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The syllabus for an international marketing course offered in winter 2024. It provides a detailed schedule of lectures, topics, and assignments, including group projects, case studies, and exams. The syllabus also includes information on course policies, attendance requirements, and grading criteria. It is a valuable resource for students enrolled in the course, providing a clear roadmap for their learning journey.
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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)
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:
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
Key Considerations When Completing your Project and/or Marketing Plan:
Mid-Semester Reminder - For JUST AFTER THE MID-TERM
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