International Marketing

 (Subject to change)

REQUIRED TEXTBOOK:

Students are required to obtain the following textbook before they arrive in Shanghai: Marketing Management: An Asian Perspective. Sixth Edition. Kotler, Keller, Ang. Pearson Publishing.  

 

ASSIGNED READINGS AND POWERPOINTS:

All learning materials will be sent directly to each student. Readings for session will be sent a few days before the lecture. Powerpoints will be sent sometime after each session.

 

PREREQUISITES:

Prior coursework in core marketing is required as the course builds upon these fundamentals.

 

COURSE OBJECTIVES:

The principal objective of this course is to help you develop a critical appreciation of both the opportunities and challenges associated with the increasing globalization of markets with a particular focus on emerging markets, Asian markets, and China in particular. During the semester, you will learn about the key environmental forces shaping consumer needs and preferences, the impact of political and economic factors on firms operating in an international environment, the influence of international competition, market segmentation and strategy decisions specific to international marketing. You will:

  1. Assess various foreign markets
  2. Analyze the impact of cultural, social, political and economic factors on marketing strategies
  3. Determine when to use different market entry and penetration strategies
  4. Examine the different skills and systems required to implement marketing strategies across country borders
  5. By engaging your best efforts, you will enhance your understanding of the scope, risks and rewards facing organizations attempting to establish and maintain global competitiveness.

 

COURSE REQUIREMENTS AND ASSESSMENT:

Class Attendance and Participation (totaling 20% of final grade). 

Attendance in class sessions is required. If you are unable to attend a class, you are expected to email your professor ahead of time. Unexcused absence from an exam or presentation will result in a zero being entered for that grade. Excused absence from an exam or presentation will result in either a make-up or the final grade being determined by the other evaluation inputs.

An excused absence for missing an exam or presentation must be requested and arranged with the professor before an exam or presentation. If you are unable to make it to class, please check-in with a classmate for any missed information. If you still have questions once you have reviewed all slides, notes and assigned readings, you may contact your professor for clarification.

Class participation is critical to the success of this course and also provides an opportunity to develop the oral communication and persuasion skills that are essential in the practice of marketing. Also, students are encouraged to take this opportunity to look into current marketing events that are relevant to your own surrounding. Effective class participation includes:

Adequate preparation for each class session. You are expected to come to class prepared to engage in an informed conversation about class material and about current marketing news stories and observations around China.

Regular and timely attendance. Excused reasons for absence are outlined in the Student Handbook. Consistent with school policy, absences for personal reasons, including job interviews and personal commitments (e.g., travel, attending a friend’s wedding) are not considered excused. One unexcused absence is generally expected. Beyond this, unexcused absences will adversely affect your participation grade. Also, classes will start on time so be punctual. Late arrivals past the five-minute mark adversely affect your participation grade.

Contributions to in-class discussions. Your in-class contributions will be judged on the basis of whether they facilitate the process of collective learning in the classroom. High quality contributions are efficient, relevant to the discussion at hand, and cognizant of the flow of arguments on the table. Quality does not entail simple repetition of case facts or previous commentary. Quality contributions help others learn by synthesizing multiple points of view, redirecting a discussion that has hit an impasse, clarifying ambiguities, or provoking debate. Quality participants respect others’ opinions and take care not to dominate the conversation. A good class citizen also turns off his/her cell phone before coming to class and does not use his/her computer for IM’ing or surfing.

Using these criteria, class contributions are judged using the following scale: (3) outstanding, if this person were not contributing today the quality of the class discussion would have been significantly diminished; (2) good, helpful and on-target comments; (1) attending non-participant or one with repetitive, non-value-add comments; (-1) absent, late, or destructive class commentary.

No Cell Phones, IM’ing, Surfing or Gaming. Cell phones must be turned off at the start of class sessions. Those who are emailing, IM’ing, gaming, or performing any other non-class related activity will be penalized in class participation.

 

Apple and its Asian Suppliers Case Analysis (totaling 20% of final grade).

This case is provided to students in session four, and due before session six. A properly written bibliography is required.

 

Unannounced In-Class Essays (totaling 20% of final grade).

Students should always bring some blank paper to each session. There will be some unannounced in-class essays related to assigned readings and class discussions. Each essay will be given without prior notice. No more than 20 minutes will be allowed for completion. These in-class essays should encourage you to keep up with assigned readings. Together they will constitute 20% of the final grade. Each essay will be judged on the following scale: 3 points for an essay that shows insight, logic, and clear understanding of the relevant issues involved; 2 points for an essay the misses some of the relevant issues involved; 1 point for an essay the key points of the question; 0 points for an incomplete essay.

 

Two Oral Presentations. (Totaling 20% of final grade). During sessions four and nine, students will be giving an oral presentation. See the planned course schedule (on the following pages) for more details.

 

Final Examination (totaling 20% of final grade). The final exam will consist of many multiple choice questions, some short answer questions and a longer case study. It will cover each of the key topics discussed in the course and be “closed book”.

Students must:

1. Bring writing pens and plenty of paper (no books, electronics, or aids of any kind);

2. Write a legible answer to each of the questions.

3. Submit your exam (in legible form) to the professor before departing the class.

Your essay will be graded on overall quality (e.g., ideas, clarity, reasoning, writing quality). This exam will constitute 40% of your final grade.

 

Academic Conduct Code. Students in the MK467 class are expected to read and abide by the Academic Conduct Code which can be read in its entirety by following this link http://smgworld.bu.edu/acc/.

Grades will be assigned based on BU standards, where an A is “excellent,” B is “good” and C is “Satisfactory” or “Average.” An average student is one who shows up, understands most of the material, contributes to class discussion during at least half the sessions, and performs adequately on the assignments. If you hope to receive a higher letter grade, your performance has to be above average. “D” and “F” letter grades will be given if the student demonstrates poor performance.

 

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