegan & Green:  Chapter  16

 

 

15

12/10

Project Presentations and discussion.

 Review for Final Opportunity

 

 

 

16

12/17

Final Exam Week

 

 

 

 

 

 

 

 

 


Course Requirements:

  • Students are expected to read the textbook and supporting materials and to come to class prepared to discuss this material, together with any fresh developments reported in the media.
  • There will be an exam at mid-term and a final exam.  The midterm will consist of a mix of multiple choice and true-false questions.  The final exam will be essay questions.
  • Each student will also prepare an international marketing project proposal (the Project) which will run for the duration of the course and which will have the following deliverables:  (i) A power point presentation, and (ii) A written report.  (See Details Below).

 

Grading:

Class Discussion and Participation

15%

Mid-term Exam

25%

Project Power Point Presentation

15%

Project Report

15%

Final Exam

30%

 

The Project:

The project is a marketing proposal for a new, or an existing product or service, to be marketed in a new country.  Each student will post a power point for the class to examine, and seek their approval to proceed.  We will discuss particulars in class.  The proposal will apply the lessons learned in this course and seek to demonstrate the profit potential of the new product/service opportunity and the problems that need to be overcome in order to achieve success.  Final project topics are due by October 15.

The proposal will address each of the following issues:  market potential for your product in the national market you are proposing to enter together with a sales forecast for the first 5 years, product sourcing, competition, barriers to entry, political environment, favorable attributes of the country for the product/business, problems anticipated after entry.

The power point presentation should bring out the main findings of the project   It will cover all the issues listed above.

The written report should not exceed 10 pages of double-spaced typescript, excluding tables, charts and references.  This report will be submitted electronically prior to class on December 10.    

 

Course Summary:

Date Details