Texas A&M University-Corpus ChristiCollege of Business

Spring 2015MKTG 4340 International MarketingTR 12:30 – 1:45 PMOCNR 130Prerequisites: MKTG 3310January 21-May 5, 2015

Dr. A. N. M. WaheeduzzamanOffice: OCNR 319 Telephone: 361-825-6014Email: waheed@tamucc.eduWebpage: http://faculty.tamucc.edu/waheed

Office Hours

Office hours: MW (3:20-4:20 PM), R (2:50-6:50 PM), and by appointment. Try to use these hours for the betterment of both of us. My office door is always open whenever I am in office. You are welcome to walk-in. I will try to accommodate you as best as I can.

Text and Readings

Philip R. Cateora, Mary C. Gilly and John L. Graham, International Marketing, 16th Edition, Irwin-McGraw Hill, 2013.

Waheeduzzaman, A. N. M. (2011), “Are Emerging Markets Catching Up With the Developed Markets in Terms of Consumption," Journal of Global Marketing, 24 (2), 136-151.

Waheeduzzaman, A. N. M. (2011), “Competitiveness and convergence in G7 and emerging markets,” Competitiveness Review, 21 (2), 110-128.

Waheeduzzaman, A. N. M. (2008), “Market Potential Estimation in International Markets: A Comparison of Methods," Journal of Global Marketing. 21 (4), 307-320.

Objective and Learning Goals

The course aims at providing an understanding of international marketing from a global perspective. Class discussions will include the following topics: analyzing global markets, developing global marketing strategies, designing global marketing programs, and managing global marketing efforts. Understanding the marketing process in an international context is the focus of the class. Some of the specific learning objectives/goals to be accomplished are as follows.

Delineate the difference between domestic and international marketing. Understand and appreciate the diversity of political, cultural, economic, and financial

environment facing international marketing (Learning Unit I).

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Evaluate the market potential of a country or region using various political, cultural, economic, and financial criteria (Learning Unit II).

Design a marketing strategy involving product, promotion, price and distribution decisions to reach a specific market (Learning Unit III).

Method of Learning

This is a hybrid class. Learning of the course materials will be achieved through (1) face to face (F2F) in-class teaching, (2) self-study of chapters and submission of online assignments, (3) discussion of chapters and videos, and (4) project. Use Blackboard for all instructional purposes. My webpage at http://faculty.tamucc.edu/waheed can also be useful. Any change or update will be posted in Blackboard. Follow instructions in Blackboard for all submissions. We will follow the lesson plan given below. Check the Course Schedule that for a date-wise lesson plan. Also, check date and availability in Blackboard.

Lesson Plan

UNIT I – UNDERSTAND INTERNATIONAL MARKETING ENVIRONMENT

Lesson1 Scope and Challenge of International MarketingReadings: Ch. 1

Lesson2 International Marketing EnvironmentReadings: Ch. 2-7

Test Short essay type covering chapters 1-7Videos Video1-Seoul Success

http://www.mhhe.com/business/management/videos/BW/Flash/SeoulSuccess.html

Video2-Disney Imagineeringhttp://bevideos.mhhe.com/business/video_library/0073337285/Disc_01/mp4/Clip_05.mp4

UNIT II – EVALUATE COUNTRY AND REGIONAL MARKETS

Lesson3 Evaluation of Country Market and RegionReadings: Ch. 8-11 and Waheeduzzaman (2008) on market potential estimation

Videos Video 3- McDonalds: Segmentation, Targeting, and Positioninghttp://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_08.mp4

Video 4- Kraft: Marketing Globallyhttp://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_06.mp4

Discussion Video 3-4. Check date and availability in BBAssignment UnitII-Assignment1. Check date and availability in BB

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UNIT III – DESIGN INTERNATIONAL MARKETING STRATEGY

Lesson4 Product Market ConsiderationsReadings: Ch. 12-14

Lesson5 Channels/Distribution ConsiderationsReadings: Ch. 15

Lesson6 Promotion ConsiderationsReadings: Ch. 16-17

Lesson7 Pricing ConsiderationsReadings: Ch. 18

Videos Video5- Dole: Buying from Vendors around the globehttp://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_07.mp4

Video6-New Balance: Managing Supply From US and Overseashttp://bevideos.mhhe.com/business/video_library/0073362255/mp4/Clip_14.mp4

