Download International Marketing Course Syllabus: Winter 2024 and more Study Guides, Projects, Research Marketing in PDF only on Docsity!
York University Liberal Arts and Professional Studies Administrative Studies INTERNATIONAL MARKETING ADMS 4210 Winter 2024 Thursday 7 - 10pm ACW002 LECT DETAILED Course Outline, Syllabus and Policy Information Please note that this class is scheduled as a Live Lecture Course. Due to circumstances beyond control, sickness, etc., and at the direction of the University, Faculty and/or School, this course may need to depend on some remote teaching and learning including the use of several platforms such as EClass, Zoom, etc. through which students will interact with the course materials, the Course Director, as well as with one another. Although we are scheduled to meet at particular times and days of the week, this course may be taught synchronously and/or asynchronously due to circumstances beyond control, sickness, etc. COURSE DIRECTOR: Chuck Hendriks charlesh@yorku.ca – Send Emails as such: Subject: “ADMS 4210 - Your Subject " COURSE DESCRIPTION: A study of the management of international marketing activities. Emphasis is placed upon policy and strategy formulation and the environmental constraints within which these activities take place. This course covers the fundamentals of international marketing theory, concepts and management as applied to international firms’ performance in meeting customer needs, products/service, price, promotion, distribution, consumer behaviour, market, positioning, ethics and research. The course utilizes lecture, oral and written work, case studies and a marketing plan. Registration: You must be registered to attend this class. If you are not officially registered in this course you must do so BEFORE the “Add Without Permission” date, as you will not be allowed to register after that date - due to the group work required. Required Material Cateora, Gilly, Graham, Money, "International Marketing" (Current Edition), McGraw Hill WEIGHTING OF COURSE: GRADE BREAKDOWN (Subject to Change): Note: timing of lectures, cases and exams ARE subject to change. Exact dates will be announced IN CLASS! Exam I 30% Group - Case Analysis (Written and/or Presentation) 15% Group - International Marketing Plan/Presentation 30 - 40% (see detailed syllabus) Exam II 20% Class Participation 0 - 5% (see detailed syllabus)
IF REMOTE/ZOOM CLASSES ARE MANDATED AND/OR UTILIZED:
GRADE BREAKDOWN: The actual amount of “live” versus “remote” lectures will impact the grade breakdown. Note that “live” classes will NOT count towards class participation. (If unsafe, stay home!) For Winter 2024, the number of remote lectures is anticipated to be 0 – 3. Number (#) of Remote Lectures 0 – 3 4 – 6 7+ Exam I 30% 30% 30% Group - Case Analysis (Written and/or) Presentation 15% 15% 15% Group - International Marketing Plan 30 - 35% 27 - 32% 25 - 30% Group - International Marketing Presentation 5 - 0% 5 - 0% 5 - 0% Exam II (All Chapters) 20% 20% 20% Class Participation 0% 3% 5% ORGANIZATION OF THE COURSE: COURSE OUTL INE / SCHEDULE: Lecture # Topic Chapter s In Class / Case Presentation 1 Introduction The Scope and Challenge of International Marketing; The Dynamic Environment of International Trade
2 Group Formation Completed - Project Decision History, Geography, Cultural Dynamics in Assessing Global Markets, Culture and Management Style
3 Political Environment International Legal Environment
4 Global Market Opportunities Research Economic Development and the Americas Potential Midterm Exam 8,9 Case Presentation 5 Europe, Africa, the Middle East, Asia Pacific Region Probable Midterm Exam - Chapters 1 - 10 10, 11 Case Presentation PLAN FOR THE EXAM FOR THIS CLASS 6 Potential Midterm Exam - Chapters 1 - 10 7 Global Marketing Management Planning Organization; Products and Services for Consumers; Products and Services for Businesses (Please read on your own) Potential Midterm Exam
Case Presentation 8 International Marketing Channels ( Please read on your own) Integrated Communications and International Advertising ( 15 ), 16 Case Presentation 9 Personal Selling and Sales Management; Pricing for International Markets, International Marketing Plan - Due Potential Final Exam 17, 18 Case Presentation 10 Inventive Negotiations with Customers, Partners, and Regulators ( Please read on your own) Potential Final Exam - Comprehensive of ALL chapters (1-19) (19 Case Presentation PLAN FOR THE EXAM FOR THIS CLASS 11 Plan Presentations Potential Final Exam - Comprehensive of ALL chapters (1-19) Intn'l Mktg Plan Presentation - 12 Plan Presentations Potential Final Exam Intn'l Mktg Plan Presentation -
