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KIMEP University ("KIMEP")
Bang College of Business ("BCB")
Fall Semester 2013
Course Syllabus
MKT 4208 International Marketing
1. Basic Information
Course code and title: MKT 4208 International Marketing
Course Textbook: Philip R. Cateora, Mary C. Gilly, & John L. Graham, 2011, International Marketing, 15th edition, McGraw – Hill Irwin.
Course meeting time and place: Monday & Wednesday, 16:00-17:15
#207 Valikhanov
Course credit: 3 hours
Instructor information:
Professor: Richard Tansey, Ph.d [marketing], Ph.d. [U.S. history]
Office: Room 310 Dostyk Building
Phone: 727 270-4440; extension 2245
Email: rtansey@kimep.kz
2. Instructor availability:
Office hours: Monday & Wednesday 11:30-14:30
and by appointment
3. Course Description/Overview
MKT 3202 serves five major purposes to develop student skills to conduct research:
3-1) International Marketing has become an integral element in strategic marketing planning;
3-2) Use international marketing communications/consumer behavior/demographics to differentiate new market segments;
3-3) Impact of international marketing communications, consumer perception/learning on consumer buying/retail store image;
3-4) Learn the uses of multiattribute attitude models, their three components & changing consumer attitudes through elaboration likelihood model, i.e. central cognitive processing in high knowledge/high involvement situations versus low involvement/low knowledge buying situations using peripheral cues;
3-5) International Marketing communications influence on consumer attributions towards product evaluations using consensus, distinctiveness, consistency, & consensus.
4. Learning Objectives:
4-1) Regarding analytical thinking and problem solving skills, students are required to learn contemporary international marketing communications, consumer behavior and social psychology theories to define, describe, analyze, evaluate and respond to various types of consumer behavior, consumer information processing, consumer learning and consumer decision-making, especially consumer purchases at the retail level;
4-2) Regarding international marketing communication skills, students are required to understand how marketers can improve the ability and capacity of consumers to note, attend to and process advertising and promotional messages targeted to various consumer segments;
4-3) Regarding international legal and ethical issues, students are required to understand consumer vulnerability to various types of misleading advertising messages including the use of plausible and implausible reference prices used to sell various complex market offerings;
4-4) Regarding advanced specialized knowledge, students are required to develop a basic knowledge of various domains of international marketing communications and social psychology, such as group versus individual information processing strategies and evaluation responses;
5) Relationship of MKT 4208 to KIMEP BCB business program.
International Marketing offers some of the key foundational concepts/theories for training graduate marketing majors. It provides many of the basic theories and techniques used in other marketing courses, such as service marketing or advertising/promotions.
6) Teaching Methodology/Pedagogy.
Course material will be presented generally in a lecture format. However, students will be encouraged to form groups of two or three students when class time will be used to allow students to work on in-class problems and assigned research projects.
7) Assessment Method:
|
Activities |
Points in % |
|
Two mid-term exams – Mid Term 1 & 2 |
60% |
|
One Final Assessment |
40% |
|
Total |
100% |
8) Grades for each exam will be assigned, following KIMEP catalog, as follows:
A+ = 90=100
A = 85-89
A- = 80-84
B+ = 77-79
B = 73-76
B- = 70-72
C+ = 67-69
C = 63-66
C- = 60-62
D+ = 57-59
D = 53-56
D- = 50-52
F = BELOW 50
9) Course Policies:
9-1) Students are not permitted to enter class room 10 minutes after lecture begins. No one should leave the classroom after lecture begins. A student who leaves lecture will not be permitted to return to the classroom until lecture is done.
Any student who is believed to be unruly or lacks proper decorum as determined by lecturer will be asked to leave the lecture room for remainder of that class.
Any student refusing to leave the room voluntarily at lecturer's request will have his/her books placed in the external hallway.
9-2) For both midterm and final exams, each student will take these assessment evaluations alone. Acts of academic dishonesty or misconduct will result in disciplinary action in accordance with KIMEP regulations. Each student is responsible for knowing and adhering/complying with KIMEP's regulations/guidelines, as stated in KIMEP's current catalog.
9-3) For both midterm and final exam day tests, each student is expected to bring 10 to 20 lined sheets of blank paper to respond to multiple identification items, and short essay questions [2-5 pages on both sides]. Please note that student responses are expected to be only in English language.
9-4) For both the midterm and final exams, students are expected to have/display their individual KIMEP ID cards. The picture on the ID should be the person taking the exam and the name on the ID should be on the lecturer's class roll. Any use of surrogates will be perceived as conspiratorial dishonesty.