Video7-Mini-US (Promotions)http://bevideos.mhhe.com/business/video_library/0073364142/Disc_01/mp4/Clip_17.mp4

Video8-Building a Brand in India the Mary Kay Wayhttp://lectures.mhhe.com/connect/0077441826/ch11_marykay.mp4

Discussion Video 5-8. Check date and availability in BBAssignment UnitIII-Assignment2. Check date and availability in BB

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Course Schedule

Spring 2015 MKTG 4340 International Marketing [F2F=face to face, ON-online]

Unit/Lesson

Date Class Meeting

Topic Chapter

I/1 Jan 22 R F2F The Scope and Challenge of International MarketingProject consultation

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I/2 27 T F2F The Dynamic Environment of International TradeProject consultation

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I/2 29 R F2F History and Geography: Foundations of CultureProject consultation

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I/2 Feb 3 T F2F Cultural Dynamics in Assessing Global Markets 4I/2 5 R F2F Culture, Management Style, and Business Systems 5I/2 10 T F2F The Political Environment: A Critical Concern 6I/2 12 R F2F The International Legal Environment: Playing by the

Rules7

17 T F2F Test (Chapter 1-7)II/3 19 R ON Developing a Global Vision through Marketing

Research8

II/3 24 T F2F Waheeduzzaman (2008): Market Potential Estimation

II/3 26 R ON Economic Development and the Americas 9II/3 Mar 3 T ON Europe, Africa and the Middle East 10II/3 5 R ON The Asia Pacific Region 11III/4 10 T ON Global Marketing Management: Planning and

Organization12

III/4 12 R ON Product and Services for Consumers 1316 M -19 R Spring Break

III/4 24 T ON Product and Services for Business 14III/5 26 R ON International Marketing Channels 15III/6 31 T ON Integrated Marketing Communications and

International Advertising16

III/6 Apr 2 R ON Personal Selling and Sales Management 17III/7 7 T ON Pricing for International Markets 18

9 R F2F/ON Project consultation14 T F2F/ON Project consultation16 R F2F/ON Project consultation21 T F2F/ON Project consultation23 R F2F/ON Project consultation28 T F2F Written project due in class and online30 R F2F Project presentation

May 5 T F2F Project presentation

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Course Description and Policy

Test : There will be a written short essay type test. I will discuss this in class. No make up for the test will be given without valid reason. I will determine validity based on university policy. Test is 20% of the grade.

Project: The research project is a critical component of the class. It helps you apply the concepts learned in the class. Collect data as per instruction and follow the format to write/present the findings of the study. The project must be typed. Submit online and bring a hard copy in the class. Late submission will not be accepted. Project is 45% of the grade, 35% for the written part and 10% for presentation. The project evaluation matrices are enclosed.

Assignments: You are required to submit online assignments via Blackboard. Follow instructions, check date/time, availability and submit accordingly. Online assignments comprise 15% of the grade.

Attendance and Online Discussion: Discussion is a student centered open forum—check the topics/threads and express your learned opinions, stay focused on the topic and participate meaningfully. Both quality and quantity of participation will be considered. I will keep track of the discussion and will participate as and when necessary.

Also, participate meaningfully when we meet face to face in class. Sign attendance. You are expected to be present in class during the entire class period on the days we meet in class. Do not sign attendance for others. This is forgery and will lead to penalty. You will be responsible for all class works whether you attend or not. Follow instructions, check date/time, availability and submit accordingly. Attendance and online discussion is 20% of the grade.

Quality Participation Premium: I may give an extra credit of 1-5% to deserving students who attend class regularly, participate meaningfully in class discussion, and contribute positively to class quality. This is a marketing class, impression counts—avail the opportunity, make yourself visible in a positive way!

Grading: You will be evaluated on the basis of your performance on three criteria: test (20%), online assignments (15%), attendance and online discussion (20%) and project (45%). You can also earn an extra 1-5% as quality participation premium. Actual grading will depend on the distribution of score of the class. A possible evaluation and distribution for grading would be as follows: A = 90%-100%, B = 80%-89%, C = 70%-79%, D = 60% -69% and F = below 60%. Grades will be posted in Blackboard.