that are presented in the case. Your submission and presentation will be evaluated based on several factors including the quality of your written submission including demonstrated level of analysis and comprehension of the case and your responses to the questions. Your presentation to the class should include a thorough understanding of the company and its issues, as outlined in the case, as well as your response to the questions. Additionally, you should review current information regarding the company/product/case (i.e. data/information that has occurred after the case was written) and discuss this information. Your presentation should be creative, well rehearsed and professional. Your presentation should augment classroom lectures and the class should learn from your presentation. The calculation of an individual’s grade will depend on peer feedback and the overall project grade. All group members will be told the “overall” grade. Individual grades will be confidential to ensure peer feedback confidentiality. Note: While the written case is mandatory, the verbal/oral presentation may be delayed, deferred or deleted as a component of this element of the curriculum. All class members are expected to read, study and understand ALL of the cases, however, you will write a detailed response and present the case only for the case to which you have been assigned. Cases may be referenced in the exams. You will be assigned to one of the cases - including: o Group 1 - Starnes-Brenner Machine Tool Company - To Bribe or Not to Bribe o Group 2 - Marketing to the Bottom of the Pyramid o Group 3 - Amazon in Emerging Markets o Group 4 - Coke and Pepsi in India o Group 5 - McDonalds and Obesity 2 Groups MAY choose to present alternate case ideas to the Instructor Case Submission: A. Before the assigned due date/time, you must submit a maximum 6-page document. Email the document to charlesh@yorku.ca and upload the document on the E-Class module using Turnitin - which checks for academic integrity. In addition to the 6 pages, you must submit a cover page with the names of group members. You may choose to add a maximum of 2 pages of exhibits. You are also allowed a maximum of 1 page of works cited. If you are required to submit a hard copy, you would simply staple a maximum of 5 pieces of paper printed back-to-back. B. You may be asked to present the case to the class. This may be handled:
- via a 10 minute maximum length live presentation, or
- a submitted recorded video file (Zoom or otherwise) for class participants' asynchronous viewing. The presentation methodology will be confirmed during the semester. NOTE: For Winter 2024 all submissions will be via email/E-Class (i.e. NO hard copy). NOTE: For Winter 2024 all (group) presentations will be via Zoom and/or Live and/or via a video file for asynchronous viewing. Group - International Marketing Plan/Presentation You and your group will produce and submit an International Marketing Plan. In this plan you will first select a company/product that you want to expand globally. The next stage of the Plan includes conducting an International Opportunity Assessment where you will analyze and select an international market to enter. The final stage of the plan involves the creation of an International Marketing Plan that recognizes the unique market that you are choosing to enter. The strategic international plan will involve market analysis and the development of a plan that is tailored to the international market. The paper should be typed and should not exceed 20 pages. You may also add 4 pages of appendices, exhibits, charts, etc. and works cited along with 1 cover page. You should ensure proper academic writing and citation techniques. For example, you cannot copy and paste from Wiki, Company websites, financial
statements, etc. Your paper must be in keeping with York's position on Academic Integrity. Importantly, you must support your claims. For example, if you present a market share table, or make a claim regarding preferences, you must document the source. Submit this assignment to charlesh@yorku.ca AND to TurnitIn on the Course E-class Site. Your plan should be broken into several components including: Cover page with title, group members and group / individual photos. An Executive Summary (1 page max). This must include ALL important elements of the Plan including determined country, important current situation highlights, detailed product, detailed price, detailed channel, detailed promotion, detailed financial highlights, etc. International Opportunity Assessment. (This is a major component of the plan! Approx 30-40%.) Here you will select a region/country to enter from a variety of options which you will consider. You will need to evaluate which region/country to enter by analyzing your regional and country options. You should determine your analytical parameters and metrics to research your options accordingly. You will create a longer list of country options and narrow it down to your final country decision based on a variety of factors including, but not limited to, business climate, local receptiveness to your organization, financial and political risks, economic indicators, production capability, market size, competition, market growth, consumer behaviour, per-capita income, product-category trends, sales forecasts, etc. In this analysis, you will go from a long list to a medium length list to a short list and then to a final single country choice. International Marketing Plan - for your country of implementation, you should develop an International Marketing Plan. (This is a major component of the plan! Approx 60-70%.) Like any domestic marketing plan (see a domestic example, attached), you should review, analyze and document the following: Understand the current situation - in your chosen region/country. Details are imperative. Product market size and demand - in your chosen region/country Consumer/customer behaviour and purchasing behaviour/habits - in your chosen region/country The market - in your chosen region/country i. Competitors and market shares ii. SWOT Analysis iii. Current market characteristics and behaviours (e.g. existing products, pricing, distribution practices, communication techniques) Market environment - political/legal, economic, socio-cultural, technological - in your chosen region/country Market research results Recommendation - Here you present your recommended marketing mix - for your chosen region/country Segmentation analysis, target market(s) and selected positioning strategy - for your chosen region/country. Details are imperative. Product strategy and product details - in your chosen region/country i. Manufacturing plans, product and packaging details and product differentiation Pricing strategy - in your chosen region/country i. Pricing and cost details Place/Distribution strategy - in your chosen region/country i. Distribution, intermediaries and channel plans and supply chain logistics. Details are imperative. Promotion / Communication strategies - in your chosen region/country i. Promotional plans and details; media execution plan/calendar Financial Plans - for this international launch Budget, break-even plans, income statement projections. Details are imperative. Appendices and References
EXAMPLE: MARKETING PLAN FOR PRODUCT/COMPANY X KEY ELEMENTS FOR INCLUSION IN THE MARKETING PLAN - THIS IS FOR A DOMESTIC MKTG PLAN
- Ensure professional in appearance, use of colour, charts, tables, excellent grammar and editing * Table of Contents I. Executive Summary: on 1 page, list: Company Summary, Main Issues, Key Recommendations, Key Plans/Costs/Benefits II. Situation Analysis - THE CURRENT SITUATION (Which explains WHY your Recommendation in Part III) A. Demand - What is the product / product category? How is demand stimulated for this product? Why is this product wanted/needed?
- Customer Profile (current/potential customer/market; nature of demand)
- Market Size (geographic and population range) What is the actual size ($’s and/or units)?
- Purchasing Behaviour – How do consumer's buy the product? What is their though process? B. Competition - Who are the competitors that, along with you, represent about 80% of the market?
- Product - what is the existing product / product category? Discuss the product and its competitors in the: a. Generic / Indirect Market - see your text (e.g. Coke to coffee, juice or water), and b. Product / Direct Market - see your text (e.g. Coke to Pepsi)
- Market Share – What is your market share? Your competitors' market share? Provide a chart and properly cite your information.
- Competitor's Profile : Create a comparison chart and compare and contrast your competitors. Separately, do a SWOT Analysis.
- Price/Cost relationship a. Price/ Cost/Profits - what is the retail price/cost/profits of your/your competitors existing products b. Wholesale Price - what is the product/ your competitor's products costs as it moves through the channel
- Distribution a. Channel Type (do you currently sell direct to your consumers, or through intermediaries?). b. Logistics (what logistics are involved in delivering this product?)
- Promotion a. Advertising Issue: How does your competition advertise its product(s)? b. Sales Promotion Issue: What other kinds of promotion are used?
- Product Differentiation How (exactly) is your existing product different from your competition? C. Environmental Climate
- Social/Cultural – How (specifically) does the social/cultural climate affect your business?
- Economic – How is the current economic situation impacting your business? Be specific.
- Technological – What technological issues must you be aware of / manage?
- Political/Legal – What legal and political issues must you address? How will you handle? III. Recommendation - Based on the Situation, This is what you are recommending - Details About Your Plan A. Mission Statement of your company (clear, short, concise, specific to your firm) B. Marketing Research - do market research; what were the results / learning that led to your recommendation? C. Your Segmentation, Target and Positioning - How is/can the market be segmented? Which segment will you choose to be your target market(s)? How will you position your product? Use a positioning map. D. Product: What exactly is the recommended product that you are selling - and to whom?
- The Product Itself: What it is, how it works, technology, description, photos, images, recipe, etc
- Product Strategy: Core, Actual, Augmented Product
- Target Market – Be specific
- Product Differentiation - How is your product very different from its competitors? E. Price Issue : What will it cost your customer. How will you/they make a profit?
- Pricing Strategy What is your strategy (Skimming? Penetration? Other?) Why?
- Actual Price What are you going to charge - wholesalers, retailers; What will end-users pay? Considering your costs, what will your per unit profits be? F. Distribution – Where will you sell your product and how will it get to your consumers/customers? Articulate in detail the logistics from raw materials to the consumer. Also:
- Distribution Strategy (What is your market exposure plan: intensive, selective, or exclusive?)
- Channel Type (Direct or Indirect? Which intermediaries are involved? Name the intermediaries)
- Service Level – Will you try to achieve a 100% in-stock service level? For you? Your retailers? Etc. G. Promotion You should cover: Advertising - Objectives and Strategies and Sales Promotion - Objectives and Strategies; How will people find out about your product? What promotional tools will you use? When will you use them (show on a communication and promotional plan calendar)? You should show a media spending/execution plan. How much will each element cost? Total cost? H. Budget - What kinds of costs will you have and how/where will you get the money?
- Financial Statements - E.g. Product Income Statement for a pd. of time - INCL. Future Projections
- Break-even Calculations - how many units will you need to sell to break even? At what price? IV. Appendices (Include here any lengthy calculations, lengthy financial back-up materials, charts, etc. that support our Plan) Note that the Sit'n Analysis comes BEFORE the Reco. Here you talk about the current products and current situation - and not your reco.
Key Considerations When Completing your Project and/or Marketing Plan:
- Ensure excellent editing - ensure proper grammar, spelling, etc. Edit to ensure NO repeating sections, NO repeating comments and NO conflicting statements.
- Ensure proper and consistent citation techniques. Note: You can NOT copy and paste from Wiki, Company websites, Financial statements, etc. Your paper must be 100% in keeping with York's position on Academic Integrity. Importantly, you must support your claims. For example, if you present a market share table, then you must document the source.
- This is a marketing /research / academic document. Ensure that it is professional in every sense. Do not make this a repeat of the text and/or a simple repetition of theoretical concepts.
- Strong research, analysis and thought is expected. Your submission must be logical; it's development must follow a logical pattern of thinking - and thus, can NOT be completed by group members working in a silo (or in a vacuum from one another); you MUST collaborate. A finding, or a decision made by one member WILL impact the logic and decisions that must be considered by the other members.
- When stating comparisons (eg. market shares of various brands or competitor's prices), utilize charts and tables - and ensure proper citations.
- This suggests an appropriate style of writing for the marketing plan:
- Do not say: "We at Company X, believe that we should do this and that ". Rather, say: "This recommends that we do this and that "
- Do not say: "Because we are a division of Company A, our products are in competition with…" Rather, say: "Our products compete with…"
- Do not say: "At Company Z, we have come up with a product that will…" Rather, say: "We have developed Brand X that will…"
- For the Executive Summary, ensure that you understand the length and the key elements of a proper executive summary.
- You must send a group email - from 1 member of each group, sent to the instructor, cc'd to all group members, with the subject listed as: ADMS 42XX - Product Name. The email content should be NOTHING - other than the names and an alternate contact # for 2 group members. The balance of the group's contact email info is contained in the "cc" list. The timing of this email must be coordinated with 1 member from each group in the class and sent simultaneously with the other groups to the instructor.
- Follow the submission rules 100%!!!
- ensure a group photo with "who's who" identification - 1st page
- coil bound with a clear, see through plastic cover; NO 3-ring binder, no duo-tang
- 1.5 to 2 line spacing (NO single line spacing); normal borders, BACK-TO-BACK PRINT
- 25 page max (20 + 4 + 1 = see assignment details) (13 physical pieces of paper maximum)
- Peer Evaluations must be completed in alphabetical order
- do not give part grades (use whole numbers only)
- do NOT give yourself a grade – insert “N/A” – beside your name
- ensure envelope size is 8 3/4" x 11 1/4" OR 8 3/4" x 11 1/2" OR 9" x 12" only
- do not fold evaluations when they are inserted into the envelope
- do NOT seal the submission envelope For Winter 2024, Peer Evaluations may be conducted on-line. Key Considerations When Developing your PRESENTATIONS:
- You WANT the class energized, enthused and engaged
- ENSURE that the class knows what you are talking about - the company, the issues, etc. TAKE THE TIME TO ENSURE that they understand
- Consider….How will you capture - and keep - the audience's attention
- Definitely AVOID reading scripts or reading from your written submission
- Do NOT read your presentation slides word-for-word; rather summarize the information
- Ask yourself…..how will I get people to watch my presentation and not pay attention to social media, cell phones, etc. NOTE: For Winter 2024 all (group) presentations will be via Zoom and/or Live and/or via a video file for asynchronous viewing.
Mid-Semester Reminder - For JUST AFTER THE MID-TERM
These are a few key points that I wanted to make as we begin to head towards the end of the
semester:
1. The next class will occur as scheduled and I may distribute the RESULTS of the Midterm then.
Note: in keeping with the Syllabus and my earlier announcements, I will distribute grades in class.
For Winter 2024, Grades will be distributed on-line.
2. I will announce tentative semester-end details during the next class - including the submission
details and date for the major project, presentation dates, final exam, etc. Again, this will occur IN-
our regular CLASS.
3. I encourage you - strongly - to re-read and understand the details surrounding the course
syllabus. You should also play attention to the section: Key Considerations For The Marketing
Plan/Major Project. Also, I encourage you to pay attention to the section regarding classroom
decorum, etc.
4. Group Email: As an element of point #3 above, during the next class (or 2), your group will send
me a Group Email. Please note that this IS an "exact science" and must be done in a particular
manner. One member per group - and only one member per group - will send me an email - TO ME,
and CC everyone in the group (including those that you think may be in the group. You want to
ensure that you capture EVERYONE that is OR MAY BE in your group ). The subject must be exact and
will be: ADMS - - - -, Section Letter, Project Name. The body of the email will simply list 2 responsible
group members and their phone numbers. I will use "Reply All" to send all group members their
grades once I have completed grading the group projects. In preparation for the next class then,
you MUST HAVE everyone's email address. Get this NOW! (and NOT during the next class). Note:
You Should NOT send this now. You must WAIT for the appropriate point in the next class when I
will advise you to send this. Again, please WAIT. But, get prepared - now - to do this.
For Winter 2024, Peer Evaluations may be conducted on-line.
5. Please RE-READ all of the above - and pay particular to the details surrounding point #4. If you
have any questions, please ask DURING the NEXT CLASS.
6. I trust that you are enjoying the course. If I can do anything that would help to maximize your
learning, class participation and/or course enjoyment, etc. please bring this to my attention at the
start of the next class. Again, please feel free to let me know how I can help you to get the most
from this course.
IMPORTANT COURSE INFORMATION FOR STUDENTS
Turnitin To promote academic integrity in this course, students may be required to submit their written assignments to Turnitin (via the course EClass) for a review of textual similarity and the detection of possible plagiarism. In so doing, students will allow their material to be included as source documents in the Turnitin.com reference database, where they will be used only for the purpose of detecting plagiarism. The terms that apply to the University’s use of the Turnitin service are described on the Turnitin.com website. On-line Proctoring This course may require the use of online proctoring for examinations. The instructor may use an online proctoring service to deliver the exam(s), which would be administered through the Learning Management System (EClass). Students are required to have access to minimum technology requirements to complete examinations. If an online proctoring service is used, students will need to become familiar with it at least five days before exam(s). For technology requirements, Frequently Asked Questions (FAQs) and details about the online proctoring service, please visit the Registrar’s Office’s page on online exam proctoring. Students are required to share any IT accommodation needs with the instructor as soon as they are able. Academic Honesty and Integrity York students are required to maintain the highest standards of academic honesty and they are subject to the Senate Policy on Academic Honesty (http://secretariat-policies.info.yorku.ca/policies/academic-honesty- senate-policy-on/). The Policy affirms the responsibility of faculty members to foster acceptable standards of academic conduct and of the student to abide by such standards. There is also an academic integrity website with comprehensive information about academic honesty and how to find resources at York to help improve students’ research and writing skills, and cope with University life. Students are expected to review the materials on the Academic Integrity website at -http://www.yorku.ca/academicintegrity/ Access/Disability York University is committed to principles of respect, inclusion and equality of all persons with disabilities across campus. The University provides services for students with disabilities (including physical, medical, learning and psychiatric disabilities) needing accommodation related to teaching and evaluation methods/materials. These services are made available to students in all Faculties and programs at York University. Student's in need of these services are asked to register with disability services as early as possible to ensure that appropriate academic accommodation can be provided with advance notice. You are encouraged to schedule a time early in the term to meet with each professor to discuss your accommodation needs. Please note that registering with disabilities services and discussing your needs with your professors is necessary to avoid any impediment to receiving the necessary academic accommodations to meet your needs. Additional information is available at the following websites: Counselling & Disability Services - https://counselling.students.yorku.ca// Counselling & Disability Services at Glendon - https://www.glendon.yorku.ca/counselling/ York Accessibility Hub - http://accessibilityhub.info.yorku.ca/ Ethics Review Process York students are subject to the York University Policy for the Ethics Review Process for Research Involving Human Participants. In particular, students proposing to undertake research involving human participants (e.g., interviewing the director of a company or government agency, having students complete a questionnaire, etc.) are required to submit an Application for Ethical Approval of Research Involving Human Participants at least one month before you plan to begin the research. If you are in doubt as to whether this requirement applies to you, contact your Course Director immediately.
GET READY NOW TO SEND THIS EMAIL ONE (1) PERSON PER GROUP TO DO THIS. GET THE EMAIL READY N.0.W. DO NOT SEND UNTIL I ADVISE…..BUT GET IT 100% READY N.0.W. To: Me at BOTH of my email addresses CC: EMAIL Addresses of ALL group members Subject: ADMS 4210 - Group # - Case/International Plan Name Content: 2 Responsible Group Member's Names, Email Addresses and PHONE NUMBERS So….it looks like this…….. To: charlesh@yorku.ca; chendriks@sympatico.ca CC: hsahdajsh@hotmail.com; sadh@yorku.ca; hgsajhg@live.ca; djhsadjks@yorku.ca; etc Subject: ADMS 4210 - Group # - Case / International Plan Name Samir Smith ssmith@hjhhjk.com 647-234- Mary Hello mhello@yrrrk.ca 416-123- EXAMPLE