9-5) Any student who has a documented disability that adversely impacts his/her ability
to complete any and all course requirements should see class instructor to make arrangements necessary for allowing said student a fair and equitable opportunity to be evaluated in this course.
9-6) Any student or group who misses an exam or group project deadline will receive a grade of zero on that exam or group project. A makeup exam/group project requires that said student/group present a valid and documented reason for missing exam or group project deadline.
9-7) Outside class assignments, e.g. group projects, are penalized 10% each day for each day beyond the due date.
9-8) No formal record of class attendance will be maintained except that required by KIMEP registrar. Note that students who attend class on a regular basis stand a better chance of passing the course.
9-9) Any student who stops attending this class but does not formally withdraw will receive a grade of "F" for the final semester grade.
9-10) A grade o "I" [INCOMPLETE] will not be granted unless extreme circumstances beyond the student's control prevent full completion of any/all course requirements.
Grades of "I" or "IR" will not be given in lieu of "F".
10) Lecture Schedule. 16 week ["W"] semester.
W1 Dates: Sept. 2 - 4: Read CH 1 “Overview, CH 1 & 2” (EST = 3).
W2 Dates: Sept. 9 - 11: Read CH 3 “History and Geography” (EST = 3).
W3 Dates: Sept. 16 -18: September 1 – Read CH 4 “Cultural Dynamics in Assessing Global Markets” (EST = 3).
W4 Dates: Sept. 23 - 25: – Read CH 5 “Culture, Management Style, and Business Systems” (EST = 3).
W5 Dates: Sept. 30 – Oct. 2 – Read CH 6 “The Political Environment” (EST = 3).
W6 Dates: Oct. 7 - 9 – Read CH 7 “The International Legal Environment” (EST = 3).
W7 Dates: Oct. 14 - 16 – Midterm 1 examination
W8 Dates: Oct. 21 - 23 – Read CH 8 “Developing a Global Vision through Marketing Research” (EST = 3).
W9 Dates Oct. 28 - 30 – Read CH 9 “Economic Development and the Americas” (EST = 3).
W10 Dates: Nov. 4 – 6 - Read CH 10 “Europe, Africa, and the Middle East” (EST = 3).
W11 Dates: Nov. 11 – 13 – Read CH 11 “The Asia Pacific Region” (EST = 3).
W12 Dates: Nov. 18 – 20 – Midterm 2 examination
W13 Dates: Nov. 25 – 27 – Read CH 12 “Global Marketing Management” (EST = 3).
W14 Dates: Dec. 2 – 4 – Read CH 13 “Products and Services for Consumers” (EST = 3).
W15 Dates: Dec. 9 – 11 - Read CH 14 “Products and Services for Businesses” (EST = 3).
W16 Dates: Scheduled Final Examination, as scheduled by the Registrar’s Office.
External student work
In addition to the three required lecture hours a week, students are expected to study and read the textbook/assigned outside readings, an additional seven hours a week for each of the 15 weeks of required classes in a semester. Thus, a three hour semester course requires a total of 150 hours of work at the minimum from each student required for MKT 5203.
W1: Read textbook chapter (hereafter “CH”) 1 and the three case questions on page (p.) 26 and the enrichment chapter (pp. 27-41) and answer the three case questions on p. 41.
W2: Read CH 2 and answer the three case questions on p. 68.
W3: Read CH 3 and answer the three case questions on p. 90.
W4: Read CH 4 and answer the three case questions on p. 120.
W5: Read CH 5 and answer the three case questions on p. 147.
W6: Read CH 6 and answer the three case questions on p. 169.
W7: Study outside readings for preparing for Midterm Exam.
W8: Midterm Break.
W9: Read CH 7 and answer the seven review and discussion questions on p. 191.
W10: Read CH 8 and answer the three case questions on p. 218.
W11: Read CH 9 and answer the three case questions on p. 245.
W12: Read CH 10 and answer the eight questions for review and discussion on p. 269.
W13: Read CH 11 and answer the four questions for review and discussion on p. 297.
W14: Read CH 14 and answer the three case questions on p. 384.
W15: Read CH 17 and answer the three case questions on pp. 467-468.
W16: Read CH 18 and answer the three case questions on pp. 492-493.
Final Exam Review and additional assigned readings, as needed.
11) Textbook: Wayne D. Hoyer & Deborah J. MacInnis, Consumer Behavior, 5th edition, South-Western Cengage Learning, 2010, ISBN-13: 978-0-324-83427-7.