Messaging and Email Policy: If you have class related questions visit me in office, use the office hours. Face to face interaction is more useful in learning. In case you have to use electronic media, my preferred method of communication would be Blackboard messages. It is relatively easy keep track of messages in Blackboard. I will try to get in touch with you as soon as I can; hopefully, within 48 hours. Please that understand that we teach large classes and as such it

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becomes difficult for us to respond to messages on time. In extraneous circumstances, you may use email. Use your judgment in sending emails; do not abuse the free mode of communication.

Integrity and Conduct: You are expected to maintain highest standards of integrity and professionalism in your academic work and class conduct. Zero tolerance for academic dishonesty, plagiarism, cheating or misconduct (e.g., cross-talking, cell phones, online distractions in laptops etc.) will be upheld. Turn off cell phones or other electronic devices during class. Consult the University and College policy (e.g., College of Business Student Code of Ethics) on these issues. Deviation or misconduct will lead to penalty.

As an academic community, TAMUCC requires that each individual respect the needs of others to study and learn in a peaceful atmosphere. Under Article III of the Student Code of Conduct, classroom behavior that interferes with either (a) the instructor’s ability to conduct the class or (b) the ability of other students to profit from the instructional program may be considered a breach of the peace and is subject to disciplinary sanction outlined in Article VII of the Student Code of Conduct. Students engaging in unacceptable behavior may be instructed to leave the classroom. This prohibition applies to all instructional situations.

Drop Policy: As an instructor I would like you to be in the class. Let me know if you are facing difficulty. I will try my best to accommodate you. However, for any reason if you need to drop the class please check the university calendar for the drop dates and refunds associated with it. The dates vary from semester to semester. Also, you must initiate the process to drop the course by going to the Student Services Center and filling out a course drop form. Just stopping attendance and participation will not automatically result in your being dropped from the class.

Students with Disabilities: As a university, TAMUCC complies with The Americans with Disabilities Act (ADA), a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please visit the university Disability Services office for proper advice. Also, inform me in advance so that I can accommodate you in the class.

Grade Appeals: For complete details, including the responsibilities of the parties involved in the process and the number of days allowed for completing the steps in the process, see University Rule 13.02.99.C2, Student Grade Appeals, and University Procedure 13.02.99.C2.01, Student Grade Appeal Procedures. For assistance and/or guidance in the grade appeal process, you may contact the Office of Student Affairs. Usually, the process starts with discussing the matter with me, and, I will try my best to see that fairness prevails.

Exam Proctoring Fee Disclaimer: Please be aware that courses may require the use of exam-proctoring involving third party charges. Exam-proctoring charges may range from $1-$50.00 per exam. Students may be required to schedule exams at least 24 hours in advance or incur late scheduling charges. All costs for exams are the responsibility of the student. Students may also

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be responsible for providing webcams to be used in test proctoring.

Syllabus Disclaimer: This syllabus has been created as a guide to the class and is as accurate as possible. However, all information is subject to change. Any changes will be posted on the Blackboard Announcements. The instructor reserves the right to modify/change course requirements as circumstances dictate. For example, the instructor may change the number and frequency of articles/cases, if needed. You will be notified about the change by e-mail or through Blackboard.

Statement of Academic Continuity: In the event of an unforeseen adverse event, and classes cannot be held on the campus of Texas A&M University–Corpus Christi; this course will continue through the use of Blackboard and/or email. In addition, the syllabus and class activities may be modified to allow continuation of the course. Ideally, University facilities (i.e., emails, web sites, and Blackboard) will be operational within two days of the closing of the physical campus. However, students need to make certain that the course instructor has a primary and a secondary means of contacting each student.

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International Marketing Project

Spring 2015MKTG 4340 International Marketing

Dr. A. N. M. Waheeduzzaman

Project due on April 28, 2015

I. Purpose

The purpose of the project is to familiarize you with the international marketing environment, evaluate market potential and develop strategy to reach a target market. Assume yourself to be an international marketing consultant to the company of your choice. Use “The Country Notebook-A Guide for Developing a Marketing Plan” in the text as a guide in completing the project.

II. Task and Group

Pick a brand, product or a product category and conduct a preliminary market and industry analysis. Preliminary analysis should lead you to a country (you may pick a region also) in which you will be marketing your product. Get the project approved by the instructor by using the project approval form. Your product and country/region must be approved by the instructor. Foreign students must not pick their native country.

Your task is to define the target market, profile the customers, assess the market potential, analyze the international marketing environment and design and implement the marketing mix for the company in a specific country or a region.

