Dominican University

BAD 351 (Spring 2005)

International Marketing

Instructor:

Jim Haefner

Phone: 773.350.8607

Office: 318 Fine Arts

Office hours: 2:30 to 4:30 M W F or by appointment

E-mail: jhaefner@dom.edu

Course assignments and announcements will be posted on Blackboard.

Course Prerequisite

BAD 250

Course Description

The “new global economy” makes it essential that students gain an appreciation of the rapidly evolving field of international marketing. The changing political environments (the European Union), economic engines (China), and regional trading alliances have altered the face of international business. Recognizing the importance of cultural diversity in terms of buying behavior will be emphasized. The course will attempt to develop new paradigms that can allow companies to better take advantage of “new” world markets. The question that will dominate the course will be: Think globally but act locally?”

Course Objectives

1. Students will develop understandings of global perspectives concerning the economics of markets and consumers in those markets.
1. Students will develop abilities to compare customs, folkways, traditions and attitudes in various cultures/markets and determine implications for marketing management.
2. Students will articulate various academic approaches to identifying homogeneity among cultures rather than the notion of total uniqueness of cultures.
3. Students will analyze new global trade affiliations and economic trading zones to determine their influence upon marketing strategy.
2. Students will enhance both written and oral communication skills
1. Through formal and informal class presentations and group work, students will improve their abilities to interact positively with peers for enhanced learning by all.
2. Students will enhance their abilities to integrate and synthesize various sources through formal and informal written exercises.
3. Students will develop knowledge of ethical issues internal and external to organizations, and enhance their abilities to reason ethically.
1. Through various mini-case exercises students will sharpen their personal cultural sensitivity and articulate the relevance of cultural sensitivity to international markets.

Academic Integrity Policy

Students of the university must conduct themselves in accordance with the highest standards of academic honesty arid integrity. Failure to maintain academic integrity will not be tolerated. The following definitions are provided for understanding and clarity.

Definitions of Plagiarism, Cheating and Academic Dishonesty

Student plagiarism is the deliberate presentation of the writing or thinking of another, as the student's own. In written or oral work a student may make fair use of quotations, ideas, images, etc., that appear in others' work only if the student gives appropriate credit to the original authors, thinkers, owners or creators of that work. This includes material found on the Internet and in electronic databases.

Cheating entails the use of unauthorized or prohibited aids in accomplishing assigned academic tasks. Obtaining unauthorized help on examinations, using prohibited notes on closed-note examinations, and depending on others for the writing of essays or the creation of other assigned work are all forms of cheating.

Academic dishonesty may also include other acts intended to misrepresent the authorship of academic work or to undermine the integrity of the classroom or of grades assigned for academic work. Deliberate acts threatening the integrity of library materials or the smooth operation of laboratories are among possible acts of academic dishonesty. .

Required texts

Lascu, International Marketing (Atomic Dog Publishing, 2003)

Course Grading There will be two essay exams plus a case presentation. Each assignment will be worth 33% of the final grade.

Schedule

Date	Topic of Discussion	Reading Assignment
1^st week	It’s a Complex Topic. The Need to Start with Some Basic Definitions.	Lascu, Chapters 1
2^nd week	The Global Marketing Environment	Lascu, Chapter 2, 3, 4
3^rd week	The Cultural Environment: Another Phrase for Consumer Behavior?	Lascu, Chapter 5
4^th week	Cultural Identities
5^th week	Marketing Research: Is It So Different Over There?	Lascu, Chapter 6
6^th week	Segmentation and Positioning: Sound Familiar?	Lascu, Chapter 7
7^th week	International Marketing Strategies Midsemester Take Home	Lascu, Chapters 8, 17
8^th week	Global Product Strategy Branding	Lascu, Chapter 9
9^th week	Global Product Decisions Continued	Lascu, Chapter 10
10^th week	Distribution Decisions	Lascu, Chapter 11
11^th class	Global Communication Decisions; the Advertising Arena	Lascu, Chapter 13
12^th class	Public Relations and Mass Media Issues	Lascu, Chapters 14
13^th week	Decisions Concerning the Complex Issues of Global Pricing	Lascu, Chapter 16
14^th week	Case presentations Final Take home exam