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MK 395 International Marketing
Lane, Frank E.


Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.

Course

MK 395 International Marketing

Semester

S1J 2011 PV

Faculty

Lane, Frank E.

Title

Senior Instructor

Degrees/Certificates

MA Management & Supervision,  Central Michigan University
BS Marketing, Missouri State University

Office Location

Not located on campus

Office Hours

On an appointment basis will meet outside of class time

Daytime Phone

816-694-2224

Other Phone

816-694-2224

E-Mail

frank.lane@park.edu

Semester Dates

January 10, 2011  to March 6, 2011

Class Days

-M-----

Class Time

5:30 - 9:50 PM

Prerequisites

Principles of Marketing  MK 351

Credit Hours

3


Textbook:
International Marketing, 14th Edition Publisher; Irwin /McGraw-Hill, (copyright 2009), by: Philip Cateora and John Graham   ISBN 978-0-07-338098-8

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
Resources and websites listed on the Student CD-ROM included with text.


All power points and handouts will be posted under the Doc Sharing tab on
www.parkonline.org

See "attachments" on this syllabus for Country Notebook guidelines and format.
 

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.

The Wall Street Journal Interactive Edition -  http://www.wsj.com
Business Week -  http://www.businessweek.com
Fortune -  http://www.fortune.com
The Economist -  http://www.economist.com
MarketingPlanArticle - http://www.MarketingPlanArticles.com
Barrons -  http://www.barrons.com

Course Description:
MK395 International Marketing: An in-depth study of the methods of establishing and servicing foreign markets with emphasis on pricing, promotion, and distribution channels given the complex effects of international, cultural, legal and business practice environments. Exporting, importing and tariff barriers are also covered. 3:0:3 Prerequisite: MK 351.

Educational Philosophy:
The class will be a combination of lecture/ discussion of raised questions in the text /exercises to learn the terms and principles used in marketing.   Case studies provide a major vehicle for applying marketing concepts and theories.  Each student will write and present an individual research analysis of an assigned case to incorporate and showcase his or her comprehension from the previous class periods. The student will moderate the class discussion.

Class time will be divided into roughly 70% lecture/discussion, 30% analysis of sample cases. Students are expected to have completed the requirements listed in pre-work (homework, readings, etc.) prior to attending class. A finalized agenda will be handed out during class.

Learning Outcomes:
  Core Learning Outcomes

  1. Explain the importance of emerging markets in international marketing.
  2. Describe and analyze the levels of regional economic and political integration. (NAFTA, the EU, etc.)
  3. Explain the importance of culture in international marketing.
  4. Describe and analyze the different methods of international marketing research.
  5. Explain and analyze the advantages and disadvantages of each mode for entering international markets. (Licensing, exporting, franchising, joint ventures, branch offices and wholly owned subsidiaries.)
  6. Analyze the importance of international logistics and distribution.


  Instructor Learning Outcomes
  1. Discuss the foundation and development of global markets.
  2. Understand the international market environments focusing on world socio/economic and political influences via current world events.
  3. Relate the "4Ps" in terms of international marketing applications.
  4. Develop global marketing through management, planning, and organization decisions.
  5. Establish global marketing strategies for products and services for customers.
  6. Broaden awareness of exporting and logistic issues for the specific global market application.
  7. Understand personal selling and sales management for international markets (Promotion).
  8. Explain the Cultural Dynamics, business customs, and political and legal environments of world marketing.
  9. Assess emerging markets, marketing groups, and multinational market regions.
  10. Develop international marketing decision-making skills through management analysis of the global marketing cases.
  11. Author a Country Notebook to market a product (of your selection) in a foreign country (assigned).
Core Assessment:
A comprehensive marketing case analysis is the chosen assessment device for the International Marketing course. The case is to be assigned during week 13 or 14 of a sixteen week course and during week seven during an eight week course. In addition to the comprehensive case all of the students in the course will take a comprehensive final exam. However, the case is the assessment device for the course.

Link to Class Rubric

Class Assessment:
Case studies provide an opportunity to apply marketing concepts and practices in a wide range of industrial setting and necessitate meaningful qualitative and quantitative analysis.  Students will take an assigned case, develop a 5-6 page written synopsis/solution, and moderate the class discussion using a power point presentation of their making.

The" Country Notebook" project provides an opportunity to apply class theory by simulating the work of international marketing personnel preparing information to write a marketing plan. After selection of a non English speaking country,  students will choose a product/service/brand to market. Using a variety of resources and sources, identify and research the business environment in the country. Students will compare and contrast how country's
political, economic, technological, business and cultural climate pertain to the 4 P's (product) or 4I's (service) of marketing of your selected item.  The finished paper will be at least 15 pages long and contain marketing terms, concepts, strategies, projections, and as appropriate graphics.  The Country Notebook format, (Page 584 in the text) will be a useful reference. Two examinations give the student the ability to demonstrate his or her grasp of the information.  Examination formats will include: multiple choice, and short answer.

Grading:
1,000 Total Points Possible

130 points - weekly attendance, class participation in discussion / case discussions, reports and homework.  During any class you may be asked to answer a Chapter question pre-assigned for that week.

200 points - First test   

70 points - Case Analysis-written synopsis/solution of an assigned case plus moderating the class discussion using a power point presentation

200 points - Term Project individual Research Paper /Country Notebook

100 points - Core Assessment

300 points -Second Test

  Grading Scale:

A= 900-1000 points

B= 800-899 points

C= 700-799 points

D= 600-699 points

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business.

Late Submission of Course Materials:
Assignment/test not turned in by the end of the scheduled class meeting due will result in a 10% grade deduction.  If not submitted during the following class meeting, it will no longer be accepted and zero points will be awarded.
 
The student is responsible to verbally communicate with the instructor before the next meeting to learn of assignments made during one's absence.  

If late work is associated with an "excused absence" (agreed to and granted by this instructor) makeup arrangements must be met on time or the student's submission will be classified "late".

Classroom Rules of Conduct:
Use of cell phones in the classroom is prohibited. 
This is a case discussion class and rules of etiquette will be discussed the first meeting.

Course Topic/Dates/Assignments:
 

Meeting/Date

Tentative  Pre-work assignment

Tentative Class Schedule

Meeting - 1
Jan. 10

Obtain textbook & student CD ROM and bring to class.

Study and be ready to discuss:
Chapter 1
Chapter 2
Case 1-1  Starbucks

Orientation
Grading Scale/ Methodology/ Class Policies, case assignments, term project
Lecture
Chapter 1 - Scope & Challenge
Chapter 2 – Dynamic Enviroment

Meeting - 2
Jan.17

Study and be ready to discuss:
Chapter 3
Chapter 4
Begin working on your Country Notebook

Lecture
Chapter 3 –Geography & History
Chapter 4 – Cultural Dynamics in Assessing Global Markets
Video, Cases, Reports

Meeting - 3
Jan.  24

Study and be ready to discuss:
Chapter 5
Chapter 6
Assigned cases
Final decision on country & product/service for Notebook

Lecture
Chapter 5 – Culture, Management & Business Systems.

Chapter 6 – The Political Environment
Video, Cases, Reports
Final country & product selection for Notebook

Meeting - 4
Jan.  31

Study for first test.
Study and be ready to discuss:
Chapter 7
Chapter 8
Assigned cases
Continue working on your Country Notebook

First Test
Lecture
Chapter 7 – International Legal Environment

Chapter 8 – Marketing Research
Video, Cases, Reports

Meeting - 5
Feb.  7

Study and be ready to discuss
Chapter 9
Chapter 10
Last day to withdraw 2/17
Continue working on your Country Notebook

Lecture
Chapter 9 – Emerging Markets
Chapter 10 – Multi National Market Regions
Video, Cases, Reports

Meeting - 6
Feb.  14

Study and be ready to discuss
Chapter 12
Assigned cases
Continue working on your Country Notebook

Lecture
Chapter 12 –Products & Services for Consumers
Video, Cases, Reports
Status review of Country Notebooks

Meeting - 7
Feb.  21

Study and be ready to discuss
Chapter 16
Chapter 17
Assigned Core Assessment Case Analysis 
Complete your Country Notebook and prepare to submit (digital & ink on paper)

Lecture
Chapter 16 – Integrated Marketing Communications
Chapter 17 – Personal Selling & Personal Management
Turn in your typewritten Country Notebook - for grade.

Meeting - 8
Feb.  28

Study for second examination

Complete Core Assessment Case Analysis

Second Final Examination
Core Assessment Case Analysis Turned In
Country Notebooks returned.

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life. Park University students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2010-2011 Undergraduate Catalog Page 92

Plagiarism:
Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. from Park University 2010-2011 Undergraduate Catalog Page 92-93

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "F".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2010-2011 Undergraduate Catalog Page 95-96
An incomplete grade will not be granted for lack of attendance or late work.

Requesting an excused absence requires you call the instructor at least 4 hours before the absence by phone with a legitimate reason such as personal illness, death in the family, or occupational related requirements.  At that time be prepared to discuss scheduling submission of assignments due before the next class. If you receive a voice mail leave a message and call back number.  (See Late Submission)

Attendance may be taken at any time during each class session and also at the end of class to insure accurate attendance records. Three tardies and/or partial attendance (not being present when roll is called or leaving prior to class being dismissed) excused or not excused counts as one class absence.  

Examples: Three absences (exchused or not) or two absences plus two tardy/partial attendances will receive a failing grade for the term. Extra credit and/or make-up work cannot be substituted for attendance and class participation.

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability .


Attachments:
Country Notebook Term Project S2 11.doc

Country Notebook Guidelines[1].doc

Country notebook  ruberic[1].doc

11 Case Study Ruberic.doc

Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
1,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The student's case analysis demonstrates the student's ability to analyze four or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze three alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1,2,3,4,5,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least five other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
2,3,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The student's case analysis demonstrates the student's ability to identify and analyze four or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze three alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
3,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                
The case analysis demonstrates the student's ability to apply marketing and international business principles. The case analysis demonstrates the student's ability to apply marketing and international business principles in a basic way. The case analysis shows the student's ability to apply a few marketing and international business principles. The case analysis not show the student's ability to apply the marketing terms. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1,2,3,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            
Correctly demonstrates a comprehensive understanding of marketing and international business terminology. The student demonstrates a basic understanding of marketing and international business terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of marketing and international business terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of marketing and international business.  Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
2,4,5,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis shows excellent knowledge of international marketing and includes four or more examples of correct marketing terminology. The case analysis shows good knowledge of international marketing and includes three examples of correct marketing terminology. The case analysis shows basic knowledge of international marketing and includes two examples of correct marketing terminology. The case analysis does not show basic knowledge of international marketing and includes one or fewer examples of correct marketing terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The case analysis shows excellent knowledge of the importance of culture in international marketing. The case analysis shows good knowledge of the importance of culture in international marketing. The case analysis shows basic knowledge of the importance of culture in international marketing. The case analysis does not show basic knowledge of the importance of culture in international marketing. 

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Last Updated:12/6/2010 11:44:26 PM