You will complete the project in groups. Form groups and elect a leader on the first day of the class. Leader of the group will be your primary liaison. No more than five members can be included in one group. You cannot change the group membership without prior approval from me. All members in the group should contribute equally and will receive the same grade. Groups may opt for peer evaluation and differential grading. See Group and Peer Evaluation section below for details. I will also explain this in class.

III. Submission Instruction

Collect data as per instruction and follow the format to write/present the findings of the study. The project must be typed and submitted on time. Late submission will not be accepted. Submit a MS Word copy via Blackboard by 11:00 AM on the day it is due and bring a hard copy in class. For online submission use file name as follows: MKTG4340-Spring 2105-GroupX-Company Name. Again, Blackboard will not accept late submission. I will grade the hard copy and keep the electronic copy as reference. Only one submission from each group will be accepted. Group leader will submit the project on behalf of the group. You can be penalized for multiple

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submissions.

V. Data Collection

Most of the data for the project can be obtained from various secondary sources including Global Market Information Database (GMID), Census Bureau, Globaledge (Michigan State University), The World Bank, United Nations, Central Intelligence Agency (CIA), Heritage Foundation, Freedom House, Transparency International, IBIS World, LexisNexis, Wharton Research Services, etc. Visit Bell Library Databases and my website links. Use the same unit/base for exchange rate while collecting data from GMID or any other source. I have found that year-to-year exchange rate is a good practice.

VI. Project Description

The project must be presented in a professional manner. Use the American Psychological Association (APA) guidelines for writing style, citations and format. Bell Library has a short handout on APA guidelines. All sources from which data have been collected must be properly cited in the paper as references. Use the following format to report your findings. Follow the page limitations for each section of the report. Again, The Country Notebook-A Guide for Developing a Marketing Plan can be a very useful in completing the project.

1. Target Market Definition: Define the target market and make a profile of the customers of the company. The target market definition of the company may begin with segmentation. If the market is segmented then elaborate the basis for segmentation and define each segment and its characteristics. If the company does not have segmented markets then investigate and determine if segmentation is possible.

2. Estimation of Market Potential: Estimate the total market potential of the company with the help of past sales data. If data are not available then conduct your own estimate. The article, Waheeduzzaman (2008) delineates a few methods of market potential estimation. Read the article before using them for the study. You may use Table 1 for your analysis. The table is given as an example using durables possession data. Your actual table can be different from this one.

3. Competition: Determine major players in the industry and discuss the nature of competition in the country market. Suggest a competitive and positioning strategy for the company. The segmentation analysis, conducted earlier, should be useful here. You may use market share data, SWOT analysis, or other competitive analysis tools for this section. Keep the focus in the country of your choice.

4. Analysis of International Marketing Environment: Explain how the external environment affects the marketing efforts/functions of the company. Consider economic, demographic, technological, legal/political and social/cultural factors affecting the industry, company or product. Discuss how each of them affects the market. Specifically, identify those factors/forces that directly affect the marketing efforts of company in the country of your analysis. Use the

5. Designing of Marketing Mix: Determine the marketing mix for the company and suggest 9

an implementation strategy. Explain each of the four Ps. Discuss product design and attribute, pricing, promotion and distribution. If needed, suggest separate marketing mix for each segment identified. Discuss standardization adaptation issues here.

6. Conclusion: Conclude the study with strategy suggestion for the company, especially in marketing. Also, briefly discuss your learning experience here.

VII Project Presentation Format

The project must follow the format given below. You may put all tables and charts at the end of the report. Be sure to refer them in the text. I will prefer that you maintain the page limitations. The main body of the report cannot be more 35 pages excluding references, tables, charts or graphs.

Cover pageExecutive Summary (2 pages) Table of Contents

I Introduction (1-2 pages)Describe the purpose, scope, methodology and limitations of the paper.

II Target Market Definition (2-3 pages)

III Estimation of Market Potential (3-5 pages)

IV Competition (3-5 pages)

V Analysis of International Marketing Environment (4-7 pages)

VI Designing of Marketing Mix (4-7 pages)

VII Conclusion (2-3 pages)

ReferencesTablesCharts and graphs

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VIII Group and Peer Evaluation

As stated, project is a group work. It is not only a critical component in learning but also a significant portion of the grade (40%). I expect you to work in groups, as closely as possible. Team spirit and intra-group cooperation is essential for success. Try to develop favorable culture from the very beginning. Divide the work, work together and receive the same grade for each submission. If you opt for differential grading then use the following form and attach it with the project.

