Course Handbook -MKT 508

7/28/2019 Course Handbook -MKT 508

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Course Handbook

MKT 508 International Marketing

WMBA Program

Summer 2013

Institute of Business Administration


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Section A: Basic Information

Introduction

Welcome to MKT 508 International Marketing module. This module is offered to the students

who are specializing in marketing. The course assigns 3 credits on the successful completion of

it at the end of the semester. It is evaluated on the basis of class tests, assignments,

discussions, presentations and the final examination. Please see section B for details.

Prerequisites

The perquisite of this course is MKT 509 Marketing Management.

Aims

This course is based on the basic and extended concepts of the international marketing

practices. It aims to develop the understanding of the theories and practices related to

international marketing and the design of global marketing programs.

Objectives

On completion of this course, you will be able to: Identify the key challenges that an international marketer faces and the strategies to deal

with those challenges.

Analyze and develop firms international competitiveness options and strategies.

Demonstrate skills that would assist in analyzing international marketing environment.

Develop strategies to select international market(s).

Identify the alternative international market entry options and their relative advantages in the

context of different countries socio-economic profiles.

Identify and develop strategies for the emerging or developing international markets.

Design marketing programme that would cover product, price, distribution, and

communications strategies.

Assessment Banding

The overall course assessment is based on 100 marks. The marks for the tutorial examinations,

assignments, and presentations are 60 whereas the final examination will carry 40 percent

weight of the total marks. The highest assessment band is based on the score ranging from 80

to 100 that represent A+ grade. Any final score that falls below 40 is considered to be an F

grade.

Contacting the Course Instructor

Arafat Rahman

Email: [email protected]

Consultation Hour: Saturday 11:30 AM - 01:30 PM

Friday 03:30 PM - 04:30 PM

Office: Room-302 (North Wing), Second Floor

Please use email to deal with simple issues. For more complicated issues, email should be

used to set up an appointment. Contacting the course instructor sooner rather than later is

strongly recommended if you are anxious about the course or in any kind of difficulty.


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Section B: Course Structure, Readings, and Assessments

Course Structure

The following table summarizes the issues and topics within the course:

Topic Content Text Reference

1 International marketing and its challengesChapter 1 (SH)

Chapter 1 (CGS)

2 International competitiveness of firms Chapter 4 (SH)

Class Test 1 on Week 3

3Analysis of international marketing environment

CASE: Case 2-1 EuroDisney; pp. 727-731 (CGS)

Chapter 6, 7 (SH)

Chapter 4, 6, 7 (CGS)

4 International market selection process and strategy Chapter 8 (SH)


5 Emerging markets Chapter 9 (CGS)

6International market entry strategies

CASE: Damar International; pp. 306-307 (CR)Chapter 10, 11, 12 (SH)

Term Examination on Week 7

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International product decisions and strategies

CASE: Case 4-7 Selling tobacco to third world countries;

pp. 814-819 (CGS)

Chapter 14 (SH)

Chapter 12 (CGS)

Chapter 10, 14 (CR)

8 International pricing decisions and strategiesChapter 15 (SH)

Chapter 18 (CGS)


9International distribution and supply chain strategies

CASE: Imaginarium; pp. 454-458 (CR)

Chapter 16 (SH)

Chapter 16 (CR)

10 International advertising and promotional strategiesChapter 17 (SH)

Chapter 17 (CGS)

SH = Svend Hollensen; CGS = Cateora, Graham, Salwan; CR = Czinkota, Ronkainen

Notes: Additional readings and cases will be added to the above-mentioned contents of any

chapter. The instructor will provide all such additional course materials when required.


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Readings

Main texts are:

Global Marketing: A Decision-Oriented Approach; By Svend Hollensen; 5th edition; FT Prentice

Hall. (SH)

International Marketing; By Philip R. Cateora, John L. Graham, and Prashant Salwan. 13th

edition, McGraw-Hill. (CGS)

The supplementary texts include:

International Marketing; By Michael R. Czinkota, and IIkka A. Ronkainen; 8th edition;

Cengage Learning. (CR)

Global Marketing; By Keegan, Warren J. and Green Mark C. Prentice-Hall, New Jersey;

2005. (KG)

In addition, a series of academic papers and journal articles from the following sources are

included:

Journal of International Marketing

Journal of Marketing

Harvard Business Review

International Marketing Review

European Journal of Marketing

Assessments

The table below summarizes the overall assessments and the allocated marks distribution of the

course:

Full Course Assessment Item No. of Items Allocated Marks

In-Course 60

Class tests 3 15

Term Examination 1 10

Case-based Assignments 4 10

Report 1 10

Presentation 1 10

Class Attendance N/A 5

Final Examination (Comprehensive) 40

Work Requirements

You are responsible for your own learning. The course instructor is, of course, very happy to

facilitate your learning process. Thus, the work requirements for this course are as follows:

Attendance at the lectures and discussion sessions

Preparation for the classes and the readings as directed

Submission of assignments and reports in due time. Please see section C for details.

Participation and successful completion of all examinations.


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Section C: Policies

Tests and Assignments

There will be no make-up/re-take for the missed class tests. If anyone misses such examination

(deliberately/accidentally), he/she will be awarded a zero grade for that particular examination.

You are strongly advised to notify the instructor regarding any problem (verifiable) arising out of

a valid reason before the term examination. Upon the acceptance of such reasons by theconcerned instructor, a special arrangement can be made for re-taking of term examination.

Late submission of the assignments and reports are strongly discouraged. Failure to submit any

assignment on due time and date will result in the reduction of the allocated marks for that

particular assignment. A zero grade will be awarded if the date of submission exceeds the

stated date as appears in every assignment/report notification from the instructor.

You are strongly advised to attend the oral presentation session/s. There will be no further

arrangement for anyone if he/she fails to attend the presentation session on due date, and time.

Academic Integrity

It is strongly recommended to acknowledge the appropriate sources while writing your own

assignments and reports. All sources of information must be referenced appropriately in the

main texts as well as in the bibliographical section of your written works. The written works (i.e.

assignments, reports) without acknowledging the original author(s) would indicate a case of

plagiarism. Any such case will be penalized by awarding a zero grade for that particular written

work.

Course Handbook -MKT 508

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