Title of the ProjectGroup #

File Name:

Group Member Overall Contribution Actual Score of the StudentStudent A 100% 40*1.0= 40%Student B 90% 40*0.9= 36%Student C 100% 40*1.0= 40%Student D 80% 40*0.8= 32%

Overall contribution of the group member could be based on the following criteria (C1-C5). I am interested in your final evaluation, i.e., the overall contribution score (maximum 100%).

C1: Attitude, mutual respect and interaction (20%)C2: Attendance in group meeting (20%)C3: Timeliness in group submission (20%)C4: Involvement in group work (20%)C5: Overall quality (20%)

I will explain this further in class. Again, peer evaluation is OPTIONAL and should be used for differential grading only.

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IX Project Approval Form

This document must be typed. You must not proceed without the approval of the project. Once approved the project cannot not be changed. Instructor will retain this approval form for reference. Please provide the following information.

1. Date of submission

2. Name of the company with primary contacts

3. Names of the group members in the study

4. Brief description of the company (describe the company, its primary business, market, revenue etc.)

5. Detailed time frame for the study (draw a time line for data collection, analysis, writing etc.)

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X Project Evaluation: Written Part

Date: _____________ Project Title: ____________________________ Group: _______

Criteria Points Points Earned1 Introduction 102 Target Market Definition 103 Estimation of Market Potential 104 Competition 105 Analysis of International Marketing

Environment 10

6 Designing of Marketing Mix 107 Conclusion 108 Citations and references 109 Overall quality and presentation 20

Total 100

Comments on the Project:

XI Project Evaluation: Presentation Part

Date: _____________ Project Title: ____________________________ Group: _______

Criteria Points Points Earned1 Introduction 102 Target Market Definition 103 Estimation of Market Potential 104 Competition 105 Analysis of International Marketing

Environment 10

6 Designing of Marketing Mix 107 Conclusion 108 Team coordination 109 Overall quality and presentation 20

Total 100

Comments on the Project:

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Table 1Market Potential Estimation for a Durable

Year 2008 2009 2010 2011 2012 2013

Possession of the durable

Demand for the durable based on possession dataDemand for the durable using chain ratio methodDemand for the durable using method of analogyAverage demand for the durable

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Know Your Instructor

My Statement I am an academic. I enjoy reading, teaching, conducting research, consulting, writing and publishing. I believe every time I teach a student, publish a paper, make professional presentation, or consult a company, I am making a marginal contribution to the society.

Employment Professor of Marketing and International Business in the College of Business, Texas A&M University-Corpus Christi since 2000. Previously taught at Salisbury State University (Maryland), University of New Haven (Connecticut), North South University (Bangladesh), and Institute of Business Administration (IBA), Dhaka University (Bangladesh).

Education Ph.D. in Business Administration from Kent State University, Ohio. Have two MBAs, one in International Business from George Washington University, Washington, D.C. and the other in Marketing from Institute of Business Administration, Dhaka University, Bangladesh.

Research Interest Marketing and International Business. Special topics of interest include international competitiveness, emerging markets, convergence and globalization.

Publications Publications appeared in Competitiveness Review, Journal of Global Marketing, Journal of Global Business, Journal of Transnational Management Development, Midwestern Journal of Business and Economics, Journal of Management, Business and Economics, and Proceedings of the American Marketing Association.Associate Editor, Journal of Competitiveness Studies

Distinctions Received University Excellence Award in Research at Texas A&M University-Corpus Christi. Received awards for Excellence in Teaching at Texas A&M University-Corpus Christi and University of New Haven, Connecticut.

Honor Societies Beta Gamma Sigma (George Washington University), Phi Beta Delta (Kent State University), Alpha Mu Alpha (American Marketing Association) and Sigma Beta Delta (University of New Haven).

Membership American Marketing Association, Academy of International Business, American Society for Competitiveness, International Management Development Association, Society for Advancement of Management, and National Geographic Society.

Personal Married, two children. Enjoy teaching, reading, writing, publishing and traveling. Have traveled to over 20 countries of the world.

Good Luck! Have a Great Semester